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Introducción al
Marketing Digital
Internacional
Sergio Maestre Martínez
2
Curso Marketing Digital
(Becas IVACE Exterior 2019)
a) Introducción.
3
Curso Marketing Digital
(Becas IVACE Exterior 2019)
Location technologies
4
Curso Marketing Digital
(Becas IVACE Exterior 2019)
Wereable technologies 5
Curso Marketing Digital
(Becas IVACE Exterior 2019)
Wereable technologies 6
Curso Marketing Digital
(Becas IVACE Exterior 2019)
Smart sensors 7
Curso Marketing Digital
(Becas IVACE Exterior 2019)
ALL
CONNECTED
DEVICES ...
GENERATE
DATA 8
Curso Marketing Digital
(Becas IVACE Exterior 2019)
BIG DATA
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
The cloud
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
b) Marketing digital e internacionalización.
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
b) Marketing digital e internacionalización.
12
Curso Marketing Digital
(Becas IVACE Exterior 2019)
b) Marketing digital e internacionalización.
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
b) Marketing digital e internacionalización.
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
b) Marketing digital e internacionalización
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
100%
China
(379m)
Social commerce
% of Online buyers involved in Post-Purchase Influence
90%
leaders: e-Commerce is
Online
Mexico influence
Argentina drives
Brazil India Polandcritical and consumer
(17m) (14m) (4m) (65m) (12m)
80%
offline purchase feedback will play an
Malaysia
South Korea
(8m) influential role in
(28m)
Indonesia (27m) Netherlands (6m)
70% Philippines decision making
(12m) Turkey (20m) Germany
South Africa Vietnam (15m) (35m)
(3m) France
(19m)
60% Saudi Arabia UAE Thailand (8m)
(4m) Taiwan (9m)
(1m)
Spain (12m) Australia e-Commerce plays a
Traditional Canada
retail is still (10m)
50% (13m) critical role in overall
dominant
Russia and post-Singapore
USA
(26m) Hong Kong
(1m)
shopping
(139m) behaviour UK but
purchase influence
(2m) is (28m)
consumer feedback is
40%
rare
Italy low
(13m) Sweden (3m) Japan
(63m)
30%
40% 45% 50% 55% 60% 65% 70% 75% 80% 85%
16
Curso Marketing Digital
(Becas IVACE Exterior 2019) % of Internet Users that Purchase Online Via PC / Mobile / Tablet
http://quimicasmeristem.com
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
http://www.annarobert.com/es/
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
http://areniscasrosal.com/
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
http://rometa.es/
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
c) Estrategia 360 Digital
The Traditional Mental Model of Marketing (B2C)
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
The New Mental Model of Marketing (B2C)
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
La estrategia multichannel - Omnicanalidad
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
d) Marketing digital y e-commerce internacional. B2b, b2c y b2b2c.
G2B/G2C
B2B C B2C
C2C Y más…
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
B2B – Emarket Places
B2B propio?
Plataformas
de
Terceros?
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
B2B – Emarket Places
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
B2C – E-commerce – Retail online
Ecommerce
Propio?
Plataformas
de
Terceros?
29
Curso Marketing Digital
(Becas IVACE Exterior 2019)
B2C – E-commerce – Retail online
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
d) Marketing digital y e-commerce internacional.
http://www.ecommerce-europe.eu/facts-figures/infographics
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
e) Claves para el desarrollo de una estrategia de marketing internacional
1
Análisis
5
2
Control y
actualización
Estrategias
PLAN
4 3
Lanzamiento Aplicación
Acción Organización
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Curso Marketing Digital
(Becas IVACE Exterior 2019)
e) Claves para el desarrollo de una estrategia de marketing internacional
1 2 3
Análisis Estrategias Aplicación
Organización
Piensa en:
PAIS CLIENTE PRODUCTO
33
Curso Marketing Digital
(Becas IVACE Exterior 2019)