Marketing Strategies

I N T ERN AT I ONA L BUSI N ESS SCH OOL

SA N T I AGO ROBLEDO SA LA Z A R

UN I V ERSI DA D CATÓLI CA LUI S A MI G Ó

 Who am I?

Santiago Robledo Salazar

Global Statistics…2018
Main goals (Objectives)
• Develop knowledge and skills that allow you to integrate your digital
marketing plans and complete knowledge of the digital marketing
ecosystem
• Provide evidence for hiring digital service providers
• Clearly define who is the target audience for your product or service,
by using instruments such as empathy maps and surveys
• Identify and describe the buyer's journey in such a way that he can fill
the requirements for each stage, connecting with the needs of the
possible clients at the precise moments
Secondary goals (Objectives)
• Visualize and understand the digital marketing ecosystem, know a
full range of digital marketing specialties and build broad bases that
allow you to be a key component in any company looking for
someone with knowledge in digital marketing
• Understand the new paradigm of the digital environment.
• Apply marketing strategies aimed at converting online businesses.
• Understand and develop the conversion flow
• Know the main KPIs, metrics and analytics applied to digital
marketing.
Essential concepts
• Visualize and understand the digital marketing ecosystem, know a
full range of digital marketing specialties and build broad bases that
allow you to be a key component in any company looking for
someone with knowledge in digital marketing
• Understand the new paradigm of the digital environment.
• Apply marketing strategies aimed at converting online businesses.
• Understand and develop the conversion flow
• Know the main KPIs, metrics and analytics applied to digital
marketing.
Learning Units
• Unit I: Marketing Fundamentals
• Unit II: Content Strategy
• Unit III: Social Media Marketing (Organic)
• Unit IV: Social Media Advertising
• Unit V: Search Engine Optimization - SEO
• Unit VI: Search Engine Marketing with Adwords (SEM)
• Unit VII: Display Advertising
• Unit VIII: Email Marketing
• Unit IX: Measure and Optimize with Google Analytics
To do, for this week
• Join: http://bit.ly/digitalmarketingamigo
• Read the presentation
• Read the workbook on content marketing

To do, for next week

• Find a business or company to work with and design their digital
marketing strategy for the semester (groups of 3 max)
• Read about buyer personas from Hubspot
Marketing Fundamentals
Agency or in house?
• Our main goal is to help you be able to hire
digital services and know what are the
important things to think about and evaluate
when doing so.
Learning the concepts is easy…
https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
Race from Smart Insights

Engage
ACT & Convert
Reach

• SEO • Optimize CTR • Content Strategy

• PPC • Ecommerce • Emailing
• Affiliation • Sales Leads • Contact Strategy
• Online Ad • SEO On Page • Client Service
• PR Online • Optimize LP • Mobile Marketing
• SMM • Web Analytics • Social CRM
Types of media
Types of Content

• Entertain
• Branded (or personal)
• Showing knowledgge
• Useful
• Promotion
 Internet History

https://www.tes.com/lessons/U2BXrfcbvDDNmg/copy-of-the-history-of-the-internet
 Social Media History

http://www.booksaresocial.com/timeline-social-media-2017/
Web 1.0 – 2.0
• Web 1.0 Consumers personal sites - 1990
• Web 2.0 Prosumers – Producers and
consumers – 2004
• User centered
• Collective intelligence
• Platforms focused on communities
• Friendly UX
• Simpler programing models – CMS
• Interactivity

http://gabrielasalazarargoti102000.blogspot.com.co/2014/10/
web-10-y-web-20-diferencias-y-semejanzas.html
 Web 3.0

http://www.steve-wheeler.co.uk/2016/08/our-digital-future-3-semantic-web.html
IoT
IoT
Microsoft’s View
What’s happening right now?

http://www.internetlivestats.com
 Term Glossary
• Internet: Communication network that uses the TCP/IP protocol
• Web: Internet service based on html
• Browser: Chrome, Firefox, Safari, Opera
• FTP transfer: Used between servers
• E-mail: you still use it?
• Site or web page: URL (Uniform Resource locator)
• Domain: Name that identifies a web site
• Landing Page
• CMS Content Management System: Joomla, Droopal, Wordpress
 Term Glossary
• Web Traffic: Who comes to my site
• Analytics: Users, sessions and pageviews
Always Persevere