The document discusses how digital marketing is being reinterpreted in industrial settings by focusing on value. It notes that according to studies, less than 60% of web traffic is human each year, with some years seeing a majority being bot traffic instead of human. For a period in 2013, half of YouTube traffic was "bots masquerading as people," which employees feared could lead to an "inversion" where bot traffic was seen as real and human traffic as fake by YouTube's detection systems. The document advocates focusing on value in industrial digital marketing settings.

1. Reinterpretando el marketing
digital en entornos
industriales: poniéndonos
en valor
BUSINESS SCHOOL
Enrique Dans
https://www.enriquedans.com
San Sebastián - 22 de octubre de 2019

14. How much of the internet is fake?
Studies generally suggest that, year after
year, less than 60 percent of web traffic
is human; some years, according to some
researchers, a healthy majority of it is
bot. For a period of time in 2013,
the Times reported this year, a full half of
YouTube traffic was “bots masquerading
as people,” a portion so high that
employees feared an inflection point
after which YouTube’s systems for
detecting fraudulent traffic would begin
to regard bot traffic as real and human
traffic as fake. They called this
hypothetical event “the Inversion.”

20. NAAAH, NO TE PREOCUPES, ES
SOLO UN DIRECTIVO DE
MARKETING RECOPILANDO
NUESTROS DATOS
PERSONALES PARA CREAR
ANUNCIOS QUE NOS RESULTEN
MÁS RELEVANTES…

22. According to Wikipedia: Herding cats is an idiom that refers to a frustrating attempt to control or
organize a class of entities which are uncontrollable or chaotic.

30. Y así es, en
términos
sencillos, cómo
tienes que hacer
para mejorar tu
visibilidad en
los motores de
búsqueda…

46. INPUT
INPUT
INPUT
INPUT
PROCESS
OUTPUT
OUTPUT
OUTPUT
OUTPUT
STORAGE
EL
MALDITO
DÍA A DÍA

71. enriquedans.com
@edans
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linkedin.com/in/edans
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