{"id":60519,"date":"2021-01-07T00:00:00","date_gmt":"2021-01-06T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/01\/07\/martech-tecnologias-da-informacao-aplicadas-ao-marketing\/"},"modified":"2021-01-07T00:00:00","modified_gmt":"2021-01-06T23:00:00","slug":"martech-tecnologias-da-informacao-aplicadas-ao-marketing","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/martech-tecnologias-da-informacao-aplicadas-ao-marketing\/","title":{"rendered":"Martech: tecnologias da informa\u00e7\u00e3o aplicadas ao marketing"},"content":{"rendered":"

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Come\u00e7ar este artigo argumentando que a transforma\u00e7\u00e3o digital n\u00e3o \u00e9 sobre tecnologia pode gerar surpresa ou estranheza. A raz\u00e3o desta afirma\u00e7\u00e3o \u00e9 a nossa convic\u00e7\u00e3o de que a transforma\u00e7\u00e3o, a adapta\u00e7\u00e3o \u00e0 mudan\u00e7a e a inova\u00e7\u00e3o dizem respeito principalmente \u00e0s pessoas, uma vez que n\u00e3o existem tecnologias capazes de evoluir uma organiza\u00e7\u00e3o por si, sem contar com aqueles indiv\u00edduos que enfrentam as mudan\u00e7as e t\u00eam a vontade de realiz\u00e1-lo.<\/span><\/p>\n

A responsabilidade de serem pioneiros e de promover a transforma\u00e7\u00e3o de suas empresas agora recai, mais do que nunca, sobre os ombros dos diretores de marketing, o que faz com que eles precisem reinventar seu perfil profissional. A isso se deve ao fato que a tecnologia est\u00e1 se transformando em grande velocidade e esse avan\u00e7o acelerado tem, inevitavelmente, encurtado os tempos de resposta.<\/span><\/p>\n

Embora seja verdade que esse cen\u00e1rio apresenta muitos desafios, h\u00e1 mais oportunidades que se abrem para aqueles que entendem a import\u00e2ncia estrat\u00e9gica da tecnologia em suas fun\u00e7\u00f5es. A maioria dos disruptivoses, que s\u00e3o capazes de integrar a tecnologia em sua vida cotidiana e aplic\u00e1-la para questionar e reinventar modelos tradicionais, estar\u00e3o em posi\u00e7\u00e3o de ocupar fun\u00e7\u00f5es de alto valor agregado em suas organiza\u00e7\u00f5es e de ser uma das pontas de lan\u00e7a no transforma\u00e7\u00e3o digital de suas empresas.<\/span><\/p>\n

O novo contexto em que nos encontramos nos convida a falar sobre a import\u00e2ncia de enfrentarmos de forma \u00e1gil a volatilidade e incerteza do neg\u00f3cio, motivada pelas mudan\u00e7as no e-commerce, pela descentraliza\u00e7\u00e3o operacional da gest\u00e3o dos recursos ou pelo contato com consumidores em um contexto p\u00f3s-pand\u00eamico. Por\u00e9m, para al\u00e9m das oportunidades externas que surgem, existem outras a n\u00edvel cultural e organizacional.<\/span><\/p>\n

Nesse sentido, os gestores de marketing exigir\u00e3o uma vis\u00e3o global da empresa, que promova a colabora\u00e7\u00e3o interdepartamental, desfazendo as barreiras tradicionais. O relacionamento pr\u00f3ximo e constante entre os departamentos, incluindo, \u00e9 claro, o departamento de tecnologia, ser\u00e1 fundamental para expandir as capacidades de inova\u00e7\u00e3o. Aqui entra em jogo o valor da diversidade, ou seja, a riqueza que traz a integra\u00e7\u00e3o da vis\u00e3o de diferentes perfis profissionais que compartilham um objetivo comum.<\/span><\/p>\n

Paralelamente, o desenvolvimento individual de cada membro da equipe de marketing ser\u00e1 fundamental. Um bom ponto de partida com uma equipe mal treinada ou resistente a mudan\u00e7as \u00e9 in\u00fatil. A lideran\u00e7a n\u00e3o \u00e9 um destino, \u00e9 um processo. Por isso, \u00e9 fundamental entender essa mudan\u00e7a como uma oportunidade e parte de um desafio que os gestores de marketing enfrentam ao trabalhar e inspirar suas equipes a buscarem novas formas de trabalhar.<\/span><\/p>\n

