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Adriana Morales
Fundamentos de Internet Marketing
“marketers follow the eyeballs”
Las Comunicaciones de Marketing
Kotler, O. , Keller, K. et al. (2012). Dirección de Marketing, Pearson Education Limited.
Kotler, O. , Keller, K. et al. (2012). Dirección de Marketing, Pearson Education Limited.
MarketingMarketing
OnlineMarketing
Las Comunicaciones de Marketing
Internet Marketing
E-Marketing / Marketing Digital
Chaffey, D., F. Ellis-Chadwick, et al. (2006). Internet Marketing. Strategy, Implementation and Practice. Third Edition, Pearson Education Limited.
Definiciones
Identificar Anticipar Satisfacer
Adquisición Retención
Fidelización
Enfoque: Multi-canal
Cliente
Objetivos de Marketing
Marketing Offline
Muñoz, P. (2006). Estrategias de marketing digital para pymes. Anetcom. España
El Nuevo Marketing
E-Commerce E-Bussines
(Chaffey 2006; Roberts 2013)
C2C B2C G2C
C2B B2B G2B
C2G B2G G2G
B2B B2C
Definiciones
Roberts, M. and D. Zahay (2013). Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition, McGraw-Hill/Irwin
1
2
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4
5
Impulsores del Internet Marketing
Roberts, M. and D. Zahay (2013). Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition, McGraw-Hill/Irwin
6 mercadologos
7
8
9
10
Impulsores del Internet Marketing
Roberts, M. and D. Zahay (2013). Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition, McGraw-Hill/Irwin
11
.
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Impulsores del Internet Marketing
brand engagement”
prosumidore
clienting)
Estrategias de marketing digital para pymes. ANETCOM.
http://video.anetcom.es/editorial/ANETCOM%20-%20Estrategias%20de%20mk%20digital%20para%20pymes.pdf
Nuevos Paradigmas
Estrategias de marketing digital para pymes. ANETCOM.
http://video.anetcom.es/editorial/ANETCOM%20-%20Estrategias%20de%20mk%20digital%20para%20pymes.pdf
Nuevos Paradigmas
http://www.geeksecuador.com/tag/pilares-basicos-del-marketing-digital-para-pymes/
Herramientas
Web Site
(Page Effectiveness)
Marketing de
Contenidos
SEO
(Search Engine
Optimization)
SEM
(Search Engine
Marketing)
Display
Advertising
Social Media
Marketing
Marketing
Mobile
Marketing
Video
Marketing
Affiliate
Marketing
► http://www.puromarketing.com/7/16447/mejores-videos-virales-triunfado-2013.html#
Chaffey, D., F. Ellis-Chadwick, et al. (2006). Internet Marketing. Strategy, Implementation and Practice. Third Edition, Pearson Education Limited.
Sell
Serve
Speak
Save
Sizzle
Las 5 Ss de Internet Marketing Beneficios
Chaffey, D., F. Ellis-Chadwick, et al. (2006). Internet Marketing. Strategy, Implementation and Practice. Third Edition, Pearson Education Limited.
Interactividad Inteligencia Individualización
Independencia
IntermediaciónIntegración
Factores Estratégicos
Las 6 Is de Internet Marketing
Las 4C del Internet Marketing
Contenido Contexto
Comunidad Conexiones
Conversación
Chaffey, D., F. Ellis-Chadwick, et al. (2006). Internet Marketing. Strategy, Implementation and Practice. Third Edition, Pearson Education Limited.
Objetivos vender
utilidad
Generar Proporcionar
Desarrollo Promoción
experiencia promover
La Presencia Online
