mercadotecnia digital para marcas de moda
DESCRIPTION
Mercadotecnia Digital para Marcas de Moda. Planeación, ejecución y medición de campañas. Aprende a seleccionar las redes sociales y los medios digitales más importantes para marcas de moda. Conoce casos extosos en México y el mundo. Este material fue utilizado en el primer Workshop en Fashion Business ofrecido en la Universidad EBC Campus León.TRANSCRIPT
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PROYECTOS RECIENTES
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BOSSA MAGAZINE
#STYLE #FASHION #TRENDS #ONLINE
#SHOPPING #DIGITAL
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DIGITAL FASHION MARKETING | LATAM
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e-Fashion Estrategias de Marketing Digital para
marcas de moda
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En la era Industrial
Mayor tecnología = Mayor Riqueza
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Nuevos actores dominan la economía
Comienza la producción en serie
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1975 - Apple crea la primer Computadora Personal
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Apple Technology
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1970
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1982 - 100 Nodos
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1992 - 6,000 Nodos
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1993, comienza la expansión mundial
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En los 90`s llega la era de la Información
El Internet ofrece acceso a la información para todos y crea nuevos modelos de negocio.
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La nueva piramide de Maslow
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Nuevos rockstar de la tecnología
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La era social (La era Post PC)
Nuevas industrias, nuevos jugadores. Todo se hace más social y más móvil.
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En el 2004 se funda Facebook y nace una industria multimillonaria
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Nace el #SOCIALMEDIA
Las empresas se comienzan a preocupar por hablarle al usuario en las redes sociales.
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Steve Jobs se convierte nuevamente en CEO de Apple en 1999 y revoluciona 6 industrias
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Sólo el iPhone genera el doble de ingresos que Coca Cola.
iPhone 91,300 MDD / Microsoft 77,900 MDD / Disney 45,000 MDD
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La nueva piramide de Maslow
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Nokia VS Apple
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Movil + Social
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Movil + Social
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La industria de los videojuegos se modificó
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La TV se volvió más Inteligente
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Nuevo contenido digital
En Octubre de 2013 Netflix superó en suscriptores a HBO
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Esta foto durante los Oscares
Se convirtió en la foto más compartida en Twitter de la historia.
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Los autos se vuelven más inteligentes
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Los relojes se vuelven más inteligentes
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Un tenedor electrónico que monitorea tus hábitos de alimentación.
http://www.hapi.com/products-hapifork.asp
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Un cepillo de dientes que te ayuda con tu rutina diaria de higiene.
http://www.beamtoothbrush.com/toothbrush/
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Tráfico por mes
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Digital Marketing Strategy
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Digital Marketing Model
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Conceptos generales
Marketing Digital La estrategia, objetivos y medios utilizados para alcanzar un objetivo de negocio. Medios Digitales Medios consumidos de forma digital que son utilizados para comunicar un mensaje. Inbound Marketing Son las estrategias, herramientas y buenas prácticas para convertir usuarios web en prospectos y prospectos en clientes. Social Media Marketing Son las estrategias, herramientas y buenas prácticas usadas para generar conversación a través de las redes sociales.
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Digital Marketing Strategy
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Digital Marketing Strategy
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Planeación de una campaña
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Objetivo rector de la campaña
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¿Ventas VS Branding?
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Proyectos enfocados a ventas
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Proyectos enfocados a branding
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¿A qué se debería enfocar?
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Presencia en Facebook
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Presencia en Twitter
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Share of voice - Mentions
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Acciones Marketing Digital
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Acciones Marketing Digital
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Acciones Marketing Digital
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Acciones Marketing
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Objetivo Rector
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Caso: Aéropostale México
• Tienen 93 puntos de venta en México.
• No tienen venta en línea.
• Tienen un presupuesto de Mercadotecnia de 10 MDP anuales.
• Quieren una campaña en Marketing Digital
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Planeación de una campaña
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Objetivos de negocio más comunes
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Objetivos de negocio para Alianza
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Objetivos de negocio para Alianza
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Objetivos de negocio para Cuadra
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Objetivos de negocio para Cuadra
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Objetivos de negocio
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Objetivos de negocio para Cuadra
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Planeación de una campaña
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