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e n i l n 50 o o i c i v r 40 e s / o t 30 c u d o r 20 p a r p m 10 o C %

Reservas alojamiento

Billetes transporte

Entradas Alquiler de coches/motor





Multimedia formato digital

  Software 

Servicios financieros Multimedia formato básico Ropa y complementos Libros









Servicios de internet Electrónica

   Alimentación y bazar  Reserva restauranres  Artículos deportivos Juegos de azar   Electrodomesticos y hogar

0

0

10

20

30

40

50

60

70

80

% Busca información del producto/servicio online

Base internautas que han comprado el producto (on-line u off-line) en 2010. Fuente: ONTSI.

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@2 42()2;"' .(),$).2" =/' 'K.")$2 '-*' $('$)&)',*% '- '" <2-*% &'0)% .%( $%&.(20%(7 =/' >2 .2-20% 0' `V_ f ', LNN_ 2 SMG f ', LNGN7 2 0)1'(',$)2 0' 2D%- 2,*'()%('- ', "%- =/' '" .(),$).2" &%*%( '(2 '" 2/&',*% 0'" .%($',*2b' 0' ),*'(,2/*2- 5 0' $%&.(20%('-9 B-C7 '" .2(=/' 0' $%&.(20%('- ', !-.2D2 -' -)*R2 ', GG &)""%,'-7 =/' -/.%,' /, VM7aU 0'" *%*2" 0' ),*'(,2/*2-T9 Gráfico 1. Volumen de comercio electrónico B2C (Millones de euros) 10.900 10000

9.114

9000 7.760 8000 6.695 7000 5.911 6000 5000 4000 3000 2000 1000 0 Año 2007

Año 2008

Año 2009

Año 2010

Año 2011

Fuente: ONTSI.

Gráfico 2. Evolución en el número de internautas (%) Internautas / población total (15 y +) Internautas compradores / Internautas totales

64,0

68

65,1

58,3 53,5

58 46,6

48

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50,0

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27,3

19,4 18

12,7 13,8

8 -2 Año 2000

Año 2001

Año 2002

Año 2003

Año 2004

Año 2005

Año 2006

Año 2007

Año 2008

Año 2009

Año 2010

Fuente: ONTSI.

WTX !-*/0)% FLY LNGG 0'" e;-'(42*%()% Q2$)%,2" .2(2 "2- O'"'$%&/,)$2$)%,'- 5 "2 :%$)'020 0' "2 8,1%(&2$)+,9 eQO:89


16

@%- -'(4)$)%- -)
52,4

Reservas alojamiento

42,9

Entradas a espectáculos

35,1

Ropa y complementos

27,7

Alimentación y bazar

16,3

Electrónica

15,2

Libros

14,7

Artículos deportivos

11,1

Software

10,4

Serv. financieros y seguros

9,9

DVD/música/videojueg.form.fís

9,0

Servicios de internet

8,1

Electrodomésticos y hogar

7,5

Alquiler de coches y motor

7,3 7,2

DVD/música/videojueg.form.fís

5,4

Juegos de azar/concursos

15,1

Otros

0,9

Ns/Nc

0

20

40

60

80

100

Base: Total de internautas compradores

Fuente: ONTSI.

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17

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18

Cómo desarrollar una tienda de comercio electrónico

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22

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Soluciones Opensource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G&*/ .#0;+@" &F+(.&" %&(=&".#E#(: 2 ,/0/ =&*&0/( &" &' )6"./ 3V+&"%# # 0&%+%#5: (+&0)*& ,#;& '# )/(+;+'+%#% %& <6& #".& 6" 7*#" ,*&,+0+&"./ %& '# .+&"%# "&,&(+.&0/( )*/7*#0#,+/"&( 0A( &()&,4-+,#( 2 #%#).#%#( # '/( %+(.+"./( )*/,&(/( 0A( )#*.+,6'#*&(: '/ <6& &" 06,>#( /,#(+/"&(: ,/"''&=#*A &' %&(#**/''/ %& 6"# )*/7*#0#,+1" )*/)+#: 2 %& &(.# -/*0# .&"&* 6" '40+.& %& )*/7*#0#,+1" (1'/ 0#*,#%/ )/* "6&(.*# ,#)#,+%#% &,/"10+,# )#*# #;/*%#* '/( %&(#**/''/( "&,&(#*+/( )#*# "6&(.*/ "&7/,+/8 9".*& '#( )*+",+)#'&( (/'6,+/"&( %& ,/0&*,+/ &'&,.*1"+,/ ;#(#%#( &" \)&" M/6*,& (& &",6&".*#"I XXX80#7&"./8,/0 XXX8)*&(.#(>/)8,/0 XXX8?&",#*.8,/0 XXX8/)&",#*.8,/0

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H/0/ %&(=&".#E#( &",/".*#0/(I  T#2/* .+&0)/ "&,&(#*+/ )#*# '# )*/7*#0#,+1" %& '# .+&"%#8  _&-+"+,+1" %&(%& '# ;#(& %& '#( -6",+/"#'+%#%&( *&<6&*+%#(8  G*/7*#0#,+1" 0A( &F.&"(#  H/".*#.#,+1" +".&*"# / &F.&*"# %& 0A( *&,6*(/( 2 0A( ,6#'+-+,#%/(I (+ '# )*/7*#0#,+1" (& *&#'+?# %&(%& '# ;#(&: (&*A "&,&(#*+/ 6" &<6+)/ %& )*/7*#0#%/*&(: #*<6+.&,./( %& +"-/*0#,+1": .@,"+,/( %& (+(.&0#( 2 0A( *&,6*(/( "&,&(#*+/( )#*# )*/7*#0#* 6"# .+&"%# )*/-&(+/"#' # '# #'.6*# %& (/'6,+/"&( )*& ,/"-+76*#%#(8

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Elementos de una tienda online H6#"%/ "/( &",/".*#0/( +"0&*(/( &" 6" )*/2&,./ %& ,*&#,+1" %& 6"# V+&"%# \"'+"&: %&;&0/( .&"&* 062 ,'#*/ ,6A' &( "6&(.*/ )B;'+,/ /;E&.+=/ 2 <6@ <6&*&0/( .*#"(0+.+*'&8 _&;&0/( ;6(,#* '# (&",+''&?: 6" ;6&" ,#.A'/7/ %& )*/%6,./( 2 ,/".&"+%/(: #(4 ,/0/ '# ;B(<6&%# %& *&'#,+/"&( ,/" /.*#( b&;( )#*# ,/"(&76+* "/./*+&%#% &" P".&*"&.8 G&*/ #".& ./%/: ,6#"%/ *&#'+?#0/( 6"# V+&"%# \"'+"&: %&;&0/( .&"&* &" ,6&".# <6& '/( &'&0&"./( <6& '# ,/"-/*0#" %&;&" (6(.&".#*(& &" c )+'#*&( ,'#=&I  _+(&C/8  !(#;+'+%#%8  R,,&(+;+'+%#%8


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[8 _+(&C/ 9' %+(&C/ %& '# )A7+"# &( 6" -#,./* ,*6,+#'8 _&;& (&*    R ,/".+"6#,+1" (& 06&(.*#" #'76"#( *&,/0&"%#,+/"&( #,&*,# %& ,10/ %&;& (&* &' %+(&C/ %& 6"# .+&"%# /"'+"&I

           %& .#' 0#"&*# <6& '/( )*/%6,./( (&#" '/( <6& %&(.#<6&" )/* &",+0# %&' %+(&C/8

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27

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     %&;& (&* #,,&(+;'& )/* ,#.&7/*4#( 2 &(,#)#*#.&( ,/0&*,+#'&(8 9( +0)/*.#".& '# ,/**&,.# ,'#(+-+,#,+1" %& )*/%6,./( 6.+'+?#"%/ ,#.&7/*4#( ,/0/ "/=&%#%&(: )*/%6,./( 0A( =&"%+%/(: )*/%6,./( &" /-&*.#: &.,8   ,/" 6" %+(&C/      

#'7/ %+(.+"./ #' *&(./ %& )*/%6,./( &" &()&,+#' (+ <6&*&0/( )*/0/,+/"#* '# =&".# %& 6" )*/%6,./ %&.&*0+"#%/8

             2 %&(.#,#"%/ #<6&''# +"-/*0#,+1" 0A( *&'&=#".&I "/0;*& )*/%6,./: ;/.1" ,/0)*#*: )*&,+/: &.,8

        -#=/*&,+&"%/ (6 +"%&F#,+1": ,/0/ =&*&0/( &" 0A( %&.#''& 0A( #%&'#".&8

Catálogo de product productos os 9" '# -#(& %& ,*&#,+1" %& 6"# .+&"%# /"'+"& 6"# %& '#( )*+",+)#'&( .#*&#( <6& (& *&#'+?#" &( %#* -/*0# #' ,#.A'/7/ %& )*/%6,./(8 9( "&,&(#*+/ <6& &(.# -#(& %& ,*&#,+1" %&' ,#.A'/7/ %& )*/%6,./ (& *&#'+,& ,/" &' 0#2/* %&.#''& )/(+;'&: 2# <6& ,/"%+,+/"#*A %+(.+"./( &'&0&"./( %& '# .+&"%# 2 )*/,&(/( %& '# =&".#8

                        


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,#.A'/7/8 D#( +0A7&"&( ,60)'&" %+=&*(#( -6",+/"&( &" '# %&,+(+1"8 _&(%& .*#"(0+.+* '#( )*/)+&%#%&( %&' )*/%6,./ >#(.# '# (&*+&%#% %&' =&"%&%/* # '# >/*# %& )*&(&".#* (6( )*/%6,./(8

