{"id":58589,"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":"2023-10-27T09:21:24","modified_gmt":"2023-10-27T07:21:24","slug":"martech-tecnologias-da-informacao-aplicadas-ao-marketing","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/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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Poderia causar surpresa ou estranheza come\u00e7ar este artigo defendendo que a transforma\u00e7\u00e3o digital n\u00e3o incide sobre a tecnologia. O que nos leva a esta afirma\u00e7\u00e3o \u00e9 o facto de acreditarmos que a transforma\u00e7\u00e3o, a adapta\u00e7\u00e3o \u00e0 mudan\u00e7a e a inova\u00e7\u00e3o, acima de tudo, visam as pessoas, j\u00e1 que n\u00e3o existem tecnologias que, por si s\u00f3, sejam capazes de fazer evoluir uma organiza\u00e7\u00e3o sem ter em linha de conta todos aqueles que enfrentam mudan\u00e7as e que t\u00eam vontade de as concretizar.<\/span><\/p>\n

Agora, mais do que nunca, recai sobre os ombros dos diretores de <\/span>marketing<\/span><\/i> a responsabilidade de serem <\/span>early adopters<\/span><\/i> e de promoverem a transforma\u00e7\u00e3o das empresas, o que deu origem \u00e0 necessidade de reinven\u00e7\u00e3o do pr\u00f3prio perfil profissional. H\u00e1 ainda a acrescentar que, por sua vez, a tecnologia se transforma a grande velocidade, e este progresso acelerado encurtou inexoravelmente os tempos de resposta.\u00a0<\/span><\/p>\n

Sendo certo que este panorama apresenta uma infinidade de desafios, s\u00e3o mais as oportunidades que se apresentam para quem compreenda a import\u00e2ncia estrat\u00e9gica da tecnologia nas respetivas fun\u00e7\u00f5es. Os mais disruptores, que sejam capazes de integrar a tecnologia no dia a dia e de a aplicar de modo a questionar e reinventar os modelos tradicionais, estar\u00e3o em condi\u00e7\u00f5es de ocupar cargos de elevad\u00edssimo valor acrescentado nas organiza\u00e7\u00f5es e de estar na vanguarda da transforma\u00e7\u00e3o digital das empresas que representam.<\/span><\/p>\n

O novo contexto em que nos encontramos convida-nos a falar da import\u00e2ncia de enfrentar, de forma \u00e1gil, a volatilidade e a incerteza do neg\u00f3cio, motivadas pelas mudan\u00e7as no com\u00e9rcio eletr\u00f3nico, pela descentraliza\u00e7\u00e3o operacional da gest\u00e3o de recursos ou pelo contacto com os consumidores num contexto p\u00f3s-pandemia. Contudo, al\u00e9m das oportunidades externas que v\u00e3o surgindo, existem outras de \u00e2mbito cultural e organizacional.\u00a0<\/span><\/p>\n

Neste sentido, os diretores de <\/span>marketing<\/span><\/i> ter\u00e3o de ter uma vis\u00e3o global da empresa, que promova a colabora\u00e7\u00e3o interdepartamental, derrubando as barreiras tradicionais. A rela\u00e7\u00e3o estreita e permanente entre departamentos, incluindo, evidentemente, o de tecnologia, ser\u00e1 fundamental para aumentar as capacidades de inova\u00e7\u00e3o. Aqui entra em jogo o valor da diversidade, ou seja, a riqueza que adv\u00e9m da integra\u00e7\u00e3o da vis\u00e3o de diferentes perfis profissionais que partilham um objetivo comum.\u00a0<\/span><\/p>\n

Paralelamente, ser\u00e1 imprescind\u00edvel o desenvolvimento individual dos membros da equipa de <\/span>marketing<\/span><\/i>. De nada serve um bom ponto de partida com uma equipa pouco formada ou resistente \u00e0 mudan\u00e7a. A lideran\u00e7a n\u00e3o \u00e9 um destino, \u00e9 um processo, pelo que \u00e9 fundamental entender esta mudan\u00e7a como uma oportunidade e parte de um desafio que os diretores de <\/span>marketing<\/span><\/i> t\u00eam de enfrentar para trabalhar e para inspirar as equipas a procurarem novas formas de trabalho.<\/span><\/p>\n

Em resumo, a informatiza\u00e7\u00e3o e as tecnologias da informa\u00e7\u00e3o evolu\u00edram para nos oferecerem um amplo leque de solu\u00e7\u00f5es que contribuem n\u00e3o apenas para a melhoria da tomada de decis\u00f5es e para a redu\u00e7\u00e3o da incerteza, mas tamb\u00e9m para a rapidez e para a agilidade na hora de implementar as a\u00e7\u00f5es ou a gest\u00e3o \u00f3tima dos recursos. De seguida, descrevem-se alguns aspetos que os diretores de <\/span>marketing<\/span><\/i> n\u00e3o devem perder de vista nos pr\u00f3ximos meses.<\/span><\/p>\n

