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THE ELECTORAL CAMPAIGN IS ALSO DIGITAL

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The campaign for the general elections taking place on 26th June is in its final stages and it is a good moment to reflect and check back on the numerous political marketing actions and communications carried out on the internet and social media. The use of digital is no trivial matter, given that, according to the Spanish National Institute of Statistics, four out of every five Spanish homes are connected to broadband internet. In the case of social media, 70% of those surveyed in the CIS’ post-electoral barometer had a Facebook account, 25.2% Twitter and 16.2% Instagram. Read the rest of this entry »

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The #inDIGITAL_INTENSIVE_ 2016 COMES TO AN END

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On Friday, 17th June the 2016 edition of the #inDIGITAL intensive programme (1 week) in digital marketing came to an end. A programme directed at inherently analogue executives who need the skills and knowledge to understand the digital ecosystem in relation to the marketing, communication and sales fields, to be more able to continue adding value to their companies, at the same speed they had been doing in an analogue setting. Read the rest of this entry »

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INBOUND MARKETING or HOW NOT TO WASTE AN OPPORTUNITY

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Have you ever considered how many questions your potential clients can ask you throughout the whole purchasing process?  Are you keeping on top of this process with relevant offers? Read the rest of this entry »

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#inDIGITAL PROGRAMME FINISHES

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This week, the 2016 weekly format of the #inDIGITAL programme in digital marketing has come to an end.

From ESADE, we hope that the programme has provided our participants with the knowledge to add value to their companies, to lead digitalised teams and have a clearer and more objective approach to hiring external providers from within the digital ecosystem. Read the rest of this entry »

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DIGITAL MARKETING DOESN’T EXIST

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Digital Marketing doesn’t exist. This statement is the main conclusion after many years of interest -and study- into social media, personal experience as an avid internet and social media user and having participated in the Marketing and Sales Expert class imparted by Julio Villalobos, ESADE’s Marketing Director to students from ESADE and Loyola’s Executive Education departments. Read the rest of this entry »

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4 IMPORTANT MANAGEMENT LESSONS

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I would like to share with you 4 lessons that I have taken on board  as a director since meeting Patricia Russo, CEO of Hewlett Packard Enterprise, who taught me these 4 key take aways on my recent visit to Palo Alto (San Francisco), as a summary of her extensive experience at the helm of companies such as Lucent Technologies, General Motors, Merck or Kodak. Read the rest of this entry »

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APP INVASION

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Are we being left behind as a company if we don’t have an app, or is it just another bubble in the digital world?

This summer Endesa made the sales directors from the country’s top newspapers very happy, with a colossal campaign on their digital sites -and also on paper- to promote their new mobile application. Read the rest of this entry »

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YOUR “CUSTOMER-CENTRIC” STRATEGY

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In Digital Transformation, you either copy, follow the trend or “take the reigns” and create your own “customer centric” strategies.

According to varies scientific studies and other prestigious reports, digital transformation in companies can be classified in three fundamental areas: Read the rest of this entry »

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SOCIAL MEDIA AND VIDEOS

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Take a look at this video post (in Spanish) prepared for you by Franc Carreras, lecturer in our social media module of the #inDIGITAL programme at ESADE, in which he explains the importance of video content in a social media setting. Read the rest of this entry »

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WEEKLY #inDIGITAL PROGRAMME LAUCHES AT ESADE BARCELONA

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The inDIGITAL programme has been launched today at ESADE Barcelona, a programme in Marketing Direction and Digital Sales, whose objective is to train marketing, communications and sales directors in all things digital, so that fundamentally analogical professionals can continue to add value in their organisations, successfully lead digitalised teams and efficiently manage external suppliers in a digital setting.

The first day of the programme was made up of 3 sessions.

The first, led by programme director Julio Villalobos, contextualised what digital environments are.  The objective of the session was to understand how digitalisation is impacting current marketing within organisations and how we can integrate digital and analogue in one plan, bearing in mind we are not in the field of digital marketing, but rather marketing in a digitalised setting.

A second session, led by Pedro Armangué, reflected on a strategic digital marketing vision for the three existing digital environments: owned media, earned media and paid media, contrasting them with the three main objectives of our organisations: to create value, communicate value and deliver value, generating a 3×3 matrix which allows us visualise where we are, where we need to go and what needs to be done to get from A to B. This so called “inDIGITAL Mark Plan” will be worked on throughout the entire programme.

The third and last session of the first day of class was delivered by Marc Cortes,  who presented e-branding and digital reputation as the largest differentiating factors for organisations, products and services via inbound marketing and the four key concepts thereof: flow, functions, feedback and brand loyalty.

The profile of the executives that make up this programme, fit the following characteristics:

The next edition of #inDIGITAL_weekly will be at ESADE MADRID, from 14th June to 18th July 2016 (1 day per week) and the #inDIGITAL_intensive programme will take place at ESADE BARCELONA, from the 13th to 17th June for an intensive week from Monday to Friday.

Julio Villalobos

Director, #inDIGITAL programme

CMO, ESADE Business & Law School

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ARRANCA EL PROGRAMA #inDIGITAL SEMANAL EN ESADE BARCELONA

Hoy en ESADE Barcelona ha arrancado el programa #inDIGITAL, programa de dirección de marketing y ventas digital.

Un programa que tiene por objetivo principal capacitar a directivos de marketing, comunicación y ventas en el entorno digital, para que estos directivos, fundamentalmente analógicos, puedan seguir aportando valor en sus organizaciones, puedan liderar con éxito equipos digitalizados y gestionar eficientemente a proveedores externos del entorno digital.

El primer día del programa ha constado de 3 sesiones.

Una primera sesión, a cargo del director del programa Julio Villalobos, que ha contextualizado el entorno digital. El objetivo de la sesión ha sido entender como está impactando la digitalización del entorno en el marketing que hoy día desarrollan las organizaciones y cómo podemos integrar lo digital y lo analógico en un único plan, ya que no hacemos marketing digital, hacemos marketing en un entorno que se ha digitalizado.

Una segunda sesión, a cargo del profesor Pedro Armangué, que ha plasmado la visión estratégica del marketing digital en los tres entornos digitales existentes: el propio (owned media), el ganado (earned media) y el comprado (paid media), cruzado estos con los tres grandes objetivos estratégicos de nuestras organizaciones: crear valor, comunicar valor y entregar valor, generando una matriz 3 x 3 que nos ayuda a visualizar donde estoy, donde debo ir y que he de hacer para ir de un punto a otro, que se trabajará durante el programa via la herramienta propia online “inDIGITAL Mark Plan”.

La tercera y última sesión del primer día del programa inDIGITAL, a cargo del profesor Marc Cortes,  quién ha desarrollado el área e-branding & reputación digital, como gran elemento de diferenciación y generación de valor para nuestras organizaciones, productos y servicios a través del inbound marketing y el modelo de las 4F´s: flujo, funcionalidad, feedback y fidelización. 

El perfil de los directiv@s que configuran esta edición del programa #inDIGITAL responden a las siguientes características:

El próximo programa #inDIGITAL_semanal que se impartirá en ESADE MADRID, del 14 de junio al 18 de julio de 2016 (1 día por semana) y el programa #inDIGITAL_intensivo en ESADE BARCELONA, que se impartirá en Barcelona del 13 al 17 de junio 2016 una semana intensiva de lunes a viernes.

Julio Villalobos

Director del programa #inDIGITAL

CMO ESADE Business & Law School

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