Quer participar da Imersão pagando um preço especial?
Pode parecer um título um pouco forte demais, mas, sinceramente, não é.
Para defender o meu ponto, vamos primeiro esclarecer um ponto importante: não existe marketing digital. Outra notícia bombástica! Marketing é um só. O “digital” é apenas o ambiente. O marketing continua sendo “mercadologia”, ou seja, estudo do mercado. Entender de gente, de consumidor. Necessidades e desejos, segmentação branding etc. O digital entra na história como um novo ambiente com novas regras que devemos considerar.
Dentro das regras que esse novo ambiente nos traz, temos a chamada “contração do espaço”, que analiso no meu livro “Os 8 Ps do Marketing Digital” e como foi brilhantemente explicado por esse vídeo da Marilena Chauí no Café Filosófico (mostrado abaixo no YouTube). Essa é uma das características mais marcantes dos novos tempos e que possibilita modelos de negócios como o de “compras coletivas”, e-commerce e tantos outros.
Uma outra característica desses novos tempos é a capacidade de mensuração que o marketing digital traz para o nosso mundo. É da própria natureza da tecnologia a mensuração, o rastro, os “logs de acessos”. O sonho dourado dos anunciantes finalmente se tornou realidade. Saber qual ação de marketing deu certo e qual deu errado. Quanto de receita cada ação trouxe para a empresa. A mensuração – denominada de Precisão, no meu 8ºP do Marketing Digital – é parte essencial do marketing digital.
Por que perder o que há de mais valioso e diferencial no digital que é a capacidade de medir, saber o que deu certo e o que não deu com níveis virginianos de detalhamento?
Incrível como muitas empresas ainda não instalam um simples monitoramento de conversão do Adwords em sua campanha de links patrocinados. Que dirá então um código de Google Analytics. Um simples período trial do Crazy Egg já lhe dirá muita coisa a respeito do seu site.
É lógico que a partir do momento que se mensura e se detecta um erro, não há como ficar parado. Tem que se fazer algo para minimizar o erro. Talvez esse seja o motivo para muitas empresas não mensurarem suas ações: saber que isso vai dar um baita trabalho depois.
Para quem quiser saber mais sobre o assunto, indico:
– Web Analítica 2.0, do Avinash Kaushik. Se ainda não o conhece, experimente ver esses vídeos
– O blog Mundo WA (Inclusive, o curso do Ruy Carneiro – da WA Consulting – sobre web analítica também é imperdível para quem quiser entrar nesse mundo com mais profundidade)
– Blog da Lunametrics (em inglês)
e é lógico, o blog do Google Analytics.
Marketing Digital pressupõe a mensuração desde a sua gênese. Marketing é estratégia e esta só é possível com o monitoramento do resultado, análise do contexto, ação sobre as conclusões tiradas e, mais uma vez, monitoramento do resultado.
É um ciclo que começa e termina nos dados. Nas informações conclusivas. O marketing se tornou tecnológico, foi para o Excel. Ler gráficos, planilhas e tabelas se tornou algo rotineiro para profissionais de marketing (aquela faculdade que ainda não ensina cálculo nem fórmulas matemáticas).
Se você ainda não mensura conversões no seu site, mande agora um e-mail para a sua agência, departamento de TI ou o que o valha para implantar já o código do Google Analytics, só para começar.
Ei Conrado valeu a pena você ter estudado filosofia, enhim?!
Veja como Filosofia e Internet se misturam e se completam.
Internet é uma Rede de Pessoas e Pessoas são a Essência do Marketing.
Grande abraço.
[…] Clique aqui para assistir o vídeo inserido. […]
[…] Atualmente o marketing é baseado em métricas, relatórios e ROI, como já mencionei em outro post aqui do blog. O marketing acaba sendo feito em uma bela planilha de Excel. Como diria um engenheiro, […]
Conrado este video da Maria Helena é um show, nos coloca como protagonistas de um mundo que ainda não foi inventado. Na verdade eu vou precisar ver outras vezes para poder entender a real dimensão das coisas. Muito obrigado pelo conteúdo relevante.
Ei Conrado, tudo joia? Eu vou citar esse artigo no meu TC e gostaria de saber o ano que você publicou esse artigo. Att, Giovanna Paim
[…] a ajuda de plataformas e softwares especializados conseguimos analisar o comportamento do consumidor em tempo real, avaliar a eficiência de cada uma das ações realizadas e até providenciar ajustes prontamente. […]
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