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\u201cA\u00a0informatiza\u00e7\u00e3o e as tecnologias da informa\u00e7\u00e3o evolu\u00edram para nos oferecerem um amplo leque de solu\u00e7\u00f5es que contribuem n\u00e3o apenas para a melhoria da tomada de decis\u00f5es e para a redu\u00e7\u00e3o da incerteza, mas tamb\u00e9m para a rapidez e para a agilidade na hora de implementar as a\u00e7\u00f5es ou a gest\u00e3o \u00f3tima dos 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

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

O conceito de <\/span>Citizen Developer<\/span><\/i> ainda \u00e9 pouco comum fora das culturas anglo-sax\u00f3nicas, e consiste no facto de todas as pessoas poderem criar <\/span>software<\/span><\/i> sem terem conhecimentos de programa\u00e7\u00e3o, gra\u00e7as \u00e0 democratiza\u00e7\u00e3o da tecnologia e ao auge das plataformas <\/span>low-code<\/span><\/i> e <\/span>no-code<\/span><\/i>, tais como a Power Apps da Microsoft ou o Zapier. Trata-se de um feito revolucion\u00e1rio que permite que a equipa de <\/span>marketing<\/span><\/i> possa desenvolver aplica\u00e7\u00f5es de <\/span>software<\/span><\/i> pr\u00f3prias, centrando-se no objetivo de neg\u00f3cio, e n\u00e3o nas especifica\u00e7\u00f5es t\u00e9cnicas.\u00a0<\/span><\/p>\n

A empresa de pesquisa de mercado Forrester afirma que este tipo de plataformas de baixo c\u00f3digo ou sem c\u00f3digo tem o potencial de tornar o desenvolvimento de <\/span>software<\/span><\/i> at\u00e9 dez vezes mais r\u00e1pido do que os m\u00e9todos tradicionais. Al\u00e9m disso, fomentam a produtividade, j\u00e1 que o tempo dedicado \u00e0 experimenta\u00e7\u00e3o e ao desenvolvimento das aplica\u00e7\u00f5es diminui significativamente.\u00a0<\/span><\/p>\n

Esta vis\u00e3o democr\u00e1tica do <\/span>software<\/span><\/i> permitir\u00e1 \u00e0s empresas agilizar as respostas \u00e0s mudan\u00e7as do neg\u00f3cio que possam surgir, tais como criar solu\u00e7\u00f5es mais flex\u00edveis. Do mesmo modo, tornar\u00e1 o departamento de <\/span>marketing<\/span><\/i> menos dependente do de tecnologia, dado que este tem de dar resposta \u00e0s necessidades da empresa no geral, nem sempre conseguindo faz\u00ea-lo nos prazos estabelecidos. Tal n\u00e3o significa, de forma nenhuma, a rutura entre estes departamentos, mas antes uma gest\u00e3o otimizada e eficaz, j\u00e1 que o diretor de <\/span>marketing<\/span><\/i> colaborar\u00e1 com os mesmos nas solu\u00e7\u00f5es mais complexas que possam acrescentar valor.\u00a0<\/span><\/p>\n

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\u201cEsta vis\u00e3o democr\u00e1tica do software permitir\u00e1 \u00e0s empresas agilizar as respostas \u00e0s mudan\u00e7as do neg\u00f3cio que possam surgir, tais como criar solu\u00e7\u00f5es mais flex\u00edveis.\u00a0\u201d<\/h2>\n

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Anal\u00edtica preditiva: a tecnologia \u00e9 fundamental para a antecipa\u00e7\u00e3o<\/b><\/h2>\n

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Lan\u00e7ando um olhar para fora da organiza\u00e7\u00e3o, verificamos que a informatiza\u00e7\u00e3o est\u00e1 a gerar mudan\u00e7as profundas na forma de interligar as marcas e as pessoas. Num contexto em que poder\u00edamos afirmar que a informa\u00e7\u00e3o j\u00e1 \u00e9 considerada o ouro da ind\u00fastria, a convers\u00e3o, a obten\u00e7\u00e3o e o processamento da informa\u00e7\u00e3o tornaram-se mais importantes do que nunca. Por este motivo, o diretor de <\/span>marketing<\/span><\/i> deve adaptar de forma c\u00e9lere as possibilidades oferecidas pelas novas tecnologias da informa\u00e7\u00e3o em mat\u00e9rias como a utiliza\u00e7\u00e3o dos <\/span>big data<\/span><\/i>, a anal\u00edtica, a hipersegmenta\u00e7\u00e3o ou a automatiza\u00e7\u00e3o de processos, e ser capaz de as aplicar estrategicamente.<\/span><\/p>\n