Em suma, a digitaliza\u00e7\u00e3o e as tecnologias da informa\u00e7\u00e3o evolu\u00edram para nos oferecer um vasto leque de solu\u00e7\u00f5es, que contribuem n\u00e3o s\u00f3 para melhorar a tomada de decis\u00f5es e reduzir as incertezas, mas tamb\u00e9m para a rapidez e agilidade no momento de implementar a\u00e7\u00f5es ou gest\u00e3o otimizada de recursos. Aqui est\u00e3o alguns deles que os gerentes de marketing devem ficar de olho nos pr\u00f3ximos meses.<\/span><\/p>\n

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\u201cA digitaliza\u00e7\u00e3o e as tecnologias da informa\u00e7\u00e3o evolu\u00edram para nos oferecer um vasto leque de solu\u00e7\u00f5es, que contribuem n\u00e3o s\u00f3 para melhorar a tomada de decis\u00f5es e reduzir as incertezas, mas tamb\u00e9m para a rapidez e agilidade no momento de implementar a\u00e7\u00f5es ou gest\u00e3o otimizada de recursos. \u201d<\/h2>\n

[\/et_pb_text][et_pb_text admin_label=”La democratizaci\u00f3n de la tecnolog\u00eda y la figura del Citizen Developer” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

\u00a0<\/p>\n

A democratiza\u00e7\u00e3o da figura do Citizen Developer<\/i><\/b><\/h2>\n

\u00a0<\/p>\n

O conceito de <\/span>Citizen Developer<\/span><\/i> ainda \u00e9 raro fora das culturas anglo-sax\u00e3s. Consiste no fato de que, gra\u00e7as \u00e0 democratiza\u00e7\u00e3o da tecnologia e ao surgimento de plataformas <\/span>low-code<\/span><\/i> e <\/span>no-code<\/span><\/i>, como o Power Apps da Microsoft ou o Zapier, todos podem criar software sem ter conhecimento de programa\u00e7\u00e3o. Um fato revolucion\u00e1rio que permite que a equipe de marketing desenvolva suas pr\u00f3prias apica\u00f5es de software com foco no objetivo do neg\u00f3cio e n\u00e3o nas especifica\u00e7\u00f5es t\u00e9cnicas.<\/span><\/p>\n

A empresa de pesquisa Forrester afirma que esses tipos de plataformas de baixo c\u00f3digo ou sem c\u00f3digo t\u00eam o potencial de tornar o desenvolvimento de software at\u00e9 dez vezes mais r\u00e1pido do que os m\u00e9todos tradicionais. Al\u00e9m disso, promovem a produtividade, uma vez que o tempo gasto em teste e desenvolvimento de aplicativos diminui significativamente.<\/span><\/p>\n

Esta vis\u00e3o democr\u00e1tica do software permitir\u00e1 \u00e0s empresas espostas mais \u00e1geis \u00e0s mudan\u00e7as de neg\u00f3cio que v\u00e3o surgindo, bem como criar solu\u00e7\u00f5es mais flex\u00edveis. Da mesma forma, possibilitar\u00e1 que o departamento de marketing n\u00e3o fique t\u00e3o dependente do departamento de tecnologia, que tem que resolver as necessidades de toda a empresa e nem sempre pode dar uma resposta nos prazos estabelecidos. Isso n\u00e3o significa de forma alguma uma ruptura entre eles, mas uma gest\u00e3o otimizada e eficaz, j\u00e1 que o CMO ir\u00e1 colaborar com eles nas solu\u00e7\u00f5es mais complexas onde possam agregar mais valor.<\/span><\/p>\n

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\u201cEsta vis\u00e3o democr\u00e1tica do software permitir\u00e1 \u00e0s empresas espostas mais \u00e1geis \u00e0s mudan\u00e7as de neg\u00f3cio que v\u00e3o surgindo, bem como criar solu\u00e7\u00f5es mais flex\u00edveis.\u00a0\u201d<\/h2>\n

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An\u00e1lise preditiva: a tecnologia \u00e9 a chave para antecipar<\/b><\/h2>\n

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Olhando para fora da organiza\u00e7\u00e3o, a digitaliza\u00e7\u00e3o est\u00e1 gerando mudan\u00e7as profundas na maneira como as marcas se conectam com as pessoas. Num contexto em que poder\u00edamos afirmar que os dados j\u00e1 s\u00e3o considerados o ouro da ind\u00fastria, a convers\u00e3o, a obten\u00e7\u00e3o e o tratamento das informa\u00e7\u00f5es tornaram-se mais importantes que nunca. Por isso, o diretor de marketing deve se adaptar rapidamente \u00e0s possibilidades oferecidas pelas novas tecnologias da informa\u00e7\u00e3o em \u00e1reas como o uso de big data, analytics, hipersegmenta\u00e7\u00e3o ou automa\u00e7\u00e3o de processos, e ser capaz de aplic\u00e1-las estrategicamente.<\/span><\/p>\n

