One week.

Digital marketing.

Do you know what differentiates Digital Marketing from Traditional Marketing? Traditional
Marketing versus Digital Marketing: Differences and Similarities

"Traditional Marketing" (TM) seems to have finally reached its stage of maturity -although with a
long way to go-, while " Digital Marketing" (DM) continues to evolve without yet a defined direction.

Mindset This seems to be one of the highlights of the transition . While the MT told a story from the
company to the customers (unilaterally ), the MD brought a fundamental paradigm shift, by creating
dialogue, trust, transparency and credibility. Companies can no longer boast of "having" certain
values, but must test them day by day.

Communication

Logically, as a result of the mentality of the MT and the MD, communication in the former was
basically unilateral; The company defined a message towards its consumers . The MD opened the
game, taking communication to a two-way plane. With the emergence of new media (and even
more so with social networks), the game has been opened for the client to be heard.

Brand value

Without a doubt, the value of a brand in the MT was its reputation , in short, the key value of the
company. The MD in no way changed this characteristic, but added other attributes with great
added value for the brand; the most important : the Buzz (or power of viralization).

Content
In the MT , the content was always generated by experts on a topic . The MD added all the self-
generated content by the same users, making both coexist . I'm not looking to spark a debate as to
which is more "appropriate." There are many arguments in favor of one or the other.

Segmentation

One of the basic and most relevant concepts of Marketing is Segmentation . This involves
subdividing current or potential consumers into groups according to various grouping criteria
(defined a priori or naturally ). In other words , if we separate our audience into some identifiable
groups , we can carry out specific actions for each one, as well as the communication channels to
use . For example, if we segment by age ranges, we will look for different communication channels
and products for children than for the elderly.

Returning to the central theme , in the MT segmentation was carried out by classic attributes (age,
geography, salary, customs, demographics, etc. ). The MD brought the capacity for much more
complex and useful segmentations , giving us the ability to do so based on interests, given that
there is nothing more effective than forming segments with behavioral criteria.

Strategy

Although Strategic Management has always been more or less homogeneous in the short and
medium term, the MD has allowed, thanks to constant feedback from end users, the strategy to
change more frequently and become more flexible.

Changes in consumer tastes , as well as the constant emergence of new technologies, have forced
companies to remain attentive and evolve almost immediately.

Hierarchy and Search

In times when only TM was talked about , content was always searched in the same channels:
specialized magazines, books, newspapers, and rarely on the internet . In any case, the search was
always literal . The MD , and more specifically the new digital channels, brought the concept of
Semantic Search, that is , you can interpret what the user wants and is trying to find , but that is not
necessarily what they have literally written. This concept is widely applied by Google, Facebook,
and several of the world's leading technology companies.

Payments

In essence, with the possibility of measuring the MD, the way of measuring performance went from
CPM (Cost per thousand, that is, it was oriented according to the size of the audience) to also being
able to measure the ROI (Return on investment).

New consumer habits-

Introduction

In this context, ethical or responsible consumption emerges , an alternative proposal to the

dominant discourse that is characterized by subjecting consumption decisions to the filter of ethics
or moral reflection. Ethical consumption arises from the awareness of the enormous impact that
current consumption habits have on the protection and distribution of natural resources , as well as
on the configuration of socioeconomic structures and relationships with human and non-human
animals.
ethical consumption

If in conventional consumption decisions are based on functional attributes , in ethical consumption

attention is paid to the interests of "the others" and "the distant others", to collective concerns
related to human rights, environmental protection and/or or animal defense . Now, ethical
consumption is not a monolithic or neutral phenomenon but rather a complex, multifaceted and
dynamic social and ideological construction that responds, among other things, to incorporating
multiple action strategies and categories of issues into its concept. In this article, ethical
consumption is conceptualized as conscious and deliberate consumption, carried out in a routine
manner that seeks to improve general well-being and, ultimately, act on market structures,
transforming practices that are considered undesirable .

Animal protection as a category of study of ethical consumption

On the other hand, in the English-speaking world, both professional and academic, there is a long
tradition of including animal protection within ethical consumption as a separate category. Likewise,
researchers consider animal concern as a category that inspires multiple forms of ethical
consumption, for example, the consumption of eggs from free-range hens or products not tested on
animals or the adoption of vegetarianism. They consider vegetarianism to be "the vanguard of a
form of ethical consumption about which food producers, processors and retailers will have to be
increasingly sensitive in the near future." In any case, animal protection continues to be the
category that has received the least attention from the professional and academic world focused on
studying and promoting ethical consumption.

Firstly, issues of animal use and animal cruelty were included in the concept of " green consumer" ,
a term considered the predecessor of the current "ethical consumption".

, animal protection and veganism are also growing trends.

Youth and ethical consumption

Considered the main agent of change , this group is increasingly critical of the responsible
performance of companies and more sensitive to ethical consumption.

Millennium Generation

In the new Digital Marketing Ecosystem , we cannot neglect the Millennials , a segment that
according to the BBVA Innovation Center consists of about 80 million individuals in the United
States alone and just over 51 million in Europe, and who by 2025 will to represent 75% of the
world's workforce.Will it be worth taking them into account? 95%, followed by Facebook and
YouTube.
Millennials spend several hours of their lives on being connected, more than

25 per week, as the Forrester study highlights.

They are aware of social networks and mobile technology.

Nomophobes and 'appdicts'

This is how this Forbes article defines it: your life is mobile and your main Internet entry screen is
already a mobile screen. 78% of millennials in Latin America own a mobile phone; 37%, a tablet;
70%, a laptop; and 57%, a desktop computer, according to Telefónica Global Millennial Survey
2014.

Social and connected

They are extremely social. 81% have a Facebook profile and 83% sleep with their cell phone .

Critical and demanding

59% from four years ago. And, for millennials, negative online and mobile digital experiences have
a much greater negative impact than on other age groups.

33% of Americans of the so-called Millennial generation believe that they will not need financial
institutions in the coming years. With this data in hand, attracting customers among this new
generation becomes a challenge.
"71% of American millennials prefer to go to the dentist rather than listen to banks."

Professor of the Institute of Stock Market Studies, According to Professor Rodrigo

García de la Cruz « millennials are digital natives and with technology they seek absolute
simplicity, they are used to reaching everything with the minimum of clicks and entities have to fight
against the technological complexity of making a transfer or browsing their pages. » .

68% of the generation

«If Apple opened a bank, it would have 37 million customers on the first day. Apple does not have
customers, it has admirers and that does not happen in the financial sector. The Millennial
Disruption Index highlights that 73% of respondents are more receptive to financial services offered
by Google, Amazon, Apple, Paypal or Square than to their own banks.

25% is the central axis of their life while for boomers that percentage increases to

«It is a very educated generation with very clear ideas. They are not willing to work on anything,
they think that companies have to generate values , that is why they demand social responsibility,
maximum transparency and values from banks . We must not forget that this is a generation loyal to
experiences over brands,” concludes García de la Cruz.

Hooked on mobility

Survey 2014, carried out by Telefónica among 6,702 millennials between 18 and 30 years old, 78%
use smart mobile devices to communicate. The Millennial generation has a better perception of
firms that speak to them through Facebook than using traditional methods. "Millennials hate
advertising , what you have to do is good content ."

Ecological

A study by the Pew Research Center states that the majority of millennials are willing to pay a little
more for products that have been made or processed in an environmentally friendly way.

Collaborative consumption

Nearly 50% of North American millennials are regular users of collaborative consumption
companies. «Millennials are a generation that communicates without asking permission.

--who were born with technology and have Facebook as their social network of reference --highlight
the care of employees when working with companies. Tamarit also appreciates that the employee is
taken care of. «Companies like Google or Microsoft treat employees in an impressive way.
What do young people say?
I am a Millennial, I think the 5 actions would be 1 see what the public really likes, 2 keep everything
in terms of current trends, 3 follow up on each one since attention is what we love, 4 try to run
campaigns to attract new clients and also campaigns with influencers ,5 have interesting content
but not boring long paragraphs that in the end no one reads.

1. Whether it is a product or a service that is offered, through some digital

means you will be taught what the production process is like, without
hindering it. They want the products they purchase to be as environmentally
friendly as possible. (to build loyalty)

2. Create a means of communication with the customer, both to receive

complaints and congratulations for the product or service. at the same time
that the client interacts with other clients or potential clients. (to attract
and retain)

3. To attract customers, use influencers in the sector where the company

name in question is located. I say this because there are influencers who do
better in fashion than in technology or weapons, there are others in interior
design, lingerie, household items, cars and motorcycles, among others .
Therefore, your followers will have the same interest regardless of age or
other classic criteria that traditional marketing used . We must focus on
interest, but not without leaving behind the classic criteria.

4. They are critical and demanding , therefore, it is of utmost importance to

recognize our own mistakes before someone makes it public and prepare to
counteract , that is, a product focused on cleaning, but does not work well
on steel surfaces, is an example. , focus on advertising where we make
ourselves known, on the surfaces where it works best and mention that it is
not advisable on steel surfaces. very subtly.

5. It is of utmost importance that the client feels loved and recognized by us ,

therefore, the customer service area, sales or the area that has the most
contact with clients train them for good spoken and body language, a quick
response. on its part in the event of any concern.
Workshop
Could you identify the top 10 characteristics of a Millennial?

1. With technology they look for absolute simplicity, they are used to reaching everything with a
minimum of clicks
2.All eyes are on them , the world's workforce.

3. It is a very educated generation with very clear ideas. They are not willing to work on anything,
they think that companies have to generate values, that is why they demand social responsibility,
maximum transparency and values from banks. We must not forget that this is a generation loyal to
experiences over brands.

4. Millennials will represent 50% of the planet's global consumption. Millennial parents use their cell
phones while shopping in stores.

5. who talk to them through Facebook than using traditional methods. "Millennials hate advertising,
what you have to do is good content."

6. Most millennials are willing to pay a little more for products that have been made or processed in
an environmentally friendly way.

7. You are willing to pay a little more for products that have been made or processed in an
environmentally friendly way.

8.Millennials who are a generation that communicates without asking permission.

9. the products they purchase are as friendly to the environment as possible.

Customer relationship

Relationship marketing is based on the premise that all commercial activity is like life itself. To
convert any contact with a real or potential customer into a lasting and satisfactory relationship for
the brand and the consumer . Although this definition is a few years old , there is no doubt that
relationship marketing is a key element for the competitiveness of any company . In this sense ,
social networks and other platforms, as well as any other point of contact we have with our client,
become a unique opportunity to provide a great experience.

It is often said that acquiring a new customer is much more expensive than maintaining a current
customer. In parallel, the effectiveness of marketing actions is increasingly lower. Diller summarizes
the six principles of relationship marketing viz. Information, based on building a reliable database
about customers.

Invest in the best clients . Systematically interact with customers. Integrate or incorporate clients
into the process . Have the intention of creating a unique and different relationship for each client,
capable of differentiating a supplier from its competitors.

This is not entirely correct, since CRM is much more a marketing strategy. This consists of the
analysis and satisfaction of our current or potential clients. And the subsequent distribution to
generate a valuable experience and maximize each point of contact we have with our client. The
most important thing here is to understand the importance that customer relationship management
has taken on in digital marketing.

Traditional-relational marketing
Traditional marketing places emphasis on attracting customers, focusing its efforts on attracting
customers likely to buy new products launched on the market . On the contrary, relationship
marketing responds to the growing need for organizations to maintain their best customers .
Furthermore, we must not forget that a correct implementation of a relational strategy contributes
both to customer retention and to the acquisition of new ones. In traditional marketing, one-way
communication has been the norm, assigning a passive role to the customer.

On the contrary, the objective of relationship marketing is to build a relationship with customers
through a continued dialogue over time. Some companies even use this dialogue with their
customers to request their participation and collaboration in management areas of the
company itself, such as the design of new products, or suggestions for improving service .
Investment in marketing was highly focused on the process prior to the purchase decision, showing
little interest in what happens after it. Currently, marketing is aimed at building a continued
relationship with our clients, under the premise of mutual benefit , where the exchange of
information plays a key role in the creation of value.

Traditional marketing practices have usually used intrusive communication, that is, they access their
target audience without their consent, through traditional communication channels.

The exchange of information and knowledge plays a key role in creating value
For its part, consent marketing "permission marketing" is the common practice in the relational
approach , where organizations request prior authorization from the client to establish a dialogue ,
from which both parties will benefit . Many companies only have data about their customers, even
many organizations that market their products through a channel do not know their end customer .
Access to this information , on a regular basis, becomes a powerful competitive weapon, which
contributes to increasing sales, improving customer relationships and offering each customer a
better and more personalized service . Currently, the incorporation of new information technologies
and knowledge in the development of marketing allows us to systematically exploit our clients' data
to transform them into useful knowledge for decision-making aimed at increasing the value of our
offer. .
Traditional marketing has prioritized short-term results, and therefore relationships with customers,
real and potential, are occasional and generally based on the interests and needs of the company.
On the contrary, relationship marketing seeks to manage a relationship with the best customers to
optimize their long-term value.

A relational strategy is a valuable tool to understand basic aspects of our clients

Mass marketing vs. There is no doubt that we are facing a scenario where traditional “mass
marketing” advertising channels are losing their effectiveness due to their high level of saturation.
Relationship marketing recognizes each customer as an individual , with specific individual needs.
This is also the basis of segmentation that allows us to identify groups of customers, who manifest
homogeneous behavior patterns, with which to develop actions designed for each one.

Com, where they suggest books to customers based on their profiles and purchase history. In
traditional marketing the predominant approach is that of competition . On the contrary, relationship
marketing is based on the principle that the best way to create value is interdependence,
continuous cooperation, close interaction and mutual dependence, that is, symbiosis . Traditional
or transactional marketing focuses on products, so a product can be defined in terms of functional
features and benefits.

Relationship marketing revolves around people , where products are no longer just objects with
functional characteristics but rather means to provide valuable and memorable experiences to
customers.

Relationship marketing, a new competitive model

Large and small companies are aware of the importance of carrying out marketing actions to attract
customers and increase sales, this is a fact . The main idea of relationship marketing is to maintain
constant contact with customers, offering them help, content, information and answering their
questions . By always being present in your clients' lives, you create a viable long-term relationship
with them. It is a fact that companies that focused on the relationship with their audience tend to
have better results in general, because they have regular customers and often become brand
advocates.

- Don't think of your customers as mere individuals who buy your products and disappear from your
life forever.

We have 3 actions for your company to start doing relationship marketing

- Try to follow some simple rules to generate lasting relationships with your clients . This is the
simplest way to be present in your clients' lives, be at their disposal, open to conversations,
negotiations, interactions and relationships. Set time to dedicate yourself to them and create
relevant content for your customers. Cultivating a relationship with each client in a personal and
exclusive way is undoubtedly the ideal plan to stand out from the competition and establish your
brand in the minds of clients, becoming a reference for them.
Responses to the workshop
.1 ) Do you think that all companies currently apply the Relationship Marketing paradigm?
Because?

r/ Large and small companies are aware of the importance of carrying out marketing actions to
attract customers and increase sales, this is a fact. The main idea of relationship marketing is to
maintain constant contact with customers, offering them help, content, information and answering
their questions. By always being present in your clients' lives, you create a viable long-term
relationship with them. It is a fact that companies that focused on the relationship with their
audience tend to have better results in general, because they have regular customers and often
become brand advocates.

2) How do you think Digital Marketing enhanced the application of Relationship Marketing?

Currently, companies face an inevitable digital transformation that entails the introduction of new
business strategies, change processes at all levels of the organization and the incorporation of
technologies that must generate a new reality of business implementation and growth . It is not easy
for new businesses and entrepreneurial projects to compete in the new scenario of digital
companies and brands.

Likewise, the lack of skills in the field of communication and digital marketing cannot be made up for
solely with good intentions or spontaneous or unpremeditated actions. For decades, companies
have been competing with each other with the same commercial objectives and practically the
same strategic argument.

