[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 \u00e9 desintermedia\u00e7\u00e3o. Tanto nos neg\u00f3cios como na comunica\u00e7\u00e3o. Ou seja, pode reunir-se com estranhos para partilhar um carro e um destino sem ter de passar por uma ag\u00eancia de aluguer de autom\u00f3veis, pode criar a sua pr\u00f3pria lista de reprodu\u00e7\u00e3o sem um DJ ou pode alugar uma casa para as suas pr\u00f3ximas f\u00e9rias a algu\u00e9m que n\u00e3o conhece e provavelmente nunca conhecer\u00e1. Esta desintermedia\u00e7\u00e3o, a que alguns tamb\u00e9m chamam democratiza\u00e7\u00e3o, est\u00e1 tamb\u00e9m a acontecer na comunica\u00e7\u00e3o e significa que o sucesso do seu Instagram pode faz\u00ea-lo sentir-se como um broadcaster<\/em> ou que agora siga a marca das suas novas sapatilhas de corrida nas redes sociais<\/em>. E que o fa\u00e7a porque lhe oferece conte\u00fados que lhe interessam, porque h\u00e1 algo no que viu que capta a sua aten\u00e7\u00e3o e o atrai. Mas o qu\u00ea? E como \u00e9 que o consegue?<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”http:\/\/ideaspt.llorenteycuenca.com\/wp-content\/uploads\/sites\/9\/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=”http:\/\/ideaspt.llorenteycuenca.com\/wp-content\/uploads\/sites\/9\/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 digital \u00e9 tamb\u00e9m um espa\u00e7o de influ\u00eancia. Um espa\u00e7o onde as marcas e as pessoas interagem, de igual para igual, para que as primeiras tenham a oportunidade de persuadir as segundas. E as marcas sabem-no. \u00c9 por isso que cada vez mais utilizam este canal para transmitir valores ou mesmo para influenciar a jornada dos utilizadores. Em suma, influenciando.<\/p>\n Esta transmiss\u00e3o de valores \u00e9 essencial para que as marcas e as pessoas se liguem. As pessoas querem falar com pessoas. E se numa marca vemos o reflexo de uma personalidade, tanto melhor. Onde as pessoas costumavam ver apenas um log\u00f3tipo, agora tamb\u00e9m querem ver valores. Porque costum\u00e1vamos pedir qualidade e um bom pre\u00e7o a uma marca, mas agora tamb\u00e9m lhe pedimos que cuide do planeta ou que defenda a igualdade de g\u00e9nero. Ou seja, valores com os quais temos afinidades, como a empatia e a \u00e9tica. Neste sentido, 3 em cada 4 cidad\u00e3os esperam que as marcas e institui\u00e7\u00f5es estejam ativamente envolvidas em causas sociais e mais de 80% est\u00e3o dispostas a mudar de loja se esta tiver valores que estejam mais de acordo com os seus pr\u00f3prios valores. Isto diz-nos que esta liga\u00e7\u00e3o tamb\u00e9m tem um impacto nos neg\u00f3cios.<\/p>\n Atualmente, o meio digital \u00e9 o que melhor oferece essa possibilidade de liga\u00e7\u00e3o. E para que essa liga\u00e7\u00e3o aconte\u00e7a, o conte\u00fado \u00e9 fundamental, e ainda mais para as marcas que pretendem incorporar p\u00fablicos mais jovens nas suas fileiras. Tais conte\u00fados podem assumir diferentes formas e o entretenimento \u00e9 uma delas.<\/p>\n J\u00e1 h\u00e1 marcas que s\u00e3o claras sobre isto, raz\u00e3o pela qual a MediaMarkt e o El Corte Ingl\u00e9s tiveram uma presen\u00e7a de destaque no Ubeat Live. Este \u00e9 o festival de entretenimento para a Gera\u00e7\u00e3o Z que realizou a sua primeira edi\u00e7\u00e3o no in\u00edcio de julho em Barcelona. Este 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 o Balloon World Cup. Conte\u00fado sob a forma de entretenimento para novos p\u00fablicos. Porque os novos p\u00fablicos exigem novos conte\u00fados. Conte\u00fados que crescem em d\u00edgitos duplos e triplos.<\/p>\n Precisamente este crescimento exacerbado dos criadores e das cria\u00e7\u00f5es significa que o ecossistema digital sofre de uma certa satura\u00e7\u00e3o. O meio padece de infoxica\u00e7\u00e3o. Para termos uma ideia da magnitude, a cada minuto em 2021, foram publicadas 65.000 fotografias no Instagram, 694.000 horas de v\u00eddeo foram alcan\u00e7adas no YouTube, e 452.000 horas na Netflix. E qualquer coisa que seja em demasia pode tornar-se aborrecida.