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Tendencias en Marketing omnicalidad, digital y 2.0 Master in Management Executive Insight Series Fernando Rivero Fernando Rivero - www.ditrendia.es

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Charla de Fernando Rivero, CEO de Ditrendia, para los alumnos del Master in Management (MIM) en IE Business School dentro del Executive Insight Series (EIS) sobre tendencias en marketing: omnicanalidad, digital y 2.0

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Page 1: Tendencias en Marketing: Omnicanal, Digital y Social

Tendencias en Marketing

omnicalidad, digital y 2.0

Master in ManagementExecutive Insight SeriesFernando Rivero

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 2: Tendencias en Marketing: Omnicanal, Digital y Social

Conocer qué hacer en el entorno digital, mobile y el 2.0, con

un enfoque omnicanal

Captar, fidelizar, cualificar, conocer,…

a tus clientes y mejorar su experiencia

Estar al tanto de las tendencias y

cambiosde los consumidores

y del entorno

Ayudamos en la transformación digital

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 3: Tendencias en Marketing: Omnicanal, Digital y Social

Desde 1995 ayudando en proyectos online

1995 20112010 20131997 2001

Informe de Internet en España y en el mundo

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 4: Tendencias en Marketing: Omnicanal, Digital y Social

¡¡Nos vamos de Vacaciones!!

Por lo que vamos a:

1. Decidir dónde nos vamos

2. ¿Qué pasos daríais para hacer

la reserva del alojamiento?

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 5: Tendencias en Marketing: Omnicanal, Digital y Social

CanalFase

Inspirar Comparar Informar Reservar Pagar ¿Dudas?

Analizo diferencias

Recojo ideas

Amplio información

sobre detalles

Guárdenmelo

Formalizo la compra

Pre-pago o Post-pago

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 6: Tendencias en Marketing: Omnicanal, Digital y Social

CanalFase

Amigos

Comparador

Web

Fotos

Vídeos

Teléfono

Email

Buscador

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 7: Tendencias en Marketing: Omnicanal, Digital y Social

CanalFase

Inspirar Comparar Informar Pagar ¿Dudas?

Amigos

Comparador

Web

Fotos

Vídeos

Teléfono

Email

Buscador

Reservar

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 8: Tendencias en Marketing: Omnicanal, Digital y Social

CanalFase

Inspirar Comparar Informar Reservar Pagar ¿Dudas?

Amigos

Comparador

Web

Fotos

Vídeos

Teléfono

Email

Buscador

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 9: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 10: Tendencias en Marketing: Omnicanal, Digital y Social

CanalFase

Inspirar Comparar Informar Pagar ¿Dudas?

Amigos

Comparador

Web

Fotos

Vídeos

Teléfono

Email

Buscador

Reservar

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 11: Tendencias en Marketing: Omnicanal, Digital y Social

Como clientes, ya somos

multicanales

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 12: Tendencias en Marketing: Omnicanal, Digital y Social

Director Comercial

Contact Center

DigitalManager

Social MediaManager

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 13: Tendencias en Marketing: Omnicanal, Digital y Social

MuchicanalidadMuchos canales que funcionan como silos:

la comunicación se realiza canal a canal

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 14: Tendencias en Marketing: Omnicanal, Digital y Social

OmnicanalEl cliente tiene una experiencia satisfactoria

Nuestra empresa tiene una visión global del cliente

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 15: Tendencias en Marketing: Omnicanal, Digital y Social

Alinear los canalescon el

proceso de compra

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
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Canal

Fase Inspirar Atraer

Informar Orientar

Asesorar Comprar Contratar

Construir Relación

Atención al cliente

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 17: Tendencias en Marketing: Omnicanal, Digital y Social

Canal

Fase Inspirar Atraer

Informar Orientar

Asesorar Comprar Contratar

Construir Relación

Atención al cliente

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 18: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

Comunicación

Precio

Producto

Distribución

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 19: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

Comunicación

Precio

Producto

Distribución

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 20: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 21: Tendencias en Marketing: Omnicanal, Digital y Social

¿Canales de comunicación o

canales de venta?

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 22: Tendencias en Marketing: Omnicanal, Digital y Social

Informe ditrendia:

Mobile en España España y

en el Mundo

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.ditrendia.es/informe-ditrendia-mobile-en-espana-y-el-mundo/
http://www.ditrendia.es/informe-ditrendia-mobile-en-espana-y-el-mundo/
http://www.ditrendia.es/informe-ditrendia-mobile-en-espana-y-el-mundo/
http://www.ditrendia.es/informe-ditrendia-mobile-en-espana-y-el-mundo/
http://www.ditrendia.es/informe-ditrendia-mobile-en-espana-y-el-mundo/
http://www.ditrendia.es/informe-ditrendia-mobile-en-espana-y-el-mundo/
Page 23: Tendencias en Marketing: Omnicanal, Digital y Social

Fuente: Informe ditrendia Mobile en España y en el Mundo

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.ditrendia.es/
http://www.ditrendia.es/
Page 24: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

Fuente: Informe ditrendia Mobile en España y en el Mundo

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 25: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

Fuente: Informe ditrendia Mobile en España y en el Mundo

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 26: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

Fuente: Informe ditrendia Mobile en España y en el Mundo

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 27: Tendencias en Marketing: Omnicanal, Digital y Social

Tenemos que estarallí donde esténnuestros clientes

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 28: Tendencias en Marketing: Omnicanal, Digital y Social

Social & 2.0

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 29: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 30: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://infografiasencastellano.files.wordpress.com/2014/02/infografia_mapa_redes_sociales_2014.jpg
http://infografiasencastellano.files.wordpress.com/2014/02/infografia_mapa_redes_sociales_2014.jpg
Page 31: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 32: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.iabspain.net/wp-content/uploads/downloads/2014/04/V-Estudio-Anual-de-Redes-Sociales-versión-reducida.pdf
http://www.iabspain.net/wp-content/uploads/downloads/2014/04/V-Estudio-Anual-de-Redes-Sociales-versión-reducida.pdf
Page 33: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.iabspain.net/wp-content/uploads/downloads/2014/04/V-Estudio-Anual-de-Redes-Sociales-versión-reducida.pdf
http://www.iabspain.net/wp-content/uploads/downloads/2014/04/V-Estudio-Anual-de-Redes-Sociales-versión-reducida.pdf
Page 34: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.alexa.com/topsites/countries/ES
http://www.alexa.com/topsites/countries/ES
Page 35: Tendencias en Marketing: Omnicanal, Digital y Social

Fuente: Mark Smiciklas

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 36: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 37: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 38: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
https://www.facebook.com/meusanguerubronegro/photos_stream
https://www.facebook.com/meusanguerubronegro/photos_stream
Page 39: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 40: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
https://www.facebook.com/boutiqueLatelier
https://www.facebook.com/boutiqueLatelier
Page 41: Tendencias en Marketing: Omnicanal, Digital y Social

trends

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 42: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 43: Tendencias en Marketing: Omnicanal, Digital y Social
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 44: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 45: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 46: Tendencias en Marketing: Omnicanal, Digital y Social

Hay que conocera

nuestros clientes

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.linkedin.com/today/post/article/20130925135423-178173598-why-ceos-must-become-customer-experience-evangelists
http://www.linkedin.com/today/post/article/20130925135423-178173598-why-ceos-must-become-customer-experience-evangelists
Page 47: Tendencias en Marketing: Omnicanal, Digital y Social

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 48: Tendencias en Marketing: Omnicanal, Digital y Social

Cada cliente es únicohagamos que lo note

con nuestro marketing

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 49: Tendencias en Marketing: Omnicanal, Digital y Social

¿Qué hemos visto hoy?Multicanalidad - Omnicanalidad

Proceso de compra (customer journey)

Los canales afectan al mix de marketing

Estado del Social media

Medios pagados, ganados y propios

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 50: Tendencias en Marketing: Omnicanal, Digital y Social

¿Qué hemos visto hoy?La importancia de tener una estrategia

Ejemplos de acciones promocionales 2.0

Tendencias: iBeacons

Futuro: Google Glass, Oculus…

Transmedia storytelling

Fernando Rivero - www.ditrendia.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
Page 51: Tendencias en Marketing: Omnicanal, Digital y Social

Observatorio de la Blogosferade Marketing

www.blogosferaMKT.es

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=fSxkiJGuldgc0M&tbnid=CemntZTliXiywM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.ie.edu%2Fbusiness-school%2Fdegrees%2Fmaster-management&ei=ZqIrVMqdI8z3aIC4gNgD&bvm=bv.76477589,d.ZWU&psig=AFQjCNGAzceD4WQQR1PhfQuW1R4FZpkt5w&ust=1412232148332067
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=upGWyw7pfxNcoM&tbnid=m6dM02aGJyqX2M:&ved=&url=http%3A%2F%2Fwww.partyfiesta.com%2Fes%2Ftienda-online%2Fnavidad%2Fenvuelve-los-regalos%2Flazos-y-cintas%2Flazo-automatico-naranja-5cm-2474.html&ei=XWkUU9OeMpT04QSXkIGQCw&bvm=bv.61965928,d.bGE&psig=AFQjCNEbyK-t_lzrhsWm3q9MPkGOwPHqDA&ust=1393933022313179
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&docid=upGWyw7pfxNcoM&tbnid=m6dM02aGJyqX2M:&ved=&url=http%3A%2F%2Fwww.partyfiesta.com%2Fes%2Ftienda-online%2Fnavidad%2Fenvuelve-los-regalos%2Flazos-y-cintas%2Flazo-automatico-naranja-5cm-2474.html&ei=XWkUU9OeMpT04QSXkIGQCw&bvm=bv.61965928,d.bGE&psig=AFQjCNEbyK-t_lzrhsWm3q9MPkGOwPHqDA&ust=1393933022313179
http://www.blogosferamkt.es/
http://www.blogosferamkt.es/
http://www.blogosferamkt.es/
http://www.blogosferamkt.es/
Page 52: Tendencias en Marketing: Omnicanal, Digital y Social

@fernando_rivero

fernandorivero.com

¡¡muchas gracias!!

Fernando Rivero - www.ditrendia.es

slideshare.net/fernandorivero

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