1. Do you think that all companies currently apply the Relationship Marketing paradigm? Because?

r/ Relationship marketing presents a series of keys that make it different from other marketing
strategies, among which the objective stands out above all: the customer . A company that
wants to work on relationship marketing, the first thing it must do is change the chip and focus
its efforts on customer satisfaction, for which it needs two-way information channels and not
the classic one-way ones of the traditional marketing system. Relationship marketing is not
enough to broadcast advertisements at all hours on different channels, but its strategy needs
the voice of the customer and to do so it needs new channels to connect with them and new
processes in the company so that it is not just a matter of one department, but of the
entire company .

2) How do you think Digital Marketing enhanced the application of Relationship Marketing?

r/ The presence of companies on social networks improves their business opportunities, their
profitability and their permanence in the market. For a company to have a good presence on social
networks, it is necessary to previously establish a clearly defined strategy that allows it to develop
its objectives effectively, allowing it to execute each of the defined phases, avoiding wasting time
and money. The presence of a company on social networks and its application to business
development will allow different benefits: • Communicate its contents to existing customers and new
customers. • Network with like-minded people and companies. • Create a community of “followers”
or “fans ”. • Involve your clients in the development of your business. • Position yourself as a
reference in your sector. • Know and understand what is said about your company on the Internet
and establish business relationships. The presence of companies on social networks, in short,
improves their business opportunities, their profitability and their permanence in the market.

a good transition from traditional marketing to digital marketing

Even knowing that the market is changing, it is normal for companies to have difficulties changing
the direction of marketing. There are many things at stake, especially profit. What if we told you that
by changing your marketing strategy you can increase your profit? How does this magic happen?
Well, first, it's not illusion or magic, it's numbers.

A company that directs its marketing toward the public it is interested in reduces costs with mass
marketing. If you are not sure or do not want to risk total change, you can start by reducing
investment in traditional marketing and starting to put resources into digital marketing. Be
careful, this change requires care and some tips:

1. Change the way you see customers

If before the idea was to close the sale and that's it, now you have to think that the sale, for a
certain client, can happen again . For this to happen, it is important that you know your consumers
and know what their needs and wants are . From this information, you will be able to offer products
or services aimed at their demands. In short, it is important to see today's consumer as a future
buyer and establish a relationship between the brand and the personal one.

2. Improve the way you see your company

Geographic limitation may exist in traditional marketing , but it is not a problem in the digital
version . This is because a company can have clients in various locations , since there are no
borders on the Internet. How about increasing the potential of your business and making your brand
known in other parts of the country and the world?

3. Direct your attention to quality

Another important aspect is to change the way of thinking and assume that quality is more
important than quantity . Logically, your cash register will improve by making a lot of sales, but what
if they don't happen as frequently? For this reason, it is important to direct your marketing
strategy to the desired target audience. Thus, the message will reach the consumer more
efficiently.

In conclusion

We can say that both traditional marketing and digital marketing have their advantages. We
can also refer to both types of marketing as important tools to optimize the results of your
business . But it is evident that digital marketing brings to light the need to perceive the
customer as a fundamental figure for defining the company's strategy. Using digital
marketing in your company is worth the try!
From traditional to digital marketing

As time goes by, technological evolution floods our lives and influences our way of seeing things. It
is an inevitable question. And one of the first issues to undergo these changes is communication.

What is Traditional Marketing?

Traditional marketing , which in Spanish translates as marketing or marketing , aims to promote a

product, a brand or a company by satisfying the needs and desires of its consumers.
The objective of traditional marketing is to impose your message to achieve the greatest number of
impacts, therefore, sales . Although it has an interest in achieving consumer satisfaction, it is not its
main interest.

Who is Traditional Marketing aimed at?

This type of marketing is aimed at the target audience , which is defined as a group with the general
characteristics of the people who consume the product or brand that we want to promote.
Therefore, traditional marketing focuses on the general needs of this type of audience, not directly
respecting their individualities.

How do we reach our audience through Traditional Marketing?

One of the most effective ways to reach your target audience is television.

It should be noted that television is not the only medium, but rather it is the most innovative of the
traditional means of communication.

How much does Traditional Marketing cost?

Generally this type of marketing is more expensive. As their objective is to reach a large number of
people, they rely on media that are not their own to reach diverse audiences.

What is Digital Marketing?

Digital Marketing has the same final objective as traditional marketing : that of promoting something
using customer satisfaction and needs as a means. What really changes is the type of
communication it implements: dialogue.

Who is the audience in Digital Marketing?

While in Traditional Marketing we focus on a large audience with general characteristics , in Digital
Marketing we direct all our forces to the buyer persona, who is much more specific and full of details
than the target audience.
Our buyer persona is not a group of people but the representation of our ideal client, whom we
address in a personalized way.

What means do we use to reach us?

To reach our person we use technology, mainly the Internet. Through blogs, social networks, e-
mails, instant messaging and even paid advertisements such as Facebook Ads or Google Adwords,
we can reach our person. The best way to reach our person in Digital Marketing is in a sincere and
open way, satisfying their needs regardless of the method we use.

How much does Digital Marketing cost?

Investing in Digital Marketing can be much more affordable than Traditional Marketing , thanks to
the fact that advertisers can own their own channels such as blogs, websites and, when using non-
own channels such as social networks, the costs are minimal thanks to that costs are stipulated
depending on the impact that is actually had on the ideal audience.

The need for more personal communication

It seems contradictory but in a world that is increasingly impersonal, the best way to reach people
is in an individualized way . What is made to measure is increasingly popular and more valued,
which is how the buyer persona emerges to be able to reach our client more individually and
directly.

The difficulty of reaching small market niches

An important factor for Digital Marketing to have all the success it has today is its ease of reaching
small market niches . Many small and medium-sized companies have always had difficulty reaching
their customers through advertising. The difficulty of truly efficient campaigns for this type of
company has always been great.

Should we discard Traditional Marketing and replace it with Digital Marketing?

With so many advantages that we have mentioned about Digital Marketing , do you think we are
going to say yes? Well, if you believe this, you are wrong.
Digital Marketing really has many advantages, especially for small and medium-sized companies
that cannot run an efficient campaign in Traditional Marketing. But mass media is still very powerful,
for some audiences much more than others.
Imagine a big brand that no longer advertised on television. Obviously you would continue to sell,
but for sure, your returns would be smaller.
It all depends on an analysis. The ideal is to run a campaign with a balance between the two types
of Marketing.

From print ads to online advertising

We are not telling you that you should completely discard print advertising, if it brings you results,
keep it . We tell you that as soon as you introduce online advertising or content marketing.
If you are not on social networks, the first thing you should do is enter them. But don't enter just to
enter, but use it as a tool to spread the word and relate to your clients and future clients.
Create a blog and when you have an online presence, also start investing in Ads.

From routine to trend

In Traditional Marketing the changes were not as many as now, everything was more constant .
With Digital Marketing prepare yourself for daily changes.
One of the secrets to the success of this type of marketing is to follow the results. There are so
many options that exist that only with metrics will you discover what works and what doesn't.
You have to be prepared to make changes when something is not working and to increase what is
working well . For this you have to do constant studies of your results.
What is trending now may be considered obsolete tomorrow and you have to make the change
before it becomes obsolete.

Digital natives
Video.

After watching the video, we suggest you identify the 5 main differences you find between
Digital Natives and Immigrants.
 Transactional marketing focuses on the product, optimizing its quality and constantly
increasing the number of transactions. This is a short-term vision, in which customer
acquisition takes precedence . In this case, the passive role of the customer and the active role
of the seller are completely defined and two-way communication is not established. The
“seller” hardly receives information from his or her audiences and communication is usually
massive. In short, we could summarize it as product-oriented marketing, where the economic
transaction and the acquisition of new customers prevail to increase sales.

Relationship marketing , on the other hand, focuses on the customer and establishing a
stable and satisfactory relationship with them. In this case, instead of acquisition, the
aim is to achieve loyalty and increase the economic value of each client already
acquired. This strategy seeks to improve results in the long term: thanks to the amount
of information obtained from customers, a user life cycle can be established that helps
define marketing actions based on the phase in which they are located. the user.

. DESCRIPTION PROBLEM AREA

. It is a productive source of ideas to make changes, to advance and implement innovation , according to

to the trends. These innovations may be aimed at the introduction of new

processes, production, products, ways of administration and communication , which do more

productive and competitive brands in any of the economic activities of the market .

These events or circumstances must produce as an immediate result an increase in the

economic and social benefits of companies

Digital and online marketing strategies are having an important effect,

allowing knowledge to spread almost instantly and making it accessible to everyone

world, given the ease, speed and economy with which information travels. But they do not generate

loyalty of its users, because when implementing the tactics there is not always clarity of the

cultural characteristics to whom they are directed, and especially when they are products of

massive consume . If a company fails to build loyalty, it is more difficult to understand the reasons.

will determine the satisfaction of their customers.

The influence of digital and online marketing on consumer customer loyalty

massive on social networks, has currently become a key element of the dynamic

productive, due to the agility and dynamism that they give to management and the security that they

provides for decision making . Therefore, it is necessary to apply striking strategies

and captivating, in such a way that the user feels attracted and committed, and in this way

obtain their trust and loyalty, something that is not achieved with advertising campaigns and/or

decontextualized, obsolete and fleeting promotions . Since consumers in general

They are more prepared and act in accordance with the market economy, which offers them various

options to meet their expectations, tastes and preferences, that is, they respond to

different stimuli and purchase motivations.

In this context, the problem that is currently evident leads to determining the

following factors: knowledge of information systems and proper use of the

themselves; resistance to change on the part of consumers; accelerated change of

information, change in consumer purchasing habits; lack of importance about

customer loyalty and includes distrust on the part of the brand – consumer, among others.

The competition is aggressive and its tendency is to make customers increasingly loyal. Thus,

Innovation within digital marketing has become fundamentally key to

increase profits and increase market participation . In short and according to Drucker

(2006) “Institution or person that does not change at least at the pace of the dynamics of change, the

change the change and be left out of the market.” Result that implies being up to date with the different

The 21st century is already showing signs of being the era where social and commercial life will be

digitally enabled:

, industry analysts predict

that e-Commerce is going to represent 17% of all sales in the retail sector. Everything seems

indicate that e-Commerce will eventually impact all commerce by 2050. to usually do

JUSTIFICATION

The proposed research is important because it seeks to identify the incidence that

They use social networks to build loyalty for the Jet, Kit Kat and Snickers brands; for which
will carry out a theoretical search to define the variables of the study from various authors, while at the
same time

seeks to know the perception that consumers have about marketing strategies

digital and online implemented by said brands.

E-commerce is becoming one of the forces in redefining the

operations for the corporate sector of modern business . Hence the importance of

results of this study that will serve so that the business sector studied can know

the strategies they should use to be competitive in electronic commerce. What contributions

offers this research to this type of companies. Consequently, managers will have to

understand how these technologies affect your value creation processes.

Nestle.

Nestlé and today is the

world leading nutrition, health and wellness company

a) Instant drinks: Nesquik, Nestea.

b) Instant coffee: Nescafé, Dolca, Cofee Mate.

c) Dairy: Klim, Milo, El Rodeo, Svelty.

d) Culinary dairy products: La Lechera, milk cream.

e) Culinary: Maggi.

f) Chocolates: Milo, Nestlé Classic.

g) Confectionery: Morenitas, Deditos Nestlé, Nuggets Milo, Fox.

h) Cookies: Fitness, Saltinas, Dore, Milo, La Lechera, Cocosette, Deditos, Macarena.

i) Child nutrition: Nestum, NAN.

j) Breakfast cereals: Fitness, Milo, Chocapic, Corn Flakes, Chookie Crisp.

Don't expect immediate results . If you want the return on your investment to be much more

evident in the short term, use other channels such as traditional marketing or advertising. Of what

Otherwise, be aware that in social networks the results are seen in the medium and long term,

At which point a relationship with people has already been developed , the product is

recognized and people interact naturally, with which actions may already have

impact on sales. (Betancourt, 2014, p. 51). It means that implementing online strategies

requires that there be effective design, planning, execution, evaluation and feedback so that

digital consumers find reasons to stay, that is, to achieve loyalty,

due to interactivity, updating, content of interest and immediate responses to your

concerns and needs, conditions of great weight for them.

On the other hand, it is necessary to establish a network for each topic, for example:

to Facebook. Twitter and Google+. They are the best alternative if the topic is massive.

b) LinkedIn . It is a professional network that people prefer in business settings. The

messages here must be of a different style.

c) Instagram . Ideal service for those brands or products that focus their message on the

handling many images.

d) YouTube and Vimeo . They are the two leading services in the management of videos on the Internet.
From there

You may link the contents to other social networks or to a website.

These networks respond to the differentiation that subjects want in these times , given

which is a characteristic of the 21st century , because people do not like

standardization in communication, on the contrary, diversity and novelty means that there is more

followers of a certain brand.

The consumer before online strategies

Subjects increasingly acquire more products through E-commerce or commerce

electronic , and it is because the purchasing exercise via the Internet has become safer and easier to

perform, has achieved greater credibility and trust as transactions are made with

different people and companies dedicated to this type of commerce . “Consumers have
marked the direction of online communications and support services, and the web in turn has

marked the behavior of consumers, which constantly changes and adapts to the

new services that are appearing.” Holloman (2012).

For Holloman (2012), social media has covered the gap between the media and the

interpersonal influence. Everyone has the potential to be influential, but in reverse.

This means that those who are perceived as more influential are not so influential. The companies

They should not only consider modern and influential young people but understand how

They spread messages through different networks, other online instruments and channels, and

direct their strategies to the segment of people who really buy the products, that is, to the

common people.

Millions of transactions are carried out daily from the most remote places in the world,

by popularization and the use of online marketing channels. This consumer trend

It is not only industrialized countries or people with high purchasing power, the

percentage of online purchases. 21st century consumers are becoming

mobile shopping users , that is , they no longer need to go to a warehouse, supermarket, office

or boutique to choose your clothing, food, technology, jewelry, tickets, etc. but from their

cell phones, tablets and computers, they negotiate what they want and it arrives at their home.

A way to increase the number of opportunities you have to connect with a greater

variety of people is to take a social-based approach, encouraging company staff or sharing their experience
and connecting with customers. (Holloman, 2012, p. 115).

Digital marketing demands making an organized inventory of information about

individual customers, building a good customer database, including data

geographical, demographic, psychographic and behavioral, in such a way that the profile is available

of them, the clients, for the design and implementation of strategies . Taking advantage of all the

traditional and modern tools such as direct mail, catalogs, telemarketing, and others

new digital approaches. For Armstrong and Kotler (2013), it is applying direct marketing, the
which allows you to connect directly with carefully selected target consumers

whether segments or individuals, often on an interactive and personal basis.

Loyalty and customer service in digital and online marketing

Social Media channels “ Online communication platforms where the content is

created by the users themselves through the use of Web 2.0 technology, which facilitates the

editing, publication and exchange of information (Caballar, 2012, p.5), or communication on

line, make it easy for most of the information and mentions of the company and brand to be at hand.

view, where the customer service department can easily observe what is said and

participate when necessary. Companies have the opportunity to respond to their customers

in real time, ability to detect problems, help customers in need and respond

questions in a matter of seconds (without having to force them into any procedure to get their attention.
Facility that did not exist five years ago for companies seeking to offer a

better service to your customers. Now, Social Media allows companies to increase the

efficiency of your customer service and improve customer satisfaction without having to increase

necessarily the cost of the model.

This requires qualified personnel, tools and technological strategies. Focus

of a customer service department you should make sure that if someone mentions your company

or your product anywhere on the Web, you will receive immediate notification and be

prepared to respond quickly and appropriately. (Blanchard, 2012, p. 38). The value of being

able to respond in real time to a problem or a negative mention is that a situation

Negative feedback can be resolved before a customer's frustration turns into anger. Can

That this person had a bad experience and it can be fixed.

There are many causes that lead a customer to remain loyal to a good or service.

Among the main ones are: price, perceived value, image, trust, costs

non-monetary, and credibility, fundamental aspects in the evaluation of purchasing alternatives

by the consumer.

