[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text admin_label=”INTRODUCCI\u00d3N” _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
O digital significa desintermedia\u00e7\u00e3o, tanto nos neg\u00f3cios quanto na comunica\u00e7\u00e3o. Isto \u00e9, voc\u00ea pode se juntar a estranhos e compartilhar um carro e destino sem precisar passar por uma locadora de carros; pode criar a sua pr\u00f3pria playlist sem precisar de um DJ ou pode alugar a casa de algu\u00e9m que voc\u00ea n\u00e3o conhece nem vai conhecer para passar suas pr\u00f3ximas f\u00e9rias. Essa desintermedia\u00e7\u00e3o, que alguns tamb\u00e9m chamam de democratiza\u00e7\u00e3o, tamb\u00e9m acontece na comunica\u00e7\u00e3o e significa que o sucesso do seu Instagram pode fazer voc\u00ea se sentir como um apresentador<\/em> ou voc\u00ea pode seguir a marca do seu novo t\u00eanis de \u00a0corrida<\/em> diretamente nas redes sociais. E talvez voc\u00ea use o mundo digital porque ele oferece um conte\u00fado que lhe interessa, porque algo ali est\u00e1 chamando sua aten\u00e7\u00e3o e o atrai. Mas o qu\u00ea \u00e9? E como fazem isso?<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2022\/09\/Mesa-de-trabajo-26_1.png” 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″ \/][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2022\/09\/Mesa-de-trabajo-26_1.png” 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″ \/][et_pb_text admin_label=” De la conexi\u00f3n al entretenimiento” _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 O mundo digital tamb\u00e9m \u00e9 um espa\u00e7o de influ\u00eancia. Um espa\u00e7o onde marcas e pessoas interagem diretamente, para que as primeiras tenham a oportunidade de persuadir as segundas. E as marcas sabem disso. Por isso, cada vez mais pessoas est\u00e3o usando esse canal para transmitir valores ou at\u00e9 mesmo influenciar a jornada<\/em> dos usu\u00e1rios. Resumindo, influenciando.<\/p>\n Essa transmiss\u00e3o de valores \u00e9 essencial para a conex\u00e3o entre marcas e pessoas. As pessoas querem falar com pessoas. E se virmos o reflexo de uma personalidade em uma marca, melhor ainda. Onde antes as pessoas s\u00f3 viam um logotipo, agora querem ver valores tamb\u00e9m. Porque, antes, ped\u00edamos a uma marca qualidade e bom pre\u00e7o, mas agora tamb\u00e9m pedimos que cuide do planeta ou seja a favor da igualdade de g\u00eanero. Ou seja, valores relacionados a n\u00f3s, como a empatia e a \u00e9tica. Nesse sentido, 3 em cada 4 cidad\u00e3os esperam que as marcas e institui\u00e7\u00f5es se envolvam ativamente em causas sociais, e mais de 80% est\u00e3o dispostas a trocar de loja se tiver valores mais alinhados com os deles. Isso indica que essa conex\u00e3o tamb\u00e9m afeta os neg\u00f3cios.<\/p>\n Hoje em dia, o meio digital \u00e9 o que melhor proporciona essa possibilidade de conex\u00e3o. E para que essa conex\u00e3o aconte\u00e7a, o conte\u00fado \u00e9 fundamental, principalmente para as marcas que pretendem incorporar o p\u00fablico mais jovem. Esse conte\u00fado pode assumir diferentes formas e o entretenimento \u00e9 uma delas.<\/p>\n Algumas marcas j\u00e1 s\u00e3o claras sobre isso, e \u00e9 por isso que a MediaMarkt ou a El Corte Ingl\u00e9s tiveram uma presen\u00e7a de destaque no Uberat Live. Esse \u00e9 o festival de entretenimento para a Gera\u00e7\u00e3o Z, cuja primeira edi\u00e7\u00e3o aconteceu no in\u00edcio de julho em Barcelona. Esse festival re\u00fane fisicamente os criadores que produzem online durante todo o ano, e nele podemos encontrar eSports, freestyle, arte urbana, Ibai Llanos e at\u00e9 mesmo o Campeonato Mundial de Bal\u00e3o. Um conte\u00fado em forma de entretenimento para novos p\u00fablicos. Porque novos p\u00fablicos exigem novos conte\u00fados. Conte\u00fados que crescem em dois e tr\u00eas d\u00edgitos.<\/p>\n \u00c9 justamente esse crescimento exacerbado de criadores e cria\u00e7\u00f5es que gera uma satura\u00e7\u00e3o no ecossistema digital. O ambiente sofre de “infoxica\u00e7\u00e3o”. Para se ter uma ideia da magnitude, a cada minuto de 2021, 65 mil fotos foram publicadas no Instagram, foram alcan\u00e7adas 694 mil horas de v\u00eddeo no YouTube e 452 mil horas na Netflix. E tudo o que \u00e9 abusado pode ficar chato.