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Digital Marketing Intelligence

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Nuevas tendencias en marketing digital y customer experience.

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Digital Marketing Intelligence

  1. 1. Nuevo paradigma
  2. 2. ¿Cómo diferenciarnos eneste nuevo entornoaltamente competitivo?
  3. 3. Introducción al Customer Intelligence: ¿Cómo vas a impactar a ¿Cómo vas a impactar a ¿Por qué va a comprar ¿Por qué va a comprar tu cliente? tu cliente? nuestra marca? nuestra marca? ¿Es posible mantener ¿Es posible mantener una relación una relación bidireccional entre bidireccional entre cliente y marca? cliente y marca? ¿Qué esperan de ¿Qué esperan de nuestra marca? nuestra marca?
  4. 4. ¿Estamos preparados?
  5. 5. Las marcas siempre han pensado… “Los clientes son un recurso renovable, su comportamiento es totalmente predecible y conducido exclusivamente por precio, calidad y comodidad”.
  6. 6. Está de moda hablar de fidelización • Sorteos y promociones. • Síguenos en Facebook. • Cheque regalo. ¡El cliente espera mucho más!
  7. 7. ¿Por qué nos eligennuestros clientes?
  8. 8. Normalmente respondemos: • Tenemos un equipo multidisciplinario que resuelve los problemas. • Contamos con productos de alta calidad y una amplia trayectoria. • Tenemos una gran reputación en el mercado. • Tenemos la mejor relación precio/calidad.
  9. 9. ¿Por qué motivo son infieleslos clientes?
  10. 10. “Nosotros no trabajamosen la industria del café”
  11. 11. Caso Apple
  12. 12. Crear productos y experiencias quecombinen ON y OFF Ver vídeo Nike Fuel Band
  13. 13. Digital MarketingIntelligence
  14. 14. Digital Marketing Intelligence Situación actual: • Vivimos en la sociedad de la información. • Podemos acceder a una cantidad enorme de información, de calidad y con mayor rapidez. • Posibilidad de toma de decisiones gracias a la información.¿Problemas? “Cada vez tenemos más información y menos tiempo para analizarla”.
  15. 15. ¿Cuáles son los beneficiosque aporta el BusinessIntelligence?
  16. 16. Beneficios del Business Intelligence
  17. 17. Ejemplo sector Farmacia:
  18. 18. Evolución de CRM y ERP
  19. 19. ¿Cómo podemos obtenerinformación y analizarnuestras acciones deMarketing Digital?
  20. 20. Trabajo de campo con usuarios Existen técnicas y metodologías que te permitirán entender mejor las necesidades, percepciones o expectativas de tus usuarios: - Cardsorting y entrevistas a usuarios. - Mistery Shopping. - Encuestas online.
  21. 21. Card Sorting
  22. 22. MisteryShopping
  23. 23. Encuestasonline
  24. 24. Herramientas completas de análisisde resultados:
  25. 25. Intelligence
  26. 26. Intelligence
  27. 27. Usabilidadavanzada
  28. 28. Hablemos ahorade persuabilidaden… MÓVILES
  29. 29. DigitalMarketingIntelligence ene-commerce
  30. 30. NPS:Net Promoted Score
  31. 31. What is Next?
  32. 32. What is next?“Entornos digitales inteligentes”¿Qué son?•Webs y apps que se autoconfiguren a tiempo real y amedida para cada usuario.¿Cómo?•Mediante fórmulas algorítmicas.¿En base a qué?•Historial de navegación, perfiles de redes sociales, menúsclientes frecuentes,…
  33. 33. ¡Muchas gracias! @Juanjoroyalcom jlopez@royalcomunicacion.com

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