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 BLOG  

360º Community of bloggers & opinion leaders

Own blogs Participating Referenced

 MEDICIÓN  BLOG  
&  MONITORIZACIÓN  
KPIs    

MEASURE TO LEARN & LEARN TO IMPROVE

•  Posts published in my blog

•  Visits to my blog or posts
•  Comments on posts
•  Shared
•  Quoted in others’ blogs
•  Participation in others’ blogs
 CONTENT  

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 CONTENT  

CONTENT > ADVERTISING

70% of consumers prefer to learn and find out more about companies based
on the latter’s own content rather than on their advertising.
(Source: Branded Content Marketing Association)

CONTENT = CONVERSION
Websites with videos increase conversion rates by 65%.
(Source: Brafton)
CONTENT  
 CONTENT  

https://www.youtube.com/watch?v=M7FIvfx5J10
 CONTENT  

KEYS

•  Listen to your audience.

•  Avoid “selling.”

•  Tell stories.

•  Invest in different formats.

•  Don’t try to create a viral video.

 CONTENT  

•  TRANSVERSAL: Strategy that encompasses and drives all your channels.

•  LIQUID: It has to be viral and visual.
•  SEO-oriented.
CONTENT  -­‐  RESEARCH  
 GOOGLE  MARKET  TRENDS  

https://www.google.es/trends/
 E-­‐MAIL    MARKETING  

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 E-­‐MAIL    MARKETING  

•  E-MAILS ARE THE REFERENCE IN PROFESSIONAL AND PERSONAL COMMUNICATION (45%).

•  91% CHECK THEIR E-MAIL DAILY.

•  E-MAIL MARKETING IS NOT ABOUT SENDING E-MAILS VIA INTERNET.

CONTENT  
CALL  TO  
VIA  CRM   SEGMENTED   UNPUBLISHED   ACTION  
INFO.  
 E-­‐MAIL    MARKETING  

What isn’t e-mail marketing?... Sending e-mails via Internet.

What is e-mail marketing?

•  Statistics in real time
•  Integrated with Google Analytics
•  A/B Testing
•  Automatic customization for messages or campaigns
•  Segmentation, databases, CRM
 E-­‐MAIL    MARKETING  

E-mail Marketing – Example mailing: EMBA Open Day

 E-­‐MAIL    MARKETING  

What isn’t e-mail marketing?... Sending e-mails via Internet.

•  Don’t use certain expressions: “Click here,” “Special opportunity,” etc.

•  Don’t use more than one exclamation point (!!!!!).
•  Don’t abuse the use of CAPITAL LETTERS.
•  Don’t use glaring colors.
•  Don’t send e-mails in which the entire content consists of a single image.
•  Don’t send e-mails without the recipient’s prior authorization.
 E-­‐MAIL    MARKETING  

Some tips:

•  Be specific: “Do you want to improve your Spanish by 100% in just 1 month?”

•  A headline and promise: “How to improve your training and advance professionally”

•  Don’t address a lot of people at once: Customize the message.

•  Use standard terminology: Don’t use jargon.

 HOLISTIC  ACTION  PLAN  

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 ANALYTICS  

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E-MAIL MKT. MOBILE

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CONTENT
ANALYTICS  
MARKETING SEO

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 ANALYTICS  

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“What isn’t measured does not get managed.”
CONTENT MARKETING SEO

Peter Drucker

BLOGS SEM

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 ANALYTICS  

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KPIs   CONTENT INFORMATION   CONCLUSIONS  
MARKETING DECISIONS  SEO ACTIONS  

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 MEDICIÓN  
MEASUREMENT  
&  MONITORIZACIÓN    

“What isn’t measured does not get managed.”

Peter Drucker
VS  

VS  
 MEDICIÓN  &
METRICS  
 MONITORIZACIÓN    

KPIs   INFORMATION   CONCLUSIONS   DECISIONS   ACTIONS  

VS  
OBJECTIVE  vs.  SUBJECTIVE  MARKETING  
 CONCLUSIONS  

CONCLUSIONS
 CONCLUSIONS  

1.  It’s not “digital marketing”; it’s marketing for a digitalized environment.

2.  Multi-channel concept interrelated with a 360º focus.

3.  A content push system to pull in clients.

4.  The key is being found.

5.  Segmentation is one of our major allies.

6.  Our digital reputation is our key sales tool.

7.  We can measure everything for efficiency (ROI) & ongoing improvements.

8.  “Call to action” orientation.

CONCLUSIONS  
DIGITAL MARKETING
THANKS