For Blanchard (2012 ), loyalty represents advantages for both the company and the customer.

customer. Among the advantages we can highlight the following significant aspects:

a) Facilitates and increases sales : maintaining loyal customers makes it easier to sell new ones to them
products. A large part of the marketing of financial institutions is directed at their own

customers to sell them products they do not own. This is what is called cross-selling.

b) Reduce costs: it is very expensive to attract a new customer. It is much cheaper to sell you a

new product to one of our loyal customers . Maintaining a large base of loyal customers

It allows you to increase sales, launch new products, with a reduced marketing cost.

c) Employee retention: maintaining a solid customer base favors the

business stability and job stability. Employee motivation and retention

can improve when we have a large base of known customers who provide

a stable and solid business.

d) Less sensitivity to price: loyal and satisfied customers are those who allow a margin

on the base price of the undifferentiated product. Satisfied customers are much less

price sensitive; are willing to pay a premium for the differentiated service that

they receive and for the satisfaction obtained.

e ) Loyal consumers act as prescribers: one of the most important aspects of

Having loyal customers means they communicate the benefits of the company to others. Rubiato (sf).

Precisely, Kotler (2003) expresses:

a) If they don't pay attention to their customers, some other company will.

b) Companies must consider their customers as an asset that must be managed as

any other asset of the company.

c) Products come and go. The challenge for companies is to make their customers last longer

than their products . They have to consider more the concepts of market life cycle and cycle

of the customer life cycle instead of the product life cycle concept.

If someone has a business relationship with the organization, they must join it and

try not to lose it. The company's objective is not only to sell, but to gain and keep customers.

make them feel special: a relationship with the client does not exist until the client recognizes that it exists.

Make him feel that he matters, that he is taken into account to know what he buys and does not buy, what
he

interest and how to serve him better, make him feel loved and, in this way, obtain his trust and

fidelity; This is not achieved only through advertising campaigns or temporary promotions.
The customer is the basis for companies to be competitive and grow profitably. Are

They must satisfy the needs of customers and build loyalty, establishing, cultivating and creating

links with benefits for the maintenance and use of that relationship . But how

is this achieved? Through two elements: customer base management and loyalty management.

Kotler (2003).

In reality, no marketing, sales or customer service strategy would work

adequately without having an updated database . The identification of the different

types of clients is essential when programming and carrying out intelligence work

commercial, as well as the adoption of conquest strategies and the evaluation of the impacts

achieved, in addition to loyalty. RRPPnet (2016).

Relationship marketing to achieve customer loyalty

Zeithaml (2002), states " relationship marketing represents a paradigm of change

within marketing , which moves away from the acquisition/transaction approach and focuses its interest on

retention/relationship ”, Loyalty is achieved as a result of the sum of a series of elements and

tangible and intangible factors such as: the basic product, image and perception of the brand

or the company, customer satisfaction, attention management, the service that provides real value, and

with the best communications to and from the company.

"The primary goal of relationship marketing is to build and maintain a base of

committed customers who provide profits to the organization. In order to achieve

To achieve this goal, the company must focus on attracting, retaining and strengthening customer
relationships.

(Zeithaml, 2002, p. 172).

Traditionally , companies sought only customer satisfaction, quality (such as

an end in itself), cost reduction and marketing involvement. Now he is running for
achieving customer loyalty and retention, such as maximizing customer time

customers' lives . It is a paradigm shift from massification to individuality,

from statistics to the management of information about the habits and customs of each client,

increase market share to generate greater profitability for the company.

Satisfied customers are achieved by fulfilling the value proposition , that is,

what was offered to the client in the communication and sales phases (promises), and for which the

client trusts the organization. The promise is made up of the offered attributes (value,

place, quantity, results, etc.) which is the minimum that a client expects from the company.

Loyalty marketing goes beyond communication or relationship ; It's about the

proactive attitude of an organization to find and develop a lasting emotional bond

with your best customers, so that they feel the brand as their own and want to contribute to your

growth and survival. Only through this philosophy and strategy will we obtain

competitive, sustainable and profitable organizations . Schnarch (2013).

Ensuring service quality is part and condition of customer loyalty, but not

It's enough . It is the main source of information that allows the company to correct or improve

the product it delivers, in order to satisfy your needs and expectations. A client is someone

whose needs and wants must be satisfied by the business the company manages.

Martínez (2007).

Customer service is of great importance, due to increased competition between

sectors and companies. Customers increasingly demand better service, therefore, offering a

quality product is no longer enough. Another important point is that the technology is

("The Fidelity

Good customer service is a powerful and very important marketing tool.

current. Its correct performance allows the offeror to sell at a profit. Provide a good service
makes it possible for the client to spread the image of any company and their own, obtain

adequate market information and support advertising or sales promotions that your

company performs. Martínez (2007). Loyalty represents advantages for both the company and

for the client.

Among the advantages for the company of customer loyalty we can highlight the

following significant aspects:

Search Engine Marketing (SEM): using Google Adwords tools, to

position on Google. It is about carrying out paid campaigns, where the advertiser designs their

campaigns, to appear in the first positions in the paid section of search engines

using keywords and bidding on them. They can be Text campaigns or in Display format.

SEM is the main online marketing action, which will bring you traffic to the web faster than

any other action. Castro (2014).

Display: As mentioned before with Google Adwords, you can appear directly on

the general search engine or you can select specialized or generic portals, where they will appear

their advertisements. Example: the ads could appear on YouTube, G-mail, Google Adsense,

Google Maps, etc. These ads allow you to carry out Re-targeting campaigns. Castro (2014).

Importance of social networks to achieve digital customer loyalty

If you want to be successful on social networks, it is necessary not to forget positioning.

brand , which for Andrés Pérez (2010), is the advertising language to which the

consumers individually to leave a memory in the memory of each of them.

they.

Studying the target audience involves knowing and identifying who the clients are.
potentials in the network and depending on their way of participating in the networks; you could choose
one

or another digital media platform or design different strategies . But you have to have

Keep in mind that users are unique and therefore they must be taken care of one by one . Gradia

It is clear that once the strategy has been chosen, to be active on social networks, there is

than selecting those in which it can have the most impact. There are many that exist, but the

Numbers rule and these are the 4 social networks for business:

a ) Facebook , the best known and most used today. It was originally created for the use

between friends, as a means of communication , but currently its use has changed and

It represents great potential for the business world . You can create a Fan Page or page

company, to disseminate promotions, contests, news.

b) Twitter, widely used by freelancers and which allows you to capture the “main” in 140 characters.

It is highly recommended to spread or recommend content.

c) LinkedIn , essential for professionals, if they want to contact a potential client or

Carry out a job search through this platform.

d ) Pinterest , to enhance campaigns through images: because an image is worth a thousand

words. Rooms (2015).

On the other hand, taking as reference the contribution of Consuegra (2016), a manager who

explains the challenge that companies face with the so-called fourth industrial revolution and where

states that technology is changing the way we do business, for example: states

that today's technological transformation is the evolution of what has been talked about for years. Is

That is, technology has been used in companies for a long time and is used to

many things: emails, internet portals, buying and selling, transactions.

She has been an important participant in the day-to-day life of organizations for several years.

Online consumer profile

Hence, it is considered relevant to mention various profiles that are gaining strength

and which are classified below:

a ) Internet users over 50 years old ( they are those with the most purchasing power buy

Smartphone and tablets).

b) Young people (with lower purchasing power for those who connect to the internet the most, are addicts

to immediate and spontaneous consumption, they do not think about the future).

c) Generation 25-30 years old (the Internet is a daily companion for them ).

d) Young parents (for the education of their children , young parents want the best).

e ) Friends of friends (voice to voice, it is the best way to buy).

f) Future Shapors (word-to-word influences 67% of purchases), are the ones who can follow

and help position a brand.

The aspects of online marketing of the most used internet in the following order

percentage : online social networks, email; mobile device; websites; promotions

and online ads.

Regarding the categories of loyalty strategies in digital marketing and

online, the following traffic capture strategies, coexistence strategies are established

of acquired traffic and loyalty strategies.

The key to customer loyalty on social networks involves the following aspects:

create interesting content, talk to customers, bet on value, build loyalty

creative, rewarding and including exclusive customer service channels.

RECOMMENDATIONS

Regarding the levels of customer relations, it is advisable to ensure quality

of the product or service since it is part and condition of consumer loyalty.

Keep in mind that loyalty represents advantages for both the company and the customer.
customer. Among the advantages for the company, it can be highlighted that: it facilitates and increases
sales,

reduces costs, employee retention, lower price sensitivity, and consumers

faithful act as prescribers.

Brands must consider customers as an asset that must be managed as

any other asset of the company.

. Proposed digital and online marketing strategies

Instead of focusing on hiring "experts" in Social Media, consider hiring (or

train) experienced customer service professionals with knowledge of the social Web.

Knowing that it is easier to train a customer service professional to use the

Social Media than training an experienced user in Social Media to become a

a good customer service professional.

Technology is necessary for this. What kind of technology? That will depend on your

budget, the needs of your organization and your preferences.

There are three basic routes you can take when adopting tools.

monitoring: one is to invest in an advanced social media monitoring tool such as

the ones used by really large companies. These types of tools have a high degree of

functionality, but they can be difficult to master and typically require a lot of effort

financial. The second method, preferred by many small businesses, is to use a

Combination of free tools and create a dashboard. With a quick search

You will find dozens of tools of this type on the Internet. Trial and error is the best method

to find out what works best in your particular organization. The third option is to make a

little of both: combining a group of free tools with other more professional ones.
 WEEK TWO

The evolution of media: transmedia, new media and new audiences

Kotler defines this new direction as "a phase in which companies move from a consumer-
centered vision to a humanity-centered vision and in which profitability is reconciled with
corporate responsibility", and also defines it as marketing 3.0. . In other words, it is
emotional marketing created through social communities in which exchanges of words,
ideas and values occur.

The subject of digital marketing is of great interest to me since it is a fact that it has
revolutionized the business strategies that prevailed in companies until the appearance of
the Internet. A type of marketing that goes beyond technology, and that incorporates people
and their values as the center of its business. Regarding the relationship of this study with
the Advertising and Public Relations degree, it can be said that I have been able to acquire
the theoretical basis of these concepts in subjects such as Introduction to marketing,
Economics applied to advertising, Digital technologies applied to advertising or
Management of communication companies. Digital marketing is a topic that is the order of
the day and is also constantly changing and evolving.

Advertising therefore, as a marketing tool, is following in its footsteps. More and more digital
marketing agencies require personnel with advertising studies, so knowledge of digital
marketing is to be valued for the near future.

( Broadcasting is the massive dissemination of information or data packets

through computer networks. The term is used in computing and
telecommunications. Depending on the subject in which it is used, its definition
varies a little.

In the case of computing, broadcast or diffusion is the transfer of information

from a sending node to a multitude of receiving nodes.)

Video

The evolution of media: transmedia, new media and new audiences

 This small exercise of imagination can help us weigh what is happening with the media .
Traditional media from the 20th century to the present ruled media ecosystems, television,
newspapers, radio , and now they are seeing the birth of a new medium, a new species in
the digital ecosystem that is the Internet. The Internet is hybridizing, mixing previous media
and generating a new media ecosystem.

Media ecology is a fairly young school in full development that aims to explain this complex
relationship between the media. References such as McLuhan, Ong or Postman are some
of those who have brought this theory to a halt and it basically works on the idea of biology
according to which the media are on the one hand environments and on the other hand
they are species . McLuhan said that the media shape the way we perceive our perceptual
apparatus. The media shape our perception and McLuhan also said in that sense that we
do not have perception, we are not aware of how this modification occurs and he said it with
a very interesting metaphor, a fish does not know that it lives in water.

Then we have that the media are species , the media are species that evolve but not
separately but collaboratively, they evolve . The transformation of the media, which occurs
not only due to the technical aspect of the device but also due to social and cultural
innovations, due to competition, due to politics, due to certain factors, due to different
factors. In that sense, mediamorphosis allows us to see the media in a historical key as a
gradual evolution that they have over the years, and in that sense Fidler says that there is
no new medium, but that a medium is always an evolution of a previous medium . Finally
we are going to see another aspect of the evolution of the media as a species.

However, after a while, the new medium differentiates itself, builds its own language and
begins to occupy a particular niche in the interdependent ecosystem of the media. No, old
media must adapt to this new environment created by the new medium in order to survive,
this is what we are seeing now in the case of TV and cinema .

On the influence of digital media on the transformation of society

With the arrival of the so-called Web 2.0, new media have appeared in which society participates
directly, being the creator and consumer of increasingly globalized information.

Information and communication technologies make society more participatory and favor more agile
communication, with an almost immediate response. Therefore, people are directly involved in the
messages that are exchanged on the network.

Audience segmentation , known until now from the situational theory of James E. Grunig is
directly affected by ICT , but this does not make it obsolete. There is a notable influence of Web 2.0
in the information search and processing phase, since "the overwhelmed citizen turns to the
Internet in search of opinions perceived as professional and independent, which act as a filter in the
information processes prior to the decision making” (Baraybar, 2007).
Therefore, the individual receives feedback that turns them into an active audience , where they
are aware of the value of their opinion, since it in turn bases the opinion of the rest of the public that
interacts with the same content.

People who are digitally excluded are distanced from new advertising strategies aimed at a
networked audience capable of interacting with new media campaigns.

In any case, given that we find ourselves in a society in transition in terms of the evolution of
information and communication technologies , we must not ignore certain audiences that, despite
currently having less interaction with the media digital, are still present in the structure of current
communication.

THE CELL PHONE SCREEN

We live in a media ecosystem hegemonized by screens. Through them we inform ourselves, we

read concentratedly, we access our bank accounts, we exchange information, we converse, all
through screens . Israel Márquez deals with an interesting genealogy of the screen. Starting from
the big screen, cinema, continuing with the small screen, television, multi-screen, drive-in cinema,
cinemas with multiple screens.

The mobile phone is a kind of universal remote control, capable of storing the different uses and
features of multiple media systems . Other authors call the mobile phone the fourth screen. After the
first screen which is the cinema, the second is the TV, and the third is the computer. The mobile
screen is a nomadic screen that erases the border between the public and the private.

All this, in addition to connecting with other devices through what is called the internet of things .
The mobile phone follows the logic, then, stated by Marshall McLuhan. In fact in Thailand, for
example, the mobile phone is called Mue Tue and in Finland, Kanny. Carlos Scholari and other
authors propose building a theory of mobile media, which includes some taxonomies and
characterizations of these devices.

And in that sense they mark an evolution of the mobile phone marked by three stages. The second,
a voice-only device to a multimedia content device. And the third is linked to the explosion of
platforms on which we access a number of applications linked to mobile devices. In this framework,
the authors maintain that what is happening on the mobile device is a mixture, a hybridization
between applications and content.

What is happening now with mobile devices, especially from the Smartphone and then the tablets.
So when we develop any of those activities through mobile devices. Furthermore, the mobile touch
screen establishes a direct relationship between seeing and touching. This evolution that we mark
of the fourth screen or total screen, as we have been saying, of the Smartphone, occurs within the
framework of ubiquitous access to the Internet.

It is true that we increasingly use mobile devices and mobile phones to communicate and access
information . The future of our culture will largely have to do with how we access, produce and
share content through this small screen.

While traditional societies were based on direct contact between people who generally lived nearby ,
modern societies increasingly expand in time and space.This time and space acquire greater
relevance , while the users themselves are able to use them more efficiently to their advantage. With
a navigation application and a mobile terminal we are able to keep an appointment in an unknown
place with complete precision.
In any case, like any transformation, this effect has two sides. In one there is greater ease in sharing
information and experiences, even greater solidarity. On the other hand, communications, and
especially mobile communications, accelerate economic and social movements, sometimes leading
to almost sudden instabilities and crises.
On the one hand, these technologies undoubtedly contribute to disseminating enormous amounts of
information almost free of charge and, based on it, make a series of knowledge that was previously
difficult to access available to everyone. At the same time, it seems evident that access to them is
related to the level of education and position in society.
the path for future developments. In particular, most of them agree that users demand useful
solutions adapted to their personal preferences. This gives rise to a multiplicity of possible
applications and market niches: the so-called Long tail theory .

NEW HEARINGS

Transmedia or Crossmedia narratives are the new fetish concept in the second decade of
the 21st century. For some authors they even represent a new form , a new paradigm of
content production . In the second decade of the 21st century there is talk of transmedia
narratives. Scolari himself defines them as a story where the story unfolds through multiple
platforms and communication devices.

