o marketing na era digital
TRANSCRIPT
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O MARKETINGNA ERA DIGITALRENATO MELO - 2015
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PESQUISA MAIS RECENTE: 2013
BRASIL ATRASADO!52% TV ABERTA16.4% JORNAL E IMPRESSOS7.7% TV FECHADA6.5% INTERNET
EUA:42 BILHÕES – MKT DIGITAL
40 BILHÕES – TV ABERTA
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AGÊNCIA DE PUBLICIDADE
FUNÇÃO 1:CAMPANHAS IMPRESSAS
Mídia – analisa público alvo e melhores veículos
Diretor de arte – recebe análise de público alvo, briefing e cria algo criativo.
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AGÊNCIA DE PUBLICIDADE
Remuneração: 20% do investimento
Resultado: você fala e os outros escutam. Ponto final!
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AGÊNCIA DE PUBLICIDADE
ROI: baseado na tiragem.
No fim, quantas chegaram até a página do seu anúncio? Quantas viram o seu anúncio?
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AGÊNCIA DE PUBLICIDADE
FUNÇÃO 2:CAMPANHAS RÁDIO E TV
Mídia – analisa público alvo e melhores veículos
Vp de criação – recebe análise de público alvo, briefing e cria algo criativo.
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AGÊNCIA DE PUBLICIDADE
Remuneração: 20% do investimento
Resultado: você fala e os outros escutam. Ponto final!
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AGÊNCIA DE PUBLICIDADE
ROI: baseado na audiência.
No fim, quantas ficaram no canal até o comercial do seu anúncio? Quantas viram o seu anúncio?
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COMO FUNCIONA O
IBOPE?
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APARELHOS DE TV39 MILHÕES DE CASAS
IBOPE3.019 CASAS (0,008%)DESTAS, 750 CASAS EM SP – MEDIÇÃO EM TEMPO REAL (0,002%)
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Marketing
Tradicional
Público Alvo
Verba
RESULTADO
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MARKETING NA ERA DIGITAL: HOJE, TODOS NÓS PUBLICAMOS!
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Viu que absurdo o
comentário do Ed Motta?
ANTES
HOJE
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A CONVERSA HOJE É MAIS ONLINE DO QUE OFFLINE
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“HOJE, A PROPAGANDA
TERMINA ONDE COMEÇA ODIÁLOGO”
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Público Alvo
Verba
MarketingDigital
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PORÉM, NÃO DESCARTE AS MÍDIAS OFFLINE
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MÍDIAS DE MASSA
TV
RÁDIO
IMPRESSO
REDES SOCIAIS
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QUESTÕES
TV
RÁDIO
IMPRESSO
REDES SOCIAIS
1) O DIA TEM 24 HORAS2) TEMOS EM MÉDIA 16
HORAS ÚTEIS3) QUAL DESTAS VOCÊ PODE
LEVAR PARA QUALQUER LUGAR?
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REFLEXÃO
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REFLEXÃO
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REFLEXÃO
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REFLEXÃO
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REFLEXÃO
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REFLEXÃO
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MULTI-CANAIS
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VAMOS FAZER UM JOGO?
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COMERCIAL: BALANÇO
QUAL EMPRESA?
VIU NA TV?
10 MIL VIEWS
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VIVO
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COMERCIAL: LIGAÇÕES
QUAL EMPRESA?
VIU NA TV?
989.441 VIEWS
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PETRA
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COMERCIAL: MÃE E FILHA
QUAL EMPRESA?
VIU NA TV?
51 MIL VIEWS
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SEARA
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COMERCIAL: BONITA OU LINDA
QUAL EMPRESA?
VIU NA TV?
17 MIL VIEWS
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BOTICÁRIO
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COMERCIAL: CÊ É FOLGADO!
QUAL EMPRESA?
VIU NA TV?
20 MIL VIEWS
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RENAULT
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COMERCIAL: SABE DE NADA INOCENTE
QUAL EMPRESA?
VIU NA TV?
8 MILHÕES DE VIEWS
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BOM NEGÓCIO
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OLD SPICE
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MC GUIME
LUCRO DE 120 MIL POR CLIPE NO YOUTUBE
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MERCADOIMPRESSO
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GRÁFICA, O MERCADO A SE REPENSAR
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8ª QUEDA CONSECUTIVA
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Impresso sem segmentação
R$ 800,00
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Facebook com segmentação
R$ 15,00
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PONTO FRIO
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“Não se constrói uma marca apenas
com mídia digital”
Miles Young, CEO da Ogilvy
MAS, QUE FIQUE CLARO!
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INTEGRAÇÃO DIGITAL + OFFLINESUA MARCA ONDE O CLIENTE
ESTIVER
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INDICAÇÃO
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FACEBOOK MARKETING – CAMILA PORTO