Poucos s\u00e3o os que ousam questionar que o consumidor de hoje est\u00e1 cada vez mais exigente e mais consciente de sua posi\u00e7\u00e3o de poder na rela\u00e7\u00e3o com as marcas. Sua expectativa de que as organiza\u00e7\u00f5es com as quais interage sejam capazes de ouvir e identificar o que se espera delas \u00e9 cada vez mais internalizada. Em um mundo cada vez mais focado no consumidor e em suas necessidades, a capacidade de identificar tend\u00eancias, percep\u00e7\u00f5es e novos comportamentos \u00e9 essencial e a incorpora\u00e7\u00e3o de tecnologias preditivas \u00e9 a chave para isso.<\/span><\/p>\n

Com a ajuda de an\u00e1lises preditivas e modelos de intelig\u00eancia artificial, as marcas t\u00eam a possibilidade de conhecer cada vez melhor seus clientes e proporcionar-lhes experi\u00eancias cada vez mais personalizadas. Al\u00e9m disso, j\u00e1 est\u00e3o ajudando a transcender o modelo tradicional que veio tentar explicar quem \u00e9 seu cliente em termos de idade, renda, escolaridade ou localiza\u00e7\u00e3o geogr\u00e1fica, para entender como se comportam, quais s\u00e3o seus interesses, o que querem e sobretudo, o que voc\u00ea vai querer no futuro iminente.<\/span><\/p>\n

A an\u00e1lise preditiva usa tecnologia para aumentar a probabilidade de precis\u00e3o na previs\u00e3o do que acontecer\u00e1 no futuro. Tudo. Do que os clientes v\u00e3o querer, como o mercado vai se comportar e as maiores tend\u00eancias. O diretor de marketing desempenha, portanto, um papel central para que suas marcas as adotem cada vez mais e sejam capazes de se antecipar e responder \u00e0s expectativas de seus clientes.<\/span><\/p>\n

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\u201cEm um mundo cada vez mais focado no consumidor e em suas necessidades, a capacidade de identificar tend\u00eancias, percep\u00e7\u00f5es e novos comportamentos \u00e9 essencial e a incorpora\u00e7\u00e3o de tecnologias preditivas \u00e9 a chave para isso.\u201d<\/h2>\n

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A era da voz<\/b><\/h2>\n

 <\/p>\n

Um dos campos que mais soube somar e combinar intelig\u00eancia artificial, <\/span>machine learning<\/span><\/i>,\u00a0 processamento de linguagem natural e reconhecimento autom\u00e1tico de fala \u00e9 o das tecnologias de voz. Justamente por essa capacidade de integra\u00e7\u00e3o org\u00e2nica, tem conseguido uma velocidade de ado\u00e7\u00e3o pelos usu\u00e1rios e penetra\u00e7\u00e3o no mercado em tempo recorde, como nunca antes visto.<\/span><\/p>\n

Este salto tecnol\u00f3gico abriu as portas aos assistentes virtuais e pessoais atrav\u00e9s de m\u00faltiplos dispositivos e permite que as interfaces conversacionais sejam uma realidade impar\u00e1vel, pela facilidade e naturalidade com que estas tecnologias nos facilitam a intera\u00e7\u00e3o digital. Gra\u00e7as a esse ambiente emergente de voz e \u00e1udio, empresas e marcas t\u00eam a oportunidade de construir relacionamentos muito mais diretos, relevantes, recorrentes e significativos com seus consumidores. Para isso, \u00e9 fundamental entender como criar aqueles modelos relacionais baseados na voz entre empresas, marcas e clientes, que gerem v\u00ednculo afetivo diante da fragilidade e volatilidade do mercado.<\/span><\/p>\n

Os diretoress de marketing ter\u00e3o que abra\u00e7ar a tecnologia de voz como uma parte essencial de sua estrat\u00e9gia digital e relacionamento omnicanal com seus diferentes p\u00fablicos, tanto internos quanto externos. Os casos de uso s\u00e3o praticamente infinitos, embora antes de come\u00e7ar a explor\u00e1-los seja conveniente fazer uma abordagem estrat\u00e9gica dos objetivos que queremos alcan\u00e7ar com o uso dessas ferramentas baseadas na tecnologia de voz.<\/span><\/p>\n

