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Descargar MIR Magazine (Febrero 2021) Sam, incitas re non rercia dem eles am natisquunt aut venimpo repudaeprati quis destiistios con- sequis ut quo es vent estempor sinulle ctoreici Número 01 - Diciembre 2020 Marketing Insider Review EDITORIAL EL marketing es imprescindible en entornos VUCA NÚMERO 1 | ENERO – MARZO 2021 La magnitud, velocidad y frecuencia de Los cambios en el entorno en el siglo XXI ha alcanzado un nivel sin precedentes nunca Marketing Insider Review es una editorial joven, fresca, profesional, orientada al lector que propone crear la red de antes visto. La digitalización, la tecnología y la Covid-19 nos marketing más influyente del mundo hispanohablante. han pincelado un retrato caracterizado por la incertidumbre, la Nuestra misión es la de proporcionar contenido de alto gestión de las crisis y las motivaciones de afrontar grandes retos. valor a los profesionales de marketing para mejorar sus actividades y agregar más valor a las empresas en particular La tecnología nos permite recibir información de todo el mundo y a la sociedad en general. en casi tiempo real. Sin embargo, este flujo de información no es sólo un camino, sino que es el camino de afrontar el reto. Las COMITÉ EDITORIAL nuevas tecnologías basadas en la web nos permiten participar David de Matías Batalla, Jesús de Matías Batalla, activamente en el mercado y adaptarnos al mismo rápidamente Antonella Catucci, María Fernanda Padilla. por medio de decisiones estratégicas. CEO & CMO David de Matías Batalla En este primer número, recogemos algunos de los mejores direcció[email protected] contenidos que ha revista ha publicado en su formato web durante el año 2020 que ayudarán a poder tomar decisiones EDITORA JEFE MAGAZINE María Fernanda Padilla sobre qué estrategias y planes de acción su empresa puede [email protected] implantar en términos de marketing y ventas. Artículos sobre marcas reconocidas, entrevistas a directivos, el papel de la mujer EDITOR JEFE, RESPONSABLE DE CONTENIDOS Y en la empresa así como otros basados en actualidad, marketing COMUNICACIÓN Jesús de Matías Batalla digital, tecnología y consejos para emprendedores, hacen de este [email protected] número ser un activo de valor para usted. DIRECTORA DE COMUNICACIÓN ADJ., SMM & RESPONSABLE DE MKT&WOMEN SUMARIO Antonella Catucci [email protected] Actualidad ............................................................................................................. 06 RESPONSABLE DE EVENTOS Eva Antonanzas Marketing digital ............................................................................................... 28 [email protected] MKT&Women ........................................................................................................44 PORTADA MAGAZINE María Zulema Santana A Fondo .................................................................................................................. 58 COLABORADORES Ana Gázquez, Borja de Dios, Carolina Labayen, Cristina Ventas & eCommerce ....................................................................................... 76 Rebollo, Esther Chávez, José Manuel Ruiz, Manuel Martínez, María Fernanda Padilla, Pamela Sarchi, Patricia Suárez, Paula Talento .................................................................................................................... 90 Pesantez, Rodrigo A. Portillo, Sayra Y. Cruz, Susan Soraluz, Sergio Montes, Valeria A. Pozo, Viviana Solares, M. Zulema Santana, Carlos Núnez Tecnología .............................................................................................................96 Encuentranos en: Emprendimiento .................................................................................................106 [email protected] Eventos ..................................................................................................................120 Marketing Insider Review Latam .....................................................................................................................124 @MktInsiderRev @MktInsiderRev 3 Marketing Insider Review SUMARIO La historia de Apple: Un éxito tecnológico 14 que alcanza la consideración de mito. Por: Antonella Catucci. uando hablamos de la Manzana, seguro que, además de la fruta que comemos todos los días, pensamos en una de las empresas tecnológicas que ha revolucionado más Cde una industria a lo largo de muchos años. “Odi et amo”, no queda otra para definir la sensación hacia esa marca. Estrategia de marketing digital de 30 Adidas: Lo que debe saber. Por: Redacción. e acerca un nuevo año, y 2020 no ha sido un año exitoso y rentable para la firma alemana de ropa deportiva Adidas. El beneficio neto de la marca dismunuyó Sy 2021 será un año de cierre de tiendas físicas y la