Poucos s\u00e3o os que se atrevem a questionar o facto de o consumidor atual ser cada vez mais exigente e mais consciente da posi\u00e7\u00e3o de poder que ocupa na rela\u00e7\u00e3o com as marcas. Est\u00e1 cada mais interiorizada a expetativa de que as organiza\u00e7\u00f5es com as quais interage sejam capazes de ouvir e identificar o que o consumidor espera das mesmas. Num mundo cada vez mais centrado no consumidor e nas necessidades deste, \u00e9 fundamental ter a capacidade de identificar tend\u00eancias, <\/span>insights<\/span><\/i> e novos comportamentos, e, para consegui-lo, \u00e9 fundamental a incorpora\u00e7\u00e3o de tecnologias preditivas.<\/span><\/p>\n

Com a ajuda de modelos de an\u00e1lise preditiva e da intelig\u00eancia artificial, as marcas t\u00eam a possibilidade de conhecer os clientes cada vez melhor e de lhes fornecer experi\u00eancias cada vez mais personalizadas. Al\u00e9m disso, j\u00e1 est\u00e3o a contribuir para ir al\u00e9m do modelo tradicional, o qual pretendia explicar quem era o cliente no que respeita \u00e0 idade, ao rendimento, \u00e0 educa\u00e7\u00e3o ou \u00e0 localiza\u00e7\u00e3o geogr\u00e1fica, de modo a compreender como ele se comporta, que interesses tem, o que quer e, principalmente, o que vai querer no futuro imediato.<\/span><\/p>\n

A an\u00e1lise preditiva utiliza a tecnologia para aumentar a probabilidade de acertar na previs\u00e3o do que ir\u00e1 acontecer no futuro relativamente a tudo \u2013 desde aquilo que os clientes v\u00e3o querer at\u00e9 ao funcionamento futuro do mercado, passando pelas principais tend\u00eancias. Por este motivo, o diretor de <\/span>marketing<\/span><\/i> desempenha um papel central para que as marcas adotem as tecnologias progressivamente, de modo a se anteciparem e a responderem \u00e0s expetativas dos clientes.<\/span><\/p>\n

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\u201cNum mundo cada vez mais centrado no consumidor e nas necessidades deste, \u00e9 fundamental ter a capacidade de identificar tend\u00eancias, insights e novos comportamentos, e, para consegui-lo, \u00e9 fundamental a incorpora\u00e7\u00e3o de tecnologias preditivas.\u201d<\/h2>\n

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A era da voz
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As tecnologias de voz s\u00e3o um dos campos que melhor souberam agregar e combinar a intelig\u00eancia artificial, a <\/span>machine learning<\/span><\/i>, o processamento da linguagem natural e o reconhecimento autom\u00e1tico da fala. Precisamente devido a esta capacidade de integra\u00e7\u00e3o org\u00e2nica, as tecnologias de voz conseguiram atingir uma velocidade de ado\u00e7\u00e3o por parte dos utilizadores e de penetra\u00e7\u00e3o nos mercados, em tempo recorde e de forma nunca antes vista.<\/span><\/p>\n

Recorrendo a uma enorme diversidade de dispositivos, este salto tecnol\u00f3gico abriu a porta aos assistentes virtuais e pessoais, e permite que os <\/span>interfaces<\/span><\/i> de conversa\u00e7\u00e3o sejam uma realidade impar\u00e1vel, devido \u00e0 facilidade e \u00e0 naturalidade com que estas tecnologias nos possibilitam a intera\u00e7\u00e3o por via digital. Gra\u00e7as a este meio emergente de voz e \u00e1udio, as empresas e as marcas t\u00eam a oportunidade de construir rela\u00e7\u00f5es muito mais diretas, relevantes, recorrentes e significativas com os consumidores. Para tal, \u00e9 imprescind\u00edvel compreender o modo de cria\u00e7\u00e3o destes modelos relacionais baseados na voz entre empresas, marcas e clientes, que criem um v\u00ednculo emocional acima da fragilidade e da volatilidade do mercado.<\/span><\/p>\n

Os diretores de <\/span>marketing<\/span><\/i> ter\u00e3o de adotar a tecnologia de voz enquanto parte essencial da estrat\u00e9gia digital e da rela\u00e7\u00e3o de omnicanalidade com os diferentes p\u00fablicos, tanto internos quanto externos. As circunst\u00e2ncias de utiliza\u00e7\u00e3o s\u00e3o praticamente infinitas; no entanto, antes de come\u00e7ar a explorar estas ferramentas baseadas na tecnologia de voz, deve ser feito um planeamento estrat\u00e9gico dos objetivos que queremos atingir com a respetiva utiliza\u00e7\u00e3o.<\/span><\/p>\n

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\u201c Gra\u00e7as a este meio emergente de voz e \u00e1udio, as empresas e as marcas t\u00eam a oportunidade de construir rela\u00e7\u00f5es muito mais diretas, relevantes, recorrentes e significativas com os consumidores.\u201d<\/h2>\n

[\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”http:\/\/ideaspt.llorenteycuenca.com\/wp-content\/uploads\/sites\/9\/2021\/01\/210107_MARTECH_03.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″ align=”center” \/][et_pb_text admin_label=”El reto de proteger” _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

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

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Ao longo dos \u00faltimos anos, o <\/span>brand safety<\/span><\/i> converteu-se numa das principais preocupa\u00e7\u00f5es dos anunciantes. Nesta era em que algoritmos e rob\u00f4s determinam onde se inserem e quem pode ver os an\u00fancios, a pergunta era evidente: a publicidade digital \u00e9 um meio seguro para a minha marca?<\/span><\/p>\n

Desde an\u00fancios mal posicionados, passando por not\u00edcias falsas, extremismo e conte\u00fado inadequado, o leque de riscos \u00e9 muito amplo e, em fun\u00e7\u00e3o n\u00e3o s\u00f3 da atividade mas tamb\u00e9m do prop\u00f3sito de cada marca, \u00e9 necess\u00e1rio evitar relacionar-se com qualquer conte\u00fado que possa entrar em conflito com os valores da empresa.\u00a0<\/span><\/p>\n

As <\/span>fake news<\/span><\/i>, o conte\u00fado gerado pelo utilizador ou as altera\u00e7\u00f5es legislativas s\u00e3o fatores que d\u00e3o origem a novos desafios para a seguran\u00e7a das campanhas e para os conte\u00fados das marcas na Internet, revelando novos riscos e novas oportunidades e obrigando os profissionais a se adaptarem rapidamente, de modo a se manterem atualizados.\u00a0<\/span><\/p>\n

Neste contexto, \u00e9 fundamental n\u00e3o perder de vista quatro fatores, sendo o primeiro dos quais a credibilidade, trabalhando com parceiros transparentes e que deem prioridade aos crit\u00e9rios qualitativos em detrimento dos quantitativos; o segundo, \u00e9 a qualidade, construir a estrat\u00e9gia digital a partir da vis\u00e3o global da estrat\u00e9gia de comunica\u00e7\u00e3o da empresa, sem perder de vista o prop\u00f3sito, nomeadamente no longo prazo, e apostando em conte\u00fados e em localiza\u00e7\u00f5es de qualidade; o terceiro, \u00e9 a confian\u00e7a, apostar em meios <\/span>premium<\/span><\/i>, em meios de comunica\u00e7\u00e3o cred\u00edveis e pr\u00f3ximos das comunidades, que deem garantias relativamente aos conte\u00fados aos quais a nossa marca se vai associar; e, por \u00faltimo, os dados que as consultoras e as marcas podem utilizar, no sentido de otimizar o rendimento e garantir a seguran\u00e7a em todo o processo. \u00c9 necess\u00e1rio, portanto, investir em especialistas qualificados e em ferramentas avan\u00e7adas.<\/span><\/p>\n

Ap\u00f3s examinarmos 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 estimular os diretores de <\/span>marketing<\/span><\/i> que buscam constantemente novas f\u00f3rmulas de conhecimento e inova\u00e7\u00e3o para fazer face \u00e0 mudan\u00e7a. Contudo, os leitores que tenham chegado at\u00e9 aqui talvez tamb\u00e9m se estejam a perguntar: por onde come\u00e7ar?\u00a0<\/span><\/p>\n

H\u00e1 centenas de respostas v\u00e1lidas, mas aqui vai a nossa proposta: por caminharem acompanhados pelo melhor talento e por parceiros de confian\u00e7a, que compreendam a natureza das organiza\u00e7\u00f5es e o contexto competitivo em que se inserem; e, sem d\u00favida, por n\u00f3s pr\u00f3prios, mantendo viva a vontade de progredir, a curiosidade e o desejo de continuar a aprender.<\/span><\/p>\n

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\u201c As tecnologias da informa\u00e7\u00e3o s\u00e3o e ser\u00e3o uma grande alavanca para estimular os diretores de marketing que buscam constantemente novas f\u00f3rmulas de conhecimento e inova\u00e7\u00e3o para fazer face \u00e0 mudan\u00e7a\u201d<\/h2>\n

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