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.
3. ONLINE DRIVEN,
OUTDOOR
SEARCH
ENGINES MARKETING
DIRETO
E-MAIL
MARKETING TV
PORTAIS E EVENTOS
SITES DIGITAL
BANNERS E REVISTAS
DISPLAY
JORNAL
SOCIAL MEDIA
RÁDIO
OFFLINE SUPORTED
4. CONQUISTAR
COMPRAR ATENÇÃO >
A ATENÇÃO
INTERRUPÇÃO (PUSH) > CONVITE (PULL)
AWARENESS > ENGAJAMENTO
IMAGEM > EXPERIÊNCIA
MARKETING É > MARKETING É O
VENDER O PRODUTO PRODUTO
MÍDIA COMPRADA,
MÍDIA COMPRADA > PRÓPRIA E
CONQUISTADA
37. "ESTÁ ACONTECENDO UM
IMENSO LABORATÓRIO DE
RELAÇÕES HUMANAS.
MILHÕES DE NÓS ESTÃO
JOGANDO, TRABALHANDO,
PAQUERANDO E SOCIALIZANDO
ONLINE – E PRODUZINDO
OCEANOS DE DADOS.”
BUSINESS WEEK
1 JUNHO, 2009
55. MENSAGENS CHAVE
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
They want to be able to speak to people directly at the company, or with someone who represents the company in some fashion. In short, they want to ensure they’ve been heard.
This is vastly different for the direct marketer who’s used to replies in the form of BREs, click throughs or data filled out in forms. This is in some cases real-time.
They want to understand the process and be communicated to regularly, to ensure they’re being treated fairly.
Straight, honest answers – no spin
You can’t outsource authenticity.
Straight, honest answers – no spin
You can’t outsource authenticity.
In late 2008, Alan Mulally became the first automotive CEO to take questions on Twitter. We continued the practice and even captured the video here: http://www.youtube.com/watch?v=qaaKNcovfdQ
The message: we have an affable, approachable, and brilliant CEO who is willing to take the time to converse with fans & customers and whose personality shines through.
The Mustang Configurator gives people a chance to personalize their experience and share it out on their own platforms.
We partnered with Filmaka in advance of the 2010 Mustang reveal, encouraging the public to create their own videos; the 20 finalists were invited to the L.A. Auto Show, where we revealed the new Mustang and announced the winner of the film competition. The winner, “Fathers Day,” can be seen here.
http://www.fordvehicles.com/the2010mustang/?id=/stories/films/film04
The Fiesta Movement – http://www.fiestamovement.com. 100 Euro-spec cars, 100 people, 6 months, unfiltered content, product feedback prior to U.S. launch
Real-time updates from real people driving our cars – 100% authentic, not edited/censored/filtered in any way.
In addition to buzz, the feedback that our engineers are getting allows them to improve the North American version before it event comes to market.
http://fiestamovement.com
Real-time updates from real people driving our cars – 100% authentic, not edited/censored/filtered in any way.
In addition to buzz, the feedback that our engineers are getting allows them to improve the North American version before it event comes to market.
http://fiestamovement.com
Social Radar Index by Infegy, reported on by AdAge: http://adage.com/article?article_id=139386