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Transcript of Ebookdocomecoaofim Marketingdigital Slideshare 140331114511 Phpapp01
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eBookdo
comeoaofim
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Carol Soler MotaGerente de Parcerias EstratgicasContedo Digital
Por onde j passei?
Editora AbrilUOLEditora Globo
Monster.com
QUEM SOU EU?
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MARKETING DIGITAL
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Promoo, Distribuio e Venda de umproduto ou servio
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MARKETING DIGITAL
A troca com o consumidor acontece nainternet
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MARKETING DIGITAL
Em breve
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A primeira impresso a que fica
Construo do site com foco no cliente
Comunicao simples e clara
COMO ACHAR A SUA EMPRESA?
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Produtos
Autores
Sobre a
empresa
OndeComprar
Contatoe SAC
O QUE UM SITE DEVE TER?
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Eagora?
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Site
DisplayMedia
SEM
DatabaseMarketing
RedesSociais
SAC
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DEFINA SUA ESTRATGIA
Branding
Vendas
Relacionamento
Gerao de trfego
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Visual
Paga
Banners (estticos ou dinmicos)
DISPLAY MEDIA
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Post patrocinado
Blog ou redes sociais
PUBLIEDITORIAL
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!"#$%&'%()*%+$
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Comportamento do usurio defineexibio do anncio
Cookies/Cache
BEHAVIORAL TARGETING
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Compra de mdia:
Impresses (CPM ou eCPM)
Clicks
Posies
Inseres
COMO DIVULGAR EM DISPLAY MEDIA?
ANLISE DE RETORNO
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CTR Click Through - Taxa de Click
Converso
ROI
Ticket mdio
Etc
ANLISE DE RETORNO
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Marketing em
mecanismos de busca
SEARCH ENGINE MARKETING - SEM
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Otimizao Pginas + relevncia do contedo_________________________
= Busca orgnica
Google, Yahoo, Bing, Baidu, Etc
SEARCH ENGINE OPTIMIZATION - SEO
LINKS PATROCINADOS
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Resultado de busca pago
links patrocinados
LINKS PATROCINADOS
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COMO FAZER SEM?
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Sozinho ou com agncia?
Depende!
COMO FAZER SEM?
COMO FAZER SEO?
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- Analize da estrutura atual do site- Ajuste da estrutura do site boasprticas de SEO- Lembre-se: O contedo do site manda
- Friendly Keywords!
- Revise a cada 2 meses
COMO FAZER SEO?
ANLISE DE RETORNO
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Analytics
Trfego Orgnico para o seu site
Posicionamento nos resultados dosbuscadores
ANLISE DE RETORNO
COMO FAZER LINKS PATROCINADOS?
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- O que o seu cliente est buscando?Estas so as palavras chave do negcio!- Defina o Budget
- Crie sua estratgia
- Defina seu objetivo Implemente suacampanha
- Analise os resultados
- Omitize (Sempre )
COMO FAZER LINKS PATROCINADOS?
COMO VEICULAR EM LINKS PATROCINADOS?
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Pagamento por click
Bidding
COMO VEICULAR EM LINKS PATROCINADOS?
ANLISE DE RETORNO
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Objetivo da Campanha
Vendas
ROI
Taxa de Cliques
ANLISE DE RETORNO
DATABASE MARKETING
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Comunicao com o seu cadastro de clientes
Opt in X Opt out
Newsletter
Relacionamento
Venda
Promoes
DATABASE MARKETING
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ANLISE DE RETORNO
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Taxa de entrega
Taxa de Abertura
Taxa de Click
Taxa de Opt-out
ANLISE DE RETORNO
REDES SOCIAIS
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REDES SOCIAIS
O PRISMA DA CONVERSAO
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O PRISMA DA CONVERSAO
COMO COMEAR?
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1 - Escolha onde vai atuar. Onde o seupblico est?2 - Defina sua estratgia
3 - Tenha foco
4 - Fale de igual para igual
COMO COMEAR?
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AO
REAO
OPORTUNIDADE
AO
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Contedo prprio
Engaja os seguidores
Dissemina Informao
Gera relevncia
AO
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KIT KAT
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THSSIA NAVES
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FATOS DESCONHECIDOS
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BOTICRIO
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VEJA
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EU ME CHAMO ANTNIO
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JACK DANIELS & DR PEPPER REAO
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Reage interaes dos consumidores
Positivo
Negativo
REAO
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BRADESCO
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-%./ 0+*+ ) 1$%'&12+*&3 2403556))76$5&89::;
OPPA OPORTUNIDADE
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Promoo atravs de:Fatos Recentes
Notcias
Datas comemorativas
Memes
Personagens
OPORTUNIDADE
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PONTO FRIO
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CANSEI DE SER GATO ANLISE DE RETORNO
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ANLISE DE RETORNO
+1s
Seguidores
Likes
Retweets
Compartilhamentos
Visualizaes
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E COMO O NOSSO
MERCADO ATUANAS REDES
SOCIAIS?
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GOOGLE+
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GOOGLE+
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GOOGLE+
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GOOGLE+
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HANGOUT/YOUTUBE
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INSTAGRAM
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TWITTER
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TWITTER
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FACEBOOK
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FACEBOOK
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FACEBOOK
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FACEBOOK
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FACEBOOK
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FACEBOOK
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FACEBOOK
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FACEBOOK
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E AGORA?
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APRENDA COM OS ERROS, OTIMIZE
SEMPRE E COMECE TUDO DE NOVO.