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\u201c Gra\u00e7as a esse ambiente emergente de voz e \u00e1udio, empresas e marcas t\u00eam a oportunidade de construir relacionamentos muito mais diretos, relevantes, recorrentes e significativos com seus consumidores.\u201d<\/h2>\n

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 <\/p>\n

 <\/p>\n

O desafio de proteger e cuidar da marca em um ambiente em mudan\u00e7a<\/b><\/h2>\n

 <\/p>\n

Nos \u00faltimos anos, o <\/span>brand safety<\/span><\/i> se tornou uma das principais preocupa\u00e7\u00f5es dos anunciantes. Nesta era em que algoritmos e rob\u00f4s determinam onde os an\u00fancios s\u00e3o inseridos e quem pode v\u00ea-los, a pergunta era \u00f3bvia: a publicidade digital \u00e9 um ambiente seguro para minha marca?<\/span><\/p>\n

An\u00fancios mal posicionados, not\u00edcias falsas, extremismo, conte\u00fado impr\u00f3prio … O leque de riscos \u00e9 muito amplo e depende n\u00e3o s\u00f3 da atividade de cada marca, mas tamb\u00e9m da sua finalidade, devendo evitar estar relacionado com qualquer conte\u00fado que possa entrar em conflito com os valores da empresa.<\/span><\/p>\n

Fake News<\/span><\/i>, conte\u00fado gerado pelo usu\u00e1rio ou mudan\u00e7as legislativas s\u00e3o fatores que criam novos desafios \u00e0 seguran\u00e7a de campanhas e conte\u00fado de marca na Internet, revelando novos riscos e oportunidades e obrigando os profissionais a se adaptarem rapidamente \u00e0s atualiza\u00e7\u00f5es.<\/span><\/p>\n

Nesse contexto, \u00e9 fundamental n\u00e3o perder de vista quatro fatores. O primeiro deles \u00e9 a credibilidade, trabalhando com parceiros transparentes que priorizam crit\u00e9rios qualitativos aos quantitativos. O segundo \u00e9 a qualidade, construindo a estrat\u00e9gia digital a partir da vis\u00e3o global da estrat\u00e9gia de comunica\u00e7\u00e3o da empresa, sem perder de vista o seu prop\u00f3sito, cuidando do longo prazo e apostando em conte\u00fados e localiza\u00e7\u00f5es de qualidade.<\/span><\/p>\n

Em terceiro lugar a confian\u00e7a, apostando em ambientes premium, m\u00eddias de credibilidade e a proximidade de suas comunidades, que d\u00e3o garantias sobre os conte\u00fados aos quais a marca vai se associar. E, por fim, os dados, que consultorias e marcas podem utilizar para otimizar o desempenho e garantir a seguran\u00e7a em todo o processo. \u00c9 preciso investir em especialistas qualificados e ferramentas avan\u00e7adas.<\/span><\/p>\n

Depois de revisar algumas das tend\u00eancias mais relevantes do momento, parece inevit\u00e1vel afirmar que as tecnologias da informa\u00e7\u00e3o s\u00e3o e ser\u00e3o uma grande alavanca para impulsionar aqueles diretores de marketing que n\u00e3o cessam sua busca por novas f\u00f3rmulas de conhecimento e inova\u00e7\u00e3o para enfrentar as mudan\u00e7as. No entanto, os leitores que chegaram at\u00e9 aqui podem estar se perguntando: por onde come\u00e7amos?<\/span><\/p>\n

S\u00e3o centenas de respostas v\u00e1lidas, mas eis a nossa proposta: caminhar acompanhados dos melhores talentos e parceiros de confian\u00e7a, que compreendem a natureza das organiza\u00e7\u00f5es e o seu contexto competitivo; e, sem d\u00favida, para n\u00f3s mesmos, mantendo viva a vontade de progredir, a curiosidade e a vontade de continuar aprendendo.<\/span><\/p>\n

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\u201cAs tecnologias da informa\u00e7\u00e3o s\u00e3o e ser\u00e3o uma grande alavanca para impulsionar aqueles diretores de marketing que n\u00e3o cessam sua busca por novas f\u00f3rmulas de conhecimento e inova\u00e7\u00e3o para enfrentar as mudan\u00e7as.\u201d<\/h2>\n

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