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El-Plan-De-Marketing-Digital.Pdf EL PLAN DE MARKETING DIGITAL BLENDED MARKETING COMO INTEGRACIÓN DE ACCIONES ON Y OFFLINE 1 2 EL PLAN DE MARKETING DIGITAL BLENDED MARKETING COMO INTEGRACIÓN DE ACCIONES ON Y OFFLINE Manuel Alonso Coto Prólogos de: José María Sanabria Gildo Seisdedos 3 El Plan de Marketing Digital. Blended Marketing como integración de acciones on y offline Manuel Alonso Coto Todos los derechos reservados. Queda prohibida, salvo excepción prevista en la ley, cualquier forma de reproducción, distribución, comunicación pública o transformación de esta obra sin contar con la autorización de los titulares de propiedad intelectual. La infracción de los derechos mencionados puede ser constitutiva de delito contra la propiedad intelectual (arts. 270 y sgts. Código Penal). De esta edición: © 2008, PEARSON EDUCACIÓN S. A. Ribera del Loira, 28 28042 Madrid (España) ISBN: 978-84-9035-322-6 Editor: Jesús Domínguez Cubierta: Equipo de diseño de Pearson Educación S. A. Nota sobre enlaces a páginas web ajenas: Este libro puede incluir enlaces a sitios web gestionados por terceros y ajenos a PEARSON EDUCACIÓN S. A. que se incluyen sólo con finalidad informativa. PEARSON EDUCACIÓN S. A. no asume ningún tipo de responsabilidad por los daños y perjuicios derivados del uso de los datos personales que pueda hacer un tercero encargado del mantenimiento de las páginas web ajenas a PEARSON EDUCACIÓN S. A. y del funcionamiento, accesibilidad o mantenimiento de los sitios web no gestionados por PEARSON EDUCACIÓN S. A. Las referencias se proporcionan en el estado en que se encuentran en el momento de publicación sin garantías, expresas o implícitas, sobre la información que se proporcione en ellas. 4 ADVERTENCIA ESTA ES UNA COPIA PRIVADA PARA FINES EXCLUSIVAMENTE EDUCACIONALES QUEDA PROHIBIDA LA VENTA, DISTRIBUCIÓN Y COMERCIALIZACIÓN . El objeto de la biblioteca es facilitar y fomentar la educación otorgando préstamos gratuitos de libros a personas de los sectores más desposeídos de la sociedad que por motivos económicos, de situación geográfica o discapacidades físicas no tienen posibilidad para acceder a bibliotecas públicas, universitarias o gubernamentales. En consecuencia, una vez leído este libro se considera vencido el préstamo del mismo y deberá ser destruido. No hacerlo, usted, se hace responsable de los perjuicios que deriven de tal incumplimiento. Si usted puede financiar el libro, le recomendamos que lo compre en cualquier librería de su país. Este proyecto no obtiene ningún tipo de beneficio económico ni directa ni indirectamente. Si las leyes de su país no permiten este tipo de préstamo, absténgase de hacer uso de esta biblioteca virtual. "Quién recibe una idea de mí, recibe instrucción sin disminuir la mía; igual que quién enciende su vela con la mía, recibe luz sin que yo quede a oscuras" , —Thomas Jefferson Para otras publicaciones visite www.lecturasinegoismo.com Facebook: Lectura sin Egoísmo Twitter: @LectSinEgo o en su defecto escríbanos a: [email protected] Referencia: 4782 5 A los que pelean sabiendo que triunfar es casi imposible... Para quienes vienen de abajo pero sólo saben mirar arriba... A los que salen a ganar sabiendo que el favorito es otro... Para quienes luchan con menos medios que los demás... ...Porque su esfuerzo nos hace mejores a todos. 6 Contenido Reconocimientos Agradecimientos Prólogo de José María Sanabria Prólogo de Gildo Seisdedos Introducción: Definiendo el Blended Marketing Blended Marketing vs. Marketing 2.0 1.1. Las nuevas 4 Ps 1.2. Nuevas herramientas, viejos objetivos El éxito de las campañas integradas a través de 10 ejemplos 2.1. La nueva receta del Kit-Kat de Nestlé 2.2. El lanzamiento del nuevo Fiat 500 2.3. A Fagor le pone la pirólisis 2.4. Volkswagen y Bourne: dos pasos más allá del product placement 2.5. Desalia: el mundo de los deseos según Ron Barceló 2.6. Accenture en busca de nuevos consultores 2.7. Axe 3, Gran Premio de Cannes 2.8. Mahou y «La Roja» conquistan Europa 2.9. Fight for Kisses de Wilkinson 2.10. Relájate y disfruta con Caja Madrid 2.11. Y otro ejemplo de propina: Coca-Cola, la Fábrica de los Sueños 2.12. Eso sí, tampoco abusemos del 360°... Parte I: Los elementos del Plan de Marketing Digital Introducción al concepto de Plan de Marketing Digital 3.1. Herramientas para cada área 3.2. Integración por líneas con el Plan General de Marketing 3.3. Puesta en marcha del plan 3.4. Control y seguimiento del plan 7 3.5. El ejemplo de XESK El prosumer y la nueva comunicación social 4.1. Propiciando conversaciones 4.2. Blogs corporativos 4.3. Redes sociales 4.4. El cuadrado mágico del SMO 4.5. Otras herramientas de comunicación digital La nueva publicidad audiovisual 5.1. De los banners estáticos a los Rich Media Ads 5.2. Y luego llegó YouTube 5.3. Podcasting y vídeoblogs 5.4. La integración multimedia: el caso Lost El omnipresente marketing basado en buscadores 6.1. SEM 6.2. SEO 6.3. El mundo según Google: ¿un monopolio inevitable? 