tag:blogger.com,1999:blog-6627346600620644392024-02-08T00:42:20.210+00:00... My Name is Guimarães... Pedro GuimarãesEste Blogue foi criado no âmbito da disciplina de Gestão de Comunicação, leccionada por a Dra. Ana Paula Cruz, docente no Ipam Matosinhos, esperando eu, que seja de agrado de todos os que vão apreciar esta minha nova experiência e comentar todos os meus artigos de uma maneira sincera e sucinta...Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-662734660062064439.post-75913200378235207072009-01-25T18:42:00.008+00:002009-01-27T22:06:31.839+00:00Punk Marketing<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBrPiPLmTnzs-l8cWP3XHxlcj_sn4eICMCn7PjSc8yvaC7HtV19J4IRpyywwHfQWA-pEaCDCrzat-nJH9OFAivLUozVh4jT059AqN17cSipRka6-vAT0JgKgKKqsPcBE_M2S2QVTr7t3Ng/s1600-h/images.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 232px; height: 135px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBrPiPLmTnzs-l8cWP3XHxlcj_sn4eICMCn7PjSc8yvaC7HtV19J4IRpyywwHfQWA-pEaCDCrzat-nJH9OFAivLUozVh4jT059AqN17cSipRka6-vAT0JgKgKKqsPcBE_M2S2QVTr7t3Ng/s320/images.jpg" alt="" id="BLOGGER_PHOTO_ID_5295705277486976018" border="0" /></a><span style="font-size:85%;"><br /></span><span style="font-size:85%;"><span style="font-family:arial;">Richard Laermer e Mark Simmons acreditam que o marketing, tal como o conhecemos, morreu.</span><br /><span style="font-family:arial;">O Punk marketing baseia-se na noção de que os consumidores deixaram de agir de forma passiva e passaram a controlar os media substituindo-se ás agências e aos profissionais de marketing .</span><br /><span style="font-family:arial;">Hoje, para conquistar um consumidor não chega criar “processos” de Marketing. É preciso tratar o Cliente com respeito. Desafia! Trata o com inteligência. Como inteligente. O Cliente adora ser “picado” ou que o divirtam. E… o cliente pode! O cliente tem poder!</span><br /><span style="font-family:arial;">“Punk marketing” é, segundo os autores, uma maneira diferente de se fazer as coisas. É uma filosofia que rejeita as verdades estabelecidas e que parte da premissa que agora é o consumidor (não as marcas) quem “manda”.</span><br /><br /><span style="font-family:arial;">Os autores do livro “Punk Marketing – Junta-te á Revolução” escreveram um novo manifesto para o marketing baseado em 15 itens onde incluem todas as técnicas, novas ou renovadas, que realmente vendem: criar escassez, contar histórias, estabelecer elos emocionais, chocar, chocar, chocar. Eles demonstram que para sobreviver nos negócios, uma aproximação revolucionária é precisa.</span><br /><br /><span style="color: rgb(51, 102, 255);font-family:arial;" >Declaração do Punk Marketing :</span><br /><br /><span style="font-family:arial;">- “se não arriscar morre”.</span><br /><span style="font-family:arial;">- “desafie as assumpções da indústria.”</span><br /><span style="font-family:arial;">- “mantenha uma posição firme”</span><br /><span style="font-family:arial;">- “não ceda aos clientes”;</span><br /><span style="font-family:arial;">- “não seja controlador”,</span><br /><span style="font-family:arial;">- “nunca perca a honestidade”,</span><br /><span style="font-family:arial;">- “crie inimigos”,</span><br /><span style="font-family:arial;">- “deixe que os consumidores descubram a qualidade da sua marca”,</span><br /><span style="font-family:arial;">- “pense à frente dos rivais”,</span><br /><span style="font-family:arial;">- “não se deixe iludir pela tecnologia”,</span><br /><span style="font-family:arial;">- “mantenha-se fiel às suas vantagens competitivas”,</span><br /><span style="font-family:arial;">- “comunique com simplicidade”,</span><br /><span style="font-family:arial;">- “aposte sempre na qualidade”, em detrimento da quantidade,</span><br /><span style="font-family:arial;">- “use novas ferramentas de marketing”</span><br /><span style="font-family:arial;">- “interrogue-se constantemente”</span><br /><br /><span style="font-family:arial;">Segundo a minha definição o Punk Marketing é uma ferramenta de marketing que busca, através de formas de comunicação diferentes das tradicionais e que normalmente geram controvérsia , captar a atenção dos consumidores.</span><br /><br /><span style="color: rgb(51, 102, 255);font-family:arial;" >Vantagens:</span><br /><br /><span style="font-family:arial;">Utiliza meios e abordagens pouco convencionais que despertam a atenção os consumidores</span><br /><br /><span style="color: rgb(51, 102, 255);font-family:arial;" >Desvantagens:</span><br /><br /><span style="font-family:arial;">Pode o teor pouco convencional das mensagens chocar demasiado os consumidores e estes reagirem negativamente às campanhas</span><br /><br /><span style="font-family:arial;">Fontes:</span><br /><span style="font-family:arial;"> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; 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font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:EN-US;} </style> <![endif]--><!--[if gte mso 9]><xml> <o:shapedefaults ext="edit" spidmax="1030"> </xml><![endif]--><!--[if gte mso 9]><xml> <o:shapelayout ext="edit"> <o:idmap ext="edit" data="1"> </o:shapelayout></xml><![endif]--> </div><span style="font-family: arial;font-size:85%;" >“Em linhas gerais, as empresas de marketing radical são aquelas que conquistaram um sucesso extraordinário sem o aparato moderno </span><span style="font-family: arial;font-size:85%;" >do marketing profissional. A fórmula radical inclui ingredientes como fidelidade, longo </span><span style="font-size:85%;"><span style="font-family:arial;"><span style="font-family: arial;">prazo e poucos recursos.”</span>
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<br /><span style="font-size:85%;"><span style="font-family:arial;"> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-1610611985 1107304683 0 0 159 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:10.0pt; margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --><span style="color: rgb(51, 102, 255);"> www.criativamarketing.com.br/criativa/arquivos/MARKETINGRADICAL.doc</span>
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<br /></span><span style="font-family: arial;font-family:arial;" >A minha definição O marketing Radical é um termo que </span></span><span style="font-family: arial;font-size:85%;" >se refere a uma prá</span><span style="font-size:85%;"><span style="font-family:arial;"><span style="font-family: arial;">tica empresarial que ignora todas as leis e princípios do marketing tradicional, alcançando resultados surpreendentes em vendas e posicionamento. Este novo conceito de marketing diferencia-se do tradicional pela forma como vê o mercado, o cliente e as técnicas que utiliza para alcançar os objectivos.</span>
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<br /></span><span style="color: rgb(51, 102, 255);font-family:arial;" >Vantagens:</span></span>
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<br /><span style="font-family: arial;font-size:85%;" >-A relação com os consumidores é estreita e assenta em pilares de confiança e respeito – Personalização. -O compromisso estabelecido com os consumidores é de longo prazo - A única forma de rentabilizar o investimento é manter os clientes a comprar regularmente e no longo prazo.</span><span style="font-size:85%;">
<br /></span><span style="font-family: arial;font-size:85%;" >-O marketing Radical apresenta soluções integradas, ou seja, o vendedor tenta vender aos seus clientes já existentes, outros produtos e serviços para lá daquele que originalmente levou à relação de clientela – Cross selling.
