Autor Stefan Engeseth
Año 2009
Idioma English
Páginas 208
+info http://detectivemarketing.com
Descargar aquí
When Ries argued that advertising just wasn't working any more, he had struck a nerve. Advertising was simply not changing with the times. Half a decade later, things have come full circle. PR is now finding its credibility in the intensive care unit. Stefan Engeseth gives the PR business the same treatment.
The Fall of PR & the Rise of Advertising, with a foreword by Al Ries, analyses the enormous changes in the media landscape in PR, advertising and everything in between. Stefan Engeseth's books, Detective Marketing and ONE, have firmly established him as one of today's most refreshing business thinkers. In his latest book, The Fall of PR & the Rise of Advertising, he shows how advertising has redefined itself and re-emerged as a force to be reckoned with. Written in his trade mark, funny, original and provocative style, the book adds whole new dimensions to the business world.
Este ebook fue compartido por Segis Palma, gracias ;)
Autores Al Ries y Jack Trout
Año 1986
Idioma Português
Páginas 175
+info No disponible
Descargar aquí
Para comemorar o 20º aniversário desse livro revolucionário, Ries e Trout fazem anotações e expandem seu clássico para a próxima geração de profissionais de marketing. Esta edição especial do best-seller internacional de marketing revela como as empresas de hoje podem obter vantagens contra reais concorrentes, combatendo e enfrentando directa e indirectamente seus opositores. Os autores examinam vinte anos passados de campanhas de marketing, apresentando novas e profundas análises de alguns dos maiores sucessos e fracassos na história do marketing. Ries e Trout explicam como conceber planos de ataques que funcionarão de acordo com a categoria de produtos ou sector de negócios.
Vía Cadeia de valor
Autores Mike Volpe y Ellis Mirman
Año 2009
Idioma English
Páginas 22
+info http://blog.hubspot.com
Descargar aquí
Facebook is not an evil time-waster, a community just for college students, or something scary or irrelevant for marketers – even you B2B folks. Facebook is a tool for connecting people with those around them. And, as with any social media tool, marketers have an opportunity to use Facebook to expand their online footprint and engage with customers directly.
But yes, it can be difficult to figure out what you can and should do. And yes, it can be quite a feat to convince your CEO to let you incorporate Facebook or a larger social media strategy into your marketing plan. But, armed with the right knowledge and metrics, it is possible.
Este ebook fue compartido por Juan Sánchez, gracias ;)
Coordina IAB
Año 2009
Idioma English
Páginas 19
+info http://iab.net
Descargar aquí
Social media is big and getting bigger, providing marketers with a combination of reach, relationships, and relevance.
Marketers are looking to maximize the effectiveness of this new medium and are developing social advertising that heightens relevance and engagement through the use of profile data within the ad units themselves, as well as the use of social graph data to target ads.
These Best Practices are intended to help protect consumer privacy, ensure transparency for what and how data is being used, and to define consumer permissions. The purpose of this document is to provide best practices that illustrate, inform, and facilitate greater adoption of the medium by defining creative components, data usage, consumer control, and privacy guidelines and by providing social advertising examples.
Este ebook fue compartido por Segis Palma, gracias ;)
Coordina Instituto Nacional de Tecnologías de la Comunicación
Año 2009
Idioma Español
Páginas 49
+info http://inteco.es
Descargar aquí
Con el ingente volumen de información en la Red, los buscadores se han convertido en la piedra angular y la puerta de acceso a la Web preferida por los internautas: en definitiva, en los grandes canalizadores del tráfico. Y la búsqueda en el modelo de navegación dominante. En la mayoría de las ocasiones, la actividad de los internautas parte de una búsqueda en su origen. Hasta tal punto que estar en Internet pasa de una u otra manera por estar presente y bien posicionado en los buscadores. Más aún, en países como España, en los que existe un buscador (Google) que domina poderosamente sobre el resto, estar en la Red requiere estar en Google: si no estás en Google, no existes.
Este ebook fue compartido por Javier Otero, gracias ;)
Coordina Hubspot
Año 2008
Idioma English
Páginas 8
+info http://www.hubspot.com
Descargar aquí
(Requiere un pequeño registro para su descarga)The Internet has changed the dynamics of the business world. For the past decades, marketers have used “outbound” marketing techniques such as trade shows and print advertising, where marketers push out a message far and wide hoping that it resonates with a few individuals. These outbound marketing methods are becoming less and less efective for two reasons:
People are getting better at blocking out interruption-based marketing messages. The average person is inundated with thousands of outbound marketing interruptions per day and is figuring out more creative ways to block them out, including caller ID, spam filtering, and on-demand TV and radio.