apuesta definitiva por el comercio online. La sencilla estrategia de marketing digital de Adidas es el poder detrás de este éxito. Entrevista a Belén del Hoyo, PR Manager de 54 Pandora Jewellery Spain. Por: Antonella Catucci. a vida es una fiesta, vístete para ella, nos comenta Audrey Hepburn, cierto. Si las mujeres tuviesen que elegir que vestir para esa fiesta, sin duda elegirían unas joyas Lpreciosas. Una joya significa poder contar historias a través de una idea, creación y producto final. En cierto modo no se trabaja solo para adornar el cuerpo, sino experiencias estéticas a la mujer. Entrevista a Ignacio Villegas, Responsable de 60 Prensa y RSC de Kia Motors Iberia. Por: Redacción. gnacio Villegas es profesional del marketing y la comunicación, con más de trece años de experiencia trabajando en diferentes áreas de marketing como prensa, relaciones públicas, Ipatrocinios deportivos y eventosm análisis y estudios de mercado. Actualmente ejerce el puesto de Responsable de Prensa y RSC de Kia Motors Ibera. 4 SUMARIO Marketing Insider Review ¿Qué estrategia de ventas siguen los super- 78 mercados? El caso de Mercadona Por: Cristina Rebollo. a estrategia de ventas que siguen la mayoría de nuestros supermercados para incentivar las ventas son infinitas a día de hoy, y lo más importante es que dan resultados. LLos supermercados cuidan al detalle todos sus establecimientos y juegan con las mentes de los clientes. Así es la estrategia de Inditex online y cómo 88 ha evolucionado. Por: Patricia Suárez. l eCommerce se ha vuelto imprescindible para el sector de la moda, ya que las ventas online continúan creciendo año tras año. No cabe duda de que así se consigue un Enegocio mucho más rentable y, el gigante de la moda Inditex, no ha querido quedarse atrás implementando años atrás su propio eCommerce. Big Data en Instagram: Cómo mejorar la expe- 102 riencia de usuario Por: Borja de Dios. uando hablamos del uso de base de datos en empresas, a veces pensamos que es algo muy actual y novedoso, empleado solamente por grandes multinacionales. CLa realidad es que todas las empresas utilizan bases de datos. La diferencia está en el volumen de datos y en cómo se integran entre sí para conseguir alcanzar los objetivos de la empresa. La astucia y sus resultados: El Growth Hac- 118 king de Airbnb Por: José Manuel Ruiz l Growth Hacking surge de la necesidad de identificar nuevas estrategias de crecimiento, alejadas del gasto desmedido de dinero y de la publicidad convencional. EEs utilizado principalmente por las startups, que no disponen de grandes presupuestos y de tiempo necesario para esperar resultados a largo plazo. A continuación, veremos la estrategia de Airbnb. 5 ACTUALIDAD Plataformas de streaming: revolución en el consumo de TV Por: Sergio Montes López Marketing Insider Review ACTUALIDAD - Gran Consumo Plataformas de streaming: La revolución en el consumo de TV a industria del entretenimiento ha ido cambiado desde hace más un siglo, con hitos que van desde la aparición de las películas, el cine, pasando por los vídeoclubs y la compra de DVDs. Estos avances hacían que pasáramos horas y horas delante de la pantalla; las cintas de cassette, los CDs, reporductores mp3 y un largo etc. Pero la aparición de las plataformas de streaming, ha Lsignificado sin duda una revolución conceptual hasta la fecha. ¿Por qué? Porque permiten los usuarios el consumo ilimitado de contenido audiovisual en cualquier momento, a cualquier hora… dentro del catálogo que ofrezca dicha compañía Sergio Montes López Profesional del Marketing y Gestión de ventas especializado en Neuromarketing y Agile Project Management por EAE Business School y la Universidad Rey Juan Carlos de Madrid 8 ACTUALIDAD - Gran Consumo Marketing Insider Review El modelo que representan podcasts, etc.; y las segundas dedicadas a películas, series, documentales, etc.. El modelo de negocio que utilizan estas plataformas representa la combinación de las economías de Spotify y Apple music escala, con las ultimas tendencias en tecnología y reproducción de contenidos audiovisuales. Han Son plataformas en streaming que ofrecen contenido de conseguido crear una combinación perfecta, en la audio principalmente, aunque algunas de las canciones que ofrecen contenidos de calidad, como pueden que poseen sí que reproducen un “teaser” del videoclip ser música los últimos estrenos, series y películas grabado para la canción. de moda, al alcance de cualquier persona que disponga de un dispositivo conectado a Internet. La empresa Spotify revolucionó el mercado musical con este nuevo modelo de negocio mediante suscripción Y ya ni si quiera es necesario este último siempre, puesto solucionando uno de los principales molestias que que sus contenidos son descargables
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