Digital Marketing Series: Measuring Digital Marketing Performance
Marketing Digital - X SEC
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Transcript of Marketing Digital - X SEC
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Marketing DigitalX Seminário de Engenharia da Computação
20/10/11
Felipe Augusto Pereira
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Felipe Augusto Pereira
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NEPRES
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Sobre o que conversaremos hoje?
• Por que falar em marketing digital?
• O que é marketing digital?
• Ferramentas de marketing digital
• Pra finalizar...
© UNU Soluções – www.unu.com.br 3
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(R)Evolução Digital
PCs
Internet
Banda “Larga”
Inclusão digitalMobilidade
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Internet no Brasil
• 87% dos internautas entram semanalmente
(IBOPE, 2010)
• 72% dos internautas em redes sociais
(IBOPE, 2010)
• 48,5 h de navegação
por mês; 71,5 h, se incluir IM, P2P, VOIP, etc. (IBOPE, 2010)
• 70% dos internautas confiam em informações online antes de comprar (IBOPE, 2010)
• Em 2015: tráfego de dados móvel 39x maior que hoje e 49% dos internautas conectados em dispositivos móveis
(CISCO, 2011)5
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Marketing
Satisfação
Fidelização
Necessidade
Produtos
Preço
Vendas
DistribuiçãoPropaganda
Comunicação
PesquisasCLIENTE
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Conjunto de ações de marketing intermediadas
por canal eletrônico
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Marketing Digital
LIMEIRA, 2007
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Geração Y
Dispersão
Democracia
Interatividade
Sem hierarquia
Sem filtro
Customização
Baixo custo
Ausência de barreiras geográficas
24h no ar
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Mundo Digital
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Ferramentas
• E-mails, IMs e VOIP
• Websites
• Sistemas
• Banners, Popups e Floaters
• Links Patrocinados
• SEO
• Programas de afiliados
• E-mail Marketing
• Guias de Estabelecimentos
• Redes Sociais
• Compra coletiva
• Advergames
• Mobile Marketing
• Realidade Aumentada
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Websites Institucionais
Lojas Virtuais
Blogs
Hotsites
Portais de Conteúdo
Serviços Online
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Websites
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E-Commerce no Brasil
Fonte: e-bit
2009 2010
Faturamento R$ 10,6 bilhões R$ 14,8 bilhões
Pedidos 32 milhões 40 milhões
Compradores 17,6 milhões 23 milhões
Ticket médio R$ 335,00 R$ 373,00Mulheres: R$ 314,00Homens: R$ 425,00
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• Inclusão social (classes C e D)
• Mobile
• Redes Sociais
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Tendências
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Mobile Commerce(m-Commerce)
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Social Commerce
(s-commerce)
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Social Commerce
(s-commerce)
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Sistemas Online
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Banners
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Marketing de Busca
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Programa de Afiliados
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Newsletter VI EGEPE
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QR Code Calvin Klein Jeans
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GuiaMais
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Fan Page no Facebook
© UNU Soluções – www.unu.com.br 23
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© UNU Soluções – www.unu.com.br 24
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Canal da Apple no Youtube
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Baker Tweet
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Burguer King no Facebook
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Compra Coletiva
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Compra Coletiva
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Advergame
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Realidade Aumentada
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• Marketing Digital– É recente e não há fórmulas mágicas
– Não é moda nem algo para o futuro
– Deve focar no cliente, não em tecnologias
– Possui vários recursos que podem ser utilizados e cada caso é um caso
– É interessante ser integrado ao marketing offline
– Não faz milagres: seu produto precisa focar na necessidade dos clientes
– O ambiente é virtual, mas os resultados são reais
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Para finalizar...
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• Felipe Augusto Pereira
• @felipeunu
• FB: felipeunu
• Skype: felipe_pereira
• www.unu.com.br
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Obrigado!