digital marketing journey - lecture inp & isg
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TRANSCRIPT
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Partilhas Digitais by Inês Mateus
Janeiro 2012
Para:
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Partilhas Digitais by Inês Mateus
Janeiro 2012
Ponto de Partida: olhar para os outros meios
Era uma vez o Marketing Digital
(Absor)ver as tendências
Organizar as peças do puzzle
Em exemplo prático :)
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Ponto de partida: olhar para os outros meios
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Fonte: Obercom (2011), A Sociedade em Rede em Portugal 2010 – A Televisão na Sociedade em rede
Vamos começar por olhar para outros meios
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Fonte: Obercom (2011), A Sociedade em Rede em Portugal 2010 – A Televisão na Sociedade em rede
Vamos começar por olhar para outros meios
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Vamos começar por olhar para outros meios
Fonte: Obercom (2011), A Sociedade em Rede em Portugal 2010 – A Televisão na Sociedade em rede
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Vamos começar por olhar para outros meios
Como tende a distribuir-se o consumo de media pelo dia?
Fonte: Ofcom (2010), Communications Market Report
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Fonte: Ofcom (2010), Communications Market Report
Vamos começar por olhar para outros meios
Que tempo é dispendido em cada meio por dia?
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Takeaway #1
O meio digital está longe de ser a última Coca Cola do deserto.
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BIFE WELLINGTON
Ingredientes:
Puré de Cogumelos
250g cogumelos frescos
2 colheres de sopa de cebola picada
1 copo de água
1 colher de sopa de alho picado
100ml de natas
sal
pimenta-preta
azeite
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Artigo recomendado:
Filipe Almeida -> Link
BIFE WELLINGTON...da tv para a web
Fonte: Google Insights for Search
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FIZZ LIMÃO
...da rádio para o digital
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FIZZ LIMÃO
...da rádio para o digital
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Sagres Chocolate
...de uma pastelaria
para o digital.
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Coca Cola
...do digital para uma
torre de 40 metros!
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Mia Rose
...do digital para a tv
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Takeaway #2
O meio digital não vive numa ilha.
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Era uma vez...
E-Marketing
Digital marketing
E-Business
E-Commerce
Internet marketing
...
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Internet marketing
Achieving marketing objectives through applying digital technologies.
E-Marketing
Achieving marketing objectives through use of electronic communications technology.
Digital Marketing
Management and execution of marketing using electronic media such as the web, e-mail,
interactive TV and wireless media in conjunction with digital data about customers’
characteristics and behaviour.
e-Business
All electronically mediated information exchanges, both within an organization and with
external stakeholders, supporting the range of business processes.
e-Commerce
E-commerce transactions between a supplier organisation and its customers.
Fonte: Chaffey et. al. (2009) Internet Marketing Strategy Implementation and Practice
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Objectivos! Definir, monitorizar e avaliar.
A existência de transacções (não necessaria/ materiais)
Mediação pela tecnologia (e não pela Internet )
Era uma vez o Marketing Digital
um mix das várias definições
Insights de comportamento do consumidor (declarativo e etnográfico)
... E ainda mais algumas peças do puzzle
Bidireccionalidade contínua
Interactividade e Experiência
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Takeaway #3
O meio digital assenta em trocas constantes mediadas pela tecnologia.
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(Absor)ver as tendências
3 exemplos
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(Absor)ver as tendências
Content and storytelling
Coca Cola (2006) . Fábrica da Felicidade
Personagens fantásticas
Criação de um enredos principal
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(Absor)ver as tendências
Content and storytelling que continua e continua e...
Coca Cola (2011) . Happyfication
Exploração de enredos secundários
Evolução das personagens
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(Absor)ver as tendências
Content and storytelling
Absolut Glimmer (2010) . Lightpainting nas redes sociais
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(Absor)ver as tendências
Screenculture – Convergência
64% dos Portugueses vêem Tv e usam a Internet (Pc) simultaneamente.
Fonte: EIAA: MediascopeEurope 2010 // informação cedida pela Starcom Mediavest
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(Absor)ver as tendências
Gamification – Never stop playing
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(Absor)ver as tendências
Gamification – Never stop playing
Mini Countryman (2010) . Getaway
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Takeaway #4
O meio digital está em constante mutação.
A mudança tende a ser mais rápida e o sucesso mais fugaz.
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Organizar as peças do puzzle
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Fonte: Chaffey et. al. (2009) Internet Marketing Strategy Implementation and Practice
Organizar as peças do puzzle...
Definir a estratégia
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Organizar as peças do puzzle...
Definir a estratégia
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Organizar as peças do puzzle...
Definir a estratégia
OWNED PAID
ENGAGED EARNED
Site oficial (web / mobile)
Microsites promocionais
Blog oficial
Páginas de Marca oficiais
(Facebook, Twitter, etc)
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Organizar as peças do puzzle...
Um caso prático
OWNED PAID
ENGAGED EARNED
Site oficial (web / mobile)
Microsites promocionais
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OWNED
MEDIA
www.samsung.pt -> Página de Entrada
Owned & Earned Content
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OWNED
MEDIA
www.samsung.pt -> Página de Tipo de Produto (smartphones)
Owned Content
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OWNED
MEDIA
www.samsung.pt -> Página Produto (smartphones)
Earned Content
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OWNED
MEDIA
. wwww.movimentosim.com -> A Tradição de Natal mais criativa de Portugal
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OWNED
MEDIA
. Promoção Smart TV
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OWNED
MEDIA
. Activação Wave
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OWNED
MEDIA
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OWNED &
ENGAGED
MEDIA
. Pressroom Samsung
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Página Oficial Facebook Samsung Portugal
OWNED &
ENGAGED
MEDIA
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. Personas approach Twitter Samsung Portugal
OWNED &
ENGAGED
MEDIA
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. Página Oficial Youtube Samsung Portugal
OWNED &
ENGAGED
MEDIA
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. Acção Bloggers GSII branco
OWNED &
ENGAGED
MEDIA
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Takeaway #5
O meio digital tem um início, um meio mas não um fim.
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