Adriana Morales

Fundamentos de
Internet Marketing
marketers follow the eyeballs
Las Comunicaciones de Marketing
Kotler, O. , Keller, K. et al. (2012). Direccin de Marketing, Pearson Education Limited.
Kotler, O. , Keller, K. et al. (2012). Direccin de Marketing, Pearson Education Limited.
Marketing
Marketing
Online
Marketing
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

Adquisicin
Retencin
Fidelizacin

Enfoque:
Multi-canal
Cliente
Objetivos de Marketing
Marketing Offline
Muoz, P. (2006). Estrategias de marketing digital para pymes. Anetcom. Espaa
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
B
e
n
e
f
i
c
i
o
s

Chaffey, D., F. Ellis-Chadwick, et al. (2006). Internet Marketing. Strategy, Implementation and Practice. Third Edition, Pearson Education Limited.
Interactividad Inteligencia
Individualizacin
Independencia

Intermediacin Integracin
Factores Estratgicos
Las 6 Is de Internet Marketing
Las 4C del Internet Marketing
Contenido
Contexto
Comunidad
Conexiones
Conversacin
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
Promocin
experiencia
promover
La Presencia Online