<\/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″ 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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_text admin_label=”Audiencias m\u00e1s exigentes y m\u00e1s fragmentadas” _builder_version=”4.4.8″ 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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 Primeiro temos de chegar ao p\u00fablico. Este \u00e9 um desafio em si mesmo. Percorremos<\/em> cerca de 200 metros por dia para nos esquivarmos aos mais de 3.000 impactos di\u00e1rios que recebemos. Destes, s\u00f3 somos capazes de processar 75 deles e conseguimos recordar 3 ou 4 at\u00e9 ao fim do dia.<\/p>\n S\u00e3o impactos que recebemos atrav\u00e9s de todos os ecr\u00e3s que utilizamos ao longo do dia. Entre todos eles, o telem\u00f3vel \u00e9 o dispositivo mais utilizado: a utiliza\u00e7\u00e3o m\u00e9dia j\u00e1 \u00e9 superior a 3 horas di\u00e1rias. Embora seja verdade que o usamos de forma infiel. Ou seja, enquanto vemos televis\u00e3o (45%), na casa de banho (25%), a trabalhar ou a estudar (20%) ou a comer (18%).<\/p>\n Para captar a aten\u00e7\u00e3o do nosso alvo, \u00e9 essencial analisar o meio em que os encontramos e saber como o utilizam. Ecr\u00e3s pequenos, t\u00e1teis e desliz\u00e1veis<\/em>. Formatos interativos, v\u00eddeo, \u00e1udio, imagem ou imersivos. E n\u00e3o esque\u00e7amos: uma aten\u00e7\u00e3o partilhada com tantos outros impactos.<\/p>\n Do que falar para destacar e ligar mediante um tal tsunami de conte\u00fados? Ou, por outras palavras: como ser relevante entre tanto ru\u00eddo?<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”http:\/\/ideaspt.llorenteycuenca.com\/wp-content\/uploads\/sites\/9\/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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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 responder a esta pergunta, temos primeiro de compreender o contexto. E esse contexto \u00e9 uma mudan\u00e7a de paradigma na comunica\u00e7\u00e3o. Se recuarmos um pouco mais na hist\u00f3ria, descobriremos que o marketing e a publicidade modernos, tal como os conhecemos, nasceram numa \u00e9poca em que os meios de comunica\u00e7\u00e3o de massas unidirecionais tinham supremacia.<\/p>\n Estes decidiam e planeavam mensagens, que eram tomadas quase como verdades absolutas, porque depois do p\u00fablico as ouvir, aceitava-as, e acreditava nelas quase sem questionar.<\/p>\n Os difusores de not\u00edcias e conte\u00fados nos meios de comunica\u00e7\u00e3o social eram “acr\u00edticos” e o que transmitiam n\u00e3o era question\u00e1vel.<\/p>\n Al\u00e9m disso, era um modelo finito e pequeno de emissores, restrito a uma quantidade de canais de televis\u00e3o, esta\u00e7\u00f5es de r\u00e1dio ou jornais que quase podiam ser contados nos dedos de uma m\u00e3o.<\/p>\n Com este entendimento, n\u00e3o \u00e9 muito dif\u00edcil observar que uma das maiores contribui\u00e7\u00f5es que a tecnologia tem dado \u00e0 comunica\u00e7\u00e3o tem sido precisamente a democratiza\u00e7\u00e3o dos emissores de mensagens, o que tem significado que cada pessoa, organiza\u00e7\u00e3o ou entidade pode tornar-se uma fonte de informa\u00e7\u00e3o.<\/p>\n Isto trouxe consigo, naturalmente, um novo problema, que \u00e9 muito maior do que o que \u00e9 vulgarmente conhecido como o “excesso de informa\u00e7\u00e3o”; o da pesquisa da “legitima\u00e7\u00e3o dos conte\u00fados”.<\/p>\n Esta exacerba\u00e7\u00e3o exponencial na quantidade de fontes de informa\u00e7\u00e3o e conte\u00fado dispon\u00edvel produziu um efeito comumente referido como o novo “Conte\u00fado Snack”. Trata-se de um conte\u00fado que \u00e9 consumido em segundos e que faz com 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 deste tipo de conte\u00fados na norma de v\u00e1rias plataformas sociais como Instagram, TikTok ou Snapchat significou que um conceito que at\u00e9 recentemente estava reservado a um c\u00edrculo muito exclusivo de intelectuais da comunica\u00e7\u00e3o, o insight<\/em>, se propagou no ambiente da