Is Digital Marketing really “New”?

Lessons from Traditional and New Marketing

Ezequiel TriviñoDirector - Creative Business Solutions

DDB EspañaNovember, 18th, 2010

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PastPresent

¿Future?

e-MARKETING

RelationshipMarketing

e-MARKETING

RelationshipMarketing???

e-Commerce

RelationshipCommerce

MARKETING - FORMERLY KNOWN AS

“COMMERCE”-HAS BEEN “RELATIONAL” FOR

MORE THAN 10.000 YEARS

MARKETING = ALLIENATED COMMERCE

COMMERCE > 10.000 YEARS = CLIENT

MARKETING < 100 YEARS = CONSUMER

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MARKETS ARE CONVERSATIONS

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1900 - 1960 - 2000

EZEQUIEL TRIVIÑO / WIKREATE

1900

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“Any customer can have a car painted any color that he wants so

long as it is black”

Henry Ford

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EZEQUIEL TRIVIÑO / WIKREATE

1960

MARKETING = ADVERTISING

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STRATEGY

MARKET SHARE

DEFENSIVE MARKETING

TARGET GROUP

CAMPAIGN

MARKETING ARSENAL

TERRITORY

CONSUMER ALIENATION

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“A single dead is a tragedy,

a million deaths is a statistic”

Josef Stalin

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MARKETING

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1980

PUNTO

RADIO

MEDIA FRAGMENTATION

SATURATION

360

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What about DIRECT

MARKETING?

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STRATEGY

MARKET SHARE

DEFENSIVE MARKETING

TARGET GROUP

CAMPAIGN

MARKETING ARSENAL

TERRITORY

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WHAT IS CP COMUNICACION PROXIMITY?

HOW DO WE SEE OUR WORK?

The essence of our proposal comes from seeing Marketing as a tool

used by the various off and on-line media, combined with creativity and technology

in order to...

…understand all our clients and anticipate their needs.

...establish and secure relationships over time between People and Brands.

...attract, create interest and mobilise the target via specific, and quantifiable actions.

HOW DO WE SEE OUR WORK?

IN SHORT

Design and implement off and on line marketing strategies aimed at

creating and developing relationships over time in which ...

“ the second purchase

is more important than the first;

the third more than the second;”

… and so forth.

HOW DO WE SEE OUR WORK?

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CRM

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2005

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COMMERCE > 10.000 YEARS = CLIENT

MARKETING < 100 YEARS = CONSUMER

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• NO NEED FOR LOCATION - REAL STATE

• FREE SHELF SPACE = INFINITE STOCK

• LOW COST ACCESS TO MARKET

• HIGH SCALABILITY

130.000 titulos

<50%260.000+ titulos

100%<50%

2010

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MARKETS ARE CONVERSATIONS

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EZEQUIEL TRIVIÑO / WIKREATE

EZEQUIEL TRIVIÑO / WIKREATE

The Brand

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A Brand is the sum of the perceptions determined by the

experiences a certain person has about your product, your service

and your company.

If your product isn´t BETTER or CHEAPER than your competition

an order of magnitude (10X), you are mostly on Services

Marketing

And Services Marketing is Relationship based

CASE STUDIES

RELATIONSHIPCommerce

e-Commerce

OUTCOME

Marketing + Advertising = GIVE

Marketing + SCN = TAKE

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MAKE LOVENOT WAR

DO UNTO OTHERS AS YOU WOULD HAVE THEM

DO UNTO YOU.

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Muchasgracias

www.ezequiel-trivino.com