Campus Party 2014: Resoluções Para Uma Empresa Mais Digital

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No mundo pós-Facebook, o mix de marketing digital tem se sofisticado cada vez mais. Como adicionar o componente programático em sua estratégia para posicionar-se em um ambiente tão competitivo e, ao mesmo tempo, tão eficaz, estabelecendo presença e gerando demanda sem dispersão.

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  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
  • Campus Party 2014: Resoluções Para Uma Empresa Mais Digital

    1. 1. Antes: Estratégias Site-centric
    2. 2. Antes: Estratégias Site-centric Links Patrocinados E-mail Widgets SEO Blogs Redes Sociais Afiliados PR Offline Loops Virais 1. Aquisição Blogs, Reviews Concursos 2. Ativação E-mails, Alertas Landing Page Pág. Produto Publicidade Blog, RSS Website.com.br Leads, Inscrições Vendas
    3. 3. Antes: Estratégias Site-centric Links Patrocinados E-mail Widgets SEO Blogs Redes Sociais Afiliados PR Offline 1. Aquisição Website.com.br
    4. 4. Antes: Estratégias Site-centric Links Patrocinados E-mail Widgets SEO Blogs Redes Sociais Afiliados PR Offline 1. Aquisição 2. Ativação Landing Page Pág. Produto Website.com.br
    5. 5. Antes: Estratégias Site-centric Links Patrocinados E-mail Widgets SEO Blogs Redes Sociais Afiliados PR Offline 1. Aquisição 2. Ativação E-mails, Alertas Landing Page Pág. Produto Blog, RSS Website.com.br
    6. 6. Antes: Estratégias Site-centric Links Patrocinados E-mail Widgets SEO Blogs Redes Sociais Afiliados PR Offline 1. Aquisição Loops Virais Blogs, Reviews Concursos 2. Ativação E-mails, Alertas Landing Page Pág. Produto Blog, RSS Website.com.br
    7. 7. Antes: Estratégias Site-centric Links Patrocinados E-mail Widgets SEO Blogs Redes Sociais Afiliados PR Offline Loops Virais 1. Aquisição Blogs, Reviews Concursos 2. Ativação E-mails, Alertas Landing Page Pág. Produto Publicidade Blog, RSS Website.com.br Leads, Inscrições Vendas
    8. 8. Problema
    9. 9. A Ampulheta do Marketing
    10. 10. Uma Nova Visão Gamificação Programatização
    11. 11. Tecnologia Programática • 85% dos anunciantes online já estão utilizando a compra programática nos EUA. • 72% dos veículos de mídia já utilizam a tecnologia de alguma forma. • A compra de publicidade utilizando a tecnologia cresceu em torno de 74% no ano passado. • O crescimento este ano deve ser de 35,8%. • O crescimento da venda via RTB, baseada em audiências, fará o display tornar-se maior que o search nos EUA este ano, mantendo e ampliando a vantagem nos anos seguintes. Fonte: IDC (Real-Time bidding in the US and Worldwide, 2010 – 2017, Q4 2013)
    12. 12. Tecnologia Programática • No Brasil, a mídia programática já representou cerca de US$ 10 milhões em 2013. • Aqui, o crescimento será de 83% em 2014 e 60% nos dois anos seguintes. Fonte: IDC (Real-Time bidding in the US and Worldwide, 2010 – 2017, Q4 2013)
    13. 13. Tecnologia Programática Por que usar? • Mais focada no usuário/consumidor. • Maior escala. • Big data.
    14. 14. Tecnologia Programática RTB? Mídia programática? DSP? O QUE É RTB?
    15. 15. Tecnologia Programática 1 2 3 4 ESPAÇO PUBLICITÁRIO É LEILOADO EM TEMPO REAL PREÇO DO ESPAÇO É CALCULADO INDIVIDUALMENTE Kindle Fire HD, 7” O MAIOR LANCE VENCE Apple iPhone 3GS 16GB View 7” HD Display. Wi-Fi, 16GB ou 32GB R$220 UM BANNER DINÂMICO É CRIADO Dell Ultrasharp U2412M 24 Dell Ultrasharp U2412M 24’’ Widescreen LED Apple iPhone 3GS 16GB PRETO R$600 R$970
    16. 16. Tecnologia Programática Estudo de Caso: Travel
    17. 17. RESOLUÇÕES 2014
    18. 18. Resoluções 2014 1. REACH
    19. 19. Resoluções 2014 2. RETARGETING ➡ REIMPACTO INTELIGENTE DE CONSUMIDORES ➡ DEFINIÇÃO DE GRUPOS DE CLIENTES E PADRÕES DE TEMPO ➡ SISTEMA AVANÇADO DE RECOMENDAÇÕES
    20. 20. Resoluções 2014 3. FBX
    21. 21. Resoluções 2014 4. CRM DADOS DE PERFORMANCE ANUNCIANTE PUBLISHER ANÁLISE DO CARRINHO DE COMPRAS DADOS COMPLEMENTARES C R M • • • • USUÁRIOS NOVOS VS EXISTENTES HISTÓRICO DE COMPRAS SEGMENTOS PROPRIETÁRIOS ASSINANTES DE NEWSLETTER AVALIAR PRODUTO & CATEGORIA CUSTOMER LIFETIME VALUE LANCE EM TEMPO REAL MAIOR TAXA DE GANHOS BANNERS DINÂMICOS MAIOR PERFORMANCE RESULTADOS EM TEMPO REAL
    22. 22. Resoluções 2014 5. MOBILE APP M-SHOP APP M-PUB or IN-APP M-PUB or IN-APP APP M-SHOP APP
    23. 23. Resoluções 2014 • Mobile & Omni-channel são componentes IMPRESCINDÍVEIS na atual Gestão da Jornada do Cliente • Targeting: QUALIDADE não é quantidade • Identifique os pontos fortes nos dados PRIMÁRIOS em todos os canais • Use a mídia programática para entregar OFERTAS EXCLUSIVAS E PERSONALIZADAS • PROTEJA a experiência de compra do consumidor • MULTICANAL é, na verdade, toda a experiência de compra no varejo
    24. 24. OBRIGADO!

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