imrs 2010 | marcos hiller | e-branding
DESCRIPTION
Marcos Hiller comentou sobre o caos na mídia, uma proliferação de canais e meios numa velocidade e multiplicidade desconhecidas até hoje. Abordou ainda sobre o market share, falando sobre o desejo das marcas de fazer parte do nosso dia a dia. Chegando ao ápice da palestra, Hiller definiu o conceito de e-branding como o gerenciamento constante da marca e do relacionamento com o cliente na web.TRANSCRIPT
![Page 1: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/1.jpg)
e-Branding
Marcos Hiller
![Page 2: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/2.jpg)
MARKETING
![Page 3: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/3.jpg)
Segundo Zyman...
“Marketing é uma atividade estratégica centrada na importância de
conseguir que mais consumidores comprem o seu produto mais
vezes, para que a sua empresa ganhe mais dinheiro”
![Page 4: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/4.jpg)
![Page 5: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/5.jpg)
![Page 6: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/6.jpg)
![Page 7: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/7.jpg)
DICA DELIVRO
![Page 8: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/8.jpg)
o cenárioé novo!
![Page 9: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/9.jpg)
O cenário é novo!
![Page 10: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/10.jpg)
![Page 11: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/11.jpg)
![Page 12: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/12.jpg)
![Page 13: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/13.jpg)
Uma RevoluçãoTecnológica!
Steve Ballmer
CEO da
“Daqui à 10 anos, todo e qualquer
tipo de informação será digital . . . “
![Page 14: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/14.jpg)
NOTA DE
FALECIMENTO
![Page 15: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/15.jpg)
Em junho de 2009, FALECEU o
sinal analógico nas TVs dos USA.
![Page 16: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/16.jpg)
O cenário é novo!
A demografia é outra, é nova
Consumidor mais cético,
desconfiado
“Aval do amigo” ganhou mais peso
Consumidor com mais controle e
mais poder
![Page 17: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/17.jpg)
![Page 18: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/18.jpg)
![Page 19: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/19.jpg)
Começou no PC do Orkut
Não pensou como ganhar com publicidade
Correlações:
90% AMO FOTOGRAFIA X AMO SUSHI
87% SOFRO DE TPM X AMO CHOCOLATE
SEM CAMISA = 90% BRASIL
![Page 20: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/20.jpg)
Caos na Mídia
a. Proliferação de canais e meios numa velocidade e multiplicidade desconhecidas até hoje
b. Convergência, tudo é mídia: telefone virou televisão, televisão virou Internet, Internet virou um pouco de
tudo, até objetos são mídia
c. Anunciantes se apropriando dos meios e das mensagens: product placement, etc.
![Page 21: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/21.jpg)
Market Share
A
B
C
D
![Page 22: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/22.jpg)
Share of mind (Top of Mind)
![Page 23: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/23.jpg)
Share of Heart
![Page 24: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/24.jpg)
Share of
Hard Disk
![Page 25: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/25.jpg)
M A R C A
![Page 26: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/26.jpg)
![Page 27: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/27.jpg)
![Page 28: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/28.jpg)
![Page 29: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/29.jpg)
![Page 30: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/30.jpg)
![Page 31: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/31.jpg)
![Page 32: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/32.jpg)
![Page 33: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/33.jpg)
![Page 34: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/34.jpg)
![Page 35: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/35.jpg)
![Page 36: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/36.jpg)
![Page 37: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/37.jpg)
![Page 38: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/38.jpg)
![Page 39: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/39.jpg)
![Page 40: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/40.jpg)
![Page 41: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/41.jpg)
![Page 42: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/42.jpg)
![Page 43: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/43.jpg)
![Page 44: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/44.jpg)
![Page 45: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/45.jpg)
![Page 46: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/46.jpg)
![Page 47: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/47.jpg)
![Page 48: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/48.jpg)
![Page 49: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/49.jpg)
![Page 50: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/50.jpg)
![Page 51: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/51.jpg)
![Page 52: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/52.jpg)
![Page 53: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/53.jpg)
![Page 54: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/54.jpg)
![Page 55: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/55.jpg)
![Page 56: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/56.jpg)
![Page 57: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/57.jpg)
Lançamento
do iPad
![Page 58: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/58.jpg)
![Page 59: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/59.jpg)
![Page 60: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/60.jpg)
Internet no Brasil
67 milhões de pessoas acessaram a Internet em Fev/2010
11,3 milhões de conexões são feitas via banda larga (cresceu 21% em 2009 vs. 2008)
Tempo de navegação superior a 30 horas mensais (por pessoa em residências)
Banda larga em expansão: cerca de 85% das conexões
176,8 milhões de celulares
Mais da metade das pessoas com acesso nas regiões metropolitanas pertence às
classes C, D e E.