<br />-Pensamento um para um, isto é, cria um sistema que permita identificar os clientes como indivíduos de </span><span style="font-family: arial;font-size:85%;" >cada vez que são contactados, e classifica-os em função do seu valor em</span><span style="font-family: arial;font-size:85%;" > função do que necessita da empresa. Na interacção com os clientes </span><span style="font-family: arial;font-size:85%;" >capta as suas especificidades e permite agir de </span><span style="font-family: arial;font-size:85%;" >acordo com esse conhecimentos adaptando a relação e o</span><span style="font-size:85%;"><span style="font-family:arial;"><span style="font-size:85%;"><span style="font-family: arial;">ferta. -As empresas competem não só com os seus produtos, mas principalmente com a sua força e perícia. -Identifica e compreende as necessidades dos clientes para criar soluções que os satisfaçam – Ciclo de vida do cliente.</span>
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<br /><span style="color: rgb(51, 102, 255);">Desvantagens</span>
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<br /><span style="font-family: arial;">-Estão sempre à procura de novos produtos e diferentes e consequentemente novos clientes (ao contrário do marketing tradicional que tende a permanecer leal a uma ca</span></span></span><span style="font-family: arial;font-size:85%;" >tegoria de produto). Hoje, o cliente é o elemento esca</span><span style="font-family: arial;font-size:85%;" >sso e tem elevado poder negocial e neste contexto, conquistar nov</span><span style="font-family: arial;font-size:85%;" >os cliente</span><span style="font-family: arial;font-size:85%;" >s tem custos muito elevados Exemplos onde foi aplicado Harley-Davidson, a Boston Beer Company e Virgin Atlantic Airway</span><span style="font-size:85%;"><span style="font-family:arial;"><span style="font-family: arial;">s.</span>
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<br /></span></span><div style="text-align: center;"><span style="font-size:85%;"><span style="font-family:arial;"><span style="color: rgb(51, 102, 255);">Casos cons</span></span></span><span style="font-size:85%;"><span style="font-family:arial;"><span style="color: rgb(51, 102, 255);">tatados
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<br /></div><span style="font-family: arial;font-size:85%;" >1 - Madonna ou Spice Girls 0 que faz de Madonna especial é que ela veio do nada, tinha poucos recursos e criou essa coisa surpreendente. E ela não é uma boa cantora, é um</span><span style="font-family: arial;font-size:85%;" >a boa dançarina. Tudo que ela tinha era muita esperteza, conhecia seus consumidores e soube se colocar a frente deles. Agora você olha as Spice Girls. É um bom grupo m</span><span style="font-size:85%;"><span style="font-family:arial;"><span style="font-family: arial;">usical. Mas elas tiveram apoio de muito dinheiro e muito profissionalismo. Elas podem não durar. Madonna já dura 20 anos.</span>
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<br /><span style="font-size:85%;"> <span style="color: rgb(51, 102, 255);font-family:arial;" >www.criativamarketing.com.br/criativa/arquivos/MARKETINGRADICAL.doc
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<br /><span style="font-family:arial;">2 - Nike ou Reebock
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<br /></span></span><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhK_ElMQjQJSbz0zEHlzMsAh1bUzD5xmQqy8xbqHnQ6uUb8ihD-lajnVeLixNjCnmiMjLJBcQ-mGWT7BqDoq3-ABJzYR9UBgFUNThpbpqHdGrcR52IYqJ2A7qDF_TcNaJwGVFZD1uai-Y6I/s1600-h/nike.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 108px; height: 128px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhK_ElMQjQJSbz0zEHlzMsAh1bUzD5xmQqy8xbqHnQ6uUb8ihD-lajnVeLixNjCnmiMjLJBcQ-mGWT7BqDoq3-ABJzYR9UBgFUNThpbpqHdGrcR52IYqJ2A7qDF_TcNaJwGVFZD1uai-Y6I/s320/nike.jpg" alt="" id="BLOGGER_PHOTO_ID_5296073794455276786" border="0" /></a>
<br /><span style="font-family: arial;font-size:85%;" >Há 20 anos, a Reebok era maior que a Nike. </span><span style="font-family: arial;font-size:85%;" >Mas a Nike realmente entendeu a</span><span style="font-family: arial;font-size:85%;" >s pessoas para as quais ela fazia os produtos. A Nike foi fundada por pessoas que queriam ser atletas, que gostavam de desporto e que comunicavam bem com pessoas que os praticavam. Conseguiram estabelecer um elo com essas pessoas que a Reebok nunca conseguiu. </span><span style="font-size:85%;">
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<br /><span style="font-family:arial;"><span style="color: rgb(51, 102, 255);">www.criativam</span></span></span><span style="font-size:85%;"><span style="font-family:arial;"><span style="color: rgb(51, 102, 255);">arketing.com.br/criativa/arquivos/MARKETINGRADICAL.doc</span></span></span><span style="font-size:85%;"><span style="font-family:arial;">
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<br /><span style="font-size:85%;"><span style="font-family:arial;"> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-1610611985 1107304683 0 0 159 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-1610611985 1073750139 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:10.0pt; margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> </span></span><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmPoXWiuM-joxxghkI-X2jhP1F30dvi_SFjAP8Jcw4P2Rgcyty8srVGabq4rGvaLB1e_K20GDQwKHNLpgpgmgSj1WBsDsKi8iX-xrgoVtzFQKmvs7-tsEvtWpm4GkHsGBmszgD263dmRlZ/s1600-h/harley.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 143px; height: 194px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmPoXWiuM-joxxghkI-X2jhP1F30dvi_SFjAP8Jcw4P2Rgcyty8srVGabq4rGvaLB1e_K20GDQwKHNLpgpgmgSj1WBsDsKi8iX-xrgoVtzFQKmvs7-tsEvtWpm4GkHsGBmszgD263dmRlZ/s320/harley.jpg" alt="" id="BLOGGER_PHOTO_ID_5296074682637919794" border="0" /></a><span style="font-size:85%;"><span style="font-family:arial;"> 3 - A paixão</span></span><span style="font-family: arial;font-size:85%;" > pela Harley-Davidson A Harley-Davidson tem motoqueiros que a administram, não gas</span><span style="font-family: arial;font-size:85%;" >t</span><span style="font-family: arial;font-size:85%;" >a m</span><span style="font-family: arial;font-size:85%;" >a</span><span style="font-family: arial;font-size:85%;" >is d</span><span style="font-family: arial;font-size:85%;" >o</span><span style="font-family: arial;font-size:85%;" > qu</span><span style="font-family: arial;font-size:85%;" >e 2 milhões de d</span><span style="font-family: arial;font-size:85%;" >ó1ares por ano em propaganda e mantém 350 000 aficionados, em 105 países, integ</span><span style="font-family: arial;font-size:85%;" >rad</span><span style="font-family: arial;font-size:85%;" >o</span><span style="font-family: arial;font-size:85%;" >s pelo Harley Honors Club. 0 clube foi criado em 1983, quando a marca Harley agonizava. Sem ter como investir em</span><span style="font-family: arial;font-size:85%;" > u</span><span style="font-family: arial;font-size:85%;" >m</span><span style="font-family: arial;font-size:85%;" >a campanha publicitaria complexa e cara, a Harley promoveu o clube usando sua rede de revendedores, </span><span style="font-family: arial;font-size:85%;" >co</span><span style="font-family: arial;font-size:85%;" >m informativos, cartazes e propaganda boca a boca. Hoje ha cerca de 1 000 sedes do clube no m</span><span style="font-family: arial;font-size:85%;" >undo. Ele patrocina centenas de ralis a cada ano. A Harley desenvolveu uma base de clientes leais e apaixonados.</span><span style="font-size:85%;">
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<br /><span style="font-size:85%;"><span style="color: rgb(51, 102, 255);font-family:arial;" >www.criativamarketing.com.br/criativa/arquivos/MARKETINGRADICAL.doc</span></span> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; text-align: justify;font-family:arial;"><span style="line-height: 115%;font-size:85%;" ><span style="font-weight: bold; color: rgb(51, 102, 255);">
