marketing on off
DESCRIPTION
22 de maio de 2013TRANSCRIPT
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Kleber Oliveiraksoliv
MARKETINGON&OFF
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MarketingON&OFF
As imagens e filmes utilizadosnesta apresentação possuem caráter didático e não devem ser reproduzidas sem autorização
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MARKETING: ON&OFF
TODA MARCA CONTA UMA HISTÓRIA
MARKETING DAS COISAS E DAS PESSOAS
BRANDING IS IN THE AIR
COMO CUIDAR DE SUA PRESENÇA DIGITAL
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TENDÊNCIAS 2013
PODER DO CONSUMIDOR
BIG DATA
MOBILE
FILTROS
IMERSÃO NAS MARCAS
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ATENÇÃO
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INFORMAÇÃO
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CONECTADOS
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ONOFFLINE
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SEM BARREIRAS
SEM LIMITES
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REFERENCIAIS
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FILTROS
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TODA MARCA CONTA UMA
HISTÓRIA
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CURIOSOS
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INTERESSADOS
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FÃS
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EMBAIXADORES
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PRESENÇA
RELEVÂNCIA
CLAREZA
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O QUE É MESMO O MARKETING?
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PRESENÇA
RELEVÂNCIA
CLAREZA
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Marcas fortes são construídaspelo equilíbrio entre 3 elementos.
DesignBranding
Marketing
Marca
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Exposição
DesignBranding
Marketing
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TORNAR VISÍVEL
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COISAS
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PESSOAS
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CONCEITOSCULTURAIDEIAS
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Essência
DesignBranding
Marketing
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DIFERENÇA X IDENTIDADE
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ENTENDER SUA ESSÊNCIA
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ENTENDER SEU
PROPÓSITO
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CRIAR BASES
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Expressão
DesignBranding
Marketing
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DRAGÃO
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Marca
Marketing+Branding+Design
=
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TODA MARCA CONTA UMA
HISTÓRIA
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COMUNICAÇÃO
EMISSOR
MENSAGEM
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RECEPTOR
RUÍDOS
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CONTEXTO
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STORYTELLING
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RELAÇÃO EMOCIONAL
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MÍDIAS TRADICIONAISMÍDIAS DIGITAIS
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MASSMEDIA
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ONETO MANY
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POUCAS FONTES
CANAIS LIMITADOS
CENTRALIZADO
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NEWMEDIA
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MANYTO MANY
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RECOMENDAÇÕES
INTERAÇÕES
FILTROS
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PLATAFORMA X ALCANCE
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FATOS E NÚMEROS
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CELULARES 1990
INTERNET 1994
SMARTPHONES 1996
iPHONE 2007
TABLETS 2010
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264 MM TOTAL CELULARES
196 MM POPULAÇÃO TOTAL
134 MM COM CELULAR
52 MM COM INTERNET
20 MM SMARTPHONES
SMARTPHONES NO BRASIL
http://link.kso.com.br/14ghkSX
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SMARTPHONES NO BRASIL
12% POPULAÇÃO
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30% COMPARAM PREÇOS
66% COMPRAM
64% USAM NO TRÂNSITO
42% ACESSAM INTERNET
40% USAM TODO DIA
SMARTPHONES NO BRASIL
http://link.kso.com.br/11G9Qvb
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TRANSMEDIA
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CONVERGENCIA DIGITAL
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ONETO ONE
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ARTE
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GUERRILHA
VIRAL
CROWDf(x)
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SUPERBOWL
US$ 4MM
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http://link.kso.com.br/YRul48
2011
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http://link.kso.com.br/YRuODn
2012
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http://link.kso.com.br/YRuPY0
2013
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MARKETING DAS COISASE DAS PESSOAS
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MARKETINGRELAÇÃO DE TROCA PARA OBTER PRODUTOS, SERVIÇOS OU IDEIAS.
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LIMITES
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MUDANÇAS DE PARADIGMAS
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IDADE = ESTILO DE VIDACLASSES EMERGENTES
NOVOS CASAIS
MUDANÇAS DE PARADIGMAS
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DESCOBRIRSEU PÚBLICO
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SEGMENTAÇÃO
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DEFINIROS CANAIS
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ORIENTAÇÃO
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http://link.kso.com.br/18TVibs
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http://link.kso.com.br/18TWXOk
MARKETING PESSOAL
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PREPARO
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ELEVATOR PITCH
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IMPORTANTE
RELEVANTE
ATENÇÃO
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PROMESSA DE MARCA
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LAVA MAIS BRANCO.NEM PARECE BANCO.THINK DIFFERENT.DAS AUTO.JUST DO IT.
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CLASSE CLOSANGO SOCIAL
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OFERTA DE VALOR
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SENDO TRANSPARENTE
http://youtu.be/oSd0keSj2W8
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SENDO RELEVANTESENDO RELEVANTE
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OUVINDO
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SERVINDOhttp://link.kso.com.br/13JNE1g
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PONTOS DE CONTATO
ESSÊNCIA
EXPOSIÇÃO
EXPRESSÃO
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http://link.kso.com.br/Z4xX56ESPAÇOS
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SUA PRESENÇA DIGITAL
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ONLINEXOFFLINE
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MARCAS
PESSOAS
COISAS
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FERRAMENTA ≠ SOLUÇÃO
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ESTAMOS TODOS VIVENDO EM BETAß
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MARKETING: ON&OFF
MARCAS, PESSOAS E COISAS
A INTERNET DAS MARCAS (DIVULGAÇÃO, COMÉRCIO ELETRÔNICO, BANKING)
A INTERNET DAS PESSOAS (REDES SOCIAIS, COMPARTILHAMENTO, MULTICASTING)
A INTERNET DAS COISAS (COMPRAS, CONTROLE, VIDA REMOTA)
FIM DAS BARREIRAS FÍSICAS
RELEVÂNCIA (FERRAMENTA ≠ SOLUÇÃO)
ESTRATÉGIAS DE MARCA: PRESENÇA
RELAÇÕES EMOCIONAIS
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IMAGENS/VIDEO: SHUTTERSTOCK, YOUTUBE
REFERÊNCIAS:
TURCHI, SANDRA. ESTRATÉGIAS DE MARKETING DIGITAL E E-COMMERCE. SÃO PAULO: EDITORA ATLAS, 2012.
TERRA, JOSÉ CLÁUDIO. 10 DIMENSÕES DA GESTÃO DA INOVAÇÃO. SÃO PAULO: EDITORA CAMPUS, 2012.
GABRIEL, MARTHA. MARKETING NA ERA DIGITAL. SÃO PAULO: NOVATEC, 2010.
AAKER, DAVID. COMO CONSTRUIR MARCAS LÍDERES. SÃO PAULO: EDITORA FUTURA, 2000.
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TENDÊNCIAS PARA 2013:
TRENDWATCHINGhttp://www.trendwatching.com/pt/trends/10trends2013/
TRENDHUNTERhttp://www.youtube.com/watch?v=YFUMZ_o6l2s
FAST COMPANYhttp://www.fastcompany.com/3003473/cant-miss-social-media-trends-2013
THE ECONOMISThttp://www.economist.com/theworldin/2013
JWThttp://www.jwtintelligence.com/2013-and-beyond/
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