{"id":59707,"date":"2018-02-23T00:00:00","date_gmt":"2018-02-22T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2018\/02\/23\/digital-experience\/"},"modified":"2018-02-23T00:00:00","modified_gmt":"2018-02-22T23:00:00","slug":"digital-experience","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/digital-experience\/","title":{"rendered":"Digital Experience"},"content":{"rendered":"

[et_pb_section admin_label=”section”][et_pb_row admin_label=”row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Conjugando con eficacia la Comunicaci\u00f3n y el Marketing” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

Combina\u00e7\u00e3o efetiva entre Comunica\u00e7\u00e3o e Marketing<\/h1>\n

[\/et_pb_text][et_pb_image admin_label=”Boton Estudio Web” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/Boton_web_ENG.png” disabled=”off” disabled_on=”on|on|off” url=”http:\/\/digitalexperience.llorenteycuenca.com\/br\/”] [\/et_pb_image][et_pb_image admin_label=”Bot\u00f3n estudio m\u00f3vil” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/Boton_mov_ENG.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” disabled=”off” disabled_on=”off|off|on” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”http:\/\/digitalexperience.llorenteycuenca.com\/br\/”] [\/et_pb_image][et_pb_text admin_label=”Texto 1 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

H\u00e1 quase vinte anos, vision\u00e1rios da comunica\u00e7\u00e3o e do marketing publicaram o Manuscrito Cluetrain. Foi o ano de 1999, o Google acabara de ser fundado, a Amazon n\u00e3o dava lucro e o Facebook nem era uma ideia; mas os autores dessas 95 teses j\u00e1 vislumbravam os fundamentos da transforma\u00e7\u00e3o digital que continua impactando as empresas. Consistia na poderosa ideia de entender os mercados como “conversas<\/strong>“, minando hierarquias, sem comando ou controle, e “interligando pessoa a pessoa<\/strong>“.<\/p>\n

[\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=2pxdifFrqDU&feature=youtu.be”] [\/et_pb_video][et_pb_text admin_label=”Texto 1 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

Esse empoderamento do indiv\u00edduo, dotado de tecnologia com uma capacidade de influ\u00eancia sem precedentes, gra\u00e7as \u00e0s m\u00eddias sociais e dispositivos m\u00f3veis, continua por tr\u00e1s das tr\u00eas tend\u00eancias que est\u00e3o transformando a economia, a cultura e a pol\u00edtica nas sociedades globalizadas. Um, a personaliza\u00e7\u00e3o das rela\u00e7\u00f5es p\u00fablicas; dois, a hipertranspar\u00eancia de comportamentos privados; e tr\u00eas, a satura\u00e7\u00e3o dos canais de informa\u00e7\u00e3o social.<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”texto 2″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

\u00c9 neste contexto de transforma\u00e7\u00e3o que propomos uma reflex\u00e3o multidisciplinar dos campos da Comunica\u00e7\u00e3o e do Marketing, com o objetivo de nos fornecer um quadro de gerenciamento integrado para a experi\u00eancia (digital e omnichannel) das empresas com seus stakeholders.<\/p>\n

[\/et_pb_text][et_pb_image admin_label=”Graph web” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/grafico_web_BR.png” disabled=”off” disabled_on=”on|on|off”] [\/et_pb_image][et_pb_image admin_label=”graph m\u00f3vil” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” disabled=”off” disabled_on=”off|off|on” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/grafico_movil_BR.png”] [\/et_pb_image][et_pb_text admin_label=”texto 3 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

Os componentes essenciais da proposta est\u00e3o representados neste gr\u00e1fico e os fundamentos destes s\u00e3o explicados no documento para download no final deste artigo.<\/p>\n

Eles compartilham o quadro de trabalho “Onda del Cliente<\/a>” da Associa\u00e7\u00e3o para o Desenvolvimento da Experi\u00eancia do Cliente (DEC); o modelo de comunica\u00e7\u00e3o “Building Belief<\/a>” da Arthur W. Page Society; os procedimentos caracter\u00edsticos do Marketing de entrada<\/a>; al\u00e9m do pr\u00f3prio discurso metodol\u00f3gico da LLORENTE & CUENCA.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text 4″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