The Internet presents quick and easy ways for consumers to learn and shop. Instead of fying to a trade show across the country, for example, a consumer can go the Internet to research and purchase products or services.
Este ebook fue compartido por Segis Palma, gracias ;)
Edita Evoca Comunicación e Imagen
Año 2009
Idioma Español
Páginas 49
+info http://evocaimagen.com
Descargar aquí
El gurú de la convergencia, Nicholas Negroponte, vaticinó hace veinte años que “lo que pueda ser digital, lo será”. La información, las noticias, lo podían ser y ya lo son. La digitalización de todo tipo de información -video, audio, texto-, junto con Internet y la globalización, ha transformado radicalmente el sector de los medios de comunicación, comenzando por la prensa escrita. Hablar de transformación, de cambio de paradigma, de crisis, de revolución de los medios… comienza a ser un lugar común, aunque no por ello menos real. Seguramente, estamos inmersos en el cambio más profundo en el mundo de la Comunicación desde la aparición de la imprenta, hace casi seiscientos años.
Autor Lenskold Group
Año 2009
Idioma English
Páginas 39
+info http://lenskold.com
Descargar aquí
(Requiere un pequeño registro para su descarga)Measuring and managing the return on investment (ROI) generated by marketing has always been important but recently it has also become urgent. Companies with marketing operations, analytics, and ROI metrics in place are generally showing up as having highly effective and efficient marketing and more likely to be outgrowing their competitors. Our research in the first quarter of 2009 shows higher demand for measurements and ROI discipline, as well as measurement budget constraints. Time will tell if this demand is enough to overcome barriers and lead to improved capabilities that last into the economic recovery.
Este ebook fue compartido por Segis Palma, gracias ;)
Autor Ian Lurie
Año 2009
Idioma English
Páginas 38
+info http://conversationmarketing.com
Descargar aquí
With sites like Facebook, Twitter, LinkedIn and such, people can be talking about your brand in dozens (if not hundreds) of different places. It’s like you’re at a party with 300 million people, and they’re all talking about you, occasionally glancing your way.
But you can’t be listening in on them all. And that creates a problem: How can you monitor all of those different conversations?
Este ebook fue compartido por Segis Palma, gracias ;)
Autor Ramón Prats
Año 2009
Idioma Español
Páginas 9
+info http://commo-consulting.com
Descargar aquí
Son tiempos de incertidumbre, en los que muchas empresas optan por soluciones de corte táctico orientadas a capear el temporal y aguantar el chaparrón en espera de que amaine. Pero limitarnos a este tipo de decisiones puede desvirtuar el propio producto o servicio, y las consecuencias que puedan tener a largo plazo sobre la marca. Frente al nuevo consumidor, más informado y más exigente, nunca había tenido tanto sentido apostar por la creación de valor añadido y la innovación de las marcas.
Este white paper fue compartido por su autor Ramón Prats, gracias ;)
Autor Amber Naslund
Año 2009
Idioma English
Páginas 29
+info http://altitudebranding.com
Descargar aquí
This e-book is a collection of posts that I wrote about building a social media team. I put the series together to try and help businesses of all sizes sort out the wheat from the chaff and understand what it takes to really properly staff and deploy human resources to build and guide social media efforts.
Let’s assume for a minute that you’re already convinced that social media is something you need to be integrating into your work. When I refer to a team, I mean exactly that. A group of people inside your organization that are tasked with strategizing, executing, and stewarding social media initiatives inside your company.
Those initiatives can be anything from just listening and mining social media conversations for insights about your brand presence to participating actively through blogs, Twitter, forums, or other social networks to engage with your customers.
Coordina Peppers&Rogers Group
Año 2008
Idioma English
Páginas 7
+info http://peppersandrogersgroup.com
Descargar aquí
When it comes to organic growth, is your organization acting like a true predictive
enterprise? Are you driving better decisions through the widespread use of insights gathered from data? Do the actions you take today directly achieve your organization’s goals tomorrow? Increasingly, organizations in virtually every
industry around the globe, are realizing the benefits of using data to modify their interactions across customer touch points to better align with future objectives. By incorporating predictive analytics, these organizations have harnessed the power of data-driven insights to make improved decisions, so that they can successfully meet their business goals.
Este ebook fue compartido por Segis Palma, gracias ;)
Autor José María Gil
Año 2009
Idioma Español
Páginas 35
+info http://josemariagil.tv
Descargar aquí
(Requiere un pequeño registro para su descarga)Desde hace unos meses la cantidad de personas que hacen preguntas sobre Twitter se ha incrementado considerablemente. Amigos, familiares, visitantes del blog, etc. Desde lo más básico ¿Qué c*!?+o es Twitter? hasta ¿Cómo se puede utilizar Twitter para incrementar las ventas de una empresa? o ¿Cómo has conseguido tantos Followers?