Henry Jenkins, who is credited with originating the concept, says that transmedia narratives
are stories told through multiple media . And that currently the most significant stories tend
to flow through a multiplicity of devices and platforms. Drew Davidson, for his part,
maintains that the idea that embodies transmedia or crossmedia narratives is not entirely
new. Kevin Moloney refers to the concept of crossmedia and relates it mainly to advertising.

On the other hand, with transmedia we do not tell a story . But multiple stories that are part
of a much broader narrative world. But if we add one to the other we understand more fully
what that narrative world is about. We have always characterized the way in which content
is consumed in a particular way.

Many contents at the same time. The concept of multitasking. In recent years, this concept
of multitasking does not explain everything we do when we consume content. The concept
of prosumer , coined by Alvin Toffler in 1980, has gained relevance.

Taking into account the capabilities that audiences have today to not only consume but also
produce and share content .
What we consume, our loyalty to brands, are also a product of our conversations on social
networks. And the reputation of brands is largely at stake in the conversations established
between consumers. If before we brought the narrative world of Star Wars to our real world
through the dolls provided by its abundant merchandising. In the case of brands, we bring
their narrative world, their brand world, to our daily lives through the informal conversations
we have with other users or potential consumers.

And those conversations take place on social networks, through screens, and we create
collective intelligence when we share information about what we buy and use . This is why
in this transmedia context, brands should not expose their potential buyers to their possible
advertising, but rather draw their attention to generate conversations around them. As we
said before, these conversations around brands occur through mobile devices. And a
fundamental feature of these devices is that they are user-centered.
Crossmedia

It is similar, because it allows us to transform our story to adapt it to different media, but without
leaving the same story. We cannot understand each support as an individual product, but rather
as a set of works. What Crossmedia is about is weaving a network in which different authors and
formats intervene, but which is not a universe. I always like to talk about webisodes as a
perfect example of Crossmedia . While the viewer is biting their nails waiting for the premiere
of their favorite series, you offer them some mini episodes via the web that serve as a link
between the first and second seasons. But to enjoy them, I have to have seen the first season,
but if I don't see them, it doesn't affect me at all when it comes to watching the second season.

People who participate in these interconnected marketplaces have discovered that they can
get much better information and support from each other than from sellers. Enough of the
corporate rhetoric about adding value to general consumer products.
There are no secrets. The network market knows more than companies about their own
products. And whether the news is good or bad, they tell it to everyone .
Today, companies that speak the language of charlatans no longer manage to capture
anyone's attention .
Companies that assume that online markets are the same as the markets that see their ads
on television are fooling themselves.
Companies that don't realize that their markets are now interconnected person-to-person,
and consequently becoming smarter and more deeply united in conversation, are missing
their best opportunity.
Companies can now communicate with their markets directly. This could be your last
chance if you waste it.

In a consumer's purchasing decision, there are different steps when making the final choice
for an item : prior information in the mass media, advertising, influence of close people, in-
situ at the point of sale, etc. But are digital social media influencing and to what extent do
they do so when it comes to forming part of consumer decision-making? The problem is
knowing to what extent they affect and if they do; in what phase of the purchasing decision
making, what are the reasons why these media influence or do not influence, who are the
actors involved in social media and their power of influence.
The information obtained by the consumer from different sources is key in the purchasing
decision process. The appearance of the Internet as a repository of extensive amounts of
data on products and services means that the user has at their disposal the possibility of
comparing all the alternatives, viewing prices, configurations and in general all the
characteristics of the goods they wish to purchase .

Send
The digitalization mentioned above has led to a new way of doing marketing that today we call
digital marketing. This type of marketing aims to satisfy the consumer through information
technologies. But the truth is that, today, marketing is taking a new direction

Send final workshop

Success story.

Although social networks are key to attracting customers, these same networks can also cause a negative
impact within organizations since, according to some studies by Manpower Professional, it has been proven
that they affect employee productivity and also states that “social networks raise real concerns about the
effects that these networks can have in terms of business security and reputation” (Manpower Professional,

With the above, it can be ensured that companies such as El Éxito , relevant to this project and which is
dedicated to the marketing of different consumer products and the lending of financial services, as in the
case of El Éxito through the Credit Card ÉXITO credit, are large stores that are growing and are vital for the
Colombian economy.

This research project shows great feasibility, given that, currently, the use of the Internet is booming, where
the majority of people have access to it. Furthermore, many of these people are linked to at least one social
network where they can communicate with their family, friends, co-workers, etc., therefore, this becomes a
medium that companies can take advantage of to Create profitable relationships with your clients. In
addition, you can identify the opportunities and threats that Success may present in approaching its
consumers through social networks, communicating its competitive advantages such as discounts,
promotions, product availability, attention, among others; that they are a determining factor in the buyer's
preference for one or another company; giving the possibility of finding aspects to strengthen and improve
for this company. RESEARCH APPROACH .

HISTORICAL REFERENCE OF THE COMPANIES

Success stores

The Éxito group was born in 1949 in the city of Medellín thanks to Gustavo Toro
Quintero started with a small shop focused on textiles. In the 70s
They began to focus on consumer products along with textiles. Thanks to
the good results of the company during the 70s and until 1981
They continued with the expansion of points of sale, opening three stores
in Medellin. (Oviedo Sierra, Gallego Dávila, & Restrepo Gómez, 2011)
In 1982 the Éxito Foundation was created and in 1989 they opened their first point of sale in
Bogota. Around the year 1990 and 2000 success ready its action on the stock exchanges
from Medellín, Bogotá and the west; and acquires 10.5% of the shares of Cativen in
Venezuela ; The website www.exito.com is also opened. Another very fact
important occurs when Casino acquires 25% of the shares of these
warehouses. In 2005 the Éxito Card was born and two years later Viajes Éxito was born; in it
In 2010, Carulla and Éxito merged thanks to the purchase that Éxito made in 2007. (He
Success, 2015
BRAND IMAGE, PERSONALITY AND POSITIONING IN THE
SOCIAL NETWORKS
The way the brand is seen by the people they come into contact with
with her. Furthermore , the brand image is developed in the minds of the
people, through the perceptions generated by the way the brand
projects herself and how she relates to her environment and her peer groups.
interest. The image is the public interpretation of the personality of the
brand.
For large stores it is important to know what people think or perceive.
people of their brands.
The success
The Éxito brand is perceived as a very commercial and youthful hypermarket, in which
who goes shopping more for clothes than for food, since they handle
different brands to buy clothes, it is also a brand that people perceive
as a place to shop and buy since they are generally always
showing all their offers and promotions , in all their television commercials
They encourage people to buy because they will always find something on sale.
On social networks Éxito is positioned as a healthy brand, generally
for a young audience, since their publications are usually for this market.
It is also highly positioned in the minds of consumers as a
global brand, due to its great international expansion and also as a brand
multifaceted since it offers a large number of products and for all the sections that
They have in hypermarkets, health and beauty section, clothing and accessories,
technology, baby world, home and decoration, furniture, electro home, etc.

HOW YOU OFFER THE FEATURES OF YOUR PRODUCTS AND SERVICES THROUGH STRATEGIES AND TACTICS
ON SOCIAL NETWORKS, MARKET PARTICIPATION

Success on Facebook

The Facebook of El Éxito

It currently has 1,179,774 “likes”, that is, 1,179,774 people like to follow the publications made by this
company on Facebook. Through this social network, El Éxito publishes all its offers, promotions and events
that will take place on a specific day, such as “Black Friday ”, a black Friday that consists of 48 hours of offers
to buy non-stop. They also show information about the large store, such as its values, when it was founded,
its products, its mission, a short and a long description of the company , as well as the link to enter its
website . On the other hand, it has information about their other social networks such as Instagram and
Twitter , that is, the username to find them on these networks . As for the photos, Success publishes images
of various promotions that they offer, also of their different products, of various tips for customers alluding
to their products, such as “5 uses for strawberries.” On this network they upload all the commercials that
are seen on television, where they show their promotions or events such as the Success Anniversary, among
others.

On Instagram

The successful Instagram is @modaexito and on this network they only publish images about all the fashion
that can be found in this large surface, through different brands that they handle for clothing, shoes,
accessories, among many more. Currently, it has 13,200 followers on this social network and they publish
photos every day, which keeps the brand very well positioned in the market . On this network they also
publish backstage videos of the photos they take of the models with all the fashion that Almacenes Éxito
offers. Finally, this network uses the strategy of uploading photos with phrases, which makes the network
more attractive and attracts the attention of consumers. Just like on Facebook, this network also invites
users to follow them on all their other social networks such as Twitter.

On twitter
 The successful Twitter is @almacenesexito and currently has 243,000 followers . In this network they focus
on writing about their products or promotions that they have more than uploading photos, however, when
they do they show photos with offers, events that they carry out such as the most recent one where Ricky
Martin was present at The Success of Bogotá.On the other hand , they also give advice or tips on how to take
care of water, among others, and they also give information on the price of the products . This network has
so many followers because through this means customers ask about any question they have about a product
or any type of question and they are always answered . One of the strategies that this network uses to have
good customer service and to attract customers is to write to each user. When they start following their
Twitter, they receive a message that says : “ Thank you very much for following us.” and be part of the
Grupo Éxito community” In all the social networks that this large store manages, customers feel very good,
since their comments, messages or complaints are always responded to in the best way.

COMPETITIVE AND COMPARATIVE ADVANTAGES

One of the competitive advantages of these large stores is the number of social networks that each one has,
also the use they give to each one, that is, the strategies and tactics they use to reach the consumer .
Another competitive advantage is the number of points of sale it has in the country and in the city, also the
area of each surface, the different products it offers and good customer service.

In terms of customer service through the networks, Éxito is positioned as the best, since it always responds
immediately to all customer requests, complaints or doubts.

KEY SUCCESS FACTORS.

Brand image :

so that large surfaces have a high

brand recall, it is vital that they work on strategies that

help to have a good brand image, among these strategies are

They can highlight good management of social networks wherever they are

selling your brand in all publications.

 Infrastructure:

This factor refers to the size, the presence in

different cities and presence in different parts of the city (Cali). The

Colombians do not usually pay attention to the size of the large surface but

if they are based on the proximity of these large surfaces to your home.

 Economic solvency:

This factor refers to the capacity that has

the large surface of paying or covering your debts or obligations, is a factor

very important since for a large area to grow it is vital that it has

economic solvency.

 Variety of offer:

Consumers always prefer a place that

Provide greater variety in clothing, food, appliances,

quality products/American products.

 Prices:

This is one of the most important key success factors in

mass consumption companies, since prices are a factor that prevails

when customers want to choose the right place to do their business

purchases, they are always looking for the lowest prices and are also

They lean toward promotions.

 Quality:

Quality is a factor that prevails in a large area since

What consumers buy most in these hypermarkets is food,

For this reason they always look for high quality products, that is, they are

fresh and long-lasting.

 Trained staff:

Consumers focus a lot on attention and

service that is provided in a large area, since customers always go

to want to return to a place where they are treated well and all their doubts are resolved

and concerns

Strengths

El Éxito has a high brand recall because it has a large presence in the media such as television, press and
through its different social networks such as Facebook, YouTube, Instagram, Twitter, among others. Another
strength of Éxito is its own brands and low prices.

Weaknesses

On the other hand, El Éxito has a weakness in customer service and service, this is not bad, however many
customers have complained through the networks saying that the service provided is not the best, implying
that they should improve in it. Through the networks, consumers have also made complaints about Éxito
regarding the cleanliness of the places where they place the food, since many times they have found
cockroaches or other animals .

MARKET SEGMENT AND SUPPLY

 Success: it is characterized by having a wide range of products, such as appliances, food, clothing,
furniture, among others. It is aimed at various segments of the population.

MARKETING STRATEGIES

Below, the strategies that these companies use through various media will be listed , especially through
their official websites.

Success: recognized by “Success Points” where customers can accumulate points with their purchases ,
which can then be converted into money to make more purchases . The general equivalence is 1 point=$1.
Another advantage of these points are the alliances with companies such as Cine Colombia and the airline
LAN, with which the points can also be redeemed. Additionally, they have other services : Éxito Card (credit),
Éxito Insurance, Éxito Travel, Éxito Mobile, Éxito Real Estate and Éxito Homes. Also, on their website
www.exito.com they have a shopping cart and promote their own brand products.

THE COMPETITIVE FORCES OF THE SECTOR

RIVALRY AND INTENSITY IN THE SECTOR

Rivalry between competitors is the result of all the other forces mentioned, and it is also the force that
defines the profitability of the sector. In Colombia, the large store sector has a high rivalry since these
companies offer a large number of similar products, and this forces them to improve their position " using
tactics such as price competition, advertising battles, introduction of new products and increases in prices."
customer service or warranty”

Conclusions

With the research, it can be concluded that large stores are affected by the bad comments that people make
on social networks, where many of them stop buying or create a bad image of the company due to a
negative comment from a user.

 Large stores must work on good management of complaints, requests, claims and requests that their
customers have, in order to avoid losing them when they generate a bad impact through their comments on
the networks .  Large stores can create strategies through their social networks, where they invite
consumers to buy through their internet pages, doing so in an easy and safe way.

The success. (2015). History Group Success. Obtained from

http://www.grupoexito.com.co/index.php/es/historia

http://www.grupoexito.com.co/index.php/es/sobre-el-grupo-exito

workshop

What is the relationship between the old and the new medium according to media ecology
and mediamorphosis?
The new medium borrows elements from the old medium and the latter adapts to survive.
Correct
That's right! Your answer is correct. :)
New media does not kill old media, rather they adapt to survive. What dies, in any case, are the
distribution technologies, the hardware through which the content reaches us, but a medium is more
than a technology: it is also a set of customs and rituals associated with those technologies, and
that does not go dead. At first, the new medium borrows elements from the previous medium, and
that initial confusion is what foreshadows its death. But then, it differentiates itself and occupies a
different niche in the media ecosystem
2. Question 2
How can we describe the communication paradigm shift in the digital ecosystem?

From one-to-many model to many-to-many model.

Correct
Correct! :)
The paradigm change described by Manuel Castells is from “one to many”, which means a
sender who sends his message unilaterally to receivers dispersed in space and without
connection between them; to a “many-to-many” model, where senders multiply and share
their messages in a reticular environment.
3. Question 3
What does it mean that “media are environments”?

That the media shapes the way we perceive the world

Correct
Correct! :)
The media are environments because they generate transformations in our way of
perceiving the environment and also transform the environment in which we move. Likewise,
to adapt to this transformed environment we change our way of relating to the world.
4. Question 4

Media evolve interdependently.

Correct
That's how it is! :)
The media are species that evolve, not separately but interdependently. The media influence
each other and infect each other. You cannot think of a medium without the other mediums
that are around it.
5. Question 5
A story that is told through different media in a complementary way and where the
audiences participate.

Correct
That's how it is! :)
Transmedia narratives have two components: on the one hand, they are a story that is
spread through many media or platforms, and on the other, they have the active
participation of fans, who create new narrative extensions, contributing to that particular
narrative world. and in some cases, creating derived characters -spin off- or developing new
stories with the protagonists.
6. Question 6
What is audience participation like in transmedia narratives?

They not only consume content on different platforms but also create new content.
Correct
That's how it is! :)
The mobile phone is, according to Israel Márquez, a “total screen” because, taking the
Mcluhanian thesis that “the content of the new medium is the old medium”, it has brought
together the previous screens, adding their differential characteristics and integrating them
into the same device: mobile, ubiquitous and multifunctional.
7. Question 7
Why is it said that the mobile phone is a “total screen”?
Because it integrates all the previous media, functions, uses and screens
Correct
That's how it is! :)
On April 3, 1973, a Motorola executive, Martin Cooper, made what is considered the first
mobile phone call in history from a street in New York, a call that Cooper made to his main
rival, Joel Engel, of AT&T's Bell Labs. Cooper said: “Don't you know where I'm calling
from?” Precisely, from the first moment, the place is directly associated with the content of
the call
8. Question 8
What did Cooper (from Motorola) say to Engel (from AT&T) in what is considered the first
call made from a mobile phone?

Don't you know where I'm calling you from?

