Mejores prácticas digitales de gran consumo MK2-154
The digital channel turns out to be successful in different consumer goods companies. An ideal tool to create a strategy based on the strengths, weaknesses, opportunities, and threats (SWOT) from the company itself. In this sense, it seeks to face the battles with the price and physical stores, as well as challenging territories where the manufacturer and/or provider have greater prominence.
Carrying out the best digital practices allows you to approach the client more directly, unlike how it was done before the irruption of the digital channel. Therefore, it calls us to reflect on the trends and transformations that have been carried out by different companies, adapting to their needs and creating an updated digital marketing strategy.Academic Area:Digital Technologies & Data Science | Marketing & Communications
Seis pasos hacia una empresa omnicanal MK2-152-M
The customer journey is a 6-stage process that follows a potential customer through every touch point they have with your brand.
The six stages are: Awareness; 0 Moment of Truth (0 MOT); Evaluation; 1st Moment of Truth; 2nd Moment of Truth and Loyalty and Advocacy. In this multimedia students will be shown a potential customer experience each of these stages as she goes in search of a little black dress. Along with this, they will read a detailed explanation of both how to ensure any customer is kept happy in that stage, and which digital channels you can use to target them.
They will complete the multimedia by completing a customer journey mapping exercise on a downloadable excel, where they have to predict the emotions felt and the channels required in each stage of the customer journey.Academic Area:Marketing & Communications
Digital Marketing, Social Media and Mobile Marketing … MK2-153-M
In this technical note, students will get an introduction to key concepts in digital marketing, social media and mobile marketing. It should serve as an introduction to the topic that they can refer to throughout their studies to refresh key ideas and concepts.
Through the multimedia, they will be able to read the technical information on the right side of the screen while, on the left side of the screen, they will scroll through an example. This will be presented through Maria and her journey through the different digital marketing channels while looking for a hotel in India.
The example will be the more visually appealing part of the multimedia, presented through pictures and videos. At the end of the technical note, there will be an interactive exercise that the students can do as a series of quizzes where they can earn badges that display everything they have learned throughout the material.
Since the example relates to the hotel in India, the material will have a Bollywood theme throughout.Academic Area:Marketing & Communications
Técnicas de innovación MK2-144
This learning material describes the method that is necessary for the process of innovation of a brand. From the attitude and inspiration to the sophistication of the message to influence the perception of who receives it.Academic Area:Marketing & Communications | Innovation
Cómo detectar en qué etapa de la relación se encuent … MK2-149
In marketing, especially now when relationships with consumers are built on the basis of the entire purchasing funnel in a coherent and linked way, it is key to detect what phase of the funnel the consumer is in with the brand.
A brand’s ultimate goal is always for the consumer to buy. But why does the consumer not do it? Is it because he does not know me? Does he know me but not prefer me? And if he does it, does he buy again and recommend me?
This is key because the strategy to work on awareness (TV) is different than the one to work on consideration (product test), preference (working with advocates) or purchase (promotions).Academic Area:Marketing & Communications
KPI y métricas según canal y objetivo de negocio MK2-148
It is important to distinguish concepts that are sometimes confused and are different things: data, metrics and KPIs. In this material, these three concepts and their most relevant uses are studied.
Data are cold figures. Data collection generates information in the form of metrics. And the most relevant metrics that allow taking stock of businesses are KPIs (key performance indicators).
Dashboards usually collect these KPIs and all the information elements needed to facilitate decision making. They are very important in management and aim to review the most relevant business information at a glance.Academic Area:Marketing & Communications
Marketing programático MK2-150
Programmatic marketing allows the user to be impacted at an exact moment and in a specific context in such a way that this impact occurring is conditional on something happening and in milliseconds. By being marketing automation, there is technology behind it.
The term covers a wide range of technologies that allow the purchase process, ad placement and advertising optimization to be automated.
Because advertisers now have more information about users (pages they visit, articles they search for, what they share on their social networks, etc.), they can address them with messages more accurately than ever.Academic Area:Marketing & Communications
Claves de la Customer Centricity MK2-145
This document analyzes the conceptualization, customer centricity variables and variables that measure it in a company, it helps to evaluate if a company has customer orientation and learn what to do to reinforce it.Academic Area:Marketing & Communications
Estrategia de producto: conceptos, tipologías herram … MK2-106
This note introduces readers to concepts about products. It explains various definitions of what a product is, emphasizing that products are not what the producer wants them to be but how the consumer perceives them. It looks at the value hierarchy for the customer and the levels of the product (core benefit, generic product, expected product, augmented product and potential product) and then goes on to explain its physical and psychological attributes. Next, it delves into the brand emphasizing that it is one of the key elements of the commercial strategy used for products and a valuable strategic asset and then takes a look at the brand identity. Using Nike as a practical example, it introduces readers to the hierarchy of benefits and how to use the brand’s attributes to identify the final identity of the brand. It describes the differences between consumer goods, industrial goods and services and also talks about how to manage a portfolio of products using Procter & Gamble and Pantene as an example. Then it describes the stages of the product market life cycle and how it is essential for any company that wishes to remain profitable over the long term to develop new products. Looking at the Ansoff Matrix, readers are introduced to four different strategies regarding products and markets. Lastly, the note explains the BCG growth/relative market share matrix to show how to determine the strategic situation of a company’s products/markets and the AC matrix to determine the attractiveness and competitiveness of a market.Academic Area:Marketing & Communications