e-Branding Marcos Hiller IMRS Salvador 2010
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e-Branding
Marcos Hiller
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MARKETING
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Segundo Zyman...
“Marketing é uma atividade estratégica centrada na importância de
conseguir que mais consumidores comprem o seu produto mais
vezes, para que a sua empresa ganhe mais dinheiro”
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DICA DELIVRO
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o cenárioé novo!
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O cenário é novo!
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Uma RevoluçãoTecnológica!
Steve Ballmer
CEO da
“Daqui à 10 anos, todo e qualquer
tipo de informação será digital . . . “
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NOTA DE
FALECIMENTO
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Em junho de 2009, FALECEU o
sinal analógico nas TVs dos USA.
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O cenário é novo!
A demografia é outra, é nova
Consumidor mais cético,
desconfiado
“Aval do amigo” ganhou mais peso
Consumidor com mais controle e
mais poder
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Começou no PC do Orkut
Não pensou como ganhar com publicidade
Correlações:
90% AMO FOTOGRAFIA X AMO SUSHI
87% SOFRO DE TPM X AMO CHOCOLATE
SEM CAMISA = 90% BRASIL
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Caos na Mídia
a. Proliferação de canais e meios numa velocidade e multiplicidade desconhecidas até hoje
b. Convergência, tudo é mídia: telefone virou televisão, televisão virou Internet, Internet virou um pouco de
tudo, até objetos são mídia
c. Anunciantes se apropriando dos meios e das mensagens: product placement, etc.
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Market Share
A
B
C
D
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Share of mind (Top of Mind)
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Share of Heart
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Share of
Hard Disk
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M A R C A
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Lançamento
do iPad
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Internet no Brasil
67 milhões de pessoas acessaram a Internet em Fev/2010
11,3 milhões de conexões são feitas via banda larga (cresceu 21% em 2009 vs. 2008)
Tempo de navegação superior a 30 horas mensais (por pessoa em residências)
Banda larga em expansão: cerca de 85% das conexões
176,8 milhões de celulares
Mais da metade das pessoas com acesso nas regiões metropolitanas pertence às
classes C, D e E.
Fontes: IAB Brasil (Interactive Advertising Bureau) – Fev/2010; Ibope - Pesquisa Internet POP -Consolidado Nacional -2009 e Ibope Nielsen Online 2009.
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Ferramentas e Formatos
Propaganda online (Online Advertising)
Displays/ Banners: diferentes formatos de banners, pop ups, intersticial,
supersticial, floater/DHTML etc.
SEO e SEM (Search Engine Optimization e Search Engine Marketing): busca
orgânica, busca paga ou links patrocinados (Google Adwords e Overture)
Patrocínios, Advergame, Adverteiment (product placement)
Comunicação interativa ou de relacionamento online
E-mail marketing
Consursos online, RSS (Really Simple Syndication), e-learning
hotsites
Games
Fonte: Belch e Belch (2008); Limeira (2007); Jensen (2008)
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Ferramentas e Formatos
Participação e/ou ações em blogs, microblogs e redes sociais
Podcasting: distribuição de arquivos para serem baixados em aparelhos
MP3
Viral Marketing, Seeding, monitoramento na web
Mobile advertising
SMS, MMS, mobile website, display mobile (banner), Bluetooth
Fonte: Belch e Belch (2008); Limeira (2007); Jensen (2008); Meio e Mensagem (2010).
Exemplo: Promoção Burger King: delete 10 amigos
do Facebook e ganhe um Whopper grátis.
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Exemplo Itau Personalité – estréia do comercial no Youtube
Seleção AdAge no Youtube: http://www.youtube.com/user/AdAge#g/c/A20A26661E4759AF
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BRANDING
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BRANDING
É o gerenciamento da sua MARCA
No processo de Branding, tudo comunica a marca!
Branding não é Design
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Segundo Bezos...
“Não estou preocupado com alguém que
cobra 5% a menos. Estou preocupado com
quem oferece melhor experiência.”
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Muito Obrigado!