Download - Branding en la era digital
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Branding en
la era Digital
Victor Lozano / @victorlozano
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¿Cómo te imaginas la
ciudad del futuro?
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El mundo se está transformando…
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ADN DIGITAL PERUANO
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Fuente: GFK
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Crecimiento de Facebook en Perú
Fuente: Facebook, Elaboración propia
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Fuente: Facebook. Elaboración propia
Porcentaje distribuido por franja de edadLa franja de edad con más penetración es la adulta
EVOLUCIÓN DE USUARIOS DE FACEBOOK POR EDADES - PERÚ
Rango de edad ene-12 ene-13 ene-14 ene-16Variación % 2014-2016
13 a 15 años 950,700 972,440 1,020,000 950,000 -6.9%
16 a 17 años 942,760 1,174,400 1,360,000 1,400,000 2.9%
18 a 24 años 2,699,320 3,400,280 4,400,000 5,500,000 25.0%
25 a 34 años 1,924,520 2,476,040 3,200,000 4,500,000 40.6%
35 a 44 años 861,440 1,143,500 1,460,000 2,200,000 50.7%
45 a 54 años 394,080 526,360 680,000 1,000,000 47.1%
55 a 63 años 133,240 185,720 240,000 400,000 66.7%
64 a más años 80,160 103,140 140,000 250,000 78.6%
Total 7,986,220 9,981,880 12,500,000 16,200,000 29.6%
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Cambios en el comportamiento del
consumidor que cambian la forma
de hacer branding
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Cambio 1: YO protagonista
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2015
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Arequipa
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Cambio 2:
MICROMOMENTOS
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CAMBIO 3: LA EXPERIENCIA ES TODO
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https://www.youtube.com/watch?v=ZIkPeZKP-d4
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Caso Peugeot
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En la era digital
4 capacidades esenciales
Para la gestión de marca
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1. DIFERENCIACIÓN
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https://www.youtube.com/watch?v=kzmGExc1pfw
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Capacidad de seguir construyendo una ventaja competitiva frente al resto.
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2. RELEVANCIA
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https://www.youtube.com/watch?v=QI9biMnmrVg
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Capacidad de seguir aportando valor a sus audiencias y cumplir con sus intereses y motivaciones.
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3. ALCANCE
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https://www.youtube.com/watch?v=FHtvDA0W34I
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4. CAPACIDAD DE RESPUESTA
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https://www.youtube.com/watch?v=6nsm0_BdkwM
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Capacidad de seguir cumpliendo con la promesa de marca y la propuesta de valor.
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4 capacidades esenciales para la gestión de marca
1. DIFERENCIACIÓN
2. RELEVANCIA
4. CAPACIDAD DE RESPUESTA
3. ALCANCE
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Branding en
la era Digital
Victor Lozano / @victorlozano