              %& '# &0)*&(# )6&%&" (&* =&"%+%/( &" +".&*"&.8 R'76"/( )*/,&(/( ,/0/ &' '/74(.+,/ )6&%&" +"-'6+* &" '# %&,+(+1" %& +",'6+* 6" )*/%6,./ / "/ &" '# =&".# /"'+"&8

              )*/%6,./( &( 6" &'&0&"./ ,'#=& &" '# /*7#"+?#,+1" %&' ,#.A'/7/ &" '# .+&"%#8 H6#"./ 0&E/* /*%&"#%# &(.@ '# +"-/*0#,+1" &" '# ;#(& %& %#./(: 0A( -A,+' (&*A /*7#"+?#* '/( )*/%6,./( 2 )/* .#"./ -#,+'+.#*&0/( '# ;B(<6&%# %& @(./( #' ,/0)*#%/*8

             6"# %&(,*+),+1" '/ 0A( ,/0)'&.# )/(+;'&: '/ ,6#' "/ (+7"+-+,# &F.&"(#8 9( +0)/*.#".& %&.&,.#* <6@ +"-/*0#,+1" "&,&(+.# &' ,/0)*#%/* )#*# )*&(&".#*'# %& '# -/*0# 0A( =+(+;'& 2 /*%&"#%# )/(+;'&8

          )/(+,+/"#0+&"./ &" ;6(,#%/*&(I .#"./ '/( #.*+;6./( %&' )*/%6,./ ,/0/ (6 %&(,*+),+1": &".*& /.*/( &'&0&"./(: (&*A" ,*4.+,/( &" &' )/(+,+/"#0+&"./ %& '# .+&"%# &" '/( ;6(,#%/*&(: '/( ,6#'&( #,.6#'0&".& (/" )*A,.+,#0&".& &' )*+",+)#' 7&"&*#%/* %& =+(+.#( # '#( .+&"%#( /"'+"&8

           ,/"%+,+/"#* &' .+)/ %& (/'6,+1" .&,"/'17+,# # +0)'#".#*8 9( +0)/*.#".& +"-/*0#*(& ;+&" %& (+ '# (/'6,+1" &'&7+%# (& #%#).# # '# ,#".+%#% 2 -6",+/"#0+&"./ W)*/%6,./( ,/"-+76*#;'&( )/* ,/'/* 2 .#''#(N &.,Y8

Carrito de la compra _&".*/ %& '/( )*/,&(/( %& '# .+&"%# &' ,#**+./ %& '# ,/0)*# E6&7# 6" )#)&' +"-/*0#.+=/ +0)/*.#".& )#*# '# ,/"=&*(+1" # ,/0)*#8 G/* .#"./: # '# >/*# %& 0/(.*#* '# +"-/*0#,+1" &( 062 +0)/*.#".& <6& &(.@" '/( %#./( ,/**&,./( &" ,6#"./ # +0)6&(./(: ,#".+%#% %& )*/%6,./: ,/(.&( %& &"=4/ W(+ -6&*#" -+E/( )#*# ,6#'<6+&* %&(.+"/Y / '/( %&(,6&"./( (+ '/( >6;+&*#8


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D# -#,+'+%#% %& 6(/: ,/0/ &" &' *&(./ %& )*/,&(/( %& '# .+&"%#: E6&7# 6" )#)&' +0)/*.#".& .#0;+@" &' ,#**+./8 G/* .#"./: '# &%+,+1" 2 0/%+-+,#,+1" %& )*/%6,./(: #(4 ,/0/ '# #,.6#'+?#,+1" %& +0)/*.&( / %&(,6&"./( W)/* &E&0)'/ )/* =/'60&"Y: %&;&" -6",+/"#* # '# )&*-&,,+1" )#*# <6& &' ,/0)*#%/* &" ./%/ 0/0&"./ (&)# &' +0)/*.& ,/**&,./ %& (6 ,/0)*#8

Proceso de registro 9" "60&*/(/( &(.6%+/( %& 6(#;+'+%#% 2 ,/"=&*(+1" =&".# (& ># %&.&,.#%/ <6& 6"/ %& '/( )*+",+)#'&( -*&"/( # '# >/*# %& *&#'+?#* 6"# ,/0)*# (& &",6&".*# &" &' )*/,&(/ %& *&7+(.*/8 R6"<6& 6"/ %& '/( )*+",+)#'&( /;E&.+=/( /;E&.+=/( # "+=&' %& 0#*O&.+"7 &( ,/"(&76+* '/( %#./( %&' 6(6#*+/ )#*# )/%&* *&#'+?#* #,,+/"&( %& ,/06"+,#,+1": &( ,*4.+,/ 0#".&"&* 6" &<6+'+;*+/ &".*& '# ,#).#,+1" %& %#./( 2 '# -#,+'+%#% %&' )*/,&(/ %& ,/0)*#8 R,.6#'0&".& '# .&"%&",+# &" &' )*/,&(/ )*/,&(/ %& *&7+(.*/ &( <6& '# ,#).#,+1" %& %#./( ,/0)'&./( %& 6(6#*+/ (& *&#'+,& &" &' 0/0&"./ %& '# ,/0)*#: )&*/ ,/" 6" (6.+' ,#0;+/: "/ &( "&,&(#*+/ <6& &' 6(6#*+/ (& *&7+(.*& #' ,/0)'&./ ,/" 6(6#*+/ 2 ,/".*#(&C# #".&( %& )*/,&(#* &' )#7/: (+ "/ <6& #".&( %& )*/,&%&* #' *&7+(.*/: &" &' 0+(0/ )*/,&(/: (& 06&(.*# ./%# '# +"-/*0#,+1" ,/0)'&.# %& 7#(./( %& &"=4/: )*&,+/( %& )*/%6,./(: +0)6&(./( 2 %&(,6&"./(8 \.*# %& '#( .&"%&",+#(: (/;*& ./%/ &" )*/%6,./( %& ;#E# *&)&.+,+1" %& ,/0)*# &( -#,+'+.#* '# ,/0)*# &F)*&(( / ,/0)*# (+" *&7+(.*/: %/"%& &' 6(6#*+/ (1'/ -#,+'+.# (6( %#./( )#*# )/%&* -#,+'+.#* '# &".*&7#: (+" (&* "&,&(#*+/ &' *&7+(.*/ ,/" 6(6#*+/ 2 ,/".*#(&C# &" '# .+&"%#8

Proceso de venta: Conversion funnel !"# %& '#( 7*#"%&( %+-&*&",+#( &".*& &' ,/0&*,+/ /"'+"& 2 &' ,/0&*,+/ -4(+,/ &( '# ,#)#,+%#% %& 0&%+,+1" <6& &' 0&%+/ /"'+"& "/( /-*&,&8 ]*#,+#( # '#( >&**#0+&".#( %& #"#'4.+,#: 06,>#( %& &''#( 7*#.6+.#(: )/%&0/( 0&%+* &' )*/,&(/ <6& (+76&" "6&(.*/( ,'+&".&( %&(%& <6& &".*#" &" '# .+&"%# >#(.# <6& ,/0)*#" 6" )*/%6,./8 R &(.& )*/,&(/ (& '& %&"/0+"# 3H/"=&*(+/" 3H/"=&*(+/" -6""&'5 / &0;6%/ %& ,/"=&*(+1"8


30

           @(./( (/"I

                        9F+(.&" 06,>/( /.*/( )*/,&(/( # 0&%+*: ,/0/ )/* &E&0)'/ ,10/ ''&7# &' ,/0)*#%/* # '# -+,># %& )*/%6,./: ;+&" (&# %&(%& &' ;6(,#%/* %& '# .+&"%#: "#=&7#,+1" "#.6*#' %& '# .+&"%#: / #'7B" &'&0&"./ %& )*/0/,+1" <6& >#2#0/( +",'6+%/ &" #'76"# %& '#( (&,,+/"&(: &".*& 06,>#( /.*#(8 G/* .#"./: '# 6.+'+%#% %&' ,/"=&*(+/" -6""&' &( ,/0)*/;#* ,6#' &( &' a %& =+(+.#".&( <6& .&*0+"#" ,/0)*#"%/8 9".*& 0&%+#(: ,/0/ >&0/( =+(./: (& %#*A" 6"# (&*+& %& )*/,&(/( <6& )6&%&" &(.#* +"-'62&"%/ &" '# ,/0)*# 2 <6& %&;&0/( #"#'+?#* )#*# 0&E/*#* &' )*/,&(/ %& ,/0)*#8 _&.&,.#* &' ,/**&,./ -6",+/"#0+&"./ %&' -6""&' 2 #)'+,#* '/( ,#0;+/( "&,&(#*+/( )#*# +",*&0&".#* '# ,/"=&*(+1" # =&".# &( 6"/ %& '#( .#*&#( )*+",+)#'&( &" '# =&".# /"'+"&8

Motor interno de búsqueda y base de datos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G#*# )/%&* ,/"-+76*#* ,/**&,.#0&".& 6" ;6(,#%/* &( "&,&(#*+/I

             ,#%# )*/%6,./ &(.@ ,/**&,.#0&".& ,#.&7/*+?#%/: (6 %&(,*+),+1" (&# '/ (6-+,+&".&0&".& *+,# # "+=&' %& .@*0+"/( <6& %&-+"#" &' )*/%6,./ 2 '/( #.*+;6./( 0A( ,#*#,.&*4(.+,/( )/* '/( <6& (& ,/"/,& #' )*/%6,./ / %&-+"& (6( )*/)+&%#%&(8



