20. Convergencia de medios
Paid Media
Traditional Ads
Owned Media
Corporate Content
Earned Media
Organic
Sponsored
Customer
Brands that
ask for shares
Promoted
Brand
Content
Press
Coverage
The
Convergence
of Paid,
Owned &
Earned Media
Source: “The Converged
Media Imperative: How
Brands Must Combine Paid,
Owned & Earned Media”
Altimeter Group
(July 19, 2012)
Converged
Media
21. Visión global de la estrategia digital
awareness
considera.on
ac.on
advocacy
audience
PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
PPC Disp RR
SS
Mob @ Aflt.
X X
Blog Web RR
SS
Mob P.Vta CAC
X X X
SEO RR
SS
RRPP
online
X X X
X X X X X X X X X X X X X
X X X X X X X X X X X X
X X X X X X X
22. ¿Qué ocurre si sólo pensamos en las ventas?
(visión estratégica)!
40. Las conversiones son importantes, pero
son sólo una parte de la estrategia
- No controlamos ni calidad, ni volumen de los leads!
- Depreciamos nuestra marca!