Charla para el curso de Content Marketing organizado por ACHAP (Septiembre 2018).

2. MANU CHATLANI
Director Ejecu,vo Jelly
@manuchat / manu@jelly.cl

3. INTERNET

4. I N T E R N E T

5. “ M A R K E T E R S R U I N
E V E R Y T H I N G ”
- G A R Y V A Y N E R C H U K

6. Y V E N D A M O S
C O M O L O C O S
E N T O N C E S
M E T A M O S A D S
Y M A I L I N G S
A H ,

8. 2.13B
DEC 2017
1.5B
JUN 2017
1.5B
FEB 2017
1.3B
JUL 2017
1B
MAR 2017
800M
SEP 2017
300M
DEC 2017 255M
MAY 2017 200M
SEP 2017
SOCIAL MEDIA ECOSYSTEM
Monthly Ac,ve User of Major Social Media Networks

9. Y ESTO SIGUE.
13M
5M
+4M
3,4M

10. “79% OF MILLENIALS
are distracted by other devices
during comercial breaks”
“Between 34% and 49% of viewers
CONSTANTLY USE ANOTHER SCREEN
when commercials are on TV…”
II

11. Vía Global Web Index (2018)
“Almost 4 in 10 internet users say they
are following their favorite brands
on social, while 1 in 4 are following
brands from which they are thinking of
making a purchase from.”

13. ( FACEBOOK EN EL ANUNCIO PUBLICADO EN SU BLOG )
“Because space in News Feed is limited, showing
more posts from friends and family and updates
that spark conversa7on means we’ll show less
public content, including videos and other posts
from publishers or businesses.
As we make these updates, Pages may see their
reach, video watch 7me and referral traffic
decrease. The impact will vary from Page to
Page, driven by factors including the type of
content they produce and how people interact
with it.”

14. Contenido que te vuele la cabeza

15. A N T E S
D E B E M O S S A B E R
Q U É Q U I E R E N
L A S P E R S O N A S
E N D I G I T A L

16. Fuente: Global Webb Index 2018

17. AD BLOCKERS!
24% EN CHILE.

18. Argentina Mexico Chile Brazil
Gender
Male 37% 32% 30% 19%
Female 25% 22% 18% 16%
Age
18-24 43% 36% 24%
25-34 41% 34% 26%
35-44 29% 25% 22% 16%
45-54 30% 21% 15% 14%
55+ 19% 17% 13% 9%
Total 31% 27% 24% 17%
42%
37%
Internet Users in Select Countries in La[n America
Who Use Ad Blockers, by Demographic, Feb 2017 ( % of respondents in each group )
Note: Argen>na n=2,001; Brazil n=2,003; Chile n=2,005; Mexico n=2,003; via any device
Source: Reuters Ins>tute for the Study of Journalism at the University of Oxford, "Digital News Report 2017" conducted by YouGov, June 21, 2017

19. T O D O E S V I D E O
95%de Gen-Z ven YouTube
regularmente
54%de Millennials visitan YouTube
al menos una vez al día
I
Fuente: Forbes 2017

21. COMUNICACIÓN
B2C
CONTENIDO
B2B
L E A D S O B R A N D I N G
FRECUENCIA INTERPRETAR

22. P A R T I R D E S D E L A S P E R S O N A S ,
N U N C A D E S D E L A S M A R C A S .

23. Q U I E R E N C O N S U M I R U N
C O N T E N I D O D E N I C H O
L A S P E R S O N A S …

25. Q U I E R E N S E R S O R P R E N D I D O S

28. Q U I E R E N C O N O C E R U N N U E V O
P R O D U C T O O S E R V I C I O

29. C A S E Y

30. Q U I E R E N A P R E N D E R A U S A R
U N P R O D U C T O O S E R V I C I O

32. Q U I E R E N
S E R P A R T E
D E L P R O D U C T O O U N A E X P E R I E N C I A

35. Y S O S T E N E R
U N P U N T O D E
V I S T A P U E D E
H A C E R L A
D I F E R E N C I A .

36. -EDELMAN
57% of consumers worldwide will buy or
boyco4 a specific company based on its
posi9on on poli9cal or social issues. And 30%
say they're more likely to buy products and services based
on their beliefs than they were three years ago”

42. Y N O T O D O E S V I S U A L .

44. LAS
PERSONAS.
Y PA R A E S O
D E B E S S A B E R
S I E M P R E ,
I QUÉ DIABLOS
QUIEREN

45. Gracias :)man u @j e lly.c l / @manuchat