As chaves de Inbound<\/em> & Advocacy<\/em><\/h4>\n

O gr\u00e1fico expressa uma conflu\u00eancia entre as disciplinas de Comunica\u00e7\u00e3o e Marketing derivadas da assimila\u00e7\u00e3o das tr\u00eas for\u00e7as da transforma\u00e7\u00e3o digital (personaliza\u00e7\u00e3o, hipertranspar\u00eancia e “infoxica\u00e7\u00e3o<\/strong>“):<\/p>\n

–<\/strong> Em um contexto de transfer\u00eancia de poder de comunica\u00e7\u00e3o para o indiv\u00edduo, o objetivo comum \u00e9 “converter<\/strong>” a pessoa em “advogar<\/strong>” a marca atrav\u00e9s de procedimentos de atra\u00e7\u00e3o (entrada) que nos permitem obter sua “recomenda\u00e7\u00e3o<\/strong>” entre seus grupos e comunidades de interesse.<\/p>\n

–<\/strong> Para atingir esse objetivo, \u00e9 necess\u00e1ria a implementa\u00e7\u00e3o de processos cont\u00ednuos de “an\u00e1lise<\/strong>” de grandes dados e “automa\u00e7\u00e3o<\/strong>” de intera\u00e7\u00f5es com essas pessoas, desde a implanta\u00e7\u00e3o de “conte\u00fados<\/strong>” nos pontos de contato digitais ou digitalizados (entre eles o “Social Media<\/em><\/strong>“).<\/p>\n

– E tudo isso baseia-se no entendimento de que as expectativas e cren\u00e7as compartilhadas pelas pessoas (“reputa\u00e7\u00e3o<\/strong>“), com predomin\u00e2ncia do emocional sobre o racional, determinam que as experi\u00eancias com a marca s\u00e3o “relevantes<\/strong>” para eles, e acabam motivando sua recomenda\u00e7\u00e3o ou prescri\u00e7\u00e3o.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text 5″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

A partir dessas conclus\u00f5es, propomos um quadro integrado que serve para gerenciar as intera\u00e7\u00f5es com todos os principais grupos de interesse da empresa<\/strong> (funcion\u00e1rios, clientes, acionistas, fornecedores e cidad\u00e3os) e nos ajudar a alcan\u00e7ar mais impactos no capital da empresa (humanos, financeiros, intelectuais, sociais e de relacionamento), tentando transformar as pessoas em defensores, promotores ou “prescritores<\/strong>” da reputa\u00e7\u00e3o de uma marca (seja ela corporativa, comercial ou pessoal).<\/p>\n

[\/et_pb_text][et_pb_image admin_label=”ebook web” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” disabled=”off” disabled_on=”on|on|” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/Boton_web_ENG.png” url=”http:\/\/digitalexperience.llorenteycuenca.com\/br\/”] [\/et_pb_image][et_pb_image admin_label=”ebook movil” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” disabled=”off” disabled_on=”||on” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/Boton_mov_ENG.png” url=”http:\/\/digitalexperience.llorenteycuenca.com\/br\/”] [\/et_pb_image][et_pb_divider admin_label=”Divider” color=”#000000″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”off”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

[et_pb_section admin_label=”section”][et_pb_row admin_label=”row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Conjugando con eficacia la Comunicaci\u00f3n y el Marketing” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] Combina\u00e7\u00e3o efetiva entre Comunica\u00e7\u00e3o e Marketing [\/et_pb_text][et_pb_image admin_label=”Boton Estudio Web” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2018\/02\/Boton_web_ENG.png” disabled=”off” disabled_on=”on|on|off” url=”http:\/\/digitalexperience.llorenteycuenca.com\/br\/”] [\/et_pb_image][et_pb_image […]<\/p>\n","protected":false},"author":4,"featured_media":59708,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[87],"class_list":["post-59707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\nDigital Experience - 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