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Destacado” _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″ background_color=”#e6eef4″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Audiencias m\u00e1s exigentes y m\u00e1s fragmentadas” _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 Em primeiro lugar, precisamos chegar ao p\u00fablico. E s\u00f3 isso j\u00e1 \u00e9 um desafio. N\u00f3s rolamos<\/em> cerca de 200 metros por dia para esquivar dos mais de 3 mil impactos que recebemos diariamente. No final do dia, s\u00f3 conseguimos processar 75 e nos lembrar de 3 ou 4 deles.<\/p>\n Os impactos s\u00e3o as visualiza\u00e7\u00f5es que s\u00e3o oferecidas em todas as telas que usamos durante o dia. Entre todos eles, o celular \u00e9 o dispositivo mais usado: o uso m\u00e9dio j\u00e1 supera 3 horas por dia. Embora seja verdade que o usamos de forma infiel. Ou seja, enquanto assistimos televis\u00e3o (45%), estamos no banheiro (25%), trabalhamos ou estudamos (20%) ou comemos (18%).<\/p>\n Para captar a aten\u00e7\u00e3o do nosso alvo, \u00e9 essencial avaliar o ambiente em que o encontramos e conhecer o uso que fazemos dele. Telas pequenas, toc\u00e1veis e rol\u00e1veis<\/em>. Formatos interativos, v\u00eddeo, \u00e1udio, imagem ou imersivos. E n\u00e3o vamos esquecer: a aten\u00e7\u00e3o compartilhada com tantos outros impactos.<\/p>\n O que falar para se destacar e se conectar nessa tsunami de conte\u00fado? Isto \u00e9: como ser relevante em meio a tanto ru\u00eddo?<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2022\/09\/Mesa-de-trabajo-25_1.png” 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″ \/][et_pb_text admin_label=”La democratizaci\u00f3n de la comunicaci\u00f3n” _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″ 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z_index_tablet=”0″]<\/p>\n Para responder a essa pergunta, primeiro precisamos entender bem o contexto. E esse contexto \u00e9 uma mudan\u00e7a de paradigma na comunica\u00e7\u00e3o. Se voltarmos um pouco na hist\u00f3ria, veremos que o marketing e a publicidade modernos que conhecemos nasceram em uma \u00e9poca em que imperava a unidirecionalidade dos meios de comunica\u00e7\u00e3o de massa.<\/p>\n Eles decidiam e planejavam as mensagens, que eram tomadas quase como verdades absolutas. Assim, o p\u00fablico ouvia, aceitava e acreditava nelas praticamente sem qualquer discuss\u00e3o.<\/p>\n As emissoras de not\u00edcias e conte\u00fados nos diversos meios de comunica\u00e7\u00e3o de massa eram “acr\u00edticos” e o que eles transmitiam dificilmente eram questionados.<\/p>\n Al\u00e9m disso, o modelo de emissora era finito e limitado, restritos a uma s\u00e9rie de canais de televis\u00e3o, r\u00e1dios ou jornais que quase podiam ser contados nos dedos de uma m\u00e3o.<\/p>\n Ao entender isso, n\u00e3o \u00e9 muito dif\u00edcil observar que uma das maiores contribui\u00e7\u00f5es que a tecnologia deu \u00e0 comunica\u00e7\u00e3o foi justamente a democratiza\u00e7\u00e3o dos emissores de mensagens, o que fez com que cada pessoa, organiza\u00e7\u00e3o ou entidade pudesse se tornar uma fonte de informa\u00e7\u00e3o.<\/p>\n \u00c9 claro que isso trouxe um novo problema, que \u00e9 muito maior do que o que \u00e9 conhecido como “excesso de informa\u00e7\u00f5es”; a busca pela \u201clegitima\u00e7\u00e3o dos conte\u00fados”.<\/p>\n Essa exacerba\u00e7\u00e3o exponencial da quantidade de fontes de informa\u00e7\u00e3o e conte\u00fados dispon\u00edveis gerou um efeito muito conhecido como o novo “Conte\u00fado petisco”. Trata-se do conte\u00fado que \u00e9 consumido em segundos e permite que not\u00edcias de relev\u00e2ncia global ou de profunda import\u00e2ncia coexistam com a foto do gatinho simp\u00e1tico do meu vizinho.<\/p>\n O posicionamento desse tipo de conte\u00fado na forma de diversas plataformas sociais, como o Instagram, TikTok ou Snapchat, fez com que um conceito que at\u00e9 pouco tempo era reservado a um c\u00edrculo bem exclusivo de intelectuais da comunica\u00e7\u00e3o, o insight<\/em>, se difundisse no ambiente da comunica\u00e7\u00e3o como chave para destacar conte\u00fados nesse novo oceano de op\u00e7\u00f5es.