Fontes: IAB Brasil (Interactive Advertising Bureau) – Fev/2010; Ibope - Pesquisa Internet POP -Consolidado Nacional -2009 e Ibope Nielsen Online 2009.
![Page 61: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/61.jpg)
Ferramentas e Formatos
Propaganda online (Online Advertising)
Displays/ Banners: diferentes formatos de banners, pop ups, intersticial,
supersticial, floater/DHTML etc.
SEO e SEM (Search Engine Optimization e Search Engine Marketing): busca
orgânica, busca paga ou links patrocinados (Google Adwords e Overture)
Patrocínios, Advergame, Adverteiment (product placement)
Comunicação interativa ou de relacionamento online
E-mail marketing
Consursos online, RSS (Really Simple Syndication), e-learning
hotsites
Games
Fonte: Belch e Belch (2008); Limeira (2007); Jensen (2008)
![Page 62: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/62.jpg)
Ferramentas e Formatos
Participação e/ou ações em blogs, microblogs e redes sociais
Podcasting: distribuição de arquivos para serem baixados em aparelhos
MP3
Viral Marketing, Seeding, monitoramento na web
Mobile advertising
SMS, MMS, mobile website, display mobile (banner), Bluetooth
Fonte: Belch e Belch (2008); Limeira (2007); Jensen (2008); Meio e Mensagem (2010).
Exemplo: Promoção Burger King: delete 10 amigos
do Facebook e ganhe um Whopper grátis.
![Page 63: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/63.jpg)
Exemplo Itau Personalité – estréia do comercial no Youtube
Seleção AdAge no Youtube: http://www.youtube.com/user/AdAge#g/c/A20A26661E4759AF
![Page 64: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/64.jpg)
BRANDING
![Page 65: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/65.jpg)
BRANDING
É o gerenciamento da sua MARCA
No processo de Branding, tudo comunica a marca!
Branding não é Design
![Page 66: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/66.jpg)
![Page 67: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/67.jpg)
![Page 68: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/68.jpg)
![Page 69: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/69.jpg)
![Page 70: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/70.jpg)
![Page 71: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/71.jpg)
![Page 72: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/72.jpg)
![Page 73: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/73.jpg)
![Page 74: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/74.jpg)
![Page 75: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/75.jpg)
![Page 76: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/76.jpg)
Segundo Bezos...
“Não estou preocupado com alguém que
cobra 5% a menos. Estou preocupado com
quem oferece melhor experiência.”
![Page 77: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/77.jpg)
![Page 78: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/78.jpg)
![Page 79: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/79.jpg)
![Page 80: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/80.jpg)
![Page 81: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/81.jpg)
![Page 82: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/82.jpg)
![Page 83: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/83.jpg)
![Page 84: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/84.jpg)
![Page 85: IMRS 2010 | Marcos Hiller | E-Branding](https://reader034.vdocuments.net/reader034/viewer/2022042713/5462e590b1af9fbc4d8b5362/html5/thumbnails/85.jpg)
Muito Obrigado!