                    %& '# ;#(& %& %#./( W"/0;*& )*/%6,./: %&(,*+),+1"N&.,Y8

         '/( *&(6'.#%/( 0/(.*#%/(8 9(.& )#*.& =&"%*A %&-+"+%# )/* '#( ,/",/*%#",+#( <6& (& &",6&".*&" &" '# ;#(& %& %#./( %& )*/%6,./8 G/* .#"./: &( 062 +0)/*.#".& <6& &' ;6(,#%/* /-*&?,# *&(6'.#%/( *&'&=#".&( )#*# &' )/.&",+#' ,/0)*#%/*: 2# <6& &" -6",+1" %&' *&(6'.#%/ (& )6&%& 7#"#* / )&*%&* 6"# ,/0)*#8

Motor de recomendaciones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


32

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33

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34

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35

Marketing: Atraer, convertir y retener

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BRANDING

TRAFFIC ACQUISITION

Display

PR

PROMO TIONS

SEM

C I F F A R T

DISTRIBUTION

C O N V E R S I O R N S RATING

CPC

REVENUE

Promo tions

Distribution of Value Add

SEO

CPM

SMO

Loyalty activity

SMM

CONTENT Generation and Distribution tools

SOCIAL MEDIA


37

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38

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Percepciones

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Compra

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FIDELIZACIÓN

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SEARCH ENGINE MARKETING

SEO

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Potencial de Click

1

100%

2

59,8%

3

47,5%

4

39%

5

34,8%

6

31,3%

7

24%

8

20%

9

15,9%

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56

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57

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58

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59

Entrega

Objetivos de marketing

Segmentación

Email Marketing Creación, Lista y Gestión

Branding + Look & Feel

Análisis & Reporting

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Social Media Marketing E1 N,-+.1 O$*+. O.%V$#+"8 -,)2+". 1,' ,2=$#+5,' *$ O.%V$#+"8 A"1+"$ -," 1,' ,2=$#+5,' $" 1.' *+4$%$"#$' 61.#.4,%).' ',-+.1$' -,), %$*$' ',-+.1$'0 Libro blanco del comercio electrónico I Guía Práctica para Pymes

76

)+-%,21,88+"80 21,8'0 $#-9 :,*, $11,0 -,), (". $'#%.#$8+. G6('PJ *$ 1. ).%-.0 %$.1+>."*, .--+,"$' *$ 5+%.1+>.-+/"0 6%,),-+,"$' 3 -%$.-+/" *$ "($5,' -,"#$"+*,' 6.%. +"-%$)$"#.% $1 8%.*, *$ $"8.8$)$"# -," "($'#%,' '$8(+*,%$'9 c. 6,-,' *(*." *$ 1. "$-$'+*.* *$ .S.*+% 1.' %$*$' ',-+.1$' .1 G).%V$#+"8 )+?J *$ 1. $)6%$'.9 F,"*$ P.3 )(-P.' *(*.' 3 *+'-('+,"$' $' $" $1 G-/),J 3 G*/"*$J9 D.' ,6,%#("+*.*$' '," )(-P.'0 6$%, 1,' %+$'8,' ", '," *$'6%$-+.21$'9 I,% ,#%, 1.*,0 1.' %$*$' ',-+.1$' ", '," 8%.#+'K .("7($ 1. +"5$%'+/" '($1$ '$% )$",% 7($ $" ,#%,' -.".1$'0 ", -,"5+$"$ '(2$'#+).% 1. +"5$%'+/" $" #+$)6, 3 %$-(%',' P().",' 3 4+"."-+$%,' "$-$'.%+,' 6.%. ,2#$"$% %$'(1#.*,'9 Foros

Blogs

Google +

Linkedin

Flickr

Tumblr

Instagram

28%

21%

16%

11%

8%

4%

2%

36% Sin crecimiento

Sigue siendo la red joven, aunque muestra cierto estancamiento

85%

Leve crecimiento Respecto a la oleada anterior

32%

Dobla su penetración

5 de cada 10 !"#

%$En auge por la presencia de celebrities y la llegada masiva de jóvenes

&'$ )' ')* +, , -$%*)

&'$ )' ')* )$ -,%."$%$ "5',8

4 de cada 10 !"#

%$6 de cada 10 ."$%$ -$%*)

7 de cada 10 ."$%$ -@)

!$ /0 ,1*) 2/030 !$ -$!",4

!$ /0 ,1*) 2BF30 !$ -$!",4

3 de cada 10 )"5'

%$3 de cada 10 )"5'

%$, -,6#,)

, -,6#,)

Las más seguidas son

Las más seguidas son

7$8$9"::,3 ;*#,<;*8, = >*+").,6?

;*#,<;*8,3 >*+").,63 E!"!,)3 G"88$..$3 C"D$ = H'=I"9?

4 de cada 10 !"#

%$Se ha vuelto univesal y es difícil de abandonar

&'$ )' ')* +, , -@)

6 de cada 10 ."$%$ -$%*) !$ /0 ,1*) 2/A3B !$ -$!",4

3 de cada 10 )"5'$% , -,6#,)

Las más seguidas son C"D$3 ;*#,<;*8,3 >*+").,63 E!"!,) = E998$?

uente: The cocktail analysis, observatorio de redes sociales IV oleada, abril 2012 http://archivo.the-cocktail.com/archivo/tce/infografia_4oleadaobservatorioredessociales.pdf


77

Objetivos del Social Media Marketing

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107

Herramientas para ayudar a los equipos de ATC

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110

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112

¿Qué forma de pago prefiere utilizar en sus compras por Internet?

Paises Suecia Bajos

EU-7

RU

Francia

Alemania

España

Italia

40%

60%

35%

26%

51%

51%

19%

34%

26%

3%

3%

56%

20%

14%

43%

43%

24%

43%

57%

3%

14%

10%

14%

17%

PayPal

23%

35%

16%

22%

14%

26%

11%

11%

Cheque/Giro

19%

5%

17%

31%

2%

19%

37%

13%

Efectivo

10%

3%

3%

10%

32%

19%

16%

24%

Tarjeta de crédito Transferencia bancaria Tarjeta de débito

Source Forrester Research, Inc.

Tipología de medios de pago online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


113

9&95+,%& %"$,") <2 7%+ &979)&-%2 < -$& 2$&#(& .!)-.2*%$& (/ (- !(%.$ %( )*+$B T)+)'%& >9) "% )& 9" )>9,$,@+,% =E*,$ < >9) )&-%& *+,-)+,%& &%" *%"-+5(,*-%+,%& P)" A)")+5$2 5 '5<%+ &)A9+,(5(2 '5<%+ *%&-) < ')"%+ =5*,$,(5( () 9&% 75+5 )$ *%'7+5(%+2 7%+ )H)'7$%UB !" )$ ')+*5(% )&75N%$2 :&-5 )& $5 (,&-+,@9*,." 5*-95$ () $%& ')(,%& () 75A% %"$,")L

Cuándo compra por Internet, ¿qué forma de pago prefiere? (%)

64,6 Tarjeta de crédito/débito 64,7 5,0 PayPal 11,5

Contra reembolso

13,6 9,9

Transferencia bancaria

9,2 5,7

Tarjeta de prepago

3,0 4,4

Domiciliación bancaria

0,7 1,7

Tarjeta de establecimiento

1,2 0,9

Móvil

0,1 0,0

2010

1,0

Otros Ns/Nc

2009

345

1,6 346

0

20

40

60

80

100

Base: Total interna s compradores. Fuente: ONTSI.


114

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126

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129

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131

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132

# 1,0

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20

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0

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20

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20

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10

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20

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40

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40

0

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133

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134

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           0&B&2.' &')+B"&*&%     $+%+ 2&01% "+ &=1*1&(*1+ 0& (-&')%+' .$&%+*1.(&'7

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135

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136

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137

            K+0+ 5&4 2/' ".' .$&%+0.%&' 0& )%+('$.%)& .=%&*&( 5+".% +:+010. +" 0&" 2&%. )%+('$.%)& @ &()%&9+ 0& ".' $&010.'>

                                            +9&(*1+ 0& )%+('$.%)&7

                         (-&5. $%.0-*).7 M 2.0. 0& %&'-2&(; "+' *"+5&' + '&9-1% &( &" $%.*&'. 0& .$&%+*1.(&' "19+0. + "+ ".9,')1*+ @ &()%&9+ 0& (-&')%.' $%.0-*).' &( *-+(). + "+ $%&$+%+*1A( 0& &G$&01*1.(&' @ '- $.')&%1.% 01')%1B-*1A(; '&%,+(> Almacenamiento

 Operativa de recepción de pedidos7/24/365 ligada a ventas horarias de preparación de pedidos amplias para atender de forma diaria todos los pedidos recibidos.  Proceso de gestión de pedidos y traslado de almacén.  Evitar errores en la confección de pedidos.  Tiempos de preparación de pedidos optimizados.  Capacidad de personalización del envío.

 Planificación que evite rotura de stocks.  Sistemas de información integrados y detallados.

Distribución

 Calidad y fiabilidad de las entregas por parte del proveedor de transporte escogido.

 Fuerte capilaridad (capacidad de atender clientes en cualquier parte, de cubrir cualquier domicilio particular en cualquier lugar).  Seguimiento de expediciones en tiempo real.  Alcance nacional y mundial (para ventas internacionales).  Ámplia gama de servicios básicos (gama horaria) y complementarios (reembolso, reinternos de entrega...).  Valores añadidos y atención al cliente final.