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”El insight como el nuevo Santo Grial” _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” 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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 Para entender o insight, precisamos entender o significado desse conceito, que na verdade \u00e9 bem mais \u00f3bvio do que imaginamos: o insight \u00e9 a “verdade oculta” dentro de todas as pessoas ou grupos sociais que, ao serem tocadas por alguma mensagem ou conceito, fazem com que a pessoa reaja para o bem ou para o mal, sem ao menos perceber o porqu\u00ea. \u00c0s vezes, nos emocionamos, nos zangamos, rimos ou ficamos tristes com comerciais, programas ou conte\u00fados diversos que aparentemente n\u00e3o t\u00eam uma mensagem direta, mas que nos atinge de alguma forma.<\/p>\n \u00c9 justamente nesse momento que este conte\u00fado tocou um insight<\/em> diretamente relacionado a n\u00f3s.<\/p>\n Os comunicadores modernos t\u00eam concentrado esfor\u00e7os na busca por isso. E a enorme quantidade de conte\u00fado existente tornou necess\u00e1rio concentrar nosso trabalho em criar conte\u00fado com base nos insights<\/em> estudados. Essa parece ser a \u00fanica forma de se destacar ou atrair prefer\u00eancia pelo nosso conte\u00fado nesse novo mar de comunica\u00e7\u00e3o. Especialmente quando esse conte\u00fado deve durar s\u00f3 alguns segundos e competir com coisas que at\u00e9 agora n\u00e3o pareciam ser concorrentes pela aten\u00e7\u00e3o do nosso p\u00fablico.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Destacado” _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″ 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saved_tabs=”all”]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Saltar de la intuici\u00f3n al dato” _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” 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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 Esta \u00e9 a hora de nos perguntarmos se isso se tornou ou n\u00e3o um componente b\u00e1sico para o sucesso de uma estrat\u00e9gia de comunica\u00e7\u00e3o. Como encontrar as bases para o nosso conte\u00fado responder a um insight<\/em> v\u00e1lido e potente?<\/p>\n \u00c9 aqui que a an\u00e1lise de dados assume um papel de lideran\u00e7a. At\u00e9 agora, as tentativas e buscas para encontrar insights<\/em> eram baseadas em antigas metodologias de planejamento<\/em> que eram apoiadas pelo que a experi\u00eancia pessoal dos respons\u00e1veis por essas \u00e1reas (e algumas descobertas limitadas) eram capazes de determinar. Atualmente, a an\u00e1lise de dados de alto volume, ou Big data, nos permite analisar padr\u00f5es de comportamento ou respostas do p\u00fablico a est\u00edmulos de mensagens, o que nos ajuda a organizar e identificar insights<\/em> de forma revolucion\u00e1ria mais eficaz.<\/p>\n N\u00e3o escrevi a palavra “simples”, e sim “eficaz”. Pois, para que isso seja aplicado de forma real e correta \u00e9 preciso ter uma infraestrutura de dados s\u00f3lida, al\u00e9m de um processo claro de identifica\u00e7\u00e3o de insights<\/em> com base em dados que come\u00e7am no cora\u00e7\u00e3o das nossas empresas.<\/p>\n Isso exige uma colabora\u00e7\u00e3o pr\u00f3xima entre as equipes de ci\u00eancia de dados, criatividade, estrat\u00e9gia e planejamento como jamais visto antes em comunica\u00e7\u00e3o. Por\u00e9m, isso garante que o conte\u00fado funcione adequadamente dentro de uma faixa consider\u00e1vel de efici\u00eancia.<\/p>\n Por si s\u00f3, isso muda totalmente o jogo da comunica\u00e7\u00e3o e da criatividade em si, pois pela primeira vez podemos dar uma certa capacidade de certeza e medi\u00e7\u00e3o quantitativa a tudo que propomos criativamente.