6.4. Modelos alternativos de buscadores El nuevo «boca a oreja»: el marketing multidireccional 7.1. Marketing viral: la guerilla online 7.2. Advergames 7.3. RSS: El spamming mató a la estrella del e-mail marketing El marketing móvil: captando y fidelizando clientes 24 × 7 8.1. La cadena de valor del marketing móvil 8.2. Mobile push vs. display pull advertising: estrategias del marketing móvil 8.3. Proximity marketing, mobile coupons y códigos BIDI 8.4. iPhone, ¿el impulso definitivo? Emigrantes frente a nativos digitales 9.1. La tecnología como estilo de vida: del longtail a las freeconomics 9.2. Publicidad en la nueva Internet 3D: Second Life y otros metaversos 9.3. Twitter y otras hierbas 9.4. Televisión Online 9.5. La segmentación comportacional y la investigación de mercados digital El efecto sobre las agencias 10.1. Publicidad digital dentro de la estrategia global de marketing del anunciante 10.2. ¿Cómo cambian la frecuencia y el alcance publicitarios online? 10.3. Integración óptima de formatos publicitarios on y offline 8 10.4. El problema de la medición integrada 10.5. Agencias digitales vs. agencias tradicionales: hacia un modelo integrado El efecto sobre los medios 11.1. El consumo actual de medios: decrecimiento de la cuota de los tradicionales 11.2. Medios 2.0 11.3. Modelos blended de medios Parte II: Construyendo el Plan de Integración Desarrollando el Plan de Marketing Digital 12.1. Planteamiento del Plan de Marketing Digital 12.2. Información procedente del Plan General de Marketing 12.3. Estrategia online 12.4. Análisis de la situación digital de la empresa 12.5. Análisis de cliente, mercado y producto/servicio desde la perspectiva digital Cerrando el Plan de Marketing Digital 13.1. De estrategias a acciones digitales desde la perspectiva de las 4Ps tradicionales 13.2. De estrategias a acciones digitales desde la perspectiva de las 4 nuevas Ps 13.3. Herramientas de marketing digital más utilizadas por sector 13.4. Integración final con el Plan General de Marketing Escribiendo el Plan de Marketing Digital 14.1. Resumen ejecutivo 14.2. Cuerpo del Plan 14.3. Presupuestos y escenarios 14.4. Conclusiones del Plan 14.5. Presentación del Plan 14.6. Control, seguimiento y actualización del Plan El Plan de e-Marketing de XESK 15.1. Introducción 15.2. Resumen ejecutivo 15.3. Objetivos estratégicos del Plan General de Marketing 15.4. Análisis digital de empresa y entorno 15.5. Redefinición de estrategias desde el punto de vista digital 15.6. Selección de herramientas y acciones 15.7. Escenarios 15.8. Presupuesto 15.9. Conclusiones 9 15.10. Apéndice 1: Control y seguimiento 15.11. Apéndice 2: Proveedores El Plan de Marketing Digital de tu empresa 16.1. Resumen de conceptos 16.2. Plantillas para desarrollar tu propio Plan Epílogo: El final del principio 10 Reconocimientos A Gemma Martín Soler, mi socia en los negocios y en la vida. Sus ideas, gráficos y correcciones han hecho que esta obra pudiese ver la luz en fecha. Pero su colaboración ha ido mucho más allá. Suyos son los bocetos de los resúmenes titulados «conceptos clave» que cierran cada capítulo, garantía para el autor de que se entendía lo que pretendía transmitir. Y, siendo como es una experta del marketing en buscadores, suyo es también parte del contenido del Capítulo 6, procedente de la miniguía de SEM que desarrolló para la Cámara de Comercio de Madrid cuando trabajaba como coordinadora de marketing para la agencia especializada líder en el sector. Deseando que pronto podamos llevar a cabo el proyecto de escribir como co-autores el primer libro en español especializado en Marketing Buscadores, ¡recibe toda mi gratitud! A Jesús Domínguez, mi editor de ya dos libros, sin cuya reorientación hacia el Plan de Marketing, este libro no sería la mitad de útil de lo que esperamos que sea para el lector. Gracias por su confianza y su apuesta por el Marketing Digital y por mí. 11 Agradecimientos A Teresa Serra, Manuel Fernández de Villalta y Quique Dans, Marketing Area Chair, Vicedecano y Director Académico de IE Business School, por abrirme en su día la puerta de la docencia. Y en general a toda nuestra Escuela de Negocios, por todas las oportunidades brindades. A Antonio Díaz Morales y Gildo Seisdedos, ayer profesores, hoy compañeros de docencia y de editorial, y siempre maestros y amigos, por enseñarme las claves del oficio. Y a mis padres, M.a Amalia y Alfredo, por el tiempo regalado a lo largo de años para unas lecturas que ahora dan su fruto. 12 Prólogo de José María Sanabria «McDonald´s ha doblado su gasto en publicidad online después de la reestructuración de su departamento de marketing y tras comprobar con cifras que los medios digitales le son más rentables que los tradicionales.
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