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

3

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

.

12

13

14

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

Email

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

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