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”La multiplataforma: un mar de oportunidades” _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” 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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 Precisamos lembrar que isso n\u00e3o significa elaborar um \u00fanico conte\u00fado com base em um \u00fanico insight<\/em>: o ecossistema enorme de formatos que o mundo digital nos trouxe nos permite abordar o mesmo insight<\/em> de diferentes pontos ou plataformas para alcan\u00e7ar um entendimento geral em uma estrat\u00e9gia de comunica\u00e7\u00e3o. A cria\u00e7\u00e3o de planos de “conte\u00fados l\u00edquidos”, que convivem em diversas plataformas e momentos, consegue transmitir por diversos meios de mensagens que s\u00e3o elaboradas a partir da conceitua\u00e7\u00e3o de conte\u00fados segmentados, mas orquestrados e afinados.<\/p>\n \u00c9 a\u00ed que a multiplataforma \u00e9 a solu\u00e7\u00e3o para ter um conte\u00fado maior e, ao mesmo tempo, que seja sub-composto por muitos conte\u00fados “petiscos” ou snacks<\/em>.<\/p>\n O entretenimento tem um papel fundamental aqui, pois precisamos garantir que todas as pe\u00e7as de comunica\u00e7\u00e3o estejam alinhadas n\u00e3o apenas para responder ou tratar um determinado insight<\/em>, mas tamb\u00e9m incentivar os usu\u00e1rios a seguir o conte\u00fado das diferentes plataformas nas quais montamos nossa estrat\u00e9gia de conte\u00fado.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”El necesario equilibrio entre la personalizaci\u00f3n y la privacidad I” _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 Ningu\u00e9m mais duvida que a publicidade eficaz em nossa \u00e9poca tamb\u00e9m \u00e9 baseada nesse conhecimento do destinat\u00e1rio. Estamos na era de uma abordagem de marca adaptada a cada indiv\u00edduo e n\u00e3o \u00e0 maioria. Anunciantes e consumidores entram em um relacionamento \u00edntimo e de confian\u00e7a, onde ocorre uma troca de valores. A \u00e1rea principal dessa troca de valor est\u00e1 na interse\u00e7\u00e3o do que os consumidores desejam (melhores experi\u00eancias, publicidade relevante etc.) com o que as marcas precisam (fornecer as experi\u00eancias exigidas para fidelizar o cliente e gerar pontos de contato para continuar aprendendo).<\/p>\n \u00c9 nesta \u00e1rea chave que a privacidade tem for\u00e7a. Tanto que isso levou a uma mudan\u00e7a regulat\u00f3ria que significar\u00e1 o decl\u00ednio dos cookies em 2024, ap\u00f3s a \u00faltima auto extens\u00e3o que o Google se deu h\u00e1 algumas semanas. Os cookies t\u00eam sido um pilar fundamental da ind\u00fastria de publicidade atual. E \u00e9 nesse momento que a rela\u00e7\u00e3o (e a coleta de dados) direta entre a marca e o consumidor ganha mais valor. Os usu\u00e1rios n\u00e3o ficam t\u00e3o relutantes em entregar seus dados que estamos coletando se eles sabem para que vai ser usado e, principalmente, se tiverem controle de elimin\u00e1-lo caso n\u00e3o queiram continuar com o relacionamento no futuro de marca-consumidor. Portanto, nossa obriga\u00e7\u00e3o e o mandato atual das marcas \u00e9 gerar experi\u00eancias mantendo a privacidade de seus dados intacta.<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2022\/09\/Mesa-de-trabajo-27_1.png” 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″ \/][et_pb_text admin_label=”El necesario equilibrio entre la personalizaci\u00f3n y la privacidad II” _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 E como conseguimos isso? N\u00e3o existe uma solu\u00e7\u00e3o \u00fanica. As plataformas, anunciantes e ag\u00eancias est\u00e3o trabalhando e colaborando contra o rel\u00f3gio (um exemplo claro \u00e9 o da organiza\u00e7\u00e3o Privacy Sandbox). Mas a grande maioria caminha para adicionar seus pr\u00f3prios dados com tecnologia. O primeiro dos passos l\u00f3gicos \u00e9 organizar a casa, ou seja, integrar todas as fontes de dados em um s\u00f3 lugar. Para dar exemplos dos l\u00edderes do varejo<\/em>, os grandes atuantes<\/em> no mercado integram a navega\u00e7\u00e3o na web e dados transacionais, dados de lojas f\u00edsicas, CRM, ERP, eventos e outros em um \u00fanico reposit\u00f3rio. Depois, entra o tratamento desses dados. Como eles v\u00eam de diferentes fontes e em diversos formatos, precisamos trat\u00e1-los e limp\u00e1-los para que falem a mesma l\u00edngua. Depois disso, as equipes de cientistas de dados estudam todas essas informa\u00e7\u00f5es para gerar modelos avan\u00e7ados e atribu\u00ed-los \u00e0 publicidade ou para compreender as diferentes jornadas<\/em> dos clientes. A magia real acontece quando conseguimos conectar as diferentes rotas, motiva\u00e7\u00f5es e canais de contato ao gerar experi\u00eancias relevantes.