Correct
Correct! :)
“Markets are conversations” is one of the most prominent postulates of the Clue Train
Manifesto. This means that the construction of the brand is part of the universe of
conversations that take place on social networks, and its meaning is “negotiated” by
consumers in a horizontal dialogue, to which brands must adapt and generate conversations
or provide a platform for those conversations to take place.
9. Question 9
According to the Clue Train Manifesto….

Markets are conversations

Correct
That's how it is! :)
Personal “data mining” is the holy grail of the four Internet giants (Google, Amazon,
Facebook and Apple), which have in common the capacity to make profitable data mining
that is singularized and sustained on the basis of ubiquitous use. , geolocated and
individualized devices.
10. Question 10
What does the term “personal data mining” refer to?

To the information that is shared about tastes and consumption, associated with a user
account

Correct
Correct! :)
It is all the information that is available and that allows you to make decisions in Digital Marketing
strategies.

week three

develop a Digital Marketing Plan ; You will develop, from an integrative and
summarized perspective, the main tools that constitute Digital Marketing ; you
will identify the general panorama of Social Networks; You will tell the main
characteristics of an SEO strategy (Search Engine Optimization or Search
Engine Positioning); You will be able to have basic notions of an SEM campaign
(Search Engine Marketing or Sponsored campaigns); You will learn the main
characteristics of Viral Marketing; You will obtain a basic and efficient process
to plan and develop an E-Mail Marketing campaign.
- elements to take into account to develop a Digital Marketing Plan
- main tools that constitute Digital Marketing
- you will identify the general panorama of Social Networks
- main characteristics of an SEO strategy (Search Engine Optimization or Search
Engine Positioning
- main characteristics of Viral Marketing
- a basic and efficient process to plan and develop an E-Mail Marketing
campaign.
  - Explain the main tools of Digital Marketing
 Distinguish the main characteristics of an SEO strategy (Search Engine
Optimization or Search Engine Positioning)
 Describe an SEM campaign
 Distinguish the main characteristics of Viral Marketing

Video
As I mentioned before,
The digital marketing plan represents the planning, objectives and measurement of the various
digital marketing actions . Which the organization chooses to reach its consumers.
Includes context data, product and service development and its competitors,
among others. It is important to keep in mind some important recommendations before
begin. Focus on the consumer.
Our focus should be on providing experiences to our consumers and not on products specifically .
Stay flexible.
As I mentioned before, the strategy should not be rigid because plans change with enormous
speed. Realistic goals.
Neither too ambitious nor too easy , they will help us grow,
but if they are too unattainable they will generate frustration.
Simple and updated . The simple will be friendly for the consultation .
Having an updated plan will allow us to review the strategy frequently .
In practice, there is no single way to make a digital marketing plan.
This will vary from one company to the other, from one entrepreneur to the next.
The important thing is to understand what the most important points are
to develop one.
Recommended structure.
Surrounding analysis.
Consumers, who are they?
What is your behavior and preference regarding the digital ecosystem?
What is your online presence?
What social networks do they use and how?
The competition.
Who are our main competitors?
What is your digital strategy?
What audience are they targeting?
The market.
What political factors could affect us?
What economic factors are our concern?
For example, banking, per capita income, etc.
What are the technological trends?
What are the legal regulations that affect our digital strategy?
For example, regulations regarding e-mail marketing,
data privacy, etc.
SWOT analysis.
Internal strengths, market opportunities,
internal weaknesses and market threats.
Techniques, tactics, tools.
Here we should consider all the actions we plan to take to
meet business objectives.
Basically there are several of the ones I mentioned
related to the digital marketing ecosystem.
The Crossmedia strategy.
Social networks.
Customer support.
The website(s).
Content marketing.
Viral marketing.
PR and influencers.
In short, it is about selecting which actions are
most relevant to the strategies we want to carry out.
Type of expected result.
Not all actions can be measured in the same way.
For example, in many cases the measurement will be more quantitative,
that is, quantities.

Online Marketing Plan

Social networks

Social networks are structures formed on the Internet by people or organizations

that connect through common interests or values. Through them, relationships are
created between individuals or companies quickly, without hierarchy or physical
limits.

What are social networks?

Social networks, in the virtual world, are sites and applications that operate at various levels – such as
professional, relationship, among others – but always allowing the exchange of information between
people and/or companies.

When we talk about social networks, what comes to mind first are sites like Facebook, Twitter and
LinkedIn or applications like Snapchat and Instagram, typical of today. But the idea, however, is much
older: in sociology, for example, the concept of social network has been used to analyze interactions
between individuals, groups, organizations or even entire societies since the end of the 19th century.
On the Internet, social networks have raised discussions such as the lack of privacy, but they have also
served as a means of calling for public demonstrations in protests . These platforms also created a new
form of relationship between companies and customers, opening paths both for interaction and for the
announcement of products or services.
When they emerged

It was in the 1990s, with the Internet available, that the idea of a social network also migrated to the
virtual world. The site SixDegrees.com , created in 1997, is considered by many to be the first modern
social network, as it allowed users to have a profile and add other participants in a format similar to what
we know today. The pioneering site, which at its peak had 3.5 million members, closed in 2001, but it
was no longer the only one.

At the beginning of the millennium, pages aimed at interaction between users began to emerge:
Friendster, MySpace, Orkut and hi5 are some examples of illustrious sites of the period. Many of the
most popular social networks today also emerged around that time, such as LinkedIn and Facebook.

Few people imagined that social networks would have as great an impact as they have today. But the
desire to connect with others from anywhere in the world has made people and organizations
increasingly immersed in social media.

Not in vain, a Hootsuite survey indicates that, until the end of 2016, 2.8 billion people used social
networks in the world. In this context, companies have also seen the possibility of communicating with
their target audience more intensely, being present on social networks. To give you an idea, a 2017 Social
Media Trends survey states that most companies have one (31.7%) or two (31%) professionals involved
with social networks.

Social networks and Social Media

Many people believe that social networks and social media are the same and that the terms can be used
synonymously , but this is not true . Social media is the use of technologies to make the dialogue between
people interactive , while a social network is a social structure made up of people who share similar
interests, as we already detailed in the previous item.

The main purpose of social networks is to connect people . You complete your profile on social media
channels and interact with people based on the details they read about you. It can be said that social
networks are a category of social media.

Social media , in turn , is a broad term, which covers different media, such as videos, blogs and the
aforementioned social networks. To understand the concept , you can look at what we understood as
media before the existence of the Internet: radio, TV, newspapers, magazines . When the media became
available on the Internet, they stopped being static and began to offer the possibility of interacting with
other people.

Positive points of social networks

, bringing very positive possibilities, such as:

Share the company vision : Social media is a kind of showcase for your company; In them you
can show the vision of the business, what you believe in;
Personalization of the message and direct interaction with the client : on social networks, it is
possible to have a much more personalized and direct relationship with each client or potential client,
since you can contact each one, either to resolve problems or to discover new information;

Possibility of audience segmentation : when publishing on social networks, it is possible to

segment your posts according to the characteristics of the audience, directing your efforts towards
those ranges of the public that have the most affinity with your solution;

Being able to know more about each of your clients : people share their tastes, desires and
other information that can be valuable for companies when approaching their target audience .
Keep an eye on what is relevant to your audience to better connect with them;

Possibility of selling through these channels : in the same way that it is possible to relate to
the public through social networks, it is also possible to use them to sell your products or services,
mainly if you approach that audience that already has a relationship with you and is already
showing ripe for purchase;

Create a brand-controlled environment : regardless of who your audience is, they will be on a
social network.

Possibility of dissemination for companies with a low budget : unlike traditional media,
advertising on social networks has a lower cost, in addition to the advantage that on the web it is
much easier to measure the results;

Real-time information : social networks allow urgent brand messages to be communicated on an

official channel. This is very important in the case of crisis management, for example, in which it is
necessary for the brand to position itself quickly, thus preventing it from taking on larger
proportions.

What are the types of social networks

You may think that social networks are all the same, but that is not the case .In fact, they are usually
divided into different types, according to the users' goal when creating a profile. And the same social
network can be of more than one type. The most common classification is:

Relationship social network

You may be thinking: “But isn't the purpose of social media just to relate?” In fact, that is the goal of
most of them, but there are some that are especially focused on that.

The best-known case is Facebook , whose purpose, at least in its conception, was to connect people.
But we can cite countless other networks, which also fit into the other types, such as Instagram,
LinkedIn, Twitter, Google+ etc.

Entertainment social network

Entertainment social networks are those in which the main objective is not to interact with people,
but to consume content.

The most iconic example is YouTube, the largest video distribution platform in the world, where the
goal is to publish and watch videos . Another case is Pinterest , in which people publish and
consume images.

Professional social network

They are those in which users aim to create professional relationships with other users, disseminate
projects and professional achievements, present their resume and skills, in addition to getting
directions, jobs, etc.

LinkedIn is the most well-known and used professional social network , but there are others that are
also gaining space, such as Bebee, Bayt, Xing and Viadeo . Additionally, other networks that are not
exclusively professional have also been used for this purpose, such as Facebook, Instagram,
YouTube, Twitter and Pinterest.

Niche social network

Niche social networks are those aimed at a specific audience , whether it is a professional category
or people who have a specific interest in common.

One of the most emblematic cases is that of TripAdvisor , where users attribute notes and comments
to attractions related to the gastronomic and tourism sector .

Other cases are DeviantArt or Behance , communities in which visual artists promote their work.

There is also Goodreads, a social network for readers, who can review books and recommend them.

These are just some of the most popular examples of niche social networks. The field is quite wide.

The most used social networks in Colombia

Learn about the most used social networks in Colombia.

Facebook

Facebook is by far the most popular social network on the planet. Who has never heard the joke,
especially for relationships, that “if it's not on Facebook it's because it's not official”?

This is the most versatile and complete social network. A place to generate business, meet people,
interact with friends, get informed, have fun, debate, among other things.

For companies, it is practically impossible not to have Facebook as an ally in a marketing strategy.
Digital Marketing , whether to generate business, attract traffic or engage with customers.

instagram

Instagram was one of the first social networks exclusively for mobile access. It is true that it is
currently possible to see the updates on desktop, but the product is intended to be used on cell
phones.

It is a social network for sharing photos and videos between users, with the possibility of applying
filters.

Originally, a peculiarity of Instagram was the limitation of photos to a square format, imitating
vintage photographs, such as those from Polaroid cameras.
In 2012, the app was acquired by Facebook for no less than $1 billion. Since its acquisition, the
social network has changed a lot and today it is possible to publish photos in different proportions,
videos, Stories, boomerangs and other publication formats.

Free materials about Facebook:

LinkedIn

LinkedIn is the largest corporate social network in the world. It is quite similar to relationship
networks, but the difference is that its focus is professional contacts — that is, instead of friends , we
have connections , and instead of pages, we have companies .

It is used by many companies for recruiting professionals, for the exchange of professional
experiences in communities and other activities related to the corporate world.

Free materials on LinkedIn:

Twitter

It is true that Twitter reached its peak in mid-2009 and, since then, it has been declining, which
does not mean that all audiences stopped using the social network. It is no coincidence that most
“memes” that explode on the internet generally start at 140 characters — currently expanded to 280.

Today, Twitter is primarily used as a second screen, where users comment on and debate what they
are watching on television, posting comments about news, reality shows , football games, and other
programs.

Free materials on Twitter:

WhatsApp

WhatsApp is the most popular instant messaging social network. Virtually the entire population
that has a Smartphone also has WhatsApp installed.

Facebook Messenger

Messenger is Facebook's instant messaging tool. It was incorporated into Facebook in 2011 and
separated from the platform in 2016.

With the “separation”, downloading the Messenger application has become practically mandatory
for users of the social network via Smartphone, since it is no longer possible to reply to messages
through the Facebook application.

In addition to a messaging app, Messenger also has a unique “Stories” feature. For businesses, it has
some cool features like bots and smart replies.

Youtube

YouTube is today's main online video social network , with more than 1 billion active users and
more than 500 million videos viewed daily.
It was founded in 2005 by Chad Hurley, Steve Chen and Jawed Karim. The resounding success led
to the platform being acquired by Google the following year, in 2006, for 165 billion dollars.

Tip for your company:

snapchat

Snapchat is a photo, video, and text sharing app for mobile devices . It was considered the symbol
of postmodernity for its proposal of ephemeral content known as snaps, which are deleted a few
hours after publication and could only be viewed by users for the time determined by the author.

The network launched the concept of “Stories” – arousing the interest of Mark Zuckerberg, CEO of
Facebook, who tried several times to acquire the company, but was unsuccessful. Thus, the CEO
launched the functionality on the networks that had already been absorbed, creating competitors
WhatsApp Status, Facebook Stories and Instagram Stories.

Despite not being a niche social network, it has a very specific audience made up of hyperconnected
teenagers.

Tip for your company: It is possible to create filters with images based on geolocation, which is a
great option to attract users at events.

Google+

Google's social network ended up not becoming popular as planned . Due to the proposal it has, it
ended up competing directly with Facebook.

It is difficult to find a company that has more positioning or that generates more traffic from
Google+ than from Facebook, for example.

In recent years, it has been trying to reinvent itself to win over more users, making a series of
updates. The last one was in January 2017.

Pinterest

Pinterest is a social photo network that brings the concept of a “wall of references.” There it is
possible to create folders to save your inspirations and upload images, as well as place links to
external URLs.

The most popular topics are fashion, makeup, weddings, gastronomy and architecture, as well as
do-it-yourself, gadgets, travel and design . Its audience is mainly female throughout the world.

Do you know what is the current relevance of the different Social Networks worldwide?

What is a social network?

It can be defined as the form of interaction between society, where tastes or preferences are shared
between people, groups and even companies.

Having a clear definition of this term, we can understand that we are in the era of social networks,
where everything is published to everyone, seeking to share their experiences and see that of
others.

Human beings by nature are sociable, since being an individual and rational creature they are not
self-sufficient and require the help and protection of others and that is why they live in communities.

These social platforms were created by the constant need of people to want to share their
achievements, or doubts so that they can be resolved or praised by others.

Communication between people is becoming easier thanks to ICT, the methods of communication
between person to person and company to person are changing.

Companies have changed from aggressive or guerrilla marketing to inbound marketing, stopping
chasing customers to attract them and making them fall in love with the brand by sharing relevant
information, invitations to events through social networks and blogs.

The importance or need of networks today is undeniable, there are more and more social networks
on the Internet, they appear more and more specific, as in the cases of publishing images or
photos, people or companies do it through Instagram, yes. They are going to publish videos, they
do it through YouTube and if they want to contact each other professionally, they do it through
LinkedIn.

With the specification of social networks, information can be accessed in a segmented and
classified way, in addition to being able to have multiple measurement tools for the platforms,
evaluating the work done.

Currently everything is related to the need to share everything, hence the importance of Social
Networks today, having so much data and so many people creating information that if social
networks are not used, no one would see it.

The Benefits of Social Networks are:

 Increased Visibility
 Improve the brand
 Increased web traffic
 Direct communication Company – Client
 It helps us study the market in real time
 Promotes Networking

ASK
After your personal analysis of social networks, share the one that came out in first place and tell us
why it is your favorite and the main use you give it.

It is the form of interaction between society, where tastes or preferences are shared between
people, groups and even companies.

We are in the era of social networks, where everything is published to everyone, seeking to share
their experiences and see that of others.
Communication between people is becoming easier thanks to ICT, the methods of communication
between person to person and company to person are changing.
Companies have changed from aggressive or guerrilla marketing to inbound marketing, stopping
chasing customers to attract them and making them fall in love with the brand by sharing relevant
information, invitations to events through social networks and blogs.

There are more and more social networks on the Internet, they appear more and more specific, as
in the cases of publishing images or photos, people or companies do it through Instagram, if they
are going to publish videos they do it through YouTube and if they want They contact you
professionally through LinkedIn.

Differences

In this section I am going to talk about SEO and SEM.