comunica\u00e7\u00e3o como chave para poder destacar conte\u00fados dentro deste 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″ 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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 Para compreender o insight, temos de compreender o significado deste conceito, que na realidade est\u00e1 muito mais pr\u00f3ximo do que possamos pensar: O insight \u00e9 aquela “verdade oculta” dentro de todas as pessoas ou grupos sociais, que quando tocada por alguma mensagem ou conceito, faz com que a pessoa reaja para o melhor ou para o pior, sem sequer se aperceber porqu\u00ea. Por vezes, comovemo-nos, zangamo-nos, rimo-nos ou entristecemos-nos com an\u00fancios, programas ou outros conte\u00fados que aparentemente n\u00e3o t\u00eam uma mensagem direta, mas que de alguma forma nos tocam at\u00e9 ao \u00e2mago.<\/p>\n \u00c9 precisamente neste momento em que esse conte\u00fado toca num insight<\/em> que est\u00e1 diretamente relacionado connosco.<\/p>\n Os comunicadores modernos t\u00eam concentrado os seus esfor\u00e7os na procura disto. E a enorme quantidade de conte\u00fados existentes tornou necess\u00e1rio concentrarmos o nosso trabalho na cria\u00e7\u00e3o de conte\u00fados com base em insights<\/em> estudados. Esta parece ser a \u00fanica forma de poder destacar ou ganhar a prefer\u00eancia pelo nosso conte\u00fado neste novo mar de comunica\u00e7\u00e3o. Especialmente quando esses conte\u00fados t\u00eam de ser de poucos segundos e t\u00eam de competir contra coisas que nunca antes apareceram como poss\u00edveis concorrentes para a aten\u00e7\u00e3o dos nossos recetores.<\/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 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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_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 Agora \u00e9 tempo de nos perguntarmos se isto se tornou ou n\u00e3o uma componente b\u00e1sica de uma estrat\u00e9gia de comunica\u00e7\u00e3o bem sucedida. Como \u00e9 que encontramos as bases para os nossos conte\u00fados responderem a um insight<\/em> v\u00e1lido e poderoso?<\/p>\n \u00c9 aqui que a an\u00e1lise de dados assume um papel protagonista. At\u00e9 agora, as tentativas e as investiga\u00e7\u00f5es para encontrar insights<\/em> baseavam-se nas antigas metodologias de planning<\/em>, confiando no que a experi\u00eancia pessoal dos respons\u00e1veis por estas \u00e1reas, e alguma pesquisa finita, poderia determinar. A atual an\u00e1lise de dados em grande volume, ou Big Data, permite-nos analisar padr\u00f5es de comportamento ou respostas do p\u00fablico a est\u00edmulos de mensagens, o que nos ajuda a classificar e identificar insights<\/em> de uma forma revolucionariamente mais eficaz.<\/p>\n N\u00e3o escrevi a palavra “simples”, mas “eficaz”. Porque para que isto seja real e devidamente aplic\u00e1vel temos de ter uma infraestrutura de dados s\u00f3lida, mais um processo claro de identifica\u00e7\u00e3o de insights<\/em> baseado em dados que partem do pr\u00f3prio cora\u00e7\u00e3o das nossas empresas.<\/p>\n Isto requer uma colabora\u00e7\u00e3o mais estreita do que nunca entre as equipas de ci\u00eancia de dados, criatividade, estrat\u00e9gia e planeamento nas comunica\u00e7\u00f5es. Mas isto assegura que o conte\u00fado funciona corretamente dentro de um intervalo consider\u00e1vel de efici\u00eancia.<\/p>\n Isto muda, s\u00f3 por si, completamente o jogo da comunica\u00e7\u00e3o e da pr\u00f3pria criatividade, uma vez que, pela primeira vez, podemos dar alguma capacidade de certeza e medi\u00e7\u00e3o quantitativa a tudo o que propomos de forma criativa.