<br /></span></span><span style="font-size:85%;"><span style="font-style: italic;"></span></span></p><div style="text-align: justify;"> </div><div style="text-align: justify;"> </div><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; text-align: justify;font-family:arial;"><span style="font-size:85%;"><o:p> </o:p></span></p><div style="color: rgb(0, 0, 0); font-weight: bold; font-family: arial; text-align: justify;"> </div> Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com2tag:blogger.com,1999:blog-662734660062064439.post-82277885834957963292008-11-03T11:30:00.008+00:002009-01-27T22:11:31.283+00:00Endomarketing – “marketing interno” ou “marketing para dentro”<meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" 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href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZBdjYg8fLs8WBmO7FPJsVTRrBpZVJ1K3NgCsseckCyJfRbyW9fLIQqDAi8MCcnLJ7MlPKvKN9ZaqZ6hwxPn0BBK-35_0lD-v-zHTHS-YHNnvkd7Ltd97bhWxZH5Us97jmvodPwc5znjiy/s1600-h/apple.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 129px; height: 85px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZBdjYg8fLs8WBmO7FPJsVTRrBpZVJ1K3NgCsseckCyJfRbyW9fLIQqDAi8MCcnLJ7MlPKvKN9ZaqZ6hwxPn0BBK-35_0lD-v-zHTHS-YHNnvkd7Ltd97bhWxZH5Us97jmvodPwc5znjiy/s320/apple.jpg" alt="" id="BLOGGER_PHOTO_ID_5295277914736617026" border="0" /></a></span> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal; font-family: arial;"><span style=";font-size:85%;" lang="PT-BR">“Um conjunto de práticas introduzidas e aprimoradas na organização, e que tem por objectivo</span><span style=";font-size:85%;" lang="PT-BR"> obter, ou elevar, o comprometimento de seus funcionários”, decorrendo, desse comprometimento, “mudança nas atitudes e comportamentos que se reflectem, positivamente, tanto no público interno, quanto</span><span style=";font-size:85%;" lang="PT-BR"> no externo”<span style=""> </span>(Cerqueira, 1994; Nicklas e Wood, 1999)</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal; color: rgb(51, 102, 255);"><span style=";font-family:";font-size:85%;" lang="PT-BR"><a href="http://br.geocities.com/christine1004/Endomarketing.ppt"><span style=";font-family:";" lang="PT">http://br.geocities.com/christine1004/Endomarketing.ppt</span></a></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" >“...acções de Marketing para o público interno - FUNCIONÁRIOS - das empresas e organizações” (Bekin, 1995: XVII).</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" ><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal; color: rgb(51, 102, 255);"><span style=";font-family:";font-size:85%;" lang="PT-BR"><a href="http://www.endomarketing.com/artigo11.htm"><span style=";font-family:";" >http://www.endomarketing.com/artigo11.htm</span></a></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><span style="font-weight: bold; color: rgb(51, 51, 255);">A minha definição</span></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p> </o:p></span></p><div style="text-align: justify;"><span style="font-size:85%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNTS_xgWokDnqVJx9pjLaBWVIn89jdVJYdbH6Rfr1WTqBhwgeDRkmJ0GgUhcmuOGZWhTJOvS2IojSLFd0n_vsndXKBl9xBRPRgRLTYqDNH98QOrhZf_PdDzX9BBv2iZt3Nk5AJdktn4KJx/s1600-h/microsoft.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 113px; height: 113px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNTS_xgWokDnqVJx9pjLaBWVIn89jdVJYdbH6Rfr1WTqBhwgeDRkmJ0GgUhcmuOGZWhTJOvS2IojSLFd0n_vsndXKBl9xBRPRgRLTYqDNH98QOrhZf_PdDzX9BBv2iZt3Nk5AJdktn4KJx/s320/microsoft.jpg" alt="" id="BLOGGER_PHOTO_ID_5295277911237940114" border="0" /></a></span></div> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR">O marketing interno engloba um conjunto de </span><span style=";font-family:";font-size:85%;" >acções</span><span style=";font-family:";font-size:85%;" lang="PT-BR"> aplicadas aos funcionários de uma empresa (internamente), com o intuito de estreitar relacionamentos permitindo aos trabalhadores adquirir valores de cooperação, empatia, proximidade e compreensão que mais tarde lhes irá permitir desenvolver e crescer com a empresa o que resultará num aumento de produtividade. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p> </o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><span style="font-weight: bold; color: rgb(51, 51, 255);">Vantagens:</span><o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Estimula o funcionário a ter mais responsabilidade e iniciativa - </span><span style=";font-family:";font-size:85%;" >O funcionário é o principal elemento de contato com o cliente.</span><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Capacita o funcionário a responder qualquer dúvida interna - </span><span style=";font-family:";font-size:85%;" >Um funcionário que atende melhor passa uma melhor imagem da </span><span style=";font-family:";font-size:85%;" >empresa.</span><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Incentivos fazem o funcionário se sentir mais valorizado culminando num nível superior de satisfação e motivação que se transforma em ganhos reais de produtividade.<o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Horizontalidade – níveis hierárquicos mais simplificados permitem aos empregados uma maior liberdade de expressão melhorando a comunicação interna e externa.<o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Após a implantação da base de valores e consolidação do processo de endomarketing, todos os programas de melhorias operacionais ficarão mais fáceis de implantar, porque os empregados já estarão mais comprometidos com os resultados da empresa; e nessa etapa começam a aparecer os resultados concretos e visíveis pela Directoria. Os custos de fabricação tendem a cair, pois cada empregado estará comprometido em promover melhorias operacionais, que gerarão redução de custos, e, cada redução no custo de produção pode gerar mais lucros para a empresa.<o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Quando o marketing interno é bem feito, o marketing externo será muito mais abrangente. Se cada empregado for multiplicador da boa imagem da empresa, os produtos fabricados por ela também serão bem aceites pelos seus clientes. <o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p style="font-weight: bold; color: rgb(51, 51, 255);"> </o:p><span style="font-weight: bold; color: rgb(51, 51, 255);">Desvantagens</span><o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">O processo de implantação e consolidação do Endomarketing requer persistência, apoio do pessoal da área de Recursos Humanos, Marketing, Operacional, e, acima de tudo, da Directoria. Os ganhos são imediatos, mas os resultados operacionais virão a partir do segundo ano de implantação. <o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">O processo deve ser constante e os ajustes devem ser imediatos, para coibir falhas futuras. Um grupo deve coordenar o processo e formar multiplicadores nas diversas áreas da empresa, avaliando e implementando melhorias de acordo com a necessidade de cada área.<o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">O processo deve ser feito em etapas, e a cada etapa, o programa deve ser reavaliado para então continuar na etapa seguinte. Alguns programas de primeira etapa poderão ser consolidados na etapa seguinte, mas devem estar em andamento.<o:p></o:p></span></p> <p style="text-align: justify;"><span style=";font-family:";font-size:85%;" lang="PT-BR">O desconhecimento das etapas de implantação pode fazer todo o processo fracassar, e a empresa perder a credibilidade junto aos seus colaboradores. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal; font-weight: bold; color: rgb(51, 51, 255);"><span style=";font-family:";font-size:85%;" lang="PT-BR">Factos constatados</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p> </o:p></span><span style="font-size:85%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA8FGFbO4n1tbxLFuFhVjYjOvQiwn3L4G-HrCnQa72_NNqBE3RuC37L6wwLnARiQ8bVITkJCtnPEJWBHiBeMHuVtOF7JFp-wktL3lP5CwQYcV5pHuBbC4RyPp376DJUaQGu8tFCZ8q6nK9/s1600-h/toyota.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 135px; height: 92px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA8FGFbO4n1tbxLFuFhVjYjOvQiwn3L4G-HrCnQa72_NNqBE3RuC37L6wwLnARiQ8bVITkJCtnPEJWBHiBeMHuVtOF7JFp-wktL3lP5CwQYcV5pHuBbC4RyPp376DJUaQGu8tFCZ8q6nK9/s320/toyota.jpg" alt="" id="BLOGGER_PHOTO_ID_5295277916349017842" border="0" /></a></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR">Empresas como Google, Microsoft, Apple e Toyota, são conhecidas por possuir o Endomarke</span><span style=";font-family:";font-size:85%;" lang="PT-BR">ti</span><span style=";font-family:";font-size:85%;" lang="PT-BR">ng no seu DNA. Estas companhias estimulam os seus funcionários através de acções focadas no bem-estar deles o que, consequentemente, melhora a produção e a capacidade intelectual das equipas.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;">
<br /><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style=";font-family:";font-size:85%;" lang="PT-BR"><a style="color: rgb(51, 102, 255);" href="http://marketing-renato.blogs.sapo.pt/2982.html"><span style=";font-family:";" lang="PT">http://marketing-renato.blogs.sapo.pt/2982.html</span></a><o:p></o:p></span></p> <span style="font-size:85%;">
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<br /></span><div style="text-align: justify;"><span style="font-size:85%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNTS_xgWokDnqVJx9pjLaBWVIn89jdVJYdbH6Rfr1WTqBhwgeDRkmJ0GgUhcmuOGZWhTJOvS2IojSLFd0n_vsndXKBl9xBRPRgRLTYqDNH98QOrhZf_PdDzX9BBv2iZt3Nk5AJdktn4KJx/s1600-h/microsoft.jpg">
<br /></a></span></div>Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-23163033780426550802008-10-24T19:01:00.009+01:002009-01-26T20:38:34.432+00:00Marketing Multi-Nível<div style="text-align: justify;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBQIa55iJ6b2CM0ZHufxxmdYwmv8kTNnlwVSsN-v1LSLIeo6BTnM8e7bpk1vyky0bkLn7UCiOAUik-1ZfY8EnQ8uGygKBEhfeUDacDbOPMQW9POhmkVgmrQRK96CCC4xGXbstc-q1gJjWk/s1600-h/ddgjgj.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 281px; height: 125px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBQIa55iJ6b2CM0ZHufxxmdYwmv8kTNnlwVSsN-v1LSLIeo6BTnM8e7bpk1vyky0bkLn7UCiOAUik-1ZfY8EnQ8uGygKBEhfeUDacDbOPMQW9POhmkVgmrQRK96CCC4xGXbstc-q1gJjWk/s320/ddgjgj.jpg" alt="" id="BLOGGER_PHOTO_ID_5295313516276223874" border="0" /><meta 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<br />
<br />Também chamado de marketing de Rede, é um sistema de marketing que mais vem crescendo no mercado internacional. Surgiu na década de 1940, com o químico americano chamado Carl Rhenborg, e este sistema foi utilizado para criação de franquias de fast foods. Mas neste caso não a um espaço físico (loja) onde são vendidas as mercadorias.
<br />
<br />São empresas que vendem seus produtos directamente para os consumidores finais via distribuidores independentes (profissionais de vendas), sem altos custos com campanhas publicitárias e sem intermediários. A hierarquia é em forma de uma pirâmide, onde os vendedores mais antigos ficam no topo, e os mais novos ficam na base.
<br />
<br />O sistema funciona da seguinte maneira: os vendedores mais antigos treinam outros profissionais e uma percentagem das vendas dos vendedores treinados irá para o tutor (isso influencia o vendedor a treinar constantemente seu ”aluno” e a motivar o futuro Profissional), bem como receberá uma percentagem diferente de todos os que forem treinados por quem o vendedor foi tutor. O sistema forma assim uma pirâmide.
<br />
<br /><span style="color: rgb(51, 102, 255);">Vantagens:</span>
<br />
<br />Baixo custo operacional.
<br />Grande retorno.
<br />
<br /><span style="color: rgb(51, 102, 255);">Desvantagens:</span>
<br />
<br />Necessita de mão-de-obra bastante motivada e treino constante.
<br />
<br />Controlar o número de membros (um número muito grande acaba saturando aquele determinado mercado).
<br />
<br />Fontes:
<br />
<br /><span style="color: rgb(51, 102, 255);">http://aartedevender.com</span>
<br />
<br /><span style="color: rgb(51, 102, 255);">http://www.cfcob.com.br/GMR/InfoDesvantagemMarketiingRede.htm</span>
<br /><div style="text-align: left;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBQIa55iJ6b2CM0ZHufxxmdYwmv8kTNnlwVSsN-v1LSLIeo6BTnM8e7bpk1vyky0bkLn7UCiOAUik-1ZfY8EnQ8uGygKBEhfeUDacDbOPMQW9POhmkVgmrQRK96CCC4xGXbstc-q1gJjWk/s1600-h/ddgjgj.jpg"> </a></div></div>Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-83510157188305210362008-10-22T11:52:00.005+01:002009-01-27T18:04:19.815+00:00Experience Marketing <a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPf0VZq7vcDuUom0gQQka3pE52P6yG-KorNoQywPPVXiBE7gmeMOAv8q-XmrccSIntmPzCMN6d1-P9smxRtnL6SGRzvOvxV6yJ1hn_RlwHcDc2pIQsOWjFWjoQyn0qb38RmZApu_8I_9Mj/s1600-h/320109534_9daccf234e.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 240px; height: 131px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPf0VZq7vcDuUom0gQQka3pE52P6yG-KorNoQywPPVXiBE7gmeMOAv8q-XmrccSIntmPzCMN6d1-P9smxRtnL6SGRzvOvxV6yJ1hn_RlwHcDc2pIQsOWjFWjoQyn0qb38RmZApu_8I_9Mj/s320/320109534_9daccf234e.jpg" alt="" id="BLOGGER_PHOTO_ID_5295298296435309762" border="0" /></a>
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Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:10.0pt; margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --</style>O Experience Marketing é uma técnica de comunicação que provoca a interacção entre a empresa ou marca e o consumidor com objectivos explícitos de conquista e fidelização de clientes bem como forma de premiar equipas de trabalho, recaindo essas acções em aumentos de volume de vendas.
<br /><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:12;" >Esta é também uma nova técnica de comunicação inovadora na medida em que permite a diferenciação.</span><span style=";font-family:";font-size:12;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 12pt; line-height: normal;"><span style=";font-family:";font-size:12;" >Num ambiente externo cada vez mais competitivo, em que a oferta é muita e diversificada, as características e os benefícios dum produto ou serviço por si só não vendem. É preciso algo mais, é necessário encontrar formas de acumular valor.
<br />Citando Pierre Schurmann, sócio e presidente do Experience Group, o recurso a esta nova técnica de comunicação é uma mais-valia, pois uma empresa, marca ou produto, “<i>para se diferenciar, é preciso ter algo a mais para falar com um público que está cada vez mais fragmentado</i>.”
<br />
<br />É neste caminho que surge o Experience Marketing que, na minha opinião consiste na realização de acções inesperadas, surpreendentes, inesquecíveis, encantadoras e até mesmo personalizadas, proporcionadoras de experiências marcantes no consumidor (subentenda-se consumidor interno, ou seja, colaboradores da empresa e externo) fazendo com que este se torne fiel e divulgador activo do produto, serviço ou marca.</span><span style=";font-family:";font-size:12;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><b style="color: rgb(51, 102, 255);"><span style=";font-family:";font-size:12;" >Vantagens</span></b><span style=";font-family:";font-size:12;" >
<br />É indiscutível que as acções de experience marketing, pelas suas características e pelo que proporcionam, fortalecem laços que vão para além de “laços comerciais”, laços esses que podem tornar o cliente fiel e activo na divulgação da empresa ou marca.
