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Estrategias de interneteBook
Haga crecer su empresa y venda más
Autor: Andrés Gómez
eBook
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Internet se ha convertido en una herramienta tecnológica de primer nivel necesaria para las empresas que buscan competir de manera correcta a nivel global con una presencia exitosa en Internet. En ocasiones no hay una estrategia clara que lidere su posicionamiento en Internet, lo que dificulta determinar si se ha realizado un gasto o una inversión.
Esta obra aborda la aparición y evolución de las empresas en Internet, se presentan las mejores prácticas comprobadas para el éxito en Internet y temas de actualidad y vigencia como las redes sociales, el comercio electrónico y la usabilidad para todas las empresas.
Este es un tema esencial para empresarios, miembros de la alta y media gerencia, estudiantes y docentes de la rama administrativa, comunicación social, community managers y emprendedores de nuevas empresas.
SOBRE EL AUTOR
Andrés Julián Gómez
Ingeniero de Sistemas y Computación con Opción en Administración de Empresas de la Universidad de los Andes, con especialización en Comercio Electrónico. Actual director y consultor Innovintergy Consulting (antes Consultorías 360°). Conferencista, consultor y docente universitario en Administración, Estrategias, Mercadeo, Tecnologías e Internet. Analista, columnista y asesor del Diario La República, así como Editor Nacional de Tecnología de la Revista Empresarial & Laboral.
Twitter @AndresJGomez
TABLA DE CONTENIDO
capítulo 1. Internet para todo el mundo y todas las empresas
Ejemplo: el dinero en las campañas de mercadeo a través de Internet no lo es todo De consumidores a prosumidores
Internet y la estrategia empresarial
Capítulo 2. Historia de la presencia corporativa en Internet
¿Por qué con estrategia?
Las empresas y el tipo de presencia en Internet
Capítulo 3. Qué es y qué no es Internet
Internet y su alcance
Regreso al pasado, de ARPANET al Internet que se conoce en la actualidad
La llegada del HTML y del www
Portales web. Punto de entrada de las empresas a Internet
capítulo 4. Entender y malentender Internet
Intranet, Extranet y aplicaciones con acceso a la red
El computador ¿Internet o no Internet?
capítulo 5. Internet hoy – Internet estratégico
¿Por qué tener presencia estratégica en Internet?
Internet: más allá de una moda o una tendencia
La evolución constante de Internet
Razones para no tener una estrategia en Internet
Razones para tener una estrategia de Internet
capítulo 6. Definir la estrategia física y de Internet
Internet (Online) y el mundo físico (Offline): definir una sola estrategia corporativa
Crear la estrategia de forma dinámica The lean startup
El momento cero de la verdad
Vender de todo en Internet. La teoría del long tail
Big data como Inteligencia de negocios (BI) y small data
como administración de los clientes (CRM)
La logística y la cadena de suministro en la estrategia
capítulo 7. Definir y crear contenido de alta calidad
Tipos de contenido
Ejemplo. Mezclar diversos tipos de contenido
Usuarios en el centro
Ejemplo. Transmitir el mensaje y buscar apoyo
Valor agregado
Ejemplo. Investigando por los usuarios
Viralización de contenido
Ejemplo. La inocencia de la niñez
Crear conversaciones
Evolucionar e innovar en los contenidos
capítulo 8. Los medios sociales en la estrategia de Internet
capítulo 9. Estrategias complementarias de Internet (y más allá)
Acercarse a los usuarios (clientes)
Ejemplo. Poniéndole Rostro a una gran Corporación
Aplicaciones estratégicas en la Nube
Optimización en motores de búsqueda (Search Engine Optimization – SEO)
y Mercadeo en motores de búsqueda (Search Engine Marketing – SEM)
Ejemplo. Posicionamiento orgánico SEO y publicidad paga SEM
Capítulo 10. Armar la estrategia de Internet y ejecutarla
Modelos a usar
Plantear metas y objetivos
Definir la estrategia de Internet
Apéndice
Herramientas recomendadas
Edición: Segunda
Año: 2017
eISBN: 9789587714845
Páginas: 274
Dimensiones: N/D
Formato: eBook
Idioma: Español
Área: Ciencias Empresariales
Categorías: eBooks, Libros de Management
Año: 2017
eISBN: 9789587714845
Páginas: 274
Dimensiones: N/D
Formato: eBook
Idioma: Español
Área: Ciencias Empresariales
Categorías: eBooks, Libros de Management
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