O impacto do Marketing Digital e o novo papel do gestor de Marketing.

1. 11/03/15 1
5 Grupos (ordem de chegada)
• Tarefa no fim da aula

2. 11/03/15 2
Investimento On e Off
• Lembram do Bolo Publicitário?
• Por que se fala tanto de Marketing Digital então?
– Experiência e engajamento
– Aproxima o consumidor da Marca
– Eficiência na conversão tanto online e offline
• Marketing Offline
– Campanhas Off deixam margem para ambiguidade
– Não há precisão e por isso ROI é duvidoso
• Marketing Online
– Tudo é mensurável
– Correlação entre investimento e impacto
– CMO passa a ser “Responsabilizável”

3. 11/03/15 3
Por que o papel do CMO mudou?
• O Cliente é que manda!
• Abundância de opções e de informação.
• Linha tênue entre o mundo físico e virtual.
• Não basta informação, é preciso produzir e editar conteúdo
adequado.

4. 11/03/15 4
O Novo CMO
• Experimentam, experimentam e experimentam
• Humildes para admitir o que não sabem
– Abandonam as fórmulas antigas
– Têm confiança para deixar as métricas iluminarem o caminho
• Contratam os “Digital Natives”
– Com liberdade e poder de decisão

5. 11/03/15
• 5 Things Digital CMOs Do Better
Homework

6. 11/03/15 6
O Novo CMO
1. Ser encontrado ao invés de buscar clientes
– “publishing brand-aligned, but audience-centric content that inspires, delights
and, most importantly, engages customers on a self-directed decision journey
where earned and owned often trump paid.”
– “customers are inundated by pleas for their attention. As a marketer, the onus is on
you to meet these customers on their terms with something of extraordinary value.
That’s how your brand gets found.”
2. Esqueça o discurso comercial e conte uma história autêntica
– “They inspire. They enlighten. They amuse.”
– “Tami leads a team that uses IBM’s celebrated “Smarter Planet” theme as the
baseline for selling software. She says, “We’re not selling software, we’re building
a smarter planet.”
– “Nike marketing doesn’t sell footwear so much as it sells an aspirational point of
view. Nike tells stories that ask audiences to reach for their personal best.”

7. 11/03/15 7
O Novo CMO
3. Rompa os silos e acabe com diferenças de experiências
entre os canais.
– “customers expect brand interactions that hide the seams between channels,
where stories, experiences and services serve their needs first and the brand’s
second.”
– “Beauty retailer Sephora blends in-store and mobile channels to create ensemble
experiences that make shopping easier and more engaging.”
4. Use informação para mirar precisamente e seja implacável
nas medições.
– “Digital CMOs have learned to “close the loop,” turning their marketing efforts into
a data-centric, performance-driven discipline. Here, the goal is to trace the thread
from investments to outcomes, directly attributing marketing dollars with business
outcomes.”
– “... products that were browsed but not purchased become an opportunity for
remarketing and the insight for collaborative filters in the form of
recommendations that aid — and guide — customers’ decision making.”

8. 11/03/15 8
O Novo CMO
5. Experimente agressivamente e conteste as premissas do
modelo de negócios.
– “test and fail to learn and scale.”
– “Delta Airlines, for example, has applied this technique to its websites, kiosks, in-
flight Wi-Fi and entertainment, resulting in what it describes as a holistic set of
touchpoints that inform the customers’ opinion about the brand. Here, a series of
continuous experiments guide innovations that improve customer experience. The
results? A 20-second reduction in kiosk check-in times, a substantial increase in
check-ins via digital channels and improvements in overall customer satisfaction
and brand sentiment.”

9. 11/03/15 9
Homework
• Digital Marketing Trends
https://www.youtube.com/watch?v=l_Ei7CxXwuo
https://www.youtube.com/watch?v=M-JaRBI2GlQ

10. 11/03/15

11. 11/03/15
58.2%
12.8%
11.4%
6.6%
4.1%3.9%
1.2%1.2%
0.5%
TV Aberta Jornal TV Assinatura
Display Revista Radio
Search OOH Cinema
Bolo Publicitário 2015
Fonte: http://appbrasil.org.br/ Fev 2016