<br />Outra vantagem clara tem a ver com o facto de permitir a diferenciação face à concorrência, agregando também mais valor ao produto ou serviço e assim torna também as empresas ou marcas mais competitivas.
<br />A possibilidade de atingir o público-alvo de forma eficaz é outro aspecto vantajoso que advém do recurso a esta nova técnica de comunicação.
<br />Permite ainda, pelo impacto que tem, reforçar o posicionamento de uma empresa ou marca.
<br /></span><span style=";font-family:";font-size:12;" >
<br /></span><b><span style=";font-family:";font-size:12;" ><span style="color: rgb(51, 102, 255);">Desvantagens</span><o:p></o:p></span></b></p> <span style="line-height: 115%;font-family:";font-size:12;" >
<br />Esta técnica de comunicação não é propriamente barata. As experiências proporcionadas normalmente acarretam custos elevados, e portanto não estão ao alcance de qualquer empresa.
<br />As acções devem ser bem preparadas. Devem ser alvo de uma preparação cuidada. Se assim não for, o efeito será contrário ao pretendido, ficando o consumidor com uma percepção medíocre da marca ou empresa.
<br />
<br />Exemplo:
<br />
<br /><span style="color: rgb(51, 102, 255);">http://www.ft.com/cms/8a38c684-2a26-11dc-9208-000b5df10621.html</span>
<br />
<br />Fontes:
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<br />Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-20114379424845054432008-10-21T21:56:00.006+01:002009-01-27T22:14:27.086+00:00Search engine optimization ou optimização para motores de busca<div style="text-align: justify;"><meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link style="font-family: arial;" rel="File-List" href="file:///C:%5CDOCUME%7E1%5CPedro%5CDEFINI%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link style="font-family: arial;" rel="themeData" href="file:///C:%5CDOCUME%7E1%5CPedro%5CDEFINI%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link style="font-family: arial;" rel="colorSchemeMapping" href="file:///C:%5CDOCUME%7E1%5CPedro%5CDEFINI%7E1%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_colorschememapping.xml"><!--[if 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mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:EN-US;} </style> <![endif]--> </div><p style="text-align: justify; font-family: arial;font-family:arial;" class="MsoNormal"><span style="font-size:85%;">Search engine optimization (em português optimização para motores de busca) é um processo que visa melhorar a quantidade e a qualidade dos visitantes para um site através dos resultados naturais (também conhecidos como orgânicos.) O SEO é parte do Search engine optimization, que para lá do SEO, se preocupa também em posicionar os sites nos resultados pagos. Pode-se por isso falar no SEO como a actividade do Search Marketing que atrai visitantes “gratuitamente“</span></p><p style="text-align: justify; font-family: arial;font-family:arial;" class="MsoNormal"><span style="font-size:85%;">
<br /></span></p><div style="text-align: justify;"> </div><p style="text-align: justify; color: rgb(51, 102, 255);font-family:arial;" class="MsoNormal"><span style="font-size:85%;">http://www.marketingdebusca.com/artigo/seo-search-engine-optimization/</span></p><div style="text-align: justify;"> </div><p style="text-align: justify;font-family:arial;" class="MsoNormal"><span style="font-size:85%;"><o:p> </o:p></span></p><div style="text-align: justify;"> </div><p style="text-align: justify;font-family:arial;" class="MsoNormal"><span style="font-size:85%;"><span style="font-size:100%;"><span style="color: rgb(51, 51, 255); font-weight: bold;">A minha definição</span></span><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi7yu8eGL-ga7av8RIUTlFIdklkzsnUREDFAnWuyMwXIpauJ2BFw6Wh5e_yvCQO2xXu8zl6G_sycpfTTmckVGx5bqkXK58FHPeZieb1LTL1GnDMefOJNhkKexIBn37qpucuPpgRAtr0lmP/s1600-h/SEO+man.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 170px; height: 72px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi7yu8eGL-ga7av8RIUTlFIdklkzsnUREDFAnWuyMwXIpauJ2BFw6Wh5e_yvCQO2xXu8zl6G_sycpfTTmckVGx5bqkXK58FHPeZieb1LTL1GnDMefOJNhkKexIBn37qpucuPpgRAtr0lmP/s320/SEO+man.jpg" alt="" id="BLOGGER_PHOTO_ID_5295288178651077154" border="0" /></a></span></p><div style="text-align: justify;"> </div><p style="text-align: justify;font-family:arial;" class="MsoNormal"><span style="font-size:85%;">É uma metodologia para a preparação de uma página web que não só pode ser encontrada quando uma palavra ou uma frase é introduzida num motor de busca mas também detém uma posição de destaque no ranking de um motor de busca, ou seja, que tenha uma maior probabilidade de aparecer em primeiro lugar numa procura.</span></p><div style="text-align: justify;"> </div><p style="text-align: justify; font-weight: bold; color: rgb(51, 51, 255);font-family:arial;" class="MsoNormal"><span style="font-size:100%;">Vantagens:</span></p><div style="text-align: justify;"> </div><p style="text-align: justify;font-family:arial;" class="MsoNormal"><span style="font-size:85%;"><span style="font-size:11;">Torna o conteúdo de uma página mais relevante aos utilizadores.</span></span></p><p style="text-align: justify;font-family:arial;" class="MsoNormal"><span style="font-size:85%;">Melhor posicionamento do site numa página de resultados de uma busca -<span style=""> </span>O aparecimento da página depende da relevância. – Google<span style="color: rgb(153, 153, 255);"> <span style="font-weight: bold;">PageRank</span></span></span></p><p style="text-align: justify;font-family:arial;" class="MsoNormal"><span style="font-size:85%;"><span style="color: rgb(153, 153, 255);"><span style="font-weight: bold;">
<br /></span></span></span></p><div style="text-align: justify;"> </div><p style="text-align: justify; color: rgb(102, 51, 255);font-family:arial;" class="MsoNormal"><span style="font-size:85%;">Nota: Explicação do Google PageRank</span></p><p style="text-align: justify; color: rgb(102, 51, 255);font-family:arial;" class="MsoNormal"><span style="font-size:85%;">
<br /></span></p><div style="text-align: justify;"> </div><p class="MsoNormal" style="text-align: justify;font-family:arial;"><span style="font-size:85%;">O SEO pode ser dividido em duas partes.Factores internos e factores externos. Os internos são rela</span><span style="font-size:85%;">c</span><span style="font-size:85%;">io</span><span style="font-size:85%;">na</span><span style="font-size:85%;"><a style="font-family: arial;" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbbr5tbL9QbyJLLtf8a_2hfaTGp8JJV_m_4F1MH0b_nOETYiV4aVcdgeRBt_uTcTS-xtUqyDOTUYAEZ001Co61MGOIKcSPaJiX6GPhjr2TGrnFKtkhCtt9dWWw1cx1aVZaP0sgdBsTL5Ea/s1600-h/SEO.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 174px; height: 116px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbbr5tbL9QbyJLLtf8a_2hfaTGp8JJV_m_4F1MH0b_nOETYiV4aVcdgeRBt_uTcTS-xtUqyDOTUYAEZ001Co61MGOIKcSPaJiX6GPhjr2TGrnFKtkhCtt9dWWw1cx1aVZaP0sgdBsTL5Ea/s320/SEO.jpg" alt="" id="BLOGGER_PHOTO_ID_5295288171069546562" border="0" /></a></span><span style="font-size:85%;">dos ao site. Alguns exemplos são urls claras, utilização dos padrões web, títulos de página racionais e a corret</span><span style="font-size:85%;">a utilização das tags html que é linguagem utilizada para construir páginas web. Já a parte externa analisa como os outros sites se relacionam com o site. Os exemplos são quantidade de links apontando para o site, quais sites apontam o site e o conteúdo do link apontado. Dependendo destes factores, as páginas são pontuadas pelos sites de busca para que ele possa determinar a relevância da pagina e quais as palavras-chave relacionadas a ela. O Google utiliza um sistema de pontuação de 0 a 10 que é o PageRank.</span></p><p class="MsoNormal" style="text-align: justify;font-family:arial;"><span style="font-size:85%;">
<br /></span></p><div style="text-align: justify;"> </div><p style="text-align: justify; color: rgb(51, 102, 255);font-family:arial;" class="MsoNormal"><span style="font-size:85%;">http://www.marketingdebusca.com.br/seo/</span></p><p style="text-align: justify; color: rgb(51, 102, 255);font-family:arial;" class="MsoNormal"><span style="font-size:85%;">
<br /></span></p><div style="text-align: justify;"> </div><div style="text-align: justify;"> </div><p style="text-align: justify;font-family:arial;"><span style="font-size:85%;"><span style="font-size:11;"><span style="color: rgb(51, 51, 255);font-size:100%;" ><span style="font-weight: bold;">Desvantagens</span></span></span></span></p><div style="text-align: justify;"> </div><p style="text-align: justify;font-family:arial;"><span style="font-size:85%;"><span style="font-size:11;"></span><span style="font-weight: bold;"></span></span></p>É necessário ter cuidado com o conteúdo, uma vez que a utilização de muitas imagens substituindo texto, ou a utilização de formatação como transparência, efeitos de sombreamento no título podem prejudicar a busca, uma vez que os títulos contam muito para a relevância de um site e não devem ser substituídos por imagens.
