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HOME > ARTIGOS > MARKETING DIRETO VITAMINADO

Em Mercado SEM

Marketing Direto Vitaminado

16/06/2007 - 17:50

Por Emerson Calegaretti

Muito se discute nesses dias em como "aumentar o bolo da mídia online", ou seja, como direcionar maiores orçamentos de marketing para a Internet. Não há caminho viável sem a criação de um sentido de comunidade em torno do marketing online e o espírito colaborativo que pode vir dela.

Esse é meu primeiro artigo para o SEMBrasil e gostaria de parabenizar ao Thiago e a o Gustavo Bacchin pela excelente iniciativa. Muito se discute nesses dias em como “aumentar o bolo da mídia online”, ou seja, como direcionar maiores orçamentos de marketing para a Internet. Não há caminho viável sem a criação de um sentido de comunidade em torno do marketing online e o espírito colaborativo que pode vir dela. A estratégia de cooperação para fortalecer essa comunidade é o que foi usado com sucesso por outros meios ao longo do tempo. Eu torço para que a comunidade de Search Engine Marketing puxe essa tendência.

Parte do trabalho dos membros dessa comunidade com certeza é evangelizar pessoas sobre as vantagens/benefícios do SEM. Eu sei, eu sei... não é fácil. Quem tornou isso sua vida profissional, que o diga. Ontem me deparei com uma situação dessas. Numa grande empresa me reuni com um grupo de pessoas envolvidas com marketing. Meu objetivo era convencê-los a investir mais nesse formato de publicidade online chamado links patrocinados, também conhecido como PPC ou pay-per-click.

Existem várias maneiras de se abordar as vantagens desse meio. Eu pretendo ao longo dos artigos tratar cada uma delas. Pagar apenas por resultados, ter a oportunidade de divulgar todos os ativos de sua empresa, se aproveitar do efeito memória, encontrar o público alvo nas diversas fases da tomada de decisão, etc. Todas esses são argumentos que vamos cobrir ao longo do tempo. Ontem usei o argumento de que links patrocinados nada mais é do que marketing direto elevado a décima potência.

Em 1961 foi a primeira vez que a expressão “marketing direto” foi usada, em uma apresentação de Lester Wunderman. A idéia é que essa disciplina do marketing se diferencia das demais porque seu intuito final é gerar uma ação. Seja um cadastro, uma solicitação de informações, uma compra, etc. E com uma enorme ênfase em mostrar resultados que fossem mensuráveis, que você pudesse analisar ao longo do caminho e alterar seu direcionamento baseado nas respostas dadas a esse esforço pelo seu público-alvo. O marketing direto existe desde que o primeiro catálogo de produtos foi enviado por correio, em 1872. Não é nada novo, é uma fórmula testada e aprovada por milhares de empresas ao redor do mundo.

Pois é meus caros, o conceito de links patrocinados bebe na fonte do marketing direto porque é orientado a uma ação (gerar um clique que leve ao site do anunciante) permite medir e analisar os resultados de forma palpável (vendas, cadastros, etc) e te dá a possibilidade de alterar suas campanhas publicitárias baseados nas respostas do público-alvo.

No marketing direto, você segmenta um determinado público-alvo e produz uma ação para gerar uma reação por parte deles. Essa segmentação pode ser complexa e talvez imprecisa porque você não tem como saber exatamente se o público-alvo está no momento certo para tomar essa reação. Nada mais poderoso do que veicular uma mensagem publicitária no exato instante em que os seus clientes estão buscando por você. Esse e o motivo pelo qual eu acho que links patrocinados elevam o marketing direto a sua máxima potência. Os links patrocinados permitem você entender o momento pelo qual o público-alvo passa, manifesto através das palavras-chaves usadas numa busca e disparar uma mensagem altamente customizada para aquele indíviduo.

Aí foi sopa no mel, porque eles dominavam todo o conceito de marketing direto e faltava apenas essa conexão. Para essa empresa, que tem uma história centenária, o investimento em marketing direto é enorme e com processos internos muito bem claros e definidos, incluindo sistemas avançados de análise de resultados. Agora era só juntar mais essa formato de publicidade dentro dessa já bem sucedida forma de fazer marketing.

Elas assistiram a minha apresentação e ao final todos estávamos em sintonia, vamos em frente. Para que você que tem que convencer seus sócios, seu chefe, seus pares ou seus clientes sobre essas vantagens, o importante é não se utilizar uma mensagem única. Para cada empresa, cada necessidade, existe um motivo para se apostar em links patrocinados. Você sempre consegue achar a sua.

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