We are going to work on the characteristics of each one and mainly
their differences.
Let's remember its meaning.
SEO involves knowing and developing various techniques and applying them
so that our content is indexed.
That is, have your record in the search engine index and we will be able to appear
organically in the first positions for certain keywords,
words or sets of keywords that our users use.
On the other hand , SEM represents sponsored paid advertising campaigns through
from various platforms, such as Google Adwords, Yahoo Ads, Bing Ads, among others.
As I had mentioned before, it is a tool that works with the short
term , since when we do not invest more budget, the campaigns will stop .
Just as an example, we can see how in Google the organic results
from SEO are easily distinguished from sponsored ones.
Coming from a Google Adwords campaign, as shown below.
Now, when it comes to using them in our digital marketing plan,
We must carefully select each one of them and how they correspond to each other.
Let's see the characteristics and differences of each of them.
SEO, long-term results.
SEO is clearly a strategy that is committed to the medium-long term.
Positioning ourselves in the search engine index takes time, but, once achieved,
It is not necessary to make an investment of resources as large as at the beginning.
So the strategy pays off over time.
On the negative side, it is not very effective for short-term actions .
Play video starting at 1 minute 40 seconds and follow transcript 1:40
Content prevalence.
One of the main elements of good SEO is quality content,
updated and with a correct structure.
That is, users increasingly distinguish the results
coming from an organic search and a sponsored search.
Only a certain number of keywords can be positioned .
In this sense, the ideal is to focus on those most important words or phrases.
for our audience and not in all the ones we would like.
Remember that what encompasses much, does little.
Play video starting at 2 minutes 58 seconds and follow transcript 2:58
Inability to decide which pages to receive visitors with,
The search engine will choose which pages to use to direct visitors.
By modifying the file called robots.txt it is possible to limit the indexing of
some pages that we prefer to remain hidden.
This also means that we cannot make a very neat segmentation.
for different types of visitors.
If your budget supports it, we can use as many key words or phrases
As we want.
In any case, the smart thing would be to look for those that attract the public
qualified and not the rest.
We need a budget, it is necessary to have a specific budget to
do SEM, there is no alternative.
Short-medium term.
If the campaign is well planned and implemented,
We can start to have results from the first days.
In any case, the best results appear when the campaign matures.
Possibility of choosing landing pages to receive visitors accordingly
to the proposed segments.

Guide to getting started in Google Ads Basic concepts you should know to start your campaign

We are very happy that you have decided to download this guide to Google Ads , which will help
you take your first steps in this advertising platform by knowing the concepts and main functions.
Currently, Google offers a huge panorama of possibilities for your business or company campaigns;
especially if you are an owner or are part of the SME ecosystem and have wondered how to start
publishing your campaigns or are not very familiar with the tool and want to learn about it. In this
book we will give you a glossary of the 10 main concepts that will help you understand how an
advertising campaign is decided, configured and optimized, so you can have a very clear scenario
about the platform . We hope that this guide is useful to you and helps you take that necessary
step to take your business to the next level.

About your company

We are a Mexican company with more than 15 years of experience, a pioneer in technological
service offerings for the Mexican market. Since 2012 we have been part of Wingu Networks , a
cloud technology services and solutions company for large Mexican and international
corporations; This has strengthened our business and customer service models. Today, the
digitalization of key business processes and activities is no longer only an opportunity for large
organizations, but every day it is a more important and relevant force of transformation in the
ability of businesses of all sizes to remain current, efficient. and competitive.
On our platform you will find the best tools and services for presence, administration and
promotion via the Internet on the market . We have a firm conviction to assure our clients that
they can make the most of the potential of digitalization in its evolution. Our clients and their
growth and transformation challenges have always been the starting point for the development of
our value proposition; Our clients and their growth are our driving force.
Google ads

Google Ads is Google's advertising platform that allows you to advertise the website of large
businesses or SMEs through text ads, display networks and videos, with the aim that potential
customers find the services or products offered while performing a search on Internet. Google's
advertising platform is characterized by being a scheme for contracting ads that appear on search
networks based on bids for keywords, topics and interests. It was as of July 24, 2018 that the
advertising tool Google Adwords changed its name to Google Ads and with this began a
diversification of the brand's strategy in different channels. The search network is made up of
Google search sites and others associated with it . On the other hand, the display network is a set
of more than a million websites, videos and applications such as YouTube; So with Google Ads, you
can create text, graphic or video ads, paying only for the clicks obtained .

STRUCTURE OF A GOOGLE ADS CAMPAIGN

4 Guide to getting started in Google Ads Now that you know what the advertising platform is and
what it is for, you should know what the structure of a campaign is like and then familiarize
yourself with the concepts around it.

BASIC CONCEPTS
Impressions
It refers to the frequency with which an ad is shown . An impression is counted each time your ad
appears on a search results page or another site in the Google network. This data will help you
compare with other metrics or to know the total volume of views that that ad was able to attract.
5 7 Guide to getting started in Google Ads Share this eBook suempresa.com Impressions
Keywords
They are the terms or set of terms that are typed into Google to find answers to questions ; For
this reason, your main terms will always be those that define what you sell or offer on your
website, but they will also be those related to your sector and everything that your potential
clients need . Keywords For its acronym in English click through rate, it is a metric that measures
the percentage ratio that an ad has received in relation to the number of times it has been shown
on the search engine page. This average is calculated by dividing the number of clicks by the
number of impressions.
CTR
By its acronym in English click through rate, it is a metric that measures the percentage ratio that
an ad has received in relation to the number of times it has been shown on the search engine
page. This average is calculated by dividing the number of clicks by the number of impressions.
This metric will shed light on how attractive your ads are to the people they are appearing to . If
out of every 100 people who see an ad from your campaign on the Google network only one
person has clicked, it means that your ad has a CTR of 1% and you should review if the message is
valuable to the user. Although this metric is calculated for ads, the CTR is also calculated for each
of the keywords in your account, that is, how many times a keyword has caused your ad to be
displayed and how many clicks it has received.
Conversion Rate
A conversion, in the world of Google Ads, refers to a valuable action that the user has taken on a
website and you determine what it can be: a download, views, filling out a form or a purchase in
your online store. So, the conversion rate measures the number of conversions compared to the
number of clicks you have received on an ad. This will tell you to what extent you have managed
to convince users to take an action on your website that adds value to your business.
Cpc
It refers to the cost per click and is a profitability indicator or cost model that is based on the
payment of an amount for each click obtained on the advertisement.
Ranking of an ad on Google
The ranking of an ad is a value that indicates the score that an ad has. The higher this value is, the
better the position the ad is displayed on the Google search results page.

Quality level
Quality Score is a metric that indicates how good the user experience will be if Google shows our
ad to the user for the search they performed. This metric ranges from 0 to 10 and the influencing
factors are the quality of the text, the relevance of the keywords that we configure, among others.
Cost per conversion

The cost per conversion is a metric that measures how much money we have had to invest to
achieve a conversion, that is, to get a user to take an action on our website. For example, if your
campaign has been active for two days and you have spent 100 pesos on it, obtaining 2
conversions, it means that your cost per conversion has been 50 pesos.

ppc
It comes from English, pay per click and is the advertising purchasing model on which Google Ads
is based, where the advertiser pays to place their ads on a website, search engines, social
networks or any digital platform. Every time the user clicks on the ad, they will be directed to the
advertiser's own website.
cpm
It refers to the English expression cost per mille, which means cost per thousand impressions, also
known as CPT (Cost Per Thousand) and TAI (Thousand Ad Impressions). It is a formula for
calculating the costs of Google Ads ads and determines how much advertisers must pay to obtain a
thousand views through the ad or banner.
How to start a campaign
If you have already decided that Google Ads is the ideal platform to advertise your business on the
Internet, it is important that you have professional advice to be able to assign a budget, keywords
and customer acquisition expectations . This procedure is not simple and there is no universal
formula that can ensure success , since a campaign requires daily monitoring and constant
optimization to obtain the best traffic at the lowest price.

At yourcompany.com
You can hire a model to give visibility to your business in just 3 steps:
We will know your business and your objectives in depth to design a unique campaign so that
your business is located in the top positions on Google . We will create a personalized search
network campaign so that your ads are seen only by people searching for your products or
business, at the exact moment . Increase your presence on the internet with the help of our
certified Ads specialists

that Nubelo offers you , now we present to you, together with Internet Academia, the 100
factors that influence organic positioning,
Improve the natural positioning of your website With a good strategy you will receive quality
traffic Measure your results thanks to web analytics 4 5 Your visitors will not perceive you as SPAM
or advertising You will obtain longer-lasting results than with advertising

Workshop

If you had to guide a company in its SEO / SEM strategy, what would be the first
strategy you would propose and why?

If you had to guide a company in its SEO / SEM strategy, what would be the first strategy you
would propose and why?

When you publish a new Web page you have the hope that within a few days you will be
successful due to the fact that your company is already on the Internet. But days, weeks,
even months pass, and that initial illusion gradually fades until we reach the point where
reality makes us see clearly that this is not going to happen, at least not as you expected.

The first thing we must have, and I hope you already have, is your own website; that is the
operations center of our Internet business

SEO; make your website one of the first on Google

You must keep in mind that Web pages are positioned according to each keyword (
keyword ), that is, there is no absolute positioning of your Web page.

SEO Marketing never rests. You are not going to do SEO for a week and get your website
to be first in Google. Remember that just as you want to be first on Google, many other
companies in your same niche consider being in the first places, they do SEO and that
generates competition.

The ideal is to carry out an SEM campaign as a short-term strategy , since you will
appear among the first on Google within a few hours, but at the same time carry
out an SEO campaign as a medium and long-term strategy , to ensure being in the
first positions. in the future without having to pay for each visit you get

Viral Marketing
Viral marketing is a social phenomenon that makes a
message is distributed exponentially through a network of people.
The famous word of mouth has existed since human beings have communicated.
Although with the birth of mass media, the internet,
and above all social networks.
This phenomenon has become widespread in an impressive way.
So, what elements should a marketing professional focus on?
for a viral marketing campaign?
Build an attractive, creative message,
precise and simple so that our audience interprets it easily.
Segment and target a certain group that could value the message.
It is often stated that it is a good strategy to first target the
critical mass.
Which are basically those people most likely to influence
about their peers.
Play video starting at 58 seconds and follow transcript 0:58
Appeal to emotions as much as possible .
All messages that strike an emotional chord
They are more easily remembered and relevant to the audience.
The viralizing element.
A reward is offered for forwarding the message
or for giving someone's email address.
Undercover marketing .
It is a viral message that is presented as a page,
attractive or unusual activity, or news without any clear reference.
Rumor Marketing .
Such advertisements are understood as
news or messages that border the limits of appropriateness or good taste .
Discussion of the resulting controversy generates publicity
in the form of rumors and word of mouth.
User managed database .
Users create and manage their own contact lists using a database of
data offered by an online service.
By inviting other members to participate in your community,
Users are creating a viral and self-replicating chain of contacts.
Which grows naturally and encourages others to sign up.
The middle.
Social networks have become the main viralizing media .
Because its dynamic is viral by nature.
Share, like, etc.
Although there are also other excellent channels such as email,
WhatsApp, Snapchat, etc.
Oriented towards a specific and measurable result.
There are very interesting cases of phenomena that managed to go viral without a
great planning.
But on the other hand, as is the case with Dropbox,
They grew their user base impressively.
Thanks to great planning and mastery in execution

the case of Dropbox

The power of references is so powerful that it can make us make blind decisions and act
only based on trust in others. “If it's good for him, it's surely good for me” is the thinking
logic behind this behavior. Imagine the sales volume of your business if you get many
people to think this about your product!
How did Dropbox do it? It put a call-to-action button with the message “Get more free
space” instead of the traditional “Invite friends,” which is the message most people use .

Workshop

If Dropbox sync is working correctly, you'll see the same files on every computer,
phone, or tablet you use to access Dropbox (as long as you're signed in on each
device with the same account). If you don't see the same files or if the sync doesn't
complete, there may be a problem with the sync.

Advantages:

o Files of any format and size can be uploaded and saved.

o Synchronize my documents folder on my PC. with the files in the dropo box
folder.
o If for any reason the files are deleted or lost on our PC. We can recover them in
Dropbox.
o You can load Dropbox onto mobile devices and check files from anywhere at any
time.
o You can invite more users to join your account.
o You can share your files with multiple PCs.
o It has a virtual hard drive where you can work from any PC.

Disadvantages:
You can only synchronize what is inside the folder that is created automatically.
Called "MY DROPBOX"

o When sharing files, you should not work on them at the same time as it creates
conflict and duplicates the file.
o It does not have a client for devices. except iPhone.

Workshop 2.

If you were the Marketing Manager of a pencil company. What types of campaigns would you
run?
Marketing Managers investigate, determine, examine and evaluate the demand for a product,
brand or service, in order to develop advertising campaigns and strategies taking into account
the particularities of the target audience. In this sense, they are in charge of establishing and
preserving their image, maintaining the company's vision and values.It is essential to have
studies in branding, digital marketing and social networks.Use feeds in local, display,
and shopping campaigns to quickly upload and display products in your ads.
By including more product images directly in your ads, consumers will be
able to easily and effectively find what they want to buy.

video

E-mail marketing , as I mentioned before, involves the adoption of a criterion

strategic for managing the relationship of direct communications between a
organization and its public, through email.
It has enormous potential for segmentation and personalization,
and we have to seek to be highly relevant and non-invasive.
That said, my goal for this section is not to walk through the steps to
create a campaign, but rather expose the main elements of this discipline.
So that later everyone can choose the platform they
best suits your needs.
In essence, e-mail marketing sets itself the great objective of establishing a
fluid communication with our audiences, sufficiently
transcendent and non-invasive so that it becomes a positive experience.
It is totally direct , since it gives us the possibility of providing content
dynamic and personalized according to our audience.
It allows measurement, testing and continuous improvement.
Email service providers continue to make great
efforts to filter emails that could be considered spam.
So this gives us more reasons to follow good practices
and reach inboxes efficiently.
Messaging on social networks.
Social networks were gradually improving their messaging systems
among users, positioning itself as a new competitor to email.
Keys to a campaign.
Data capture is a process.
No user in general wants to provide too much personal data,
but without this data we cannot segment or even personalize the
communications to them.
So, the ideal is to find a balance between the data that we really ask for.
and what, ultimately, we would like to ask of you.
Besides,
We cannot communicate with all people in the same way.
In this sense, we must decide who we are talking to and how.
Work on relationships.
If we want to create experiences and create good relationship marketing, we must think
in email marketing as part of creating a long-term relationship.
Send communications on your own basis with a double opt-in option.
Facilitate the unsubscription form.
There is nothing worse than retaining users in a communication that
They don't want to receive.
Finally,
It is important to respect the regulations regarding e-mail marketing of each country.
This is good practice,
but at the same time it is important for long-term viability.
[MUSIC]
6 characteristics of a perfect landing page

Landing pages : These are simple web pages , which usually do not have sections or
send you to other pages, and are designed to generate leads . They are personalized to
attract each type of customer and according to each product

1. ShopifyPlus
2. Uber
3. Microsoft Office 365
4. Basecamp
5. Unbounce
6. Slack
What is lead?

In e- marketing , when a user after an Internet search reaches a web page and fills out an

information request form, Facebook ads, Google Adwords and Bing Ads campaigns are

generally oriented towards the search for clients or leads. . Although there are sectors

such as airlines, hotels, online agencies, consumables... where sales are achieved directly

online. There are few campaigns that only seek traffic.

Not all leads have the same quality.

Newsletter : this is a digital publication of an informative nature, which is sent periodically

(daily, weekly, monthly, bimonthly or quarterly) via email. As a general rule, newsletters
offer 'content' of interest about a brand or product. It can be a link to a blog article, a
product page... or simply a text in which a message is communicated.

the Mailchimp tool .

With Mailchimp we can manage, automate and track all newsletter shipments and
mailing campaigns that we send to our prospects or clients through a personal or
corporate branded email address.
How to create campaigns with Mailchimp step by step
If you already have a database of contacts or clients interested in your brand or business
and, most importantly, you have something to tell them, it is time to learn how you can use
this tool to create attractive, effective and personalized campaigns. You will just have to
follow the standard procedure, taking into account the key features of Mailchimp :
1) Create an account
There is little to add here, simply choose a username and password, enter your personal
data, confirm your email, and get immediate access to the control panel, or dashboard,
from where you can start working.
2) Add subscriber lists
Subscriber lists allow you to distribute your different campaigns in the most effective way
possible, reaching only the most relevant contacts on each occasion depending on the
funnel phase in which they are. Here are 3 key tips in this regard:

( What is a Sales Funnel

A sales funnel or conversion funnel is a system designed to attract strangers, convert them
into leads and transform them into customers.
That easy, that simple.