<br /> Torna-se necessário uma equipa preparada e responsável pelo tratamento da informação do site assim como pelo design, o aproaching e vários outros factores que abrangem um website.
<br />
<br />O SEO é um processo continuo e demorado cujos benefícios resultam de um trabalho cuidadoso e diligente. <p class="MsoNormal" style="line-height: normal; text-align: justify; font-weight: bold;font-family:arial;"><span style="font-size:85%;"></span></p><div style="text-align: justify;">
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<br /></div><div style="text-align: justify;font-family:arial;"><span style="color: rgb(255, 255, 255);font-size:85%;" ><span style="color: rgb(0, 0, 0);"> <span style="color: rgb(255, 255, 255);"></span></span></span><span style="color: rgb(255, 255, 255);font-size:85%;" >
<br /></span></div>Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-73802924921292426852008-10-21T02:12:00.006+01:002009-01-27T22:17:26.264+00:00Marketing de Guerrilha<div style="text-align: justify;"><a style="color: rgb(255, 255, 255);" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDb600bUBcQGvdR_PArcDn_gjgHfC8_eO5-h1ZBR5eUiJlWgde6Dk27V60I-cKfLuFokjgV0rBO_nKMFFs29hWn1q5VdK2op5TrhVAmE6M4g5yWiT9AdGCmkgqPuV71rGgMBsuiFdnodtA/s1600-h/Guerilla-Marketing.gif"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 320px; height: 122px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDb600bUBcQGvdR_PArcDn_gjgHfC8_eO5-h1ZBR5eUiJlWgde6Dk27V60I-cKfLuFokjgV0rBO_nKMFFs29hWn1q5VdK2op5TrhVAmE6M4g5yWiT9AdGCmkgqPuV71rGgMBsuiFdnodtA/s320/Guerilla-Marketing.gif" alt="" 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line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:EN-US;} </style> <![endif]--> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Refere-se a acções de comunicação e publicidade que quebram a rotina do dia a dia com algo surpreendente na esperança de gerar o chamado word-of-mouth ou boca-a-boca.</span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;">
<br /></span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><span style="color: rgb(51, 102, 255);">http://www.brunoamaral.com/post/marketing-de-guerrilha/</span></span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;">
<br /></span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><span style="font-weight: bold; color: rgb(51, 51, 255);">A minha definição</span></span><span style="font-size:85%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgSM6QbIi_PmRkP0_CCzJh9YZz2c2v7hXXS-QkXXn0bAHq0cWxYFk1182BUKVO7w_HO5G0vvPbFDP7l3HVuzgl0cvxVbMTIqcGfip_Cxo2o96dZQlhlRz52WfdOReWWT6UDGAbr0pUVzlY/s1600-h/mguerrilhapepsi.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 162px; height: 116px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgSM6QbIi_PmRkP0_CCzJh9YZz2c2v7hXXS-QkXXn0bAHq0cWxYFk1182BUKVO7w_HO5G0vvPbFDP7l3HVuzgl0cvxVbMTIqcGfip_Cxo2o96dZQlhlRz52WfdOReWWT6UDGAbr0pUVzlY/s320/mguerrilhapepsi.jpg" alt="" id="BLOGGER_PHOTO_ID_5295305931436397298" border="0" /></a></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >É um método de promoção cujo ataque consiste em surpreender o adversário, lançando </span><span style=";font-family:";font-size:85%;" >e</span><span style=";font-family:";font-size:85%;" >stratégias de guerrilha no campo do marketing. O seu principal objectivo é transformar clientes em potenciais consumidores reias e investimentos de marketing em lucros.</span></p><p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><span style="font-weight: bold; color: rgb(51, 51, 255);">
<br /></span></span></p><p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><span style="font-weight: bold; color: rgb(51, 51, 255);">Vantagens</span><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Chama a atenção do consumidor.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Custos mais baixos do que os da publicidade tradicional<span style=""> </span>uma vez que promove a marca desenvolvendo situações que possam ganhar notoriedade nos noticiários ou <span style=""> </span>atrair a atenção directa do público alvo sem pagar espaços publicitários como rádio, televisão, jornais e revistas.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >O investimento é menor e tem um resultado maior que as acções tradicionais. <o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Prazo de execução curto – em 40 dias é possível planear e viabilizar uma acção.</span></p><span style="font-size:85%;">
<br /></span><p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><span style="color: rgb(51, 51, 255);"><span style="font-weight: bold;">Desvantagens</span></span><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><o:p> </o:p>O planeamento e a execução da acção partem do principio da ousadia para que esta seja concretizada, dessa forma exige dos profissionais uma criatividade quase sem limites.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Algumas acções de Marketing de Guerrilha e as suas ferramentas provocam discussões éticas.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Necessidade de controlar todas as variáveis da situação escolhida para a promoção. Especial cuidado como boca-a-boca.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><span style="font-weight: bold; color: rgb(102, 102, 204);">Nota</span><span style="color: rgb(102, 102, 204);">:</span> A Coca Cola furou a língua das pessoas com um piercing da marca. Foram quase 300 pessoas usando a marca Coca-Cola na língua. <span style=""> </span>A pessoa furava a língua de graça e tirava uma foto para divulgar, no entanto, só foram utilizados piercing de titânio e estúdios com certificado de qualidade.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >O sucesso de uma campanha de guerrilha depende de ideias originais, e não <span style=""> </span>de situações que são difíceis de ser identificadas antes de serem feitas .<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify; font-family: arial;"><span style=";font-size:85%;" ><span style="color: rgb(102, 102, 204); font-weight: bold;">Nota:</span> A Mattel, fabricante da Barbie, pintou uma rua toda de cor-de-rosa para promover a boneca. A ação, obviamente, irritou os moradores. Os consumidores sentiram que seu espaço foi invadido e o tiro saiu pela culatra</span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;">
<br /></span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="color: rgb(51, 102, 255);font-family:";font-size:85%;" lang="PT-BR">http://pt.shvoong.com/internet-and-technologies/1234310-marketing-guerrilha/</span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" ><o:p> </o:p></span></p><span style="font-size:85%;">
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<br /></span><p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >Em Nova York, por volta de oito mil carteiras foram espalhadas nas calçadas de Manhanttan. Ao invés de dinheiro, cheques ou documentos, os curiosos de Nova York encontraram dentro das carteiras um cartão com uma mensagem e o endereço</span><span style=";font-family:";font-size:85%;" > do site CharityCounts.com, criado para </span><span style=";font-family:";font-size:85%;" >conceber doações para instituições de caridade.</span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >No ano passado, um comboio de 20 carros amassados e soltando fumaça se arrastaram por ruas de Nova York e Los Angeles para promover o lançamento do Driver 2, um videojogo de perseguição de carros. Mesmo as empresas tradicionais estão adoptando este tipo mais ousado de propaganda. <o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";font-size:85%;" >A Pizza Hut gastou U$ 1,25 milhões em um anúncio colocado em um foguete russo lançado ao espaço. A fronteira final também é tema de ideias meio m</span><span style=";font-family:";font-size:85%;" >alucas como transformar a Lua em um imenso outdoor usando projectores potentes.</span></p><p class="MsoNormal" style="text-align: justify; color: rgb(51, 102, 255);"><span style="font-size:85%;">