Esto demuestra que el interés en Twitter crece exponencialmente cada día, y que ya no es cosa de unos pocos 'frikis'. El objetivo de esta guía es ofrecer un manual que explique paso a paso desde lo más básico, hasta la manera en que puedes sacarle el mayor jugo como herramienta de trabajo para tu empresa.
Este ebook fue compartido por su autor, Jose María Gil, gracias ;)
Autor Clayton Makepeace
Año 2008
Idioma English
Páginas 15
+info http://makepeacetotalpackage.com
Descargar aquí
(Requiere un pequeño registro para su descarga)21 Tips, Tricks and Tactics: Key Lessons Learned from 34 Years in the Trenches. Consumers almost never buy things because it is logical to do so – and that the vast majority of purchases made in this country are made because they satisfy an emotional need.
So to be great, sales copy must connect with the prospect’s most powerful resident emotions – whether positive or negative – and demonstrate how reading the copy and buying the product will fulfill or assuage those desires or fears.
Este ebook fue compartido por Segis Palma, gracias ;)
Autor Joan Jimenez
Año 2009
Idioma Español
Páginas 40
+info http://joanjimenez.com
Descargar aquí
Un nuevo documento obra de Joan Jimenez en el que recoge 38 píldoras de conocimiento sobre social branding. Una vez más, no falta el humor y la simplicidad para desgranar cada uno de los conceptos o 'píldoras', algunos ejemplos: "Los Social Media son como una Liga sin final, en la que te sirve de muy poco ganar un solo partido" - "Lo esencial es no querer ser más importante en la vida de la gente que lo que la gente quiere que seas de importante en su vida".
Autor Sérgio Estrella
Año 2009
Idioma Português
Páginas 25
+info http://icebreaker.com.br
Descargar aquí
Ter um blog não é uma tarefa das mais fáceis. Além de se preocupar com o conteúdo, layout, monetzação, experiência do usuário, divulgação e muitos outros fatores, é necessário tomar cuidado com algo negligenciado pela maioria dos blogueiros: a Segurança.
A ideia de ter o blog plagiado ou invadido se parece com algo que só acontece com os outros blogueiros, mas infelizmente todos estão sujeitos a isso, principalmente quando nossos blogs começam a ganhar mais audiência, comentários, parceiros - e invejosos.
No caso do Blogger, que não possui plug-ins automátcos para garantr a segurança, é necessário fazer uso da sua variedade de opções e extensões em favor da proteção do conteúdo e conta de usuário. E é isso que veremos neste livro: como tornar seu blog mais seguro.
Autor Nicholine Hayward
Año 2009
Idioma English
Páginas 43
+info http://20plus30.com
Descargar aquí
The problem with Planning is that we need to know what people want. This means asking them questions, which immediately creates a dilemma. Every group, every, omnibus, survey or depth interview, however carefully planned and objectively moderated, engenders a sense of self-consciousness in the respondents that can skew the results. We’ve all been to Groups where someone was afraid to speak while another liked the sound of his own voice a bit too much. Wouldn’t it be nice to be able to see what was in people’s heads without having to ask? Would it be good to have data from a larger proportion of the population than the base sizes we normally have?
The Internet, from search engines to social media, offers a vast and easily accessible repository of fresh, free and authentic insight and intelligence. The insights come, not from people sitting in a focus group, filling out a questionnaire or standing on a street corner talking to a researcher with a clipboard, but from unguarded conversations on forums, social networks and blogs and searches on Google. I call it the 'largest, most honest and unselfconscious focus group in the world' and it can help us at every stage of the Strategic Planning process.
Coordina Sysomos Inc.
Año 2009
Idioma English
Páginas 29
+info http://www.sysomos.com
Descargar aquí
Over the past few months, Twitter has experienced explosive growth, attracting celebrity users such as Oprah, and a growing mountain of media and blog coverage. Sysomos Inc., one of the world’s leading social media analytics companies, conducted an extensive study to document Twitter’s growth and how people are using it. After analyzing information disclosed on 11.5 million Twitters accounts, we discovered that:
- 72,5% of all users joining during the first five months of 2009.
- 85,3% of all Twitter users post less than one update/day.
- 21% of users have never posted a Tweet.
- 93,6% of users have less than 100 followers, while 92.4% follow less than 100 people.
- ...