Simply put, the goal of the funnel is :

 Get potential clients.
 Convert leads into buyers.
 Increase purchase frequency and/or average order.)

Different import options

If you already have several lists of subscribers or contacts who may be interested in being
aware of the latest news about your brand or business, you should keep in mind that there
are several ways to import them:
 Import from Excel.
 Import a CSV or text document.
 Import from other applications (Zendesk, Eventbrite, Google Drive...).
Workshop deliver
1.Define and describe a strategy for using Social Networks and Email Marketing for the
selected organization. Argue your strategy with the contents addressed in the Module.
2. Starting from the selection of a for-profit or non-profit organization, you must invent from
scratch its possible Social Networks and E-Mail Marketing strategy (the most appropriate one
in your opinion, regardless of which one actually applies).

Remember that this activity will be evaluated by your peers and you are expected to do so as
well. Therefore, it is very important that you evaluate thoroughly, thinking that so many of your
colleagues, like you, are wanting to learn in this course. Be guided by the correction criteria
that will guide you throughout the evaluation process.

Your delivery will be evaluated based on the following criteria:

1. Completeness: it will be evaluated whether you have completed the assignment partially or
completely.

2. Evidence of learning: the degree of elaboration in each instruction will be evaluated, as

well as the use of the theoretical contents of the module in the development of the answers.

There will also be a space for your peers to leave comments that enrich the correction and
delve into it. This last section is optional.
 Analyze to deliver

Social Media or Email Marketing? Emails or social networks?

Relax. We are not going to force you to choose.
If you want to stand out you have to combine both strategies. You will
achieve impressive results that will multiply your reach.
The two techniques are very different from each other:
Email Marketing:
It is the most direct way to reach your subscribers. The return on
investment is very high . Additionally, with a good email marketing
strategy you will achieve:
 Increase conversions.
 Grow your sales (1 in 3 people who open an email end up buying).
 Bring more traffic to your website.

Social networks:
Social networks are platforms that allow you to do branding and attract
new followers who don't know you.
They help you:
 Improve your engagement.
 Generate sales. With Instagram Shopping or Facebook stores you can
sell directly on the social network itself.
 Achieve greater impact in your communications.

Both options are a great speaker to reach more people.

The secret is knowing how to combine both ingredients.
Let's cook a great recipe

The recipe: email marketing and social networks

We already have the two main ingredients. A good raw material is the
base.
Now we recommend that you follow the recipe step by step to get a
Michelin Star dish.
1- Promote your social profiles in your email marketing campaigns
Email marketing tools allow you to add social buttons to share your
newsletter, or for your subscribers to follow you on your social net
works.
Include your social networks and discover how your followers grow
every time you send a campaign.
Of course, if you want your campaigns to be shared or attracted, create
creative, original emails that touch emotions .

2 Promote your email marketing campaigns on your social networks

You can also automatically publish your Campaigns to your own social
profiles . This will help you reach followers who are not yet part of your
Email lists.
Have you sent a new Newsletter? Communicate it through your social
channels! And, of course, invite your followers to register through a Form
, so they can also start receiving your news.
Don't forget to mention all the benefits of being part of your community ,
what type of content you will receive and offer something special that
motivates registration.

3- Promote your strategic hashtags through your Campaigns

Do you use hashtags on your networks?
Also make them known in your email marketing shipments!
Make your entire community aware of what you talk about on Networks
and encourage participation through these wonderful tags.

4- Retarget and multiply your sales

Social networks offer the possibility of importing a Contact List.
Add your Subscribers to your Facebook contacts to be able to do
Retargeting Campaigns .
This will allow you to segment your ads and persuade your potential
customers to cross-sell, up-sell or whatever you prefer.
Remember that it is very difficult for a person to buy a product or service
from you the first time they hear about you.
If you can contact her again and show her a personalized ad, with a clear
solution and a competitive offer , your chances of converting that lead
into a customer will increase significantly.
5- Multiply your Subscribers thanks to Social Networks
The method to increase your subscriber list with social networks starts
HERE.

Add a subscription form on Facebook

Tools like Doppler allow you to create a Form and add it as a tab on your
Fan Page.
This way your followers can register in your database and receive your
email marketing campaigns.
There are many businesses that have a large number of followers on this
social network and are not contacts in their database. Remember that
email is the most direct way to impact a user:
→ It arrives in your inbox, it's not a post on a wall that you may or may
not see.
→ You can personalize the campaigns, congratulate them on their
birthday or create conversion funnels.
Loyalty and conversion possibilities would be much greater. Take the
opportunity!

Use Twitter Lead Generation cards

Twitter Cards allow you to include an image and a Call to Action in a
very attractive way, to increase conversions .
To achieve lead generation goals, use the Lead Generation option when
you are setting up your card.
It is one more way to take advantage of the reach that Social Networks
give us , to enhance our results through email campaigns.

Create Lead Ads on Facebook

The objective in this case is exactly the same as in the previous one.
They usually have very good results since it is not even necessary for
the user to leave the Social Network. As with Twitter, it is a very
effective and easy-to-use tool.
One of the greatest benefits is how “transparent” it is for the recipient,
since they do not have to fill out data, but Facebook automatically uses
the information it has about each person and the user only has to send
the Form.
Earn leads using these types of campaigns!

6- Hold contests on Social Media in exchange for registrations

Use Facebook contests or any other network to gain subscribers and
much more impact on networks.
The gifts you offer must be very attractive. The bigger or better the gift,
the more participation, leads and impact you will have.
Another foolproof strategy!

7- Spread the contests through your Email Campaigns

Email marketing campaigns don't have to be only focused on sales.
Communicate to your subscribers the contests you run on social
networks. They will feel flattered and make you feel important.
The email will send this broadcast directly to your Subscribers' inbox
and you will ensure that no one overlooks your new action .

8- Create a special community for your Subscribers

 Offer your target audience the possibility of participating in a closed
group on Facebook if they are part of your contact list .
This group should have multiple benefits and offer something that you do
not offer in other channels.
 Medium to speak directly with you or your team.
 Group to interact with other users.
 Channel to receive tutorials, videos or exclusive tips.
The options are many, it's just a matter of using your imagination and
putting that subscriber group to good use.
With these steps your email marketing and social media recipe will be a
10.

1.marketing strategy
Response to activity

First; I took as an example a successful bakery and pandeboneria, secondly how to improve on what
existed.
1.Bakery example

Marketing is an important element for bakeries, as we will see in this interview, but
also or even more important is their good work and product. Interview with the owner
and baker at woaw-delicias , a bakery located in Medellín Colombia, which has
recently won the 1st GASTROactitud Commitment to the Earth Awards. These awards
are given to people who work and strive to produce products in favor of good
nutrition, natural and quality. woaw-delicias has become a reference not only for the
production of paandebonos, but also for bakeries in general. Today Rodrigo tells us
what we have to do to have one of the best bakeries in our country.
woaw-delicias has been the winner of the Commitment to the Earth Attitude
Award. What made your bakery the winner of the award?
We have always wanted to offer a modern and traditional bakery at the same time,
we have been innovating, creating more avant-garde breads, but without forgetting
the use of local raw materials such as flour, using traditional production techniques,
following family tradition, but innovating. I think that the fact of improving and
continuing to improve without forgetting where we are from and, above all,
committing to creating a natural and good product, but with local materials, has made
us win the award.
woaw-delights that makes you different from the rest of the bakeries?
woaw-delicias we always work with natural products, we do not want the product to
have any preservatives or additives, it is our main philosophy when making things
since we do not want any product to help or interfere when making our breads. I think
that because I consider myself a perfectionist who never sees perfection in the work
done, it makes us want to improve and excel, and thus offer the best possible product
to our customers.
woaw-delights special features?
The main difference is the degree of humidity, woaw-delicias has a degree of humidity
in its breads, greater than the common bakery, this is achieved by adding a higher
percentage than that of the common bread doughs, this makes a loaf come out
softer, this process is also achieved thanks to longer fermentation processes that
result in breads of excellent quality, with a crispy crust and a very moist crumb, and
above all, breads and paandebonos that tend to last longer in good conditions for its
consumption. This sounds simple, but I have to say that it requires a certain amount
of skill since these less consistent masses are also more difficult to work with.
woaw-delicias we do cooking courses, as well as participation in YouTube and
other events. Has doing these activities helped when it comes to gaining clients?

Curiously, people believe that if they teach others how to make their product, these
people will no longer come because they already know how to do it themselves. I see
it differently. In the cooking courses, my clients have had the opportunity to get to
know me better, to understand better. the product and knowing how to appreciate it,
and although one day they do bake the bread themselves, many other days they will
come because of the good relationship I have with them and they will recommend
you because they have seen first-hand how what they consume is prepared. In short,
taking courses and collaborations has helped to publicize our product and gain
customers.
I have followers on Facebook, that's a success! What use do you make of social
networks at woaw-delicias ?
On Facebook we try to make a daily publication, both about our daily products, and if I
do an event or course, I like to maintain contact on social networks with my clients,
people like it and that is why I think it is important to dedicate it, even if they are 5
minutes a day for customers to see a daily activity on Twitter, Facebook or Instagram,
WhatsApp (I keep them informed of the product that will be hot)
Twitter and Instagram Which medium works best to gain and retain customers?
Almost everything we publish is replicated on the three social networks, I can say that
the media that work best are Facebook and Instagram, the fact that Twitter works less
for us I can assume is due to the fact that the age range affects success of the
medium in question, for example, the average age range of Twitter is approximately
20 to 30 years old, so these are not usually regular customers, on the other hand,
Facebook, being a more generalized and massive medium, is much more successful.
Likewise, whatsapp.
word of mouth is the means by which more customers come
Of course, it seems to me that word of mouth is the great social network of all life, it is
a method that is not based on age range and that is valid for everyone, I do have to
highlight the vital role of Social networks today, since by investing very little time you
can obtain exceptional results, are a window that offers a multitude of possibilities
and that should not be missed.
What do I do to retain and gain clients?
Every quarter we think about what we can do to attract and retain customers at
woaw-delicias , we have a fixed menu of products, but we do specific promotions, for
example, we have promotions on savory products that take place at the end of the
month and that bring us excellent results. , this is because for some reason at the end
of the month customers are more inclined to try new things. Another means, as I said
before, are the courses we offer that allow the client to learn another facet of us,
previously unknown and that has also offered us excellent results.
reviews directly through your website?
There are clients who directly publish their reviews on Google and others who come
directly to woaw-delicias to congratulate us or give us their opinion, we have not really
dedicated time to other media other than social networks or the website, therefore,
Facebook and the website are our biggest sources of reviews.
What function does your website have apart from informing your clients where
they can find you?
The website shows the philosophy of our company and our vision of the work done,
apart from showing our location, the website serves as an advertisement panel.
Update the website depending on the time of year?
Yes, we try to update it as much as possible so that every time the client enters they
find new news or products so that they know that we are constantly active. In our
sector it is not easy, our products do not last long enough to be shipped outside of
here, and for the moment we are happy with our current bakeries, which allow us to
run the business with the philosophy that represents us.
Advice to bakeries that are having problems gaining and retaining customers?
The most important thing is to make the best product possible, you have to want to
improve every day and not be satisfied with the product made.
Another very important point is to sell the product in a different way, do not just sell
bread, inform the customer of the nutritional properties of the product you sell, in
addition to making the customer understand that they are buying an exceptional
product.
My last piece of advice is that you don't forget about social networks, which are an
exceptional means of making yourself known as well as maintaining a good
relationship with your existing clients.
half a star to win clients in your sector this 2020
Well, as I have highlighted previously, social networks are going to be a key means of
gaining and retaining customers, due to the excellent results they offer without having
to spend money, in addition to word of mouth, which has always been and will be a
key factor. when it comes to gaining clients.
2.Make improvements woaw-delights ,
COMMUNICATION TOOL woaw-delights ,
Social networks will be used mainly as a communication tool, the platforms to be used to achieve better
communication and create that link between the brand and the client will be the following:
 YouTube (tutorial publishing)
 Email marketing, sending mass emails to clients and potential clients informing them of the
month's promotion.
 Banners, which will redirect users to the La Panadería website.
 The Bakery website
 A blog that contains cooking tips , traditions and customs of the region.
 Create a fan page on Facebook.
 Open a Twitter account.
 Instagram (tips about the region and images of bread making).
CUSTOMER BEHAVIOR ON THE INTERNET
 Google Trends was used to find out the interest that consumers have in homemade bread over the
years. In addition to the geographic regions in which there is a higher percentage of searches for
homemade bread on the Internet.

WHAT IS DIGITAL MARKETING?

The true boom that we are experiencing in our times, the internet is no longer only for academic purposes,
but also for advertising and, above all, commercial purposes.”
Ramon Becerra Reynoso
STORYBOARD
Through the blog that will talk about cooking tips, traditions and customs of the region. Manage to create
content that complements the product, for example, writing original recipes and then referring to
accompanying it with woaw-delicias bread ,
Publication of statuses on Facebook , sending tweets on Twitter, about the history of bread, the tradition in
the region and also about the history of the Bakery: historical data, location, company anniversary, etc.
Images with sayings from the region , referring to traditions and customs, emphasizing the preparation and
quality of the bread and that it has an authentic homemade flavor.
Publication of statuses Like:
 The Bakery makes the best bread in the region.
 Fresh out of the oven we take it to your table.woaw-delights ,
 We prove that family recipes are the best.
 Tradition is our daily bread
Based on the Colombian Internet Association it was found that:
 There is gender equality in the use of the Internet.
 Average use is 5 hours.
 The main activity consists of the use of social networks, Google searches and checking email.
Results of the investigation
 We found that Colombia is in 9th place in terms of population interest in this product on the
Internet.
 The opportunity to expand the market and points of sale.
THE BAKERY and pandeboneria woaw-delights ,
DIGITAL MARKETING PLAN
Make a line of images with the hashtag #TuristeandoMedellin and put images of representative places in
the region.
Quote: #Turisteando Medellín through the Metropolitan Basilica Cathedral
You forgot something...accompany it with a bread from La Panadería woaw-delicias ,
Quote: Traditional like the flower fair
Posting tweets with hashtags like
#LaPanaderia woaw-delights ,
#Wearetradicion #HomemadeTaste
Quote: Together making history , you know us.
Images and phrases that represent the paisa or coffee culture through the years and generations.
Background
Creation of tutorials , such as the cooking recipes on the blog, making them of things complementary to
bread, to be able to invite at the end to accompany them with a bread from La Panadería woaw-delicias ,
Quote: camping by #BosquePopular and #TuristeandoMedellin
Banners, use the central phrase of “It does not count as a visit, but you try the bread from La Panadería
woaw-delicias ”.
 This woaw-delicias bakery aims to revolutionize the concept that we had until now of a bakery
by incorporating a bar/cafeteria service to carry out two complementary businesses at the same
time, well differentiated inside the establishment.
Objective Message
Make known the tradition of flavor that the Bakery offers through the elements and strategies that the
Internet offers to create a close relationship with the customer.