<br /></span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style=";font-family:";" lang="PT-BR"><span style="color: rgb(51, 102, 255);font-size:85%;" >http://pt.shvoong.com/internet-and-technologies/1234310-marketing-guerrilha/</span><o:p></o:p></span></p>
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<br /></div>Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-80861334733039155982008-10-21T01:59:00.008+01:002009-01-26T20:03:28.868+00:00Buzz Marketing<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPOt939QmP7jfq31xN2ogvwR78yfMSYA4fNDrR0fSNeM5k4zotqeI5kICnbBe9YnhMA6FIB4UADgMw0kIMxF-0zaKIuVc1Z4L24SDlK1pmXl8Fo64H32nWSrHXLUXHNnNxM-Tuu5hO-74V/s1600-h/qqqqqqqqqqqqqqqqq.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 298px; height: 60px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPOt939QmP7jfq31xN2ogvwR78yfMSYA4fNDrR0fSNeM5k4zotqeI5kICnbBe9YnhMA6FIB4UADgMw0kIMxF-0zaKIuVc1Z4L24SDlK1pmXl8Fo64H32nWSrHXLUXHNnNxM-Tuu5hO-74V/s320/qqqqqqqqqqqqqqqqq.jpg" alt="" id="BLOGGER_PHOTO_ID_5295308071032971858" border="0" /></a>
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New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoPapDefault {mso-style-type:export-only; margin-bottom:10.0pt; line-height:115%;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> </style><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:85%;" >O que significa a palavra “Buzz”? Nada mais, nada menos do que o tradicional boca a boca.Neste caso, um agradável sussurro de promoção, enigma, surpresa e novidade.Uma acção de buzz marketing tem como objectivo despertar a atenção das pessoas fazendo com que elas comentem, discutam, logo, que seja tema de conversa. Quanto mais as pessoas comentam, diz-se que maior é o buzz, seja ele por meio de “passa a palavra” nas ruas, em blogs, sites ou grandes veículos de comunicação. O buzz marketing é também, algo muito complicado de medir.</span><span style=";font-family:";font-size:85%;" > </span><span style=";font-family:";font-size:85%;" >No entanto, já várias empresas no mundo o fazem. Uma delas é a Nielsen.</span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:85%;" >
<br /></span><span style="color: rgb(51, 102, 255);font-family:";font-size:85%;" >Quais as vantagens e desvantagens do Buzz Marketing?</span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:85%;" >
<br />Tal como o marketing de guerrilha, este tipo de comunicação não obriga a um esforço financeiro.</span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:85%;" >A possibilidade de utilizar uma ferramenta como a Internet é algo também muito vantajoso na medida em que permite atingir rapidamente os mais diversos mercados bem como um interessante e elevado número de pessoas.</span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:85%;" >No que diz respeito a desvantagens, e de salientar o facto de uma acção ter um impacto contrário ao pretendido. Para que tal aconteça, basta a mesma não ir de encontro às expectativas do consumidor, que rapidamente a vantagem retirada pela “facilidade e rapidez de difusão” transforma se numa desvantagem. Quando se trata de afamar uma marca, a boca a boca tem um efeito devastador e de difícil conserto.</span><span style=";font-family:";font-size:85%;" ><o:p></o:p>
<br />Como exemplo, apresento um vídeo que foi claramente um caso de sucesso no que diz respeito ao buzz marketing. </span><span style=";font-family:";font-size:85%;" >Depois do Buzz criado pelo os Radiohead e agora a vez dos AC/DC inovar com o <strong><span style=";font-family:";" >lançamento de um videoclip no</span></strong><strong><span style=";font-family:";" > … </span></strong><strong><span style=";font-family:";" >Excel.</span></strong><strong><span style=";font-family:";" > </span></strong>E no mínimo surpreendente, deixa logo qualquer pessoa curiosa e com vontade de ver este clip no famoso software da Microsoft, ou seja é um excelente videoclip.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:";font-size:85%;" >
<br /></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; color: rgb(51, 102, 255);"><span style="font-size:85%;">
<br /></span><span style=";font-family:";font-size:85%;" ><o:p></o:p></span></p> <p style="color: rgb(51, 102, 255);" class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:85%;" >http://www.youtube.com/watch?v=h9_YkXHCkgA&eurl=http://www.mktg2.net/category/buzz-marketing/</span></p><p style="color: rgb(51, 102, 255);" class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:85%;" >
<br /></span></p><span style="color: rgb(51, 102, 255);font-size:85%;" > Fontes:http://d.scribd.com/docs</span><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=";font-family:TimesNewRoman;font-size:12;" ><o:p></o:p></span></p> Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-15900677245275858202008-10-21T01:34:00.007+01:002009-01-27T22:00:26.993+00:00Marketing Viral<div style="text-align: justify;"><meta equiv="Content-Type" content="text/html; charset=utf-8"><meta name="ProgId" content="Word.Document"><meta name="Generator" content="Microsoft Word 12"><meta name="Originator" content="Microsoft Word 12"><link rel="File-List" href="file:///C:%5CUsers%5CPEDROG%7E1%5CAppData%5CLocal%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_filelist.xml"><link rel="themeData" href="file:///C:%5CUsers%5CPEDROG%7E1%5CAppData%5CLocal%5CTemp%5Cmsohtmlclip1%5C01%5Cclip_themedata.thmx"><link 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<br /></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;">O Marketing Viral envolve a transmissão de produtos, de serviços ou de informações desenvolvidas por uma empresa de utilizador em utilizador via Internet. </span><span style="font-size:85%;"><i><span style="">(Fonte: Kottler e Keller , 2006)<o:p></o:p></span></i></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;">
<br /></span><span style="font-size:85%;">Passar adiante uma mensagem que "contamine" o receptor e o faça simplesmente passar a mesma mensagem adiante ou fazer isso em conjunto com outras acções, como comprar algo ou se inscrever em algum serviço. Com a Internet o conceito cresceu e se potencializou. Agora cada pessoa envolvida pode "contaminar" centenas ou milhares de correspondentes. As empresas que souberem transformar essa equação "mensagem recebida = compra + divulgação" em algo imediato conseguirá explorar toda a potencialidade do marketing viral. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;">
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style="color: rgb(0, 0, 0);" class="MsoNormal"><span style="line-height: 115%;font-size:85%;" ><a href="http://www.mariopersona.com.br/entrevista_revista_recall.html"><i><span style="text-decoration: none;">Fonte: http://www.mariopersona.com.br/entrevista_revista_recall.html</span></i></a></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;">
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<br /><!--[endif]--></span><span style="font-size:85%;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;">Segundo a minha definição hoje em dia considerado uma forma de Marketing, é ao mesmo tempo um dos meios de Buzz Marketing, que utiliza a internet de forma a difundir uma mensagem através das redes de e-mails, blogs e outros meios da internet de forma a levar os receptores desta mensagem a consumir algo.</span><span style="font-size:85%;">