<\/p>\n Ao aprofundar a tecnologia e sua conex\u00e3o com a ativa\u00e7\u00e3o publicit\u00e1ria dos dados, eles se tornaram os atuantes<\/em> l\u00edderes em PDCs (Plataformas de dados do cliente), pavimentando o caminho para as PGDs (Plataformas de gerenciamento de dados), cujo valor principal era sustentado por cookies em breve obsoletos. A utiliza\u00e7\u00e3o de uma PDC permite-nos dar um passo adiante na utiliza\u00e7\u00e3o e explora\u00e7\u00e3o de dados para influenciar os neg\u00f3cios dos nossos clientes por meio do marketing preditivo, sem esquecer de garantir a privacidade. Isso nos permite integrar, aprender e ativar dados de diferentes fontes apoiados por uma vis\u00e3o \u00fanica do usu\u00e1rio, n\u00e3o informa\u00e7\u00f5es parciais e tendenciosas de diferentes fontes.<\/p>\n Esses tipos de ferramentas foram estabelecidos como parte da solu\u00e7\u00e3o satisfat\u00f3ria para o futuro. Mas, agora, estamos atuando nessa j\u00e1 mencionada \u00e1rea de intersec\u00e7\u00e3o entre consumidores e anunciantes, o que permite que nossas equipes de m\u00eddia ativem os dados e criem as experi\u00eancias individualizadas que o mercado exige sob normas de privacidade.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Conectar es el objetivo, el dato es el medio” _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 Dito isso, influenciar ainda \u00e9 uma tarefa complexa. Que oportunidades temos como marca? A resposta para essa pergunta \u00e9 outra pergunta: o que o usu\u00e1rio quer? E mais: o que preocupa minha Buyer Persona <\/em>ou consumidor final? O que lhe interessa? Do que voc\u00ea gosta? O que n\u00e3o lhe interessa? Por tr\u00e1s de todas essas perguntas h\u00e1 uma \u00fanica mentalidade<\/em>: ser centrado no cliente<\/em>. Na comunica\u00e7\u00e3o, o foco tamb\u00e9m deve estar na “persona”. E isso significa ouvir nossa buyer persona<\/em>, coletar e analisar dados para descobrir a resposta a essas perguntas e, finalmente, poder propor uma estrat\u00e9gia de conte\u00fado relevante, leg\u00edtima e diferenciada.<\/p>\n Tudo isso \u00e9 poss\u00edvel e, para executar uma estrat\u00e9gia de comunica\u00e7\u00e3o eficaz que permita que as marcas e as pessoas tenham um relacionamento \u00edntimo, isso deve ser feito no ambiente digital.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Mensajes clave ” _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″ 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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″ background_color=”#e6eef4″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text admin_label=”INTRODUCCI\u00d3N” _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” 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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 […]<\/p>\n","protected":false},"author":4,"featured_media":60890,"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-60888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\nDa conex\u00e3o ao entretenimento<\/strong><\/h2>\n
“3 em cada 4 cidad\u00e3os esperam que marcas e institui\u00e7\u00f5es se envolvam ativamente em causas sociais”<\/h2>\n
P\u00fablicos mais exigentes e mais fragmentados<\/strong><\/h2>\n
A democratiza\u00e7\u00e3o da comunica\u00e7\u00e3o<\/strong><\/h2>\n
O insight<\/em> como o novo Santo Graal<\/strong><\/h2>\n
“Insight<\/em> \u00e9 aquela \u2018verdade oculta\u2019 dentro de todas as pessoas, que as faz
\nreagir para melhor ou para pior, sem sequer perceber por que”<\/h2>\nIr da intui\u00e7\u00e3o aos dados<\/strong><\/h2>\n
A plataforma cruzada: um mar de oportunidades<\/strong><\/h2>\n
O equil\u00edbrio necess\u00e1rio entre personaliza\u00e7\u00e3o e privacidade<\/strong><\/h2>\n
Conectar \u00e9 o objetivo, os dados s\u00e3o o meio<\/strong><\/h2>\n
Mensagens Importantes<\/strong><\/h2>\n
\n
“O uso de dados \u00e9 essencial, criando com base na an\u00e1lise e n\u00e3o apenas na intui\u00e7\u00e3o\u201d”<\/h2>\n