138

Venta Multicanal

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
                                                                                   


140

Canales, “players” y tendencias                ("-' "?(&*+') ()"1*'8"-/" &'# /"-$"-+*'# ;<" &&"1'- ' &' 1"-/' 8<&/*+'-'& K2) <- &'$2 /"-"82# &2# #*@<*"-/"# (&'0")#

            /)'$*+*2-'&"# "- &2# ;<" #< +'-'& ()*-+*('& 0 "- 8<+:2# +'#2# L-*+2 #2&'# /*"-$'# >I#*+'#

            :'- "12&<+*2-'$2 :'+*' "& +'-'& *-/")-"/ *-+2)(2)=-$2&2 +282 <- +'-'& '&/")-'/*12 ' &'# /*"-$'# >I#*+'#A

             $" .-/")-"/ 5*"- $"#$" #< 2)*@"- 2 5*"- (2) ;
           1"-$"- "- 1')*2# +'-'&"# #*-2 ;<" /'85*E- :'- '$2(/'$2 "#/)'/"@*'# 0

      

Tiendas Off line Brick and Mortars

Pure Players

Tiendas Clicks and Mortars

9:%$'+$( -% ',%"-(3 ;<3,#(3 !"#$%&%"'. -% 4.3 &1$2%"%3 #.&%$#,(4%3

!"#$%&%"'(" *+$',-. /%-+##,0" -% &1$2%"%3 /%-+##,0" -% #.3'%3 %3'$+#'+$(4%3 5(&6,. -% &,7 -% 8%"'(3

Tiendas físicas

Tiendas Multicanal

Tiendas Online


141

             ('#'$2 ' *-+2)(2)') .-/")-"/ +282 <- +'-'& '&/")-'/*12 ' #< +'-'& ()*-+*('&D

           &&"1'$2 +2-#*@2 *8(&*+'+*2-"# 8<0 +&')'#A

        ;<" (")8*/'- &' 1"-/' 2-&*-"

           +282 :"))'8*"-/' "- "& (&'- $" +28<-*+'+*,- @"-")'&A

            K2) 2/)2 &'$2 /'85*E- "#/'82# '#*#/*"-$2 ' <-' #"@<-$' )"+2-1")#*,- (')' ('#') ' #") 1")$'$")2# 1"-$"$2)"# 8<&/*+'-'&"# "- $,-$" "& +&*"-/" "# ;<*"- $"+*$" +,82D +<=-$2D ;
         #*@<*"-/"# /E)8*-2#

                   (&'0")#

                   K)25'5&"8"-/" +2- "& /*"8(2 /'85*E- &"# "?*@*)= )"$<+*) &2# 8M $" /*"-$' >I#*+' $'$2 ;<" "& *-+)"8"-/2 "- &'# 1"-/'# $"& +'-'& 2-&*-" #" "#/= ()2$<+*"-$2 $" 8'-")' "?(2-"-+*'& "- 8<+:2# #"+/2)"#A K)<"5' $" "&&2

     N/)' /"-$"-+*' ;<" "#/'82# 1*"-$2 0 ;<" :'+" ;<" :'0' <-' +2-1")@"-+*'

            '5)"- /*"-$'# >I#*+'# '<-;<" +2- <-'# +')'+/")I#/*+'# $*#/*-/'# ' &'     M 0 "- 8<+:2# $" &2# +'#2# '+/L'-

      


142

                      -2#2/)2#A

                        '& OPQRA

              >I#*+'A B& 8*? "-/)" &' 1"-/' $*)"+/' 0 &' )"+2@*$' "- /*"-$' (<"$" &&"@') ' #<(2-") 8=# $"& SPQ "- "#/" L&/*82 +'#2MA

             +28<-*+'+*,-D *-1*)/*"-$2 "- :"))'8*"-/'# $" +28<-*+'+*,- 2-&*-" (')' &' @"-")'+*,- $" -2/2)*"$'$ $" 8')+' 0 $" /)=>*+2 "- M $*)"++*2-"#A

             <- ()2+"#2 &2@I#/*+2 0 2(")'+*2-'& $*#/*-/2 #" $"5" '()21"+:') (')' *-/)2$<+*) 8=# +'-'&"# '&/")-'/*12# ;<" $" 2/)' 8'-")' -2 "#/')I'

               ()*-+*('&"# (')' +28()') (2) .-/")-"/T

Modelos logísticos y de aprovisionamiento B& +'-'& /)'$*+*2-'& #*"8()" :' "#/'$2 '+2#/<85)'$2 ' <-' &2@I#/*+' "-

             82$"&2# #<"&"- #")

                      *-$"("-$*"-/" $*)"+/'8"-/" +2- >'5)*+'-/"#D 8'02)*#/'# 2 ()21""$2)"#A      A B#/" )'/*2 8*$" "& /'-/2 (2) +*"-/2 $" (")#2-'# ;<" :'+*"-$2 &' 5L#;<"$' "- *-/")-"/ '+'5')2- +28()'-$2 "- <-' /*"-$' >I#*+'

               2-&*-" 0 &' )"+2@*$' $"& ()2$<+/2 #" :'+" "- &' /*"-$' >I#*+'A

      


143

            >'8*&*'# $" ()2$<+/2A B- +<'&;<*")' $" &2# +'#2# '-/")*2)"# "& +&*"-/" -2 "#/'5' ()"#"-/" 0 (2) &2 /'-/2 -2 :'5I' <- G+28()28*#2H $" "-/)"@' ' /*"8(2A K'#') $" <-' &2@I#/*+' G5<&6H ' <-' 8*+)2 &2@I#/*+' "- ;<" +'$' ("$*$2 "# 8<-$2 0 <- ()25&"8' $*#/*-/2D :' 25&*@'$2 ' &'# "8()"#'# /)'$*+*2-'&"# 'U

                       VA            /'85*E- )"'&*F') *-/"@)'+*2-"# +2- "&&2# (')' /"-") &' *->2)8'+*,- $" &' #*/<'+*,- $"& ("$*$2A

         &2@I#/*+' *-1")#'D "# $"+*) &'# $"12&<+*2-"# $" +&*"-/" 0 &'# +2-#*@<*"-/"# *8(&*+'+*2-"# ;<" /*"-" ' -*1"& '$8*-*#/)'/*12D '/"-+*,- '& +&*"-/" 0 $" +2#/"#A

            /"-*$2 ;<" $"#'))2&&') "# &' >2)8' $" '()21*#*2-'8*"-/2 0 "& -*1"& $" #<)/*$2 2 @'8' $" ()2$<+/2#A C2# K<)" K&'0")# /*"-"- :20 (2) :20 <-' ()2><-$*$'$

             L&/*82# :'- /"-*$2 ;<" /28') $"+*#*2-"# $" +,82 #") 8=# +28("/*/*12# #*- ;<" #<(2-@' <- *8('+/2 -"@'/*12 /'-/2 "- &2# $I'# $" *-1"-/')*2 0

               '()21*#*2-'8*"-/2 ;<" :'#/' "-/2-+"# -2 ")'- <#'$2# (2) "#/" /*(2 $"

 B& #*@<*"-/" )"/2 :' #*$2 +282 *@<'&') 2 '+")+')#" ' &' ()2><-$*$'$ $" #<)/*$2 2 @'8' $" &2# (<)" (&'0")#A B- "#/" '#("+/2 #" :'- /28'$2 +*")/'# 8"$*$'# ;<" >'12)"F+'- "#/2 0 '$"8=# -2 @"-")" <- ()25&"8' $" *-1"-/')*2 0 $"

                $" +'$' <-2 $" &2# ("$*$2# $" +&*"-/" 0 $" #< "#/'$2A


144

             ;<" #" $"-28*-' ()2$<+/2# MPWXPSA B# $"+*) ()2$<+/2# +&'1" +2- &2# ;<"

                ()21""$2)D 8'02)*#/' 2 >'5)*+'-/" /*"-" "#" #/2+6 0 &2 ;<" )"'&*F' "&

           &2# #*#/"8'# (')' ;<" &' *->2)8'+*,- $" #/2+6 0 ()"+*2 >&<0' $*')*'8"-/"A B#/' *-/"@)'+*,- $" #*#/"8'# /*"-" 1')*2# '&+'-+"# 2 -*1"&"#U

           >'5)*+'-/" 2 ()21""$2) -2# +28<-*+' &' $*#(2-*5*&*$'$ $" @'8' 0 #<# ()"+*2# $" +2#/"A B& 1"-$"$2) 2-&*-" #" &*8*/' ' '2)8'+*,- (')' $') 1*#*5*&*$'$ "- "& #*/" $" "#2# ()2$<+/2#A B- +'#2 $" ;<" :<5*")" <- ("$*$2 $" +&*"-/" "& )"#/2 #")I' <- ()2+"#2 8'-<'&3 "# $"+*) ('#') <- ("$*$2 $" +28()' '& ()21""$2)D )"+"(+*2-') &' 8")+'-+I' 0 "-1*=)#"&' '& +&*"-/"A B& &"'$ /*8" $" "#/2 -2 #<"&" #") 8<0 5<"-2A

             *-/"@)'+*,- '
              )"&'+*,- "-/)" ()21""$2) 0 1"-$"$2) "# '*")"A

            *-/"@)'+*,- $" *->2)8'+*,- $" ()2$<+/2 0 @"#/*,- $"& ("$*$2 $" +28()' #*-2 /'85*E- $"& ("$*$2 $" 1"-/'A B# $"+*) "# "& ()21""$2) ;<*"- )"'&*F' &' "-/)"@' '& +&*"-/" "- -<"#/)2 -285)"A

                      1"-$"$2)"# (')' )"'&*F') "#/' *-/"@)'+*,- #2-U

                           ()2$<+/2#


145

                                 "8()"#'A

Envío al cliente

Proveedor

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Cliente

Pedido

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I n f o r m a c i ó n

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              1"-/' '&/")-'/*12 '& ()2(*2 +'-'& 2-&*-"A C' >*&2#2>I' ;<" :'0 $"/)=# $" <-

