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HOME > ARTIGOS > SEARCH MARKETING TEM QUE SER INTEGRADO ÀS CAMPANHAS PUBLICITÁRIAS

Em Mercado SEM e Marketing Online

Search marketing tem que ser integrado às campanhas publicitárias

16/03/2008 - 20:01

Por Gustavo Bacchin

No Brasil a maioria das pessoas são impactadas por uma marca pela primeiras vez através de mídias offline, como TV, rádio e mídia impressa. Mas isso está mudando. Saiba o básico da integração de campanhas offline com SEM.

Neste artigo quero explorar algumas idéias do por que temos que hoje, mais do que nunca, integrar e sincronizar nossa publicidade à campanhas de links patrocinados e SEO.

O crescente uso de sites de busca como ferramenta no processo de compra não é mais novidade para ninguém. No Brasil a grande maioria do público ainda (sim ainda, porque não será por muito mais tempo) será exposta pela primeira vez à uma marca através dos canais convencionais de mídia - TV, rádio e mídia impressa - porém, cada vez mais, será na internet seu primeiro contato e interação com os produtos e serviços da empresa e, em alguns setores, será na internet que o consumidor irá tomar a decisão final sobre a compra.

O Cenário

Então vamos imaginar o seguinte cenário: consumidor assiste a sua propaganda no intervalo da novela e corre para o computador para procurar mais informações sobre o novo modelo do carro que ele viu na TV (quem sabe mais detalhes da promoção de desconto de fim de semana ou sobre como agendar um test-drive), é seu site que aparece nos resultados do site de busca? Se não, pare de ler agora e ligue para sua agência de SEM, pois você está deixando de prospectar centenas de interessados. Se sim, será que seu resultado possui qualquer menção à propaganda que o usuário viu fora da Internet? Até então o que eu tenho visto é que tem muito consumidor frustrado.

Este fenômeno que hoje acontece milhões de vezes por dia, em todo mundo, chama-se de efeito memória, assunto melhor explicado pelo colunista Emerson Calegaretti, ex-executivo de vendas do Google Brasil, no artigo O Fenômeno do Efeito Memória.

Então, quais são as implicações para marketeiros? Alguns pontos para você considerar:

Planejamento e objetivos: a melhor campanha será aquela onde todas as agências envolvidas e o cliente compartilham e cooperam no planejamento desde o início. Os objetivos devem ser claros, assim como a forma de mensuração. Para obter alguns dos indicadores de performance de sua campanha de search marketing, você irá precisar de uma ferramenta de métricas funcionando a todo vapor em seu site. SEO e Links Patrocinados terão indicadores de perfomance diferentes. Eu tenho utilizado os seguintes:

a) Links Patrocinados: CTR (click through rate), taxa de conversão e ROI
b) SEO: rankings, tráfego proveniente de sites de busca, taxa de conversão e ROI

A criação e conteúdo (slogan, detalhes da promoção, folhetos, diálogo dos comerciais, etc) são essencias para pesquisa de palavras-chave, criação dos anúncios de resultados patrocinados e página de entrada.

Data de lançamento, distribuição e horários em rádio e TV também são importantes levando em conta picos de tráfego e o investimento em palavras-chave nos resultados patrocinados. Do lado SEO, o desafio é a presença no topo dos resultados orgânicos antes que a campanha inicie. Sua agência SEO irá realizar um trabalho de otimização do conteúdo do site, arquitetura e incremento da popularidade do site ou página de entrada.

Relação entre SEM e Mídia Offline

O uso de uma campanha de links patrocinados, até mesmo antes da campanha na mídia convencional iniciar, pode ajudá-lo a fazer ajustes no site/página na busca de melhores taxas de conversão. A Fiat e outras marcas já veicularam campanhas online antes de veicularem nas mídias convencionais.

Uma outra área, que já é uma realidade, é a participação e monitoramento da campanha em comunidades, blogs e fóruns e todos outros sites ao redor da tão comentada Social Media Marketing ou SMM. Mas essa fica para outro artigo.

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