{"id":58886,"date":"2022-08-23T00:00:00","date_gmt":"2022-08-22T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2022\/08\/23\/a-hipermetropia-das-marcas-os-influencers-invisiveis\/"},"modified":"2025-02-14T13:02:11","modified_gmt":"2025-02-14T12:02:11","slug":"a-hipermetropia-das-marcas-os-influencers-invisiveis","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/ideas\/a-hipermetropia-das-marcas-os-influencers-invisiveis\/","title":{"rendered":"A HIPERMETROPIA DAS MARCAS: OS INFLUENCERS INVIS\u00cdVEIS"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; link_text_shadow_vertical_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=&#8221;0px&#8221; link_text_shadow_blur_strength=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ul_text_shadow_horizontal_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ul_text_shadow_vertical_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ul_text_shadow_blur_strength=&#8221;ul_text_shadow_style,%91object Object%93&#8243; 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header_3_text_shadow_vertical_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_3_text_shadow_blur_strength=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_4_text_shadow_horizontal_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_4_text_shadow_vertical_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p>Provavelmente nunca lhe foi feita esta pergunta: &#8220;Acha que a sua marca precisa de \u00f3culos&#8221;? Embora esta possa ser uma pergunta estranha para iniciar um briefing de marketing, o seu sentido metaf\u00f3rico \u00e9 \u00fatil para expressar um dos grandes desafios da gest\u00e3o de marketing influente nos dias de hoje: <strong>a hipermetropia das marcas.<\/strong><\/p>\n<p>De acordo com dados do Statista, em 2021 a ind\u00fastria de marketing influente na Am\u00e9rica Latina foi avaliada em 13 mil milh\u00f5es de d\u00f3lares, e a previs\u00e3o para este ano \u00e9 de um crescimento entre 20% e 30%. Desde o surgimento dos meios de comunica\u00e7\u00e3o social, as empresas comerciais duplicaram os seus esfor\u00e7os financeiros para estabelecerem parcerias com grandes celebridades ou personalidades de alto n\u00edvel pela sua capacidade de influenciar o pensamento e comportamento do seu p\u00fablico.<\/p>\n<p>No entanto, de acordo com esta mesma base, outra comunidade que nem sempre \u00e9 considerada nas <em>estrat\u00e9gias de marketing influentes entraria em jogo<\/em>: os l\u00edderes e colaboradores da empresa. Porque \u00e9 que raramente s\u00e3o vistos quando est\u00e3o t\u00e3o perto? As marcas precisam melhorar a sua vis\u00e3o para ver melhor de perto?<\/p>\n<p>A integridade e credibilidade de uma marca reside principalmente na forma como \u00e9 vista pelos seus pr\u00f3prios colaboradores, que podem ser os seus melhores (ou piores) embaixadores no mundo exterior. Assim, as fronteiras entre a comunica\u00e7\u00e3o externa e interna tornaram-se confusas e \u00e9 importante n\u00e3o as manter como esferas separadas.<\/p>\n<p>Se h\u00e1 uma coisa que caracteriza a era do consumo em que vivemos, \u00e9 a ced\u00eancia de poder a indiv\u00edduos, que s\u00e3o capazes de captar a mesma ou mais aten\u00e7\u00e3o do que uma marca ou uma institui\u00e7\u00e3o. Neste contexto, a capacita\u00e7\u00e3o das pessoas que fazem parte da organiza\u00e7\u00e3o acrescenta valor \u00e0s estrat\u00e9gias de comunica\u00e7\u00e3o digital, aumenta exponencialmente as oportunidades de liga\u00e7\u00e3o e reduz os riscos em caso de crise.<\/p>\n<p>Claro que esta n\u00e3o \u00e9 uma tarefa f\u00e1cil. A liga\u00e7\u00e3o com os colaboradores requer um esfor\u00e7o que exige agir de acordo com os seus interesses, ouvi-los e compreender a sua individualidade no grupo. N\u00e3o \u00e9 uma quest\u00e3o de partilhar conte\u00fados sem sentido ou de controlar as suas publica\u00e7\u00f5es nas redes sociais, mas de envolv\u00ea-los na finalidade da marca como um elemento coeso e motivador, para que sintam inspira\u00e7\u00e3o e estejam emocionalmente ligados aos valores da marca.<\/p>\n<p>Uma a\u00e7\u00e3o que tamb\u00e9m significa diferencia\u00e7\u00e3o. Agora que \u00e9 t\u00e3o complexo destacarse, as experi\u00eancias e opini\u00f5es pessoais dos profissionais da empresa s\u00e3o aut\u00eanticas, \u00fanicas e imposs\u00edveis de reproduzir.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; link_text_shadow_vertical_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=&#8221;0px&#8221; link_text_shadow_blur_strength=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ul_text_shadow_horizontal_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ul_text_shadow_vertical_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ul_text_shadow_blur_strength=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ol_text_shadow_horizontal_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ol_text_shadow_vertical_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ol_text_shadow_blur_strength=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_blur_strength_tablet=&#8221;1px&#8221; quote_text_shadow_horizontal_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; quote_text_shadow_vertical_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_vertical_length_tablet=&#8221;0px&#8221; quote_text_shadow_blur_strength=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_text_shadow_horizontal_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":58890,"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":[88],"class_list":["post-58886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.7) - 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