ithink 2009 -café da manhã thinkinternet - dma & mixx
DESCRIPTION
As principais tendências do marketing digital e os principais cases apresentados no DMA e no MIXX 09. Apresentação feita no Café da Manhã Thinkinternet de 18.11.09, no Café Nespresso.TRANSCRIPT
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18 DE NOVEMBRO 2009
DIRETO DE SAN DIEGOE NEW YORK
SUA MARCA NÃO PERTENCEMAIS A VOCÊ
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ANTES DE COMEÇAR
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SEARCHENGINES
E-MAILMARKETING
PORTAIS E SITES
BANNERS E DISPLAY
SOCIAL MEDIA
RÁDIO
JORNAL
REVISTAS
EVENTOS
TV
MARKETING DIRETO
OUTDOOR
DIGITAL
ONLINE DRIVEN,
OFFLINE SUPORTED
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MARKETING É VENDER O PRODUTO
MARKETING É O PRODUTO
>
MÍDIA COMPRADAMÍDIA COMPRADA, PRÓPRIA E CONQUISTADA
>
ENGAJAMENTOAWARENESS >
IMAGEM EXPERIÊNCIA>
COMPRAR ATENÇÃO CONQUISTAR A ATENÇÃO>
INTERRUPÇÃO (PUSH) CONVITE (PULL)>
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MARCAS QUE TRABALHAMOS
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MARCAS QUE JÁ TRABALHAMOS
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VIVO.COM.BR/TORPEDOPREMIADO
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THINKINTERNET.NING.COM
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O NOVO HORÁRIO NOBRE SEGUNDO O IBOPE
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EM QUEM AS PESSOAS CONFIAM
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“WE NEED TO REINVENT THE WAY WE MARKET TO CONSUMERS.”
A.G. LAFLEY, PROCTER & GAMBLECEO CHAIRMAN
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ADVERTISING AGE7 SETEMBRO, 2009
P&G TEM UMA META DE $4 BI EM E-COMMERCE. QUER AUMENTAR AS VENDAS ONLINE EM 8 VEZES - IGUAL A DAS FARMÁCIAS.
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50% DA SUA VERBA É DESPERDIÇADA
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prop
aganda tecnologia
consumidores conteúdo
curva deadoção
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1450
1836
1895
1922
1927
1990
2010
1941
TV
INTERNET
RÁDIO
MÍDIAIMPRESSA
TECNOLOGIA CONTEÚDO USUÁRIOS PROPAGANDA
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TECNOLOGIA CONTEÚDO USUÁRIOS PROPAGANDA
SEARCH
DISPLAY
AND VIDEO
MÍDIA
SOCIAL
CELULAR
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OPENBRAND
FIM DODIGITAL
PUSH VSPULL
O PRODUTOÉ O NOVOMARKETING
MÉTRICAS
LIDERANÇAS
EXECUÇÃO
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TRANSPARÊNCIAAUTORIDADEAUTENTICIDADEACESSO
OPENBRAND
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FIM DODIGITAL
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MARTHA STEWART
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DIRECT IS DIGITALDIGITAL IS DIRECT
STAN RAPP
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"O QUE TEM SIDO VISTO ERRONEAMENTE COMO DUAS DISCIPLINAS SEPARADAS — PARA O PREJUIZO DE AMBAS — SÃO NA VERDADE A MESMA COISA."
STAN RAPP
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O PRODUTO ÉO NOVO MARKETING
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PUSH VSPULL
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SERVIÇO
CONTEÚDO
ENTRETENIMENTO
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MÉTRICAS
LIDERANÇAS
EXECUÇÃO
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CRIATIVOS E NERDS PRECISAMTRABALHAR JUNTOS
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"IF IT DOESN'T SELLIT ISN'T CREATIVE"
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BUSINESS WEEK1 JUNHO, 2009
"ESTÁ ACONTECENDO UM IMENSO LABORATÓRIO DE RELAÇÕES HUMANAS. MILHÕES DE NÓS ESTÃO JOGANDO, TRABALHANDO, PAQUERANDO E SOCIALIZANDO ONLINE – E PRODUZINDO OCEANOS DE DADOS.”
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MARCAS QUE ENTENDERAM A MUDANÇA
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TURBO TAX & NBC
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DOMINO'S PIZZA
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BANK OF AMERICA
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Ford
90% DAS CAMPANHAS DE SOCIAL MEDIA SÃO APENAS BUZZ
FORD
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+ACESSÍVEL
FORD
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+TRANSPARENTE
FORD
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+AUTÊNTICO
FORD
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FORD CEO ALAN MULALLYNO TWITTER
FORD
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THE2010MUSTANG.COM
FORD
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FORD
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FORD
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FIESTAMOVEMENT.COM
FORD
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FORD
3 MILLION540,000
4.3 MILLION
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PARA FINALIZAR
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DIGITALIZAÇÃO DEVE SER UM PROJETO DO PRESIDENTE
MENOS CONTROLE, MAIS RISCOS
O PRODUTO/SERVIÇO É O PRINCIPAL MARKETING
DIÁLOGO DEVE SUBSTITUIR O MONÓLOGO
CONTEÚDO, SERVIÇO E ENTRETENIMENTO
MENSAGENS CHAVE