marketing digital, e agora?
TRANSCRIPT
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MARKETINGDIGITALe agora?
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Rafael FonsecaMBA - Marketing Empresarial - UFF (2011)
Administrador de Empresas - Uniabeu (2009)
Coordenador de Marketing - NET AngraConsultor de Marketing - Sopro de Vida
Colunista do Angra NewsColuna Sopro de Vida - focada em
pequenas empresas.
www.angranews.com.brwww.soprodevida.com.br
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MARKETING DIGITAL:REDES SOCIAISMOBILE MARKETINGE-MAIL MARKETINGMARKETING VIRALPUBLICIDADE ONLINEMARKETING DE BUSCA (SEARCH)
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VAMOS FALAR SOBRETECNOLOGIA?
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VAMOS FALAR SOBREPESSOAS.
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http://www.youtube.com/watch?v=gH54NbeA11E
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O MARKETINGCRESCEU!
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E VIROU...
ESSA BAGUNÇA.
QUEM GRITA MAIS ALTO?
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MAS,
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76%dos consumidores não acreditam no que as empresas dizem em seus anúncios.Fonte: Yankelowich, 2006. I am the media, Future Lab.
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Fonte: Nielsen, 2012. Global Trust in Advertising.
92%confiam na recomendação de amigos e familiares.
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Você assiste a anúncios?
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Fonte: Projeto Intermeios, 2012.
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Fonte: Projeto Intermeios, 2012.
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Fonte: McKinsey, 2010
100%Consumidores acessam a internet três vezes em média para pesquisar o produto que pretendem comprar.
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Fonte: Razorfish / Terra, 2010
33%Das mulheres da américa latina preferem a internet à TV.
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PREPARE-SEAGORA AS PESSOAS INTERAGEM!
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http://www.youtube.com/watch?v=gH54NbeA11E
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MARKETING TRADICIONAL:1 cliente insatisfeito influencia 10 pessoas.
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NO MARKETING DIGITAL...
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3.000.000É o número de views do vídeo original nos 10 primeiros dias.
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12.535.504É o número atual de views do vídeo original.
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http://www.youtube.com/watch?v=ccgH771QtyE
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MAS PODE DAR MUITO CERTO...
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E SE UM DESAFIOINVERTESSE A LÓGICA DAS REDES SOCIAIS?
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A CADA 10 AMIGOS ELIMINADOS, AS PESSOAS GANHAVAM 1 WHOPPER.
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EM 10 DIAS, DEPOIS QUE 233,906 PESSOAS FORAM DELETADAS, O FACEBOOK TIROU A AÇÃO DO AR.
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AS PESSOAS AMAM MAIS O WHOPPER OU SEUS AMIGOS?
DELETARAM 233906 AMIGOS, MAS COMERAM 23000WHOPPERS!
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CRESCIMENTO DAS VENDAS EM 81%.
SHARE NISSAN:1,8%
ALAVANCOU VENDAS DE TODO O MIX.
http://veja.abril.com.br/noticia/economia/apos-poneis-malditos-vendas-da-nissan-crescem-81
TRANSMÍDIA: TV, TWITTER, FACEBOOK, ANÚNCIOS DE REVISTA, ETC.
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NA ERA DO SOCIALAS MARCAS ESTÃO SUJEITAS A TODO TIPO DE REAÇÃO.
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E NA HORA DA CRISE?COMO LIDAR COM ESTE PÚBLICO?
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ASSUMIR O ERRO(ISSO DESVIA A CRÍTICA E TRAZ O RECLAMANTE PARA O SEU LADO - AS PESSOAS NUNCA ESPERAM POR ISSO)
MONITORAR O EFEITO(FUNCIONÁRIOS, TRÉPLICAS, ETC)
EVITAR “DISSE ME DISSE”(NUNCA DISCUTIR COM UM CLIENTE EM PÚBLICO)
RESOLVER O PROBLEMA(O PROBLEMA GERALMENTE É OFFLINE)
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MANDAMENTO CHAVEPARA SOBREVIVER:
SEJA RÁPIDO!
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TEMPO DE RESPOSTA
TEMPO PARA SOLUÇÃO
PROCON 1 mês -
SAC 5 dias úteis 5 dias úteis
CHAT ONLINE 5 dias úteis 5 dias úteis
FACEBOOK 30 min a 6 horas até 24 horas
TWITTER 5 min a 2 horas até 24 horas
Fonte: Folha de São Paulo - 2012
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MANUAL DO “COMO FAZER”
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1. NA INTERNETTAMANHO NÃO É DOCUMENTOAbuse da criatividade!
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“QUEM QUERUM DENTISTA?”Ajude o Google a encontrar seus clientes.
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http://www.youtube.com/watch?v=21jpIF9MDdc
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2. VÁ ONDE ELES ESTÃO.Que tal vender pelo Facebook?
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Será que vale a pena?
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Uma infinidade de negócios.
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3. VÁ JUNTO COM ELES! Que tal vender pelo Celular?
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Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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TAXA DE CONVERSÃOALTÍSSIMA!
Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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TAXA DE CONVERSÃOALTÍSSIMA!
Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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Fonte: Google, Iab, Mobile Marketing Association, Ipsos 2012, Our Mobile Planet
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MOBILE NÃO É O FUTURO, MAS
O PRESENTE!
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4. QUER UM CONSELHO?EXPLORE O QUEVOCÊ TEM DE MELHOR.
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Seu sucesso pode ser
instantâneo!
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VAMOS FALAR DE ANGRA?
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1 ano (nov/2012)
Nunca anunciou em mídias tradicionais.
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As Pessoas se tornam Brandlovers
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VOCÊ PREFERE PAGAR POR INTERAÇÃO OU TENTAR A SORTE?
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3 meses
Nunca anunciou em mídias tradicionais.
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Se você nãoaprendeu nada ainda, fique esperto!
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http://www.youtube.com/watch?v=R3hcuDAEyJI
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Você pode até dizer que o seu concorrente não está na era digital, mas não pode dizer
que o seu consumidor não está.
CONCLUSÃO: