Quer participar da Imersão pagando um preço especial?
Pergunta estranha e muito bombástica? Confesso que sigo o modelo AIDA, em que a minha preocupação inicial é chamar a atenção para um determinado conteúdo. Porém, acompanhe a minha linha de raciocínio e veja se não há um bom fundo de razão nas minhas considerações posteriores.
Lendo minha dose cavalar de notícias diárias desse louco mundo digital, me deparei com o seguinte parágrafo:
“De 14 de abril a 15 de maio, quem comprar o álbum do Gloria na rede de lojas Fnac ganhará o direito de assistir ao show de lançamento do disco no Hangar 110, em São Paulo. É só guardar a nota fiscal do CD para ter direito a assistir o show no dia 4 de junho”.
Algo que há anos já faz parte do mundo business parece estar aos poucos se revelando no mundo do “show business” – o produto aliado ao serviço.
Hà muito se diz que, dada a popularização da tecnologia, as empresas só ganharão competitividade na prestação de serviços. Quanto mais os concorrentes “talibãs” tiverem tecnologia barata e acessível, e isso parece ser um caminho sem volta, cada vez mais quem fará a diferença no equilíbrio do mercado serão as pessoas.
A Banda Gloria e sua gravadora estão apostando nisso aliando o produto – o CD físico – ao serviço: o show de lançamento do disco. Porém, estamos um mundo dito off-line (se é que existe essa distinção). E no mundo online, em que músicas são copiadas com a mesma facilidade do que uma criança de 1 ano diz “gugu” (ou “google” para os pais mais interneteiros)?
Ainda vale a lei de aliar produtos a serviços? Minha resposta a essa indagação é um categórico “sim”.
Estratégias são muitas para tal, porém, é preciso que gravadoras, e outras empresas ligadas a venda de conteúdo, mudem suas cabeças analógicas para as cabecinhas digitais da nova geração.
Só a título de algumas idéias soltas: as gravadoras poderiam lançar portais em que os fãs de determinado músico ou banda iriam interagir com seus ídolos de forma exclusiva, mediante login e senha obtido na compra de um mp3 no site da própria gravadora. A interação poderia se dar por meio de chat, fotos exclusivas, wall-papers, produtos licenciados exclusivos, etc.
As gravadoras também podiam se tornar promotoras de shows e turnês. Com isso, abriria-se um novo modelo em que poderiam distribuir livremente músicas pela Internet para “esquentar” o público-alvo e acostumá-los com as novas músicas, ao invés de depender das rádios para isso.
No caso das bandas, poderiam fazer como Radiohead e arriscar medir a sua popularidade junto aos fãs distribuindo suas músicas para que o público fá pagasse quanto quisessem. Vivemos na era da transparência. É preciso entender o que isso siginifica, de fato.
As bandas também poderiam dar shows pela própria internet via streamming. Shows exclusivos para quem tivesse um código de compra do mp3 (lógico, que não poderia haver dois códigos assisitindo ao show ao mesmo tempo). Digo “compra do mp3” porque o modelo de venda de CDs já caducou há muito tempo e só algumas gravadoras, perdidas no novo mundo, ainda não perceberam.
Na mesma linha de raciocínio, temos as editoras, também bem preocupadas com a pirataria de seus livros. Aliar produtos e serviços parece ser a solução para este caso também.
As editoras deveriam fazer como a O´Reilly, que cada vez mais alia livros (produto) a eventos (serviços) e cria uma comunidade em torno da sua marca (pessoas), trabalhando canais online como YouTube, Twitter, Facebook e outros.
As editoras precