¿Es el marketing digital realmente nuevo? Lecciones desde el viejo y el nuevo marketing.
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Is Digital Marketing really “New”? Lessons from Traditional and New Marketing Ezequiel Triviño Director - Creative Business Solutions DDB España November, 18th, 2010
Transcript of ¿Es el marketing digital realmente nuevo? Lecciones desde el viejo y el nuevo marketing.
Is Digital Marketing really “New”?
Lessons from Traditional and New Marketing
Ezequiel TriviñoDirector - Creative Business Solutions
DDB EspañaNovember, 18th, 2010
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PastPresent
¿Future?
e-MARKETING
RelationshipMarketing
e-MARKETING
RelationshipMarketing???
e-Commerce
RelationshipCommerce
MARKETING - FORMERLY KNOWN AS
“COMMERCE”-HAS BEEN “RELATIONAL” FOR
MORE THAN 10.000 YEARS
MARKETING = ALLIENATED COMMERCE
COMMERCE > 10.000 YEARS = CLIENT
MARKETING < 100 YEARS = CONSUMER
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MARKETS ARE CONVERSATIONS
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1900 - 1960 - 2000
EZEQUIEL TRIVIÑO / WIKREATE
1900
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“Any customer can have a car painted any color that he wants so
long as it is black”
Henry Ford
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EZEQUIEL TRIVIÑO / WIKREATE
1960
MARKETING = ADVERTISING
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STRATEGY
MARKET SHARE
DEFENSIVE MARKETING
TARGET GROUP
CAMPAIGN
MARKETING ARSENAL
TERRITORY
CONSUMER ALIENATION
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“A single dead is a tragedy,
a million deaths is a statistic”
Josef Stalin
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MARKETING
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1980
PUNTO
RADIO
MEDIA FRAGMENTATION
SATURATION
360
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What about DIRECT
MARKETING?
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STRATEGY
MARKET SHARE
DEFENSIVE MARKETING
TARGET GROUP
CAMPAIGN
MARKETING ARSENAL
TERRITORY
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WHAT IS CP COMUNICACION PROXIMITY?
HOW DO WE SEE OUR WORK?
The essence of our proposal comes from seeing Marketing as a tool
used by the various off and on-line media, combined with creativity and technology
in order to...
…understand all our clients and anticipate their needs.
...establish and secure relationships over time between People and Brands.
...attract, create interest and mobilise the target via specific, and quantifiable actions.
HOW DO WE SEE OUR WORK?
IN SHORT
Design and implement off and on line marketing strategies aimed at
creating and developing relationships over time in which ...
“ the second purchase
is more important than the first;
the third more than the second;”
… and so forth.
HOW DO WE SEE OUR WORK?
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CRM
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2005
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COMMERCE > 10.000 YEARS = CLIENT
MARKETING < 100 YEARS = CONSUMER
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• NO NEED FOR LOCATION - REAL STATE
• FREE SHELF SPACE = INFINITE STOCK
• LOW COST ACCESS TO MARKET
• HIGH SCALABILITY
130.000 titulos
<50%260.000+ titulos
100%<50%
2010
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MARKETS ARE CONVERSATIONS
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EZEQUIEL TRIVIÑO / WIKREATE
EZEQUIEL TRIVIÑO / WIKREATE
The Brand
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A Brand is the sum of the perceptions determined by the
experiences a certain person has about your product, your service
and your company.
If your product isn´t BETTER or CHEAPER than your competition
an order of magnitude (10X), you are mostly on Services
Marketing
And Services Marketing is Relationship based
CASE STUDIES
RELATIONSHIPCommerce
e-Commerce
OUTCOME
Marketing + Advertising = GIVE
Marketing + SCN = TAKE
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MAKE LOVENOT WAR
DO UNTO OTHERS AS YOU WOULD HAVE THEM
DO UNTO YOU.
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Muchasgracias
www.ezequiel-trivino.com