            8<+:2# +'#2# +28("/"-+*' $*)"+/'D (')' 1"-$") &2# ()2$<+/2# 0W2 #")1*+*2#A

            #<"&"- #") K<)" K&'0")# +2- "?/)'2)$*-')*2 E?*/2 +282 "# "& +'#2 $" J8'F2-

             #*/*2 *-/")"#'-/" (')' ()282+*2-') #<# ()2$<+/2#A

            (<"$"- 1") ' +2-/*-<'+*,-U 7)6*&8&# 9&'& ), :)62)2"'

                        


146

             $"5*&*$'$A 7)6*&8&# 9&'& ), %&'()* +,&-)

                                    &2 #")I'-A

Estrategia de precio y promoción !" /2$'# &'# ('&'-+'# $"& 8')6"/*-@ 8*?D "& ()"+*2 "# &' +<"#/*,- 8=# +28(&*+'$' ' &' :2)' $" $"+*$*) +<=& #")= &' (2&I/*+' ' *8(&"8"-/')A B& (<-/2 $" (')/*$' #")= #*"8()" '$2(/') &2# ()"+*2# ;<" '+/<'&8"-/" "#/=- "- &' )"$ $" /*"-$'# >I#*+'#D (")2 /*"-" $2# '#("+/2# ;<" 8<+:'# 1"+"# -2 #" 1"- 2 #" ;<*")"- 1")A

                         +2:")"-+*' (<"$" )"#<&/') -"@'/*12 #* -2 /"-"82# "- +<"-/' 2/)2# 8<+:2# >'+/2)"#A J-/"# $" /28') <-' $"+*#*,- 2 (2#*+*2-'8*"-/2 "# +2-1"-*"-/" '-'&*F') '&@<-2# >'+/2)"#D (")2 "& ()*8")2 $" /2$2 "# #'5") #* &' )'F,- (2) &' +<'& (<"$" #") '/)'+/*12 +28()') "- .-/")-"/ "# (2)U

                                  8")+'$2# #<"&"- "#/') $28*-'$2# -2)8'&8"-/" (2) K<)" K&'0")#A

            /*+6"/*-@A B& 82/2) ()*-+*('& "- "#/" 8")+'$2 "# "& /*"8(2 ;<" <-2 (<"$" ':2))') :'+*"-$2 &' +28()' $"#$" +'#'A B& ()"+*2 '<-;<" #*"8()" "# ><-$'8"-/'& ('#' ' <- #"@<-$2 (&'-2A


147

                      +28()') -2/2)*"$'$A

            8*#*,- ;<" #" /*"-" "- &' "8()"#'D "# $"+*) "& (2#*+*2-'8*"-/2 ;<" #" ;<*")" '$;<*)*)A

              $"+*#*,- $" (2&I/*+'# $" ()"+*2 $*#/*-/'# #<"&" @"-")') ()25&"8'# 0 ()"@<-/'# )"&'/*1'# 'U

                                                ()21""$2)"# #" (<"$"- @"-")') 8'&"#/') (')' "#/2# L&/*82# 0 (2) &2 /'-/2 #" (<"$" $"#"-+'$"-') <-' @<"))' $" ()"+*2# (2) (')/" $" &'

                            K2) 2/)2 &'$2 /'85*E- "?*#/"- )*"#@2# #* #" 8'-/*"-" <-' +2:")"-+*' "- &2# ()"+*2# #25)" /2$2 "- &'# #*@<*"-/"# #*/<'+*2-"#U

                  "- $,-$" &2# K<)" K&'0")# /*"-" <- &*$")'F@2A

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+'-'&"# 0 /*"-" +&')2 ;<" "& +'-'& 2-&*-" "#/= #*"-$2 <-' '8"-'F' (')' #< +*>)'D #<"&" "8(&"') +282 "#/)'/"@*' &'# ()282+*2-"# 5'#'$'# "- ()"+*2 2 $"#+<"-/2A C'# $2# +')'+/")I#/*+'# ()*-+*('&"# $" "#/" /*(2 $" '++*2-"# #" (<"$"- 1") ' +2-/*-<'+*,-U

                         (")2 )')'# 1"+"# "- "& RPPQ $" &' @'8'A

             "- ()"+*2 $" 8'-")' +2-/*-<'$'A Y<-+*2-' $<)'-/" "#" /*"8(2 &*8*/'$2 (")2 &<"@2 #" 1<"&1" ' <- )*/82 $" 1"-/'# -2)8'&A

           '/"-$*"-$2 ' &' +'/"@2)I' $" ()2$<+/2#A B?*#/"- 2/)2 /*(2 $" ()282+*2-"# -2 5'#'$'# "- $"#+<"-/2# 2 )"$<++*,- $" ()"+*2#A C' 8=# +28L- 0 ()25'5&"8"-/" &' 8=# ">"+/*1' "# &' +'8('Z' $" $"#+<"-/2 "- (2)/"# 2 (2)/"# @)'/*#[A K2) L&/*82 /'85*E- -2# "-+2-/)'82# ()282+*2-"# 5'#'$'# "- >
            /*(2 $" ()282+*2-"# "- +2-+)"/2 >'12)"+"- ;<" &' 1"-/' #"' 8<&/*+'-'&D "# $"+*) +:";<"# ()2$<+*$2# "- &'# /*"-$'# >I#*+'# #"'- <#'$2# ' (2#/")*2) "&' /*"-$' 2-&*-" 0 1*+"1")#'A K')' "&&2 #" -"+"#*/' ;<" :'0' <-' *-/"@)'+*,"-/)" #*#/"8'# $" /*"-$' 0 &' (&'/'>2)8' 2-&*-"D +2#' ;<" "- 8<+:2# #*/*2# -2 #<+"$" 0 (2) &2 /'-/2 #" (*")$" &' (2#*5*&*$'$ $" +)*+2 0 1"-/'# "-/)" &2# $*#/*-/2# +'-'&"# $" 1"-/'A

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149

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                +28<-*+') "- "& 8<-$2 N>> (')' 1"-$") "- '852# +'-'&"#A

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153

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154

Los cambios que ha generado el canal móvil ;, 3"1#8*" %- 3"1(-1&%"# %&0&(/,-# %-#%- 81 ,80/2 >&<" 5/ 98-%/%" "7#",-(": ;, /33-#" / -#"# 3"1(-1&%"# %-#%- -, *+)&, #- 3/2/3(-2&@/ '"2 #-2 *8,(&W (/2-/4 -# %-3&24 98- #- 2-/,&@/ *&-1(2/# #- %-#-*'-N/1 "(2/# (/2-/#4 3"*" -#3835/2 *.#&3/4 3"*-24 )-2 ,/ (-,-4 ,--2 -, '-2&+%&3"4 -(3: L- -#(/ */1-2/4 -, *+)&, 3"1-3(/ -, *81%" ">>,&1- 3"1 -, *81%" "1,&1-4 3"*" #- *8-#(2/ -1 ,"# #&08&-1(-# -<-*',"#E

                  3"1)-2#/3&+1:

                        '87,&3&(/2&" " -1 81/ -(&98-(/ %- 81 '2"%83(": !"# %&#'"#&(&)"# *+)&,-# #- 5/1 3"1)-2(&%" -1 81/ 5-22/*&-1(/ %-3&#&)/ -1 -, '2"3-#" %- /%98&#&3&+1 %- 81 '2"%83(" " #-2)&3&"4 #8'-2/1%" -, '"(-13&/, %,/# '=0&1/# X-74 6/ 98- -, 8#8/2&" ," ,,-)/ -13&*/ BG 5"2/# /, %K/4 ,"# T %K/# %- ,/ #-*/1/: J5"2/ -# -, 8#8/2&" 98&-1 -I&0- 3"1(-1&%" / ,/# */23/#4 98&-1 %-*/1%/ / ,/# -*'2-#/# *=# /',&3/3&"1-# 98- ,- '-2*&(/1 81/ */6"2 &1(-2/33&+1 3"1 -, -1("21": !/# -I'-3(/(&)/# %- ,"# 8#8/2&"# *+)&,-# 32-3-1 6 ,/# -*'2-#/# 1" %-7-1 98-%/2#- /(2=#: M"2 -#"4 %-7-1 /1(&3&'/2#- 6 -#(/2 '2-'/2/%"# '/2/ 2-#'"1%-2 / ,/ %-*/1%/ %- &1>"2*/3&+1 /3(8/,&@/%/ 98- #",&3&(/ -, 8#8/2&"4 6 %- '2"'"23&"1/2,- ,/# 5-22/*&-1(/# 98- 1-3-#&(-4 7&-1 #-/ '/2/ ->-3(8/2 81/ 3"*'2/4 3"1#8,(/2 81 3/(=,"0"4 " -13"1(2/2 ,/ ,"3/,&@/3&+1 %- 81 -#(/7,-3&*&-1(": !"# 8#8/2&"# 78#3/1 81 3/1/, %- 3"*81&3/3&+1 3"1 ,/ */23/4 %"1%- "7(-1-2

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155

Adaptar la estrategia al canal móvil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
            '/2/ -#(/2 '2-#-1(-# -1 -, 3/1/, *+)&, #&1 81/ -#(2/(-0&/ 7&-1 %->&1&%/: L-#(/ */1-2/4 ,/ &1)-2#&+1 1" #- 2-38'-2/ 6 #- '8-%- %-7&,&(/2 ,/ &*/0-1 %- ,/ */23/: ;# 81 *-23/%" 98- 1" '/2/ %- *")-2#-4 6 -1 -, 98-4 #& 1" #- /'8-#(/ '"2 ,/ &11")/3&+1 3"1(&18/4 -# *86 >=3&, 98-%/2#- "7#",-(":