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<br /></span><span style="color: rgb(51, 102, 255);font-size:85%;" >Vantagens </span><span style="font-size:85%;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;"><span style=""> </span>Baixo custo de investimento e grande receptividade neste tipo de campanhas não convencionais por parte de um público mais jovem cansado de campanhas convencionais.</span><span style="font-size:85%;">
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<br /></span><span style="color: rgb(51, 102, 255);font-size:85%;" >Desvantagens</span><span style="font-size:85%;"> <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-size:85%;">Devido á sua facilidade de utilização existem hoje me dia milhares de campanhas de Marketing Viral o que leva a uma certa descredibilização desta técnica.</span><span style="font-size:85%;">
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<br /></span><span style="font-size:85%;">Durante a pesquisa que efectuei encontrei este site, onde falam das 7 técnicas do Marketing Viral.É muito interessante devido à forma prática como informam a utilização do mesmo.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;">
<br /><span style="font-size:85%;"><o:p></o:p></span></p> <span style="line-height: 115%;font-family:";font-size:12;" ><span style="color: rgb(51, 102, 255);font-family:arial;font-size:85%;" >http://chavedomundo.com/2008/02/18/7-tecnicas-de-marketing-viral/</span>
<br /></span><span style="color: rgb(255, 255, 255);font-family:arial;font-size:100%;" ><span style="color: rgb(255, 255, 255);"></span></span></div>Pedro Guimarãeshttp://www.blogger.com/profile/16055730748367920856noreply@blogger.com0tag:blogger.com,1999:blog-662734660062064439.post-43375205077579695332008-10-20T18:39:00.018+01:002009-01-27T22:21:56.766+00:00Marketing Digital<div style="text-align: justify;font-family:arial;"><span style="font-size:100%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvT-qpNHFXIrm6sbpgp-ctcxgLEISNgp4hEIpwC7QDl8fX-InNnf_isFqoJ4-6fFAxBR5NwpLSN8p1_ayH0ZEa3w7OEUxCHktj-s2Knk_toyMgCi7HAikND2SKiFQ2YnJSLTq1_UF6o3n7/s1600-h/email.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 125px; height: 178px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvT-qpNHFXIrm6sbpgp-ctcxgLEISNgp4hEIpwC7QDl8fX-InNnf_isFqoJ4-6fFAxBR5NwpLSN8p1_ayH0ZEa3w7OEUxCHktj-s2Knk_toyMgCi7HAikND2SKiFQ2YnJSLTq1_UF6o3n7/s320/email.jpg" alt="" id="BLOGGER_PHOTO_ID_5259388814657257698" border="0" /></a></span> Marketing Digital são acções de comunicação que as empresas podem utilizar por meio da Internet para divulgar e comercializar os seus produtos, conquistar novos clientes e melhorar a sua rede de conhecimentos.Estas tendências estão a mudar conforme a comunicação da WEB 2.0, Wikis, redes sociais, blogs, entre outros,que tendem a promover novas interacções dos utilizadores da Internet no ciberespaço. É a nova moda de pesquisar mercados,divulgar produtos,serviços e marcas corporativas nesse ambiente virtual onde podemos definir o objectivo principal do marketing digital.<span style="font-size:85%;">
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<br /></span><span style="color: rgb(51, 102, 255);font-size:85%;" >http://pt.wikipedia.org/wiki/Marketing_digital</span><span style="font-size:85%;">
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mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-fareast-language:EN-US;} </style> <![endif]--><span style="font-size:85%;"><o:p> </o:p></span> <p class="MsoNormal" style="text-align: justify; font-weight: bold; color: rgb(51, 102, 255);font-family:verdana;"><span style="font-size:85%;"><span style="">A minha definição</span></span></p><p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">
<br /></span><span style="font-size:85%;"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">O marketing digital engloba todo o tipo de comunicação de marketing recorrendo a canais em formato digital que<span style=""> </span>vão desde a TV, email, aos sms, telemóveis, pda’a entre outros. O cliente, usa quando quer, como quer, quase como um “self-service”.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">
<br /></span></p><p class="MsoNormal" style="text-align: justify; font-weight: bold; color: rgb(51, 102, 255);font-family:verdana;"><span style="font-size:85%;"><span style="">Vantagens</span></span></p><p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">
<br /></span><span style="font-size:85%;"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Possibilidade de gestão de uma carteira de clientes ou potenciais clientes.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Personalizar o envio da informação.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Obter retorno das acções efectuadas, muito perto dos 100%.<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Proporciona a capacidade de dar uma resposta mais eficiente e eficaz às necessidades do cliente<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Longo alcance – elimina barreiras geográficas, atingindo o público alvo em qualquer lugar que ele estiver;<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Agilidade <span style=""> </span>– atinge imediatamente o destinatário;<o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;">Interactividad</span><span style="font-size:85%;">e – o público alvo pode ser parte integrante da acção e pode interagir com ela;
<br />
<br />Mensurável – os resultados podem ser medidos em tempo real através de sistemas de estatísticas de</span></p> <p class="MsoNormal" style="text-align: justify;font-family:verdana;"><span style="font-size:85%;"> acesso ou clicks;</span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;">
<br /></span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfC-mwFgEDX3cRjKOusj4mj-oVLsXUXzAEnVRITlRpOoMKpU_VLw9GSMxy70VDCfw7x57BLyNgdY60cB-GzXx57kOsAxWlGgYVjP1SUpiG-mcbZmL8Bey0cpxxtlfmiqhca9jp_uccNTyh/s1600-h/m+digital.jpg"><img style="margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 156px; height: 73px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfC-mwFgEDX3cRjKOusj4mj-oVLsXUXzAEnVRITlRpOoMKpU_VLw9GSMxy70VDCfw7x57BLyNgdY60cB-GzXx57kOsAxWlGgYVjP1SUpiG-mcbZmL8Bey0cpxxtlfmiqhca9jp_uccNTyh/s320/m+digital.jpg" alt="" id="BLOGGER_PHOTO_ID_5295312412658372802" border="0" /></a></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;">
<br /></span><span style="font-size:85%;"><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><o:p> </o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><span style="color: rgb(51, 51, 255);"><span style="font-weight: bold;">
<br /></span></span></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><span style="color: rgb(51, 51, 255);"><span style="font-weight: bold;">
<br /></span></span></span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><span style="color: rgb(51, 51, 255);"><span style="font-weight: bold;">
<br /></span></span></span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><span style="color: rgb(51, 51, 255);"><span style="font-weight: bold;">
<br /></span></span></span></p><p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;"><span style="color: rgb(51, 102, 255);"><span style="font-weight: bold;">Desvantagens</span></span><o:p></o:p></span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size:85%;">
<br /><span style="font-family:verdana;">- A abrangência da audiência torna-se mais limitada dado focalizar e segmentar tanto o alvo, torna-se mais difícil atingir um leque de mais abrangente dos potenciais clientes.
<br /></span></span><span style=";font-family:verdana;font-size:85%;" >
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