Offline Marketing vs. Online Marketing, the need to update our knowledge
DOI:
https://doi.org/10.52428/20758960.v8i22.830Keywords:
Online Marketing, Digital Marketing, lnbound MarketingAbstract
The article aims to give sorne basic points, guidelines on online marketing, pre/iously explaining sorne of the changes that traditional marketing undergoes in digital or online environments. Also mentioned sorne concepts, techniques, methodologies and sorne online marketing trends that fit the current digital interaction. lt is mentioned that in Bolivia, online or digital marketing actions are more focused on social networks or social media and the use of
online advertising platforms, such as Google adwords, Facebook Ads and others, which are very useful too Is, but, however, they aren' t developing integral online marketing strategies, that can lead convertion; convertion in a more objective sense, as the generation of Leads (Data base) and Leads qualification; the use of it for a better segmentation (Big Data Marketing), and to achieve a better communication -interaction- more suitable in digital channels or online.
Downloads
References
Boyle, E. (2015). Qué son los buyer personas y cómo crearlos. Consultado el 19 de junio 2015, HubSpot. Recuperado de:
https://blog.hubspot.es/marketing/que-son-buyer-personas
Breeuwer, D. (2015). Big Data Marketing: Los 3 componentes esenciales para una estrategia exitosa. Consultado el 15
de enero 2015, lnboundcycle, Blog de lnbound Marketing. Recuperado de: https://www.inboundcycle.com/blog-de-inbound-marketing/big-data-marketing-los-s-componentes-esenciales-parauna-estrategia-exitosa
Castel, J. (2017). El 76% ignora la publicidad en internet. Consultado el 19 de agosto 2017, La Razón. Recuperado de: http:// m. la-razo n. co m/su p lementos/fi na nciero/i gnora-pu b lic id a d-i ntern et_ 0 _2767 523231. htm l
Deloitte (2015). The 2015 American Pantry study. The call to re-connect with consumers. Consultado en noviembre, 2016, Deloitte. Recuperado de: https://www2.deloitte.com/us/en/pages/consumer-business/articles/2015-american-pantry-study.html
Del Santo, O. y Alvarez, D. (2012) Marketing de Atracción 2.0 "Como conseguir tus objetivos online con el mínimo presupuesto". (2da. ed.) España: Creative Commons 3.0.
Escolano, l. (2016). Mapa de empatía en Marketing orientado al cliente. Consultado el 4 de julio 2016, ARTYCO. Recuperado de: http://artyco.com/ma pa-de-empatia-en-ma rketi ng-orientado-al-cliente/
Galiana, P. (2016) ¿Qué es Transformación Digital? Consultado el 16 de noviembre 2017, IEBS. Recuperado de: http ://www.iebschool. com/b lo g/q u e-es-transforma ci on-d i gita l-d i gita l-b usi n ess/
G2 Crowd Grid for Marketing Automation. {2017) Best MarketingAutomation Software. Consultado en octubre, 2017, G2 Crowd, lnc. Recuperado de: https://www.g2crowd.com/categories/marketing-automation
Genwords. (2016). ¿Qué es el marketing digital? Consultado en marzo de 2016, Genwords. Recuperado de: https://www.genwords.com/b log/q ue-es-el-m a rketi ng-d i gita l#Po r _ q ue_h acer _M a rketi ng_Digita l
Godin, S. {2001) Marketing del Permiso. (2da ed.) España: Granica.
Halligan, B. & Shah, D. (2014). lnbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. (2da. Ed) USA: John Wiley & Sons, lnc.
Holiday, R. (2014). Growth Hacker Marketing. El futuro del Social Media y la Publicidad. Ed. Grupo Anaya Multimedia.
lnbouncycle (2015). Los 6 activos del lnbound Marketing. Consultado el 7 de abril, 2015, lnboundcycle. Recuperado de: https://www.inboundcycle.com/6-activos-del-inbound-marketing.
lnboundcycle (2017) Marketing automation: ¿Qué es y cómo puede ayudar a tu empresa? Consultado el 13 de junio 2017, lnboundcycle. Recuperado de: https://www. inboundcycle.com/automatizacion-del-marketing-o-marketing-automation
Jáuregui, A, (2002). Utilización de bases de datos en el marketing moderno. Consultado el 19 de marzo 2002, GESTIOPOLIS. Recuperado de: https://www.gestiopolis.com/utilizacion-bases-datos-marketing-moderno/
Kotler, P., Kartajaya, H. y Setiawan, l. (2010) Marketing 3.0, From Products to Customers to the Human Spirit. USA: John Wiley & Sons, lnc. https://doi.org/10.1002/9781118257883
Máñez, A. (2015) Qué es el marketing automation y cuáles son sus beneficios. Consultado el 27 de abril 2015, HubSpot. Recuperado de: https://blog. hubspot.es/ma rketi ng/que-es-el-ma rketi ng-automation-y-para-q ue-sirve
Meerman, D. S. (2010). Las nuevas reglas del marketing. Madrid: Grupo Anaya Comercial.
PuroMarketing. Internet ha cambiado nuestras vidas y la forma de comunicarnos ha cambiado para siempre. Consultado el 14 de mayo 2010, PuroMarketing. Recuperado de: http://www. puroma rketi ng.com/12/7238/i nternet-ca m biado-n uestras-vidas-form a-comunicarnos-cambiad o-pa ra-siem-pre.html
Ryan D. (2014) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. (3era ed.) United Kingdom: Kogan Page Limited.
Sanagustín, E. (2012). Segmentar o cómo encontrar a nuestro cliente ideal, la Buyer Persona. Consultado el 26 de junio 2012, Blog de lnbound Marketing. Recuperado de: https://www. inboundcycle.com/blog-de-i n bound-m a rketi ng/bid/182037/Segmentar-o-c-mo-encontra r-a-nuestro-clienteidea1-la-Buyer-Person a
Velásquez, K. (2015) Marketing Digital: definición, historia y tendencias. Consultado el 25 de agosto 2015, Marketing 4 eCommerce. Recuperado de: https://marketing4ecommerce.mx/marketing-digital-definicion-historia-y-tendencias/
Vercheval, S. (2016) ¿Cuáles son las ventajas del Marketing Digital? Consultado el 13 de septiembre 2016, lnboundcycle, Blog de lnbound Marketing. Recuperado de: https://www.inboundcycle.com/blog-de-inbound-marketing/ventajas-marketing-digital
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2017 Fernando Rivertt R.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License 4.0 that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