Plataformas móviles ;, 8#" %- (-,A>"1"# %- 0/*/ /,(/ -1 ;#'/N/ -#(= '"2 %-7/<" 98- -1 "(2"# '/K#-# -82"'-"#: ;# 81 *-23/%" '"3" */%82"4 '-2" 98- -#(= 2-0&#(2/1%" &*'"2(/1(-# 3&>2/# %- 32-3&*&-1(" /N" (2/# /N": !/ %&#(2&783&+1 '"2 #&#(-*/# "'-2/(&)"#4 #-2K/ ,/ #&08&-1(-E !"#$%&# W M,/(/>"2*/ %-, 0&0/1(- (-31",+0&3" [""0,-: !"# '2&13&'/,-#

          &1(-02/%" -#(- #&#(-*/ "'-2/(&)": \ -#(- -# '2-3&#/*-1(- 81" %- #8# '81("# %A7&,-#E !/ 02/1 )/2&-%/% %- %&#'"#&(&)"# 6 ,/ >2/0*-1(/3&+1 98- 3"1,,-)/ ,/ /8#-13&/ %- -#(=1%/2-#4 '2")"3/ 98- *835"# %-#/22",,/%"2-# 2-1813&-1 / (2/7/"2*/: J.1 /#K4 J1%2"&% -# -, #&#(-*/ "'-2/(&)" *=# -I(-1%&%" / 1&)-, *81%&/,: ;1 ;#(/%"# P1&%"# #8 38"(/ %- *-23/%"

               5/6 98- (-1-2 38&%/%" 3"1 ,/ &1(-2'2-(/3&+1 %- ,/# -#(/%K#(&3/# #"72- 38"(/# %- *-23/%"4 6/ 98- *835"# %- -#"# 8#8/2&"# 1" 8(&,&@/1 ,"# #-2)&3&"# %*")&,&%/%4 1" (&-1-1 (/2&>/# %- %/("# 3"1(2/(/%/ 3"1 #8 "'-2/%"2/ 6 1" 3"1#8*-1 3"1(-1&%" %- ,/# (&-1%/# %- /',&3/3&"1-#:


156

&'(           &M5"1- ]#*/2('5"1-^4 &M/% ](/7,-(^ 6 &M"% ]2-'2"%83("2 %- *.#&3/^: ;, 7""* %- ,/# /',&3/3&"1-# >8- "2&0&1/%" '"2 J'',-4 3"1 -, ,/1@/*&-1(" %-, &M5"1-

               /',&3/3&"1-# %&#'"1&7,-# #8'-2/ -, *-%&" *&,,+1 6 -1 (/1 #+," H /N"# #- 5/1

                        '"2 ,/# 0/2/1(K/# %- 3/,&%/% 98- ">2-3- J'',- 2-#'-3(" /, 3"1(-1&%" 98- #'87,&3/ -1 #8 (&-1%/ %- /',&3/3&"1-#: )&"#%*+ -.%"/           -*'2-#/ (-31",+0&3/ 81&+ >8-2@/# 3"1 U"_&/ '/2/ &1(-1(/2 2-38'-2/2 38"(/

           !/ /*',&/ -I'-2&-13&/ %- /*7/# 3"*'/NK/# -# ,/ 0/2/1(K/ '/2/ 3"1)-2(&2 / `&1%"X# M5"1- -1 ,/ (-23-2/ ',/(/>"2*/ -1 %"2%&/ 6 '"3" / '"3" )/1 3"1#&08&-1%" /(2/-2 (/1(" / %-#/22",,/%"2-# 3"*" / ,/# */23/#: 012345/$$6         

          #- 5/1 '"'8,/2&@/%" -1(2- ,"# *=# <+)-1-#: ;, 3/(=,"0" %- /',&3/3&"1-# %&#'"1&7,- -1 -, J'' `"2,% -# %- TC:CCC: ?"1 -, 18-)" #&#(-*/ "'-2/(&)"

            &*'"2(/1(- '/2/ /%/'(/2#- / ,/# %-*/1%/# /3(8/,-# %-, *-23/%": '7$%+     

Marketing Móvil            3"1)-2(&2#- -1 -, '2"%83(" %- 72/1%&10 *=# &*'"2(/1(- %-, ',/1-(/: !/ '"'8,/2&%/% %- ,"# #*/2('5"1-# >/)"2-3-1 ,/# -#(2/(-0&/# %- */2_-(&10 '"2 (2-# /#'-3("# >81%/*-1(/,-#E

                            


157

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           &1#(/,/%/# - &13,8#" ,/# 5"2/# 5/7&(8/,-# -1 ,/# 98- #- /33-%- /, 3"1(-1&%" %- ,/ /',&3/3&+1:

            %->&1&-1%" 028'"# '"2 -%/%-#4 #-I"# " '/K#-#4 6 /3(8/2 -1 >813&+1 %,/# '2->-2-13&/# " '2&"2&%/%-# 98- #- 5/6/1 %->&1&%" '/2/ 3/%/ 028'":

          ,/ ->&3/3&/ %- ,/# 3/*'/N/#E 3"1"3&-1%" -, 1.*-2" %- %-#3/20/# 6 8#8/2&"# /3(&)"# %- ,/ /',&3/3&+1 " -, 1.*-2" %- &*'2-#&"1-# 6 3,&3# -1 81 7/11-2:


158

         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

           ,/ %-#32&'3&+1 %- ,/ /',&3/3&+1 98- /'/2-3- -1 ,/ (&-1%/4 #&-1%" 2-3"*-1%/7,- 98- #- -I',&98- 3"22-3(/*-1(- -, 3"1(-1&%" %- ,/ /',&3/3&+1 6 #8# >813&"1/,&%/%-#: !/ &1(-2/33&+1 -1(2- -, 8#8/2&" 6 ,/ */23/ 0-1-2/ 3"1)-2#/3&+1: a28(" %- -#/ 3"1-I&+1 #- 0-1-2/ 3"1>&/1@/: \ >28(" %- -#(/ 3"1>&/1@/4 -, 3"1#8*&%"2 #/3/7/ 3"1)&2(&-1%" -1 -*7/"2@/1%" -, '"%-2 %- ,/ -#(2/(-0&/ &1(-02/%/ %- 3"*81&3/3&+1 6 */2_-(&10

Tipos de aplicaciones: Nativas y Web ?8/1%" #- &13,86- -, 3/1/, *+)&, %-1(2" %- ,/ -#(2/(-0&/ %- ,/ -*'2-#/4 ,/

                         ?/%/ 81/ %- ,/# /,(-21/(&)/# '2-#-1(/ 81/ #-2&- %- )-1(/813&+1 %- ,/# 3/2/3(-2K#(&3/# %- 3/%/ 3/#" '/2(&38,/2: !81&323&%"/+ "27&92+

         (&'" %- ',/(/>"2*/ 6 #- 3/2/3(-2&@/1 '"2E

                   /8%&" 6 )K%-"4 ZL4 /0-1%/ %- 3"1(/3("#4 3/,-1%/2&"4 -(3:


159

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              )-2#&+1 &1&3&/, 3"*" %- ,/# '"#(-2&"2-# /3(8/,&@/3&"1-# %- 3"1(-1&%": !/ 2&0&%-@ -1 -, 3"1(2", %-, 3"1(-1&%" 98- #- '87,&3/4 -# %&>-2-1(- -1 3/%/ ',/(/>"2*/: J#K >813&"1/1 -1 ,/# %"# *=# '"'8,/2-#E

             %- 2-)&#&+1 6 /'2"7/3&+1 %- J'',- '8-%- %82/2 -1(2- G %K/# 6 B #-*/1/#: ;1 3/#" %- %-(-3(/2 3"1(-1&%" &1/'2"'&/%" 98- 1" 38*',3"1 ,/# b[8&%-,&1-#c4 J'',- '8-%- 2-35/@/2 ,/ '87,&3/3&+1 -1 ,/ (&-1%/:

            /8("*=(&3/*-1(- -1 -, 3/(=,"0" %- [""0,- M,/6: Y/1(" ,/ )-2#&+1 &1&3&/,4 3"*" ,/# #83-#&)/# /3(8/,&@/3&"1-#:

                       8#8/2&" 5/ 2-0&#(2/%" -1 -, %&#'"#&(&)"4 '"2 ," 98- -, '2"3-#" -# *86 #-13&,," 6 1" 2-98&-2- >/3&,&(/2 ,"# %/("# %- ,/ (/2<-(/ %- 32A%&(" 3/%/ )-@ 98- #- 98&-2/ 2-/,&@/2 81/ 3"*'2/:

            3"1-I&+1 ]">>W,&1-^: L- -#(/ */1-2/4 -, 8#8/2&" '"%2= /33-%-2 / ,"# 3"1(-1&%"# %- ,/ /',&3/3&+1 &13,8#" 38/1%" 1" 5/6/ 78-1/ 3"7-2(82/ %-

           ,&1-4 ("%/)K/ -#(= '"3" %-#/22",,/%" 6 1" #- '8-%-1 0/2/1(&@/2 78-1"# 2-#8,(/%"#:

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            ,/ -*'2-#/ -# /,3/1@/2 /, */6"2 1.*-2" %- 8#8/2&"# '"#&7,-4 -1("13-#


160

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                    J8198- '8-%/1 1-3-#&(/2 /,081"# /<8#(-#4 81/ X-7/'' >813&"1/ 0-1-2/,*-1(- -1 ("%"# ,"# %&#'"#&(&)"# *+)&,-# 98- %&#'"10/1 %- 81 1/)-0/%"2 X-7:

                                                         %- "'-2/%"2-# 6 >/72&3/1(-#4 1" #- #"*-(-1 / 1&10.1 3"1(2",4 1& -1 ,/ '87,&3/3&+1 &1&3&/, 1& -1 ,/# '"#(-2&"2-# /3(8/,&@/3&"1-#4 3"*" #83-%- '"2

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161

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162

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163

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164

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          *=# 2-%83&%/4 #+," #- "'(/2= / 98- -, 8#8/2&" /33-%/ /, 3"1(-1&%"4 #& -, 1"*72- %- (8 -*'2-#/ -#(= #&(8/%" -1(2- ,"# DH '2&*-2"# 2-#8,(/%"#: !/# /',&3/3&"1-# *=# '"'8,/2-# 3"1 0-","3/,&@/3&+1 #"1 ,/# 98- #- 7/#/1 -1 b?5-3_W&1c: ;#(- (&'" %- /',&3/3&"1-# 8(&,&@/1 ,/ '"#&3&+1 %-, 8#8/2&" -1 81 ,80/2 3"132-(": ?8/1%" -, 8#8/2&" ,,-0/4 5/3- 35-3_W&1 6 3"*'/2(3"1 "(2"# 8#8/2&"# #8 '"#&3&+1: J8198- -1 ;#'/N/ ("%/)K/ -# 81 *"%-," %- 1-0"3&" -1 >/#- %- */%82/3&+14 -1 '/K#-# 3"*" ;#(/%"# P1&%"# ,"# -#(/7,-3&*&-1("# ">2-3-1 '2"*"3&"1-# -#'-3&/,-# '/2/ /(2/-2 / '"#&7,-# 3"1#8*&%"2-#:


165

SOLOMO: SOcial, LOcal, MÓvil

              !/# -*'2-#/# %- 3"*-23&" -,-3(2+1&3" #"1 ,/# '2&*-2/# 98- ," 5/1 /%"'(/%"4 6 5/ (2/%83&%" -1 81/ &*'"2(/1(- /33&+1 %- %&1/*&@/3&+1 %-, 3"*-23&" ,"3/,: !"# #-2)&3&"# /'2")-35/1 ,/# >813&"1/,&%/%-# %- ,"# %&#'"#&(&)"# *+)&,-#4 -, /80- %- %- ,/# 2-%-# #"3&/,-# 6 %- ,/# /',&3/3&"1-# 7/#/%/# -1 35-3_W&1:

                3"1(/3("#:

         ">-2(/# 6 '2"*"3&"1-#:

            *"*-1(" 6 -1 38/,98&-2 ,80/2:

Realidad Aumentada ;# 81 #&#(-*/ 98- 3/'(/ ,/ /(-13&+1 %-, 8#8/2&"4 *-@3,/1%" ,/ &1>"2*/3&+1 )&2(8/, #8'-2'8-#(/ #"72- 81/ &*/0-1 2-/,4 3/'(/%/ 3"1 ,/ 3=*/2/ %-, %&#'"#&(&)":

Cupones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

166

P1/ )-@ ->-3(8/%/ ,/ 3"*'2/4 -, 8#8/2&" #- -13/20/ %- 3/1<-/2 #8 38'+1 %/38-2%" 3"1 ,/ %&#'"1&7&,&%/% %-, -#(/7,-3&*&-1("4 7&-1 3"1 -, 38'+1 &*'2-#"4 " 3"1 81 3+%&0" 98- *8-#(2/ %&2-3(/*-1(- %-#%- -, %&#'"#&(&)": ;#(/ .,(&*/ "'3&+1 -# *=# 2-3"*-1%/7,-4 %/%" 98- -, .1&3" #"'"2(- >K#&3" 98- 1-3-#&(/ -, 8#8/2&" -# #8 '2"'&" %&#'"#&(&)": !"# #-3("2-# 98- 5/1 /%"'(/%" 3"1 AI&(" ,"# 38'"1-# #"1 #"72- ("%" 2-#(/82/3&+14 "3&"4 7-,,-@/ 6 )&/<-#:

M-Commerce ;, *W3"**-23- 1" -# #+," ,/ )-2#&+1 *+)&, %-, -W3"**-23-: !/ -I',"#&+1 %-, 3/1/, *+)&, 5/ 3/*7&/%" -, 3"*-23&" -,-3(2+1&3" (2/%&3&"1/,4 %-7&%" / ,/# 18-)/# >+2*8,/# 98- #- 5/1 %-#/22",,/%" %- ,/ */1" %-, *+)&,: U8*-2"#/# (&-1%/# (2/%&3&"1/,-# %- 3"*-23&" -,-3(2+1&3" 5/1 /%/'(/%" #8# '"2(/,-# / ,/ 1/)-0/3&+1 *+)&, *&-1(2/# 98- "(2/# 5/1 "'(/%" '"2 ,/1@/2 81/ /',&3/3&+1 1/(&)/ -1 ,/# ',/(/>"2*/# *=# '"'8,/2-#4 3"#-35/1%" -I3-,-1(-# 2-#8,(/%"#:

          a"2-3/#( BCDDWBCDFc4 -, -W3"**-23- 32-3-2= -1 ;#'/N/ 81 DdQ /18/, 5/#(/ BCDF: ;, &1>"2*- '2-%&3- 98- ,/# )-1(/# / (2/)A# %- &1(-21-( -1 ,"# DT */6"2-# *-23/%"# %- ;82"'/ #- #&(8/2=1 '"2 -13&*/ %- ,"# DTB:CCC *&,,"1-# -1 ,"# '2+I&*"# /N"#:

                         (2/)A# %- 81 #*/2('5"1-4 -1 ;#'/N/ (/1 #+," ," 5/3- 81 BGQ: ;, %/(" '/2/ -, "'(&*&#*" -# 98- -, 1.*-2" %- 8#8/2&"# 98- 8(&,&@/1 #8 (-,A>"1" '/2/ 3"*'2/2 #- 5/ 38/%28',&3/%" %-#%- BCDC 6 ,/# '2-)&#&"1-# %- ,"# '2&13&'/,-# /1/,&#(/# 1" *8-#(2/1 #&01"# %- %-#>/,,-3&*&-1(": !/# 3"*'2/# / (2/)A# %-, *+)&, <80/2=1 81 '/'-, *86 &*'"2(/1(- -1 ,/# 3"*'2/# *8,(&3/1/,:

Factores que atraen a los usuarios  : ;, 3"*-23&" (2/%&3&"1/, -#(= ,&*&(/%" '"2 ,"# 5"2/2&"# 3"*-23&/,-# 6 ,/ 87&3/3&+1 %- ,/ (&-1%/: ;, 3"1#8*&%"2 98&-2- 3"*'2/2 / 38/,98&-2 5"2/ 6 %-#%- 38/,98&-2 ,80/2:


167

   : U" 5/6 1-3-#&%/% %- /38%&2 /, -#(/7,-3&*&-1(" >K#&3"4 /5"22/1%" (&-*'" -1 %-#',/@/*&-1("# 6 3",/# '/2/ '2"7/2 " '/0/2:     : ;, 8#8/2&" '8-%- 78#3/2 -1 -, *"*-1(" 81/ /,(-21/(&)/ *-<"2 6 )/,"2/2 38=, ,- 3"1)-13- *=#:    : M"%-2 /1/,&@/2 -, 2-#(" %- '2"%83("#4 %/ 3"1>&/1@/ /, 3"1#8*&%"2 -1 -, '2"3-#" %- ("*/ %- %-3&#&"1-#: ?8/1%" #- -#(= 3"1)-13&%"4 ,/ 3"*'2/ #- 5/3- %- */1-2/ &1*-%&/(/:

Barreras del m-commerce !"# >/3("2-# *=# &*'"2(/1(-# 98- &*'&%-1 -, %-#'-08- %-, *W3"**-23- -1 ;#'/N/ #"1E  : J8198- ,/ '-1-(2/3&+1 %- #*/2('5"1-# -1 ;#'/N/ -# &*'"2(/1(-4 ,/ /%"'3&+1 %- ,/ (-31","0K/ *+)&, 3"*" 18-)" 3/1/, %-

           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   : L-#3"1>&/1@/ -1 -, >813&"1/*&-1(" %,/# '/#/2-,/# %- '/0" 6 -1 ,/ '2-#-2)/3&+1 %- ,"# %/("# %- 3/2=3(-2 '-2#"1/,: !/ /'8-#(/ %- ,/# -1(&%/%-# >&1/13&-2/# '"2 ,/ 7/13/ *+)&, 5/ #&%" 81 78-1 -<-*'," %- 3+*" >2/3(82/2 -#(/ ,&*&(/3&+1 6 3"1)-13-2 / ,"# 8#8/2&"# %- 98- '8-%-1 5/3-2 (2/1#/33&"1-# / (2/)A# %-, *+)&, 3"1 ("(/, #-082&%/%:


168

 : ;, (/*/N" %-, %&#'"#&(&)" 6 ,/ '/1(/,,/ (=3(&,4 #8*/%" / 98-4 -1 "3/#&"1-#4 ,/ -I'-2&-13&/ %- 8#8/2&" 1" 2-3&7- -, 38&%/%" 98- #*-2-3-4 5/3- 98- *835"# 2-1&-08-1 %-, *+)&, '/2/ 5/3-2 3"*'2/# &13,8#" 3"1#8,(/# %- &1>"2*/3&+1:  : ?"1 ,/ -)",83&+1 %- ,"# %&#'"#&(&)"# 6 ,/ *-<"2/# / 1&)-, %- 3"1-I&+1 98- ">2-3-1 ,/# "'-2/%"2/# %- (-,->"1K/4 ,/ (-31","0K/ -# 81/ 7/22-2/ 3/%/ )-@ *-1"# /'2-3&/7,-: ;# &1-)&(/7,- 98- 98-%-1 @"1/# /&#,/%/#4 '"2 -, /,(" %-#-*7",#" 98- 3"1,,-)/2K/ %"(/2 %',-1/ 3"7-2(82/ ,80/2-# 3"*" /'/23/*&-1("#4 (.1-,-#4 /#3-1#"2-# " '"7,/3&"1-# %- *"1(/N/:  : ;1 ,/ */6"2K/ %- ,"# -#(8%&"# %&#'"1&7,-# /, 2-#'-3("4 ,"# 8#8/2&"# *8-#(2/1 */6"2 '2-%&#'"#&3&+1 '"2 ,/# 3"*'2/# / (2/)A# %#&(&"# *+)&,-#4 -1 %-(2&*-1(" %- ,/# /',&3/3&"1-# *+)&,-# 1/(&)/#: J,0" #&01&>&3/(&)"4 98- #- 2->,-&-2/1 >813&"1/,&%/% 6 8#/7&,&%/% '"2 -13&*/ %- ,/ 1/)-0/3&+1 6 -, %&#-N":

U" "7#(/1(-4 ,"# /)/13-# 98- #- )/1 5/3&-1%" / 1&)-, %- (-31","0K/4 ,/ '2-"38'/3&+1 '"2 *-<"2/2 ,/ -I'-2&-13&/ %- 8#8/2&" 6 ,/ >,-I&7&,&%/% 3/%/ )-@ */6"2 %- ,"# 8#8/2&"# '/2/ /%"'(/2 -, 18-)" 3/1/,4 -# '-23&7&%" '"2 ,"# /1/,&#(/# 3"*" 81/ #-N/, %- */%82/3&+1: L- /5K 98- -#(&*-1 81 32-3&*&-1(" -1 -, *W3"**-23- 3-23/1" /, BHQ -1 ,"# '2+I&*"# /N"#:

Plataformas de pago !/ &228'3&+1 %-, *W3"**-23- (2/- 3"1#&0" ,/ %-#/'/2&3&+1 %-, %&1-2" -1 *-(=,&3" 6 -, >&1 %- ,/# (/2<-(/# %- 32A%&(": ;1 -#(- '2"3-#" #- -138-1(2/1 &1*-2#"# -1(&%/%-# >&1/13&-2/#4 "'-2/%"2-# %- (-,-3"*81&3/3&"1-#4 >/72&3/1(-# %- (-,->"1K/ " 02/1%-# -*'2-#/# (-31",+0&3/#: !/ %&>&38,(/% '/2/ /3"2%/2 81 -#(=1%/2 -# -, '2&13&'/, >2-1" / ,/ -)",83&+1 %- ,/# '/#/2-,/# %'/0"4 '-2" 6/ -I&#(-1 *"%-,"# -1 ,"# 98- >&"2*/# %- '/0" %-#%- -, *+)&,E            &1/,=*72&3/ 98- '-2*&(- -, &1(-23/*7&" %- %/("# -1(2- %"# %&#'"#&(&)"# #&(8/%"# / 81/ %&#(/13&/ &1>-2&"2 / DC 3-1(K*-(2"#: P1" %- ,"# %&#'"#&(&)"# &1(-02/ 81 ?5&' -*&#"24 6 -, "(2" %&#'"#&(&)" -#(= %"(/%" %- 81 ,-3("2:


169

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170

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               A:/"7/+B

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171

Analítica y medición de resultados

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173

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Evaluación del interés por la herramienta Insights for Search… en Google Insights for Search.


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175

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Informe de Google Analytics que muestra los términos más buscados en una web de venta de bicicletas (Biciclasica.com)

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186

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Ejemplo de dashboard en Google Analytics.


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Dashboard de un negocio de comercio electrónico, aunando fuentes externas e internas.


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Aspectos legales ¿Cómo cumplir con la ley?

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191

Obligaciones en materia de protección de datos de carácter personal A +-(#,('$+,>( "& 0&+-1& '($ &('6&0$+,>( )& *$" .0,(+,.$*&" -4*,1$+,-(&" /'& &C,"#&( &( 6$#&0,$ )& .0-#&++,>( )& )$#-" )& +$07+#&0 .&0"-($*2 K$0$ +-(-+&0 67" "-40& *$" 6,"6$" @ -#0$" .-)&6-" +-("'*#$0 *$ ;&4 !!!"#$%&"'(

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                                                                 )&.&()&07 )& *$ -.+,>( /'& B$@$6-" "&*&++,-($)- .-0 +-00&- .-"#$* - .-0

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192

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   Formularios de recogida de datos: Obligación de información M'$()- &( *$ .71,($ ;&4 "& '#,*,=$ '( 5-06'*$0,- .$0$ 0&+$4$0 )$#-" .&0"-($*&" )& *-" '"'$0,-" - +*,&(#&"9 - 4,&( .$0$ .&06,#,0 *$ "'"+0,.+,>( $ '( 4-*&#\( ,(10&"- &( '($ +-6'(,)$)9 &" -4*,1$#-0,- ,(+*',0 '( $<,"- *&1$* &( 6$#&0,$ )& .0-#&++,>( )& )$#-"9 +'@- +-(#&(,)- )&4& ,(5-06$0 )& *- ",1',&(#& NA0#\+'*- G )& *$ 3&@ E017(,+$ FGHFIII9 )& K0-#&++,>( )& L$#-" )& M$07+#&0 K&0"-($*OD

                                      "& .*$(#&$(P

               "'6,(,"#0$0*-"P

           +$(+&*$+,>( @ -.-",+,>(P

             K$0$ +'6.*,0 +-( &"#$ -4*,1$+,>(9 &" (&+&"$0,- ",#'$0 '( $<,"- *&1$*

            .&06$(&(#&6&(#& <,",4*& &( *$ ]&4 $ ('&"#0$ .-*\#,+$ )& .0,<$+,)$)2 !( +'$*/',&0 +$"-9 *$ ,(5-06$+,>( $ 5$+,*,#$0 "&07 ",&6.0& *$ 6,"6$2 !"#$%" #$ '()*" %$+'%

!( <,0#') )& *- ),".'&"#- &( *$ 3&@ FGHFIII9 )& FJ )& ),+,&640&9 )& K0-#&++,>( )& L$#-" )& M$07+#&0 K&0"-($*9 *& ,(5-06$6-" /'& 6&),$(#& *$ +'6.*,6&(#$+,>( )&* .0&"&(#& 5-06'*$0,- "'" )$#-" .&0"-($*&"        )*+,-' &' /# 0*+%#12#         3)&34#- /# 53)#/3&#& &' /# -'4*$3&# &' *(O9 $"\ +-6- .$0$ 6$(#&(&0*& ,(5-06$)-9 ,(+*'"- .-0


193

6&),-" &*&+#0>(,+-"9 "-40& +'&"#,-(&" 0&*$#,<$" $ *$ $+#,<,)$) )& *$

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            "&+#-0 )&* +-6&0+,- &*&+#0>(,+- /'& "& .'&)& -.#$0 .-0 ,(+-0.-0$0 &( #-)$" &"$" .71,($" '( #&C#- - '( 4-#>( $)&+'$)$6&(#& &#,/'&#$)- /'&9 $* "&0 "&*&++,-($)- 6&),$(#& '( _+*,+` a9 .&06,#$ -4#&(&0 *$ +,#$)$ ,(5-06$+,>(2 ^- -4"#$(#&9 +-(",)&0$ 67" $)&+'$)$ '($ -.+,>( "&1b( *$ +'$* *$ *&+#'0$ )& ),+B$ ,(5-06$+,>( "& .0&"&(#& +-6- ,(&*'),4*& N@ (- -.#$#,<$O )&(#0- )&* 5*'T- )& $++,-(&" /'& )&4$ &T&+'#$0 &* '"'$0,- .$0$ &C.0&"$0 *$

             &"#7 0&+$4$()-2

           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199

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203

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             *-" .0-)'+#-" )& "&1'()$ 6$(-9 &* <&()&)-0 @ &* +-("'6,)-0 .-)07( .$+#$0               U$*<- .0'&4$ &( +-(#0$0,-9 "& .0&"'6,07 /'& *$" 5$*#$" )& +-(5-06,)$) /'&              :"#& ('&<- - )& "&1'()$ 6$(-9 @$ &C,"#\$( +'$()- *$ +-"$ "& &(#0&1>9 &C+&.#- +'$()- &"#$ .0&"'(+,>( "&$ ,(+-6.$#,4*& +-( *$ ($#'0$*&=$ )&* .0-)'+#- - *$ \()-*& )& *$ 5$*#$ )& +-(5-06,)$)2

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204

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209

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210

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211

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Adheridos

1400

1200

1000 801 800

600

400

355 212

200

88

115

125

146

Año 2003

Año 2004

Año 2005

Año 2006

165

Año 2007

0 Año 2008

Año 2009

Año 2010

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213

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214

Motivo reclamaciones comercio electrónico 800

Principio de legalidad (general) Plazos de entrega

700

600

400

801

Principio de legalidad (facturación) Desistimiento y devolución

598

Principio de legalidad (falta de stock) Principio de legalidad (error de precio)

462

Garantía de bienes de consumo Principio de legalidad (anulación pedido)

300 222

200

100

201 165

155 100 52 14

3

2

0

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215

Libro Blanco Del Comercio Electrónico

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