Communication objective
Internet communication strategy
To achieve the stated objectives, we are going to design, develop and implement a communication strategy
using the Internet as one of the media within our campaign.
 Communicate to customers what the products are and a brief explanation of the history of bread
and the company.
 The sale of bread is of the highest quality.
 It's traditional.
 Seek rapprochement with clients.
 Growth interest.
 Create a relationship between the company and the consumer.
 Image of a responsible and committed company.
Are you here for business? Health? Sports? Culture? Fun?
HOW IS IT GOING TO ACHIEVE IT?
Diagnosis and analysis of the website:
Current status of the company in marketing.
 SOLUTIONS
 Design
 Development and execution of strategies.
OBJECTIVES TO ACHIEVE
VALUES
 Profitability: obtain results to continue growing.
 Confidence: knowing that we make the best bread in the region.
 Teamwork: we all collaborate to continue growing.
 Passion: we give ourselves and gladly make the best bread.
Mission
“Feed and delight people with bread and paandebonos woaw-delicacies , exclusive and made with the
best traditional recipes.”
Web page
In the bar/cafeteria area, a wide variety of sandwiches, tapas and portions are offered, motivated by a
continuous kitchen service from 8 in the morning to 11 at night, in addition to including all the pastries
offered in the other area, which implements the attendance of the premises at breakfast and lunch times.
 At the Bakery we are dedicated to buying frozen dough products from different suppliers,
fermenting and baking it (in the case of bread, just baking it) to sell them to the final consumer, in
addition to other wholesale products that do not require handling.
We care because you visit us, what matters is that you try us
WEBSITE ANALYSIS
With email marketing, send the company's database to frequent tourists in the region, doing it once a
month, but not recommending Bread of woaw-delights , but events, tourist places that they could visit in
the region. In this way La Panadería will appear as “sponsor of the guide”.
This shipment will be made to customers who are part of the database recovered by the company from the
contact section contained on the website and from the registration made by customers when they arrive at
the La Panadería location.
The email that customers receive will contain links that will redirect the recipient to the La Panadería page,
social networks, as well as its blog.
 Reposition the brand and reach more consumers.
 Brand and product recognition.
 Have an online presence
 Increase to more points of sale.
 Increase sales through increasing distributors.
Adapt a new tab that indicates distributors and a simple way to contact the area in charge of negotiating
new points of sale.
Mobile technology
Website is compatible and visible for mobile devices of any operating system.
Activate and redirect to the official social networks of Panadería el Roble.
Page layout
Align the colors with the graphic design of the website, in such a way that it looks attractive and striking,
maintaining the institutional colors and following the psychology of color.

Our focus should be on the product and not on providing experiences to our consumers.

1/1 points

TRUE

Fake

Correct
That's how it is! :)

Without a doubt, our focus should be on providing experiences to our consumers and not on products.

2.Question 2
What does Sebastián Camiser mean when he talks about “realistic objectives” regarding the Digital
Marketing Plan?

1/1 points

That the objectives must be identical to the current goals.

That the objectives should not be too easy (they do not motivate) nor too difficult (they demotivate)

That the objectives should be supported by documentation.

Correct
Correct! :)

Realistic goals mean that they should not be too ambitious, nor too easy. They will help us grow, but if
they are too unattainable they generate frustration

3.Question 3
There is only one way to develop a Digital Marketing Plan and it should be used by all organizations
equally.

1/1 points

TRUE

Fake

Correct
That's how it is! :)

There is no single way to develop a Digital Marketing Plan. In practice, this could vary from one
entrepreneur to another, from one SME to another or from one large company to another. They could
also be different depending on their industries, or their particular realities.

4.Question 4
Regarding the expected results in the Marketing Plan:

1/1 points

All actions can be measured in the same way, that is, quantitatively

All actions can be measured in the same way, that is, qualitatively

Not all actions can be measured in the same way. Some will be more qualitative, others more
quantitative, and others we will only have some notion of.

Correct
That's how it is! :)

Not all actions can be measured in the same way. For example, in many cases, the measurement will be
more of a qualitative type (quantities), in others more of a qualitative type (qualities) and in others we
will simply have vague notions.

5.Question 5
“We should do the exercise of reviewing whether the results established in certain periods of time were in
accordance with the objectives set”

1/1 points

TRUE
Fake

Correct
That's how it is! :)

Indeed, it is essential to periodically compare what was planned with the actual results.

6.Question 6
The SEM involves knowing and developing various techniques (and applying them) so that our content is
indexed (that is, has its registration in the search engine index) correctly according to how our audience
searches, and we manage to appear organically as high as possible in the search engine before certain
Keywords (words or set of keywords).

1/1 points

TRUE

Fake

Correct
That's how it is! :)

That is the definition of SEO.

7.Question 7
Regarding the SEM:

1/1 points

They are sponsored campaigns of paid ads on Google ads

Represents sponsored paid advertising campaigns through various platforms (Google Ads, Yahoo Ads,
Bing Ads, among others)

Represents organic positioning in search engines

Correct
That's how it is! :)

SEM (Search engine marketing) represents sponsored paid advertising campaigns through various
platforms (Google Adwords, Yahoo Ads, Bing Ads, among others). It is a fairly immediate tool, since the
results are quite immediate and measurable.

8.Question 8
In SEO, we cannot create different landing pages according to the user profile. The search engine will
decide who to send where.

1/1 points
TRUE

Fake

Correct
That's how it is! :)

Indeed, it will not be possible to create different landing pages according to the user profile, as we would
do with SEM. The search engine will decide who to send where.

9.Question 9
Regarding SEM:

0 / 1 points

In SEM we can only set a global budget at the campaign level, for example, we cannot limit the maximum
cost that we are willing to pay for a Keyword

At SEM we cannot set a maximum budget regarding the campaign

The SEM has the ability to limit a budget at various levels, campaign, ad, per day, totals, etc.

Incorrect
What led you to this conclusion? We encourage you to review the Module materials since this answer is
not correct.

Remember that in SEM we can set a maximum budget with respect to the campaign. This already rules
out answer b.

10.Question 10
It is a good practice in E-Mail Marketing to send on your own basis with a double opt-in option.

1/1 points

TRUE

Fake

Correct
That's how it is! :)

Not only is it a good practice, in various legislations it is also mandatory.

Workshop two

Regarding the Digital Marketing Plan

1/1 points
The strategy contained in the Plan should be strictly respected no matter what happens during
its execution.

The strategy contained in the Plan could be modified if and only if we contemplate alternative
plans when we developed the original Plan.

The strategy contained in the plan should be respected, although we must remain flexible and
proactive.

The strategy should change frequently on a weekly basis.

Correct
Correct! :)

Although it is important to respect the strategy contained in the Digital Marketing Plan,
we must remain attentive to the results we are obtaining. The digital ecosystem is
changing, and many times we have to recognize that the plans we have set may not
work as expected.

2. Question 2
Regarding data capture in E-Mail Marketing

1/1 points

Current systems allow us to capture all the necessary contact data to make good
segmentations, so we should not think about an additional process to collect them.

Data capture is a process: No user wants to provide too much personal data, but without it, we
will not be able to segment or even personalize communications to them, so we should
purchase databases that serve as the basis for our campaigns.

Data capture is a process: No user wants to provide too much personal data, but without it, we
will not be able to segment or even personalize communications to them, so we would have to
settle for the users' emails and names.
It is important to plan all the spaces and moments in which we are going to request data and
encourage users to provide us with their related data.

Correct
Correct! :)

No user wants to provide too much personal data, but without it, we will not be able to
segment or even personalize communications to them. So, the ideal is to find a balance
between the data we ask for and the data we would like to request. On the other hand,
plan all the spaces and moments in which we are going to request data and encourage
users to provide us with their related data. Regarding answer b) Not only is purchasing
databases not recommended, but in many regulations this is illegal. In relation to
question a), it will only be possible to collect certain data in some contexts, but in no
way does it represent all the data necessary to segment. Furthermore, users generally
browse anonymously, so behavioral data is simply statistical.

3. Question 3
Regarding Viral Marketing, which of these statements is correct?

0 / 1 points

Viral Marketing was born with Social Networks

It is possible to predict the success of a Viral Marketing campaign, since if we carry out an
orderly and systematic process, the results will occur despite any complications that may
occur.

It involves knowing and developing various techniques (and applying them) so that our content
is indexed correctly according to how our audience searches.

All users are equally important for a Viral Marketing campaign

Incorrect
This is not the correct answer. We invite you to review the module materials and answer the
questionnaire again.

4. Question 4
Regarding SEO (Search Engine Optimization), which of the following statements is
correct?:

0 / 1 points

It is possible to position all the keywords that we imagine, since if we repeat them very
frequently the search engine will interpret that they are very relevant to the business.

Only the Keywords for which we pay will be positioned.

Only a certain number of Keywords will be positioned, which will depend on how well we
implement our SEO strategy.

It makes no sense to allocate resources to SEO, since the search engine will choose at its
discretion which Keywords to index.

Incorrect
This is not the correct answer. We invite you to review the module materials and answer the
questionnaire again.

5. Question 5
How often, at least, should we review the strategy contained in the Digital Marketing
Plan?

1/1 points

Weekly

Quarterly basis

Annually

Correct
Correct. :)
Towards the end, we should do the exercise of reviewing whether the results set in
certain periods of time were in line with the set objectives. The review should be at least
quarterly, due to the volatility of digital dynamics.

6. Question 6
When establishing objectives within the Marketing Plan, what should be the inherent
ones directly related to Social Networks?

1/1 points

Sales generated on Social Networks

Collections

“Likes”, “Favorites”, “Shared posts”, etc.

Correct
Correct. :)

We must link each of the actions with a particular objective according to its nature. For
example, we could analyze how many sales were generated directly by the product on
Social Networks as a source of interaction, but it would be more relevant to set
objectives related to its nature, such as interactions, reach, number of LIKES, etc.

7. Question 7
Regarding SEO

1/1 points

It means paying to appear in the top positions of the search engine.

It means generating efficient campaigns in Google Adwords

It involves knowing and developing various techniques (and applying them) so that our
content is indexed correctly according to how our audience searches, and we manage
to appear organically as high as possible in the search engine for certain Keywords
(words or set of keywords).
Correct
Correct. :)

SEO (Search engine optimization) without a doubt involves knowing and developing
various techniques (and applying them) so that our content is indexed (that is, has its
registration in the search engine index) correctly according to how our audience
searches. , and we manage to appear organically as high as possible in the search
engine for certain Keywords (words or set of keywords). We can't pay the search engine
to make this happen, but we can work with an expert.

8. Question 8
Regarding the results in the SEM

1/1 points

They are usually long-term, you have to wait months to achieve favorable results

It is often stated that the results are short-term, even though the campaigns are optimized over
time

The results in SEM are short-term, and there are no opportunities for optimization over time

Correct
Correct. :)

SEM (Search engine marketing) represents sponsored paid advertising campaigns

through various platforms (Google Adwords, Yahoo Ads, Bing Ads, among others). It is
a fairly immediate tool, since the results are quite immediate and measurable.

9. Question 9
Regarding SEM and investments

1/1 points

There comes a time in every SEM campaign when it is so efficient that it is not necessary to
continue investing in it.
There is a certain proportion between investment and results. We can optimize, but we must
always continue investing to obtain results

There is no relationship between investment and SEM results

Correct
Correct. :)

Although with time and the corresponding learning the results could be proportionally
greater than the investment, there is a certain proportion between the two that forces us
to invest more when we want to increase the volume.

10. Question 10
In E-Mail Marketing, the metric that measures the percentage of people who opened a
communication is:

1/1 points

Open Rate

Click rate

Opened

Correct
Correct. :)

“Open Rate” reflects the number or percentage of people who opened our
communication

Week 4

As a closing of the module and the course, we propose the following instructions:

Using the Website selected in the Peer Review activity of Module 3, you must

 select 2 metrics that you consider relevant to the type of organization or business
you are analyzing
  Create a Funnel adapted to said example, using the desired numbers and
percentages for each stage.

Remember that this activity will be evaluated by your peers and you are expected to do so as
well. Therefore, it is very important that you evaluate thoroughly, thinking that so many of your
colleagues, like you, are wanting to learn in this course. Be guided by the correction criteria
that will guide you throughout the evaluation process.

2 metrics that you consider relevant to the type of organization or business you are
analyzing. Justify your selection.

Canvas

LEAN CANVAS
In case you don't remember how it works, in this other post you have
detailed how it works . If you already know him or have read the post, we
continue…
PROBLEM box
 Objective: Evaluate if the problem is relevant to our clients.
 Relevant metrics for your Startup: Problem interviews in this case are
a key piece to detect problems. Sorting all this information and being
able to draw conclusions about whether we have detected a problem
that is worth solving or not, is what we will have to measure in this case.
More information about how to process customer information in this
post .
SOLUTION box
 Objective: Evaluate the value that our solution provides.
 Fundamental metrics: It is necessary to measure how many people try
our prototype, the linkage, the churn rate, which we mentioned before,
the most and least used functions and the customers willing to pay.
UNIQUE VALUE PROPOSITION Chart
 Objective: Evaluate the degree of satisfaction with the solution
provided.
 Most important metrics: Customer ratings, subjective analysis of
solution interviews with customers , user descriptions, surveys, ratings,
analysis regarding other products or services.
CUSTOMER SEGMENTS Chart
 Objective: Determine who your early adopters are , what customer
segment has the problem you solve and if they are willing to pay for the
solution you offer. Maybe you've found an interesting market niche .
 Relevant metrics: Customer segmentation, by country, tastes, work,
hobbies, language or whatever, to help you determine who are potential
customers and who are not. Google Analytics provides you with very
valuable information in this regard, to be able to analyze what the users
of your company website or blog are like.
CHANNELS box
 Objective: Evaluate which channel is best and how you are going to
reach your customers with your product or service.
 Metrics to take into account: Analysis of potential clients by channel,
virality coefficient, opening rate, affiliation rates (margins, etc.), click-
through, authority of your website.
COMPETITIVE ADVANTAGE Table
 Objective: Evaluate what makes you unique compared to your
competition.
 Relevant metrics: Patents, barriers to entry (approximate calculation of
the cost for a competitor to access your market), exclusivity contracts,
user retention.
INCOME FLOWS TABLE
 Objective: This one is easy, right? Measure what the income flow is like.
 Relevant metrics: Customer lifetime value , average revenue per
customer, conversion rate, shopping basket size, purchase frequency,
and logically billing.
COST STRUCTURE Table
 Objective: How much is the cost of our company to know if the business
is profitable or not.
 Relevant metrics: Fixed costs, variable costs, customer acquisition cost,
technical support cost, marketing.
Once we know the relevant metrics in each phase of our company or
project and we have also identified the most relevant ones for each
square of the lean canvas, what remains is to see how these metrics
 behave and what actions we are going to carry out to correct the
deviations if any.
Once this is done, if we see that we have reached the product-market-
fit , that is, the product-market fit, we have to work on our competitive
advantage that allows us to develop a unique value proposition that
differentiates us.
If we achieve recurrence in our clients or users and generate an
interesting traction curve, we have a good chance of having a business
with projection on our hands.
As you can see, it is about gradually building user and customer loyalty.
If we get a few, but most of them repeat (some won't, that's why the line
has a slight slope), and we get a few more in the next period of time, we
will grow exponentially. If we can prove that this is true, the chances of
our new line of business becoming a reality increase greatly.
From there, it's about growing, stepping on the accelerator of our new
line of business or our new startup and going viral as much as possible
to achieve growth that allows us to build a profitable business.
What do you think of the metrics to launch a new line of business? Do
you think they are important? Which ones do you use? Leave your
comment.
If you are interested in continuing reading, here are some related
articles:
 7 steps to position my company on the internet .
 The Lean startup method .
 Viral Marketing. 4 ways to expand your company .
 Business model canvas .
If you want to contact us or receive information about our workshops or
advice , you can do so by clicking here or sending an email to
[email protected]
8.Key partners
+Suppliers of materials and inputs+ Intermediaries (Wineries, catering companies, street vendors and
cafes)
7.Key activities
+Productive process, BPM management.+ Adequate administration of sales territories.+ Compliance with
service and shipping schedules.+ Motivated and loyal key personnel
2.Value proposition
A good quality of production and sale of healthy breads with good taste, color, smell and presentation will
be provided, during breakfast, lunch and special occasions.
4.Customer relations
+ Affordable price, equal to or lower than the competition.+ Strengthen the concept of value: Healthy and
Natural (Serrano, Integral, Light)+ Established customer network
1. Market segment : Who will be the clients?
Families that buy bread and food products for breakfast, lunch and dinner. Intermediaries such as
wineries, cafes and street vendors
6.Key resources
+Physical: Infrastructure and equipment.+Human: Master baker and sales staff.+ Website and social
networks+ Health and brand registration
3. Channels: How will we reach customers?
+Direct sales locally+ Through intermediaries+ Delivery+ Direct marketing (Facebook, Twitter, Instagram)
9. Cost structureInvestment Costs
Equipment and utensils Production costsPre-operational (intangibles) Operating expenses (Adm. and
Sales)Working capital Interest, Taxes and tributes
5.Revenue flowProduct Collection means
+ Breads 0.25 +Director Collection in cash+Collection with VISA and MASTERCARD