Marketing – El Blog de Javier Rodriguez

comScore presenta su informe2013 Spain Digital Future in Focus – El Mercado Digital Español. A través de este estudio, se detallan las principales tendencias sobre el uso de internet, video online, mercado móvil, redes sociales y comercio electrónico. Algunas de las conclusiones destacadas: 17 millones de españoles navegaron diariamente en diciembre de 2012, un […]

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El día 21 se presentó el estudio Estudio de inversión publicitaria en medios digitales 2012 realizado por IAB Spain y el Grupo Consultores que arroja algunos datos y conclusiones interesantes que comparto con vosotros: La inversión en publicidad digital se consolida como el segundo medio en inversión con 885,7 Millones de euros por detrás de la TV […]

Estoy de acuerdo con Alt1040 en que será un caso de estudio para las escuelas de negocio del mundo a partir de ahora. La semana pasada GAP actualiza su logo en uno de sus sitios web (el primero en la imagen de la derecha). El logo no le gustó a nadie, algunos blogs de diseño lo […]

Nuevo Marketing viral o boca-oreja esta vez de Benetton. Como siempre el objetivo es ganar notoriedad de marca y, de alguna manera, que el mensaje adquiera la validez y credibilidad de la que los foros publicitarios tradicionales no gozan. Rollo lo que ya hizo Dove en su día exitosamente con «Mujeres reales», o no tan […]

Recomendado por Paco Gil, profesor del curso de Dirección Estratégica en Marketing de ESADE que estoy cursando, he terminado este finde el libro «El error positivo«. En Junio 2007, las investigadores de la HBS Anita L. Tucker, Ingrid M. Nembhard y Amy C. Edmonson publicaron un modesto estudio en la revista Management Science sobre como […]

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Hace ya algunas semanas que estoy cursando un programa de ESADE sobre Marketing Estratégico y tenía ganas de escribir sobre algunas de las impresiones que me esta causando. De entre todas de las sesiones recibidas, todas ellas importantes, sobre estrategía o más operativas sobre el propio proceso de marketing como investigaciones de mercado, segmentación… me […]

Hace unos días Pepsi anunciaba que abandonaba su estrategia de anunciarse en los intermedios del gran evento que es la Superbowl para regirigir esta inversión publicitaria a los Social Media. Tras veintitrés años de tradición y tras haber empleado a estrellas como Justin Timberlake, Britney Spears o Cindy Crawford, la marca de bebidas redirigirá los […]

De acuerdo al estudio realizado por la red de publicidad para móviles GreyStripe, más del 59% de madres norteamericanas que poseen un iPhone permiten a sus hijos que jueguen con él, y el 61% de ellas además baja juegos o contenido educativo específico para sus hijos. Las propietarias son mujeres entre 25 y 54 años, […]

Aplastante artículo de Robert Cyran titulado «La reina es la conectividad» en El País del Domingo en el que pone negro sobre blanco una realidad en la industria de las comunicaciones: El valor auténtico no está en proveer contenidos, sino en transportarlos Se puede ver en el valor de las empresas en el mercado. Se […]

Lo dice un estudio de Epsilon, firma especializada en el marketing directo. El 22% de los e-mailings son abiertos, al menos, entre los clientes de Epsilon, entre los que se encuentra industrias de 16 sectores como: Financieros, industria farmaceutica, Retail, Media, Telecomunicaciones, etc. Los productos financieros son los que son más abiertos. Asimismo, el click-through […]

El Blog de Javier Rodriguez

2013 Spain Digital Future in Focus

ESTUDIO DE INVERSIÓN PUBLICITARIA EN ESPAÑA EN MEDIOS DIGITALES 2012, IAB SPAIN

Caso de estudio de branding: GAP vuelve atrás su cambio de logo tras la presión recibida en redes sociales

Marketing Viral: campaña Benetton – Now it’s my time

El error positivo

La importancia de comunicar la esencia

Pepsi dice adiós a la Superbowl y hola a los Social Media

Las mamás bajan aplicaciones para el iPhone

La reina es la conectividad

El 22% de los emailings se abren