O documento apresenta estratégias de marketing digital antes centradas no site, incluindo SEO, blogs, redes sociais e publicidade. Agora propõe uma nova abordagem baseada em dados, tecnologia programática e engajamento do cliente em múltiplos canais.
14. Tecnologia Programática
• 85% dos anunciantes online já estão utilizando a compra
programática nos EUA.
• 72% dos veículos de mídia já utilizam a tecnologia de alguma
forma.
• A compra de publicidade utilizando a tecnologia cresceu em torno
de 74% no ano passado.
• O crescimento este ano deve ser de 35,8%.
• O crescimento da venda via RTB, baseada em audiências, fará o
display tornar-se maior que o search nos EUA este ano,
mantendo e ampliando a vantagem nos anos seguintes.
Fonte: IDC (Real-Time bidding in the US and Worldwide, 2010 – 2017, Q4 2013)
15. Tecnologia Programática
• No Brasil, a mídia programática já representou cerca de US$
10 milhões em 2013.
• Aqui, o crescimento será de 83% em 2014 e 60% nos dois
anos seguintes.
Fonte: IDC (Real-Time bidding in the US and Worldwide, 2010 – 2017, Q4 2013)
18. Tecnologia Programática
1
2
3
4
ESPAÇO PUBLICITÁRIO
É LEILOADO
EM TEMPO REAL
PREÇO DO ESPAÇO
É CALCULADO
INDIVIDUALMENTE
Kindle Fire HD,
7”
O MAIOR
LANCE VENCE
Apple iPhone
3GS 16GB
View
7” HD Display.
Wi-Fi, 16GB
ou
32GB
R$220
UM BANNER
DINÂMICO
É CRIADO
Dell
Ultrasharp
U2412M 24
Dell Ultrasharp
U2412M 24’’
Widescreen LED
Apple iPhone
3GS 16GB
PRETO
R$600
R$970
25. Resoluções 2014
4. CRM
DADOS DE
PERFORMANCE
ANUNCIANTE
PUBLISHER
ANÁLISE DO
CARRINHO DE
COMPRAS
DADOS COMPLEMENTARES
C
R
M
•
•
•
•
USUÁRIOS NOVOS VS
EXISTENTES
HISTÓRICO DE COMPRAS
SEGMENTOS PROPRIETÁRIOS
ASSINANTES DE NEWSLETTER
AVALIAR PRODUTO & CATEGORIA
CUSTOMER LIFETIME VALUE
LANCE EM TEMPO
REAL
MAIOR TAXA DE GANHOS
BANNERS
DINÂMICOS
MAIOR PERFORMANCE
RESULTADOS EM
TEMPO REAL
27. Resoluções 2014
• Mobile & Omni-channel são componentes IMPRESCINDÍVEIS na atual
Gestão da Jornada do Cliente
• Targeting: QUALIDADE não é quantidade
• Identifique os pontos fortes nos dados PRIMÁRIOS em todos os canais
• Use a mídia programática para entregar OFERTAS EXCLUSIVAS E
PERSONALIZADAS
• PROTEJA a experiência de compra do consumidor
• MULTICANAL é, na verdade, toda a experiência de compra no varejo
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.
This slide is just intended to make a point about how HUGE the reach is on FBX. Please pull the local market penetration number from the eMarketer report available on Wuala: http://www.wuala.com/sociomantic.com-sales/08.%20Market/3.%20Industry%20Research%20Reports/2013/eMarketer_Facebook_User_Numbers_and_Penetration_Worldwide_by_Region_and_Country_2010-2014_143675.png/If your country is not available please use the region.