<\/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_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 Tenhamos em conta que n\u00e3o devemos entender tudo isto como a elabora\u00e7\u00e3o de um \u00fanico conte\u00fado baseado num \u00fanico insight<\/em>: o enorme ecossistema de formatos que o mundo digital nos trouxe permite-nos atacar o mesmo insight<\/em> a partir de diferentes pontos ou de diferentes plataformas para alcan\u00e7ar um entendimento global dentro de uma estrat\u00e9gia de comunica\u00e7\u00e3o. A cria\u00e7\u00e3o de estrat\u00e9gias de “conte\u00fados l\u00edquidos”, que coexistem em diferentes plataformas e momentos, consegue levar mensagens atrav\u00e9s de v\u00e1rios lugares, elaboradas a partir da conceitualiza\u00e7\u00e3o de conte\u00fados segmentados mas orquestrados e em sintonia.<\/p>\n \u00c9 aqui que a multiplataforma \u00e9 a salva\u00e7\u00e3o para se poder ter conte\u00fados maiores e ao mesmo tempo sub compostos de muitos conte\u00fados snack<\/em>.<\/p>\n O entretenimento desempenha aqui um papel fundamental, pois temos de assegurar que todas as pe\u00e7as de comunica\u00e7\u00e3o estejam alinhadas n\u00e3o s\u00f3 para responder a um insight<\/em> espec\u00edfico ou para o abordar, mas tamb\u00e9m entusiasmar os utilizadores a seguir o conte\u00fado nas diferentes plataformas em que constru\u00edmos a nossa estrat\u00e9gia de conte\u00fados.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”El necesario equilibrio entre la personalizaci\u00f3n y la privacidad I” 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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 J\u00e1 n\u00e3o h\u00e1 d\u00favidas de que a publicidade eficaz do nosso tempo \u00e9 tamb\u00e9m baseada neste conhecimento do p\u00fablico-alvo. Entr\u00e1mos na era do branding \u00e0 medida do indiv\u00edduo e n\u00e3o de uma maioria. Anunciantes e consumidores entram numa rela\u00e7\u00e3o \u00edntima e de confian\u00e7a e deve acontecer uma troca de valor. A \u00e1rea chave desta troca de valor reside na interse\u00e7\u00e3o do que os consumidores querem (melhores experi\u00eancias, publicidade relevante, etc.) com o que as marcas precisam (para entregar essas experi\u00eancias exigidas para construir a lealdade dos clientes e gerar pontos de contacto para aprendizagem posterior).<\/p>\n \u00c9 nesta \u00e1rea chave que a privacidade entra com toda a sua for\u00e7a. Tanto que provocou uma mudan\u00e7a reguladora que significar\u00e1 o fim dos cookies em 2024, ap\u00f3s a \u00faltima auto-extens\u00e3o que o Google deu a si pr\u00f3prio h\u00e1 algumas semanas. Os cookies t\u00eam sido um dos pilares da ind\u00fastria publicit\u00e1ria atual. E \u00e9 neste ponto que a rela\u00e7\u00e3o direta (e recolha de dados) entre a marca e o consumidor se torna mais valiosa. Os utilizadores n\u00e3o est\u00e3o t\u00e3o relutantes em entregar os seus dados que estamos a recolher se souberem para que v\u00e3o ser utilizados e, especialmente, se tiverem o controlo para os eliminar se no futuro n\u00e3o quiserem continuar com a rela\u00e7\u00e3o marca-consumidor. Por conseguinte, a nossa obriga\u00e7\u00e3o e o mandato atual para as marcas \u00e9 criar experi\u00eancias, mantendo intacta a privacidade dos seus dados.<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”4.4.8″ src=”http:\/\/ideaspt.llorenteycuenca.com\/wp-content\/uploads\/sites\/9\/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″ 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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 \u00e9 que o conseguimos? N\u00e3o existe uma solu\u00e7\u00e3o \u00fanica, e as plataformas, anunciantes e ag\u00eancias est\u00e3o a trabalhar e a colaborar em contrarrel\u00f3gio (um exemplo claro \u00e9 a organiza\u00e7\u00e3o da Privacy Sandbox). Mas a grande maioria est\u00e1 a avan\u00e7ar no sentido de agregar os seus pr\u00f3prios dados com a tecnologia. O primeiro passo l\u00f3gico \u00e9 arrumar em casa, ou seja, integrar todas as fontes de dados no mesmo local. Para dar exemplos dos l\u00edderes do retail<\/em>, os grandes players<\/em> do mercado integraram num \u00fanico reposit\u00f3rio a navega\u00e7\u00e3o e dados transacionais da Web, dados de lojas f\u00edsicas, CRM, ERP, eventos e outros dados. Depois vem o tratamento destes dados, uma vez que v\u00eam de fontes diferentes e em formatos diferentes, precisamos de os processar e limpar, para que falem a mesma l\u00edngua. Depois disso, as equipas de cientistas de dados estudam toda esta informa\u00e7\u00e3o para gerar modelos avan\u00e7ados de atribui\u00e7\u00e3o para a compra de an\u00fancios ou para compreender as diferentes customer journeys<\/em> dos seus clientes. A verdadeira magia acontece quando somos capazes de ligar as suas diferentes rotas, motiva\u00e7\u00f5es e canais de contacto nessa gera\u00e7\u00e3o de experi\u00eancias relevantes.<\/p>\n Aprofundando a tecnologia e a sua liga\u00e7\u00e3o \u00e0 ativa\u00e7\u00e3o publicit\u00e1ria de dados, players<\/em> como as CDP (customer data platforms) assumiram a lideran\u00e7a, enterrando no caminho as DMP (Data Management Platforms), cujo principal valor era sustentado pelos cookies em breve obsoletos. A utiliza\u00e7\u00e3o de uma CDP permite-nos dar um passo em frente em termos de utiliza\u00e7\u00e3o e aproveitamento de dados com impacto nos neg\u00f3cios dos nossos clientes atrav\u00e9s de marketing preditivo, sem esquecer e garantir a sua privacidade. Isto permite-nos integrar, aprender e ativar dados de diferentes fontes com base numa vis\u00e3o \u00fanica do utilizador, e n\u00e3o informa\u00e7\u00e3o parcial e tendenciosa de diferentes fontes.<\/p>\n Tais instrumentos foram estabelecidos como parte da solu\u00e7\u00e3o de sucesso para o futuro. Mas j\u00e1 hoje se est\u00e1 a trabalhar nessa mencionada zona de interse\u00e7\u00e3o entre consumidores e anunciantes, o que permite \u00e0s nossas equipas de meios ativar os dados e gerar estas experi\u00eancias individualizadas exigidas pelo mercado ao abrigo dos seus regulamentos legais e 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 isto, a influ\u00eancia continua a ser uma tarefa complexa. Que oportunidades temos n\u00f3s como marca? A resposta a essa pergunta \u00e9 outra quest\u00e3o: o que \u00e9 que o utilizador quer? Al\u00e9m disso, como \u00e9 que o meu Buyer Persona <\/em>ou consumidor final se preocupa? Em que est\u00e1 interessado? O que lhe agrada? O que n\u00e3o lhe agrada? E por detr\u00e1s de todas estas quest\u00f5es est\u00e1 uma mindset<\/em>: ser customer centric<\/em>. Tamb\u00e9m na comunica\u00e7\u00e3o, o foco deve estar na pessoa. E isso significa ouvir o nosso buyer persona<\/em>, recolher e analisar dados para descobrir as respostas a estas quest\u00f5es e assim poder propor uma estrat\u00e9gia de conte\u00fado que seja t\u00e3o relevante quanto leg\u00edtima e diferencial.<\/p>\n N\u00e3o s\u00f3 tudo isto pode ser feito, como, se quisermos levar a cabo uma estrat\u00e9gia de comunica\u00e7\u00e3o eficaz no meio que permite que as marcas e as pessoas tenham uma rela\u00e7\u00e3o de um para um, tem de 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” 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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” 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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 […]<\/p>\n","protected":false},"author":4,"featured_media":58907,"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-58905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\nDa liga\u00e7\u00e3o ao entretenimento<\/strong><\/h2>\n
“3 em cada 4 cidad\u00e3os espera que as marcas e institui\u00e7\u00f5es estejam ativamente implicadas em causas sociais”<\/h2>\n
Audi\u00eancia mais exigente e mais fragmentada<\/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
“O insight<\/em> \u00e9 aquela \u2018verdade oculta\u2019 dentro de todas as pessoas, que faz com se reaja bem ou mal, sem que se d\u00ea conta o porqu\u00ea”<\/h2>\n
Passar da intui\u00e7\u00e3o aos dados<\/strong><\/h2>\n
\u00a0<\/strong>A multiplataforma: um mar de oportunidades<\/strong><\/h2>\n
O equil\u00edbrio necess\u00e1rio entre a personaliza\u00e7\u00e3o e a privacidade <\/strong><\/h2>\n
A liga\u00e7\u00e3o \u00e9 o objetivo, os dados s\u00e3o o meio<\/strong><\/h2>\n
Mensagens-chave<\/strong><\/h2>\n
\n
“Es imprescindible el uso del dato, crear bas\u00e1ndonos en el an\u00e1lisis y no \u00fanicamente en la intuici\u00f3n”<\/h2>\n