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Digital Marketing Journey - Lecture INP & ISG

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Digital Marketing Journey - Lecture INP & ISG

  1. 1. Partilhas Digitais by Inês Mateus Janeiro 2012 Para:
  2. 2. Partilhas Digitais by Inês Mateus Janeiro 2012 Ponto de Partida: olhar para os outros meios Era uma vez o Marketing Digital (Absor)ver as tendências Organizar as peças do puzzle Em exemplo prático :)
  3. 3. Ponto de partida: olhar para os outros meios
  4. 4. Vamos começar por olhar para outros meiosFonte: Obercom (2011), A Sociedade em Rede em Portugal 2010 – A Televisão na Sociedade em rede
  5. 5. Vamos começar por olhar para outros meiosFonte: Obercom (2011), A Sociedade em Rede em Portugal 2010 – A Televisão na Sociedade em rede
  6. 6. Vamos começar por olhar para outros meiosFonte: Obercom (2011), A Sociedade em Rede em Portugal 2010 – A Televisão na Sociedade em rede
  7. 7. Vamos começar por olhar para outros meios Como tende a distribuir-se o consumo de media pelo dia?Fonte: Ofcom (2010), Communications Market Report
  8. 8. Vamos começar por olhar para outros meios Que tempo é dispendido em cada meio por dia?Fonte: Ofcom (2010), Communications Market Report
  9. 9. Takeaway #1O meio digital está longe de ser a última Coca Cola do deserto.
  10. 10. BIFE WELLINGTONIngredientes:Puré de Cogumelos250g cogumelos frescos2 colheres de sopa de cebola picada1 copo de água1 colher de sopa de alho picado100ml de natassalpimenta-pretaazeite
  11. 11. BIFE WELLINGTON ...da tv para a web Fonte: Google Insights for SearchArtigo recomendado:Filipe Almeida -> Link
  12. 12. FIZZ LIMÃO...da rádio para o digital
  13. 13. FIZZ LIMÃO...da rádio para o digital
  14. 14. Sagres Chocolate...de uma pastelariapara o digital.
  15. 15. Coca Cola...do digital para umatorre de 40 metros!
  16. 16. Mia Rose...do digital para a tv
  17. 17. Takeaway #2O meio digital não vive numa ilha.
  18. 18. Era uma vez... Internet marketing E-Marketing Digital marketing E-Business E-Commerce ...
  19. 19. Internet marketing Achieving marketing objectives through applying digital technologies. E-Marketing Achieving marketing objectives through use of electronic communications technology. Digital Marketing Management and execution of marketing using electronic media such as the web, e-mail, interactive TV and wireless media in conjunction with digital data about customers’ characteristics and behaviour. e-Business All electronically mediated information exchanges, both within an organization and with external stakeholders, supporting the range of business processes. e-Commerce E-commerce transactions between a supplier organisation and its customers.Fonte: Chaffey et. al. (2009) Internet Marketing Strategy Implementation and Practice
  20. 20. Era uma vez o Marketing Digitalum mix das várias definições Objectivos! Definir, monitorizar e avaliar. Mediação pela tecnologia (e não pela Internet ) A existência de transacções (não necessaria/ materiais) Insights de comportamento do consumidor (declarativo e etnográfico)... E ainda mais algumas peças do puzzle Bidireccionalidade contínua Interactividade e Experiência
  21. 21. Takeaway #3O meio digital assenta em trocas constantes mediadas pela tecnologia.
  22. 22. (Absor)ver as tendências 3 exemplos
  23. 23. (Absor)ver as tendências Content and storytelling Personagens fantásticas Criação de um enredos principalCoca Cola (2006) . Fábrica da Felicidade
  24. 24. (Absor)ver as tendênciasContent and storytelling que continua e continua e... Evolução das personagens Exploração de enredos secundários Coca Cola (2011) . Happyfication
  25. 25. (Absor)ver as tendências Content and storytellingAbsolut Glimmer (2010) . Lightpainting nas redes sociais
  26. 26. (Absor)ver as tendências Screenculture – Convergência 64% dos Portugueses vêem Tv e usam a Internet (Pc) simultaneamente.Fonte: EIAA: MediascopeEurope 2010 // informação cedida pela Starcom Mediavest
  27. 27. (Absor)ver as tendênciasGamification – Never stop playing
  28. 28. (Absor)ver as tendências Gamification – Never stop playingMini Countryman (2010) . Getaway
  29. 29. Takeaway #4 O meio digital está em constante mutação.A mudança tende a ser mais rápida e o sucesso mais fugaz.
  30. 30. Organizar as peças do puzzle
  31. 31. Organizar as peças do puzzle...Definir a estratégiaFonte: Chaffey et. al. (2009) Internet Marketing Strategy Implementation and Practice
  32. 32. Organizar as peças do puzzle...Definir a estratégia
  33. 33. Organizar as peças do puzzle... Definir a estratégiaSite oficial (web / mobile) Microsites promocionais Blog oficial OWNED PAIDPáginas de Marca oficiais (Facebook, Twitter, etc) ENGAGED EARNED
  34. 34. Organizar as peças do puzzle...Um caso práticoSite oficial (web / mobile) Microsites promocionais OWNED PAID ENGAGED EARNED
  35. 35. OWNEDMEDIA www.samsung.pt -> Página de Entrada Owned & Earned Content
  36. 36. OWNEDMEDIA www.samsung.pt -> Página de Tipo de Produto (smartphones) Owned Content
  37. 37. OWNEDMEDIA www.samsung.pt -> Página Produto (smartphones) Earned Content
  38. 38. OWNEDMEDIA . www.movimentosim.com -> Noiserv
  39. 39. OWNEDMEDIA . wwww.movimentosim.com -> A Tradição de Natal mais criativa de Portugal
  40. 40. OWNEDMEDIA . Promoção Smart TV
  41. 41. OWNEDMEDIA . Activação Wave
  42. 42. OWNEDMEDIA
  43. 43. OWNED &ENGAGEDMEDIA . Pressroom Samsung
  44. 44. OWNED &ENGAGEDMEDIA Página Oficial Facebook Samsung Portugal
  45. 45. OWNED &ENGAGEDMEDIA . Apoio ao cliente . Celebração 100.000 fãs
  46. 46. OWNED &ENGAGEDMEDIA . Personas approach Twitter Samsung Portugal
  47. 47. OWNED &ENGAGEDMEDIA . Página Oficial Youtube Samsung Portugal
  48. 48. OWNED &ENGAGEDMEDIA . Acção Bloggers GSII branco
  49. 49. Takeaway #5O meio digital tem um início, um meio mas não um fim.
  50. 50. “Adventure is out there!”Partilhas Digitais by Inês Mateus http://pt.linkedin.com/in/inesmateus http://twitter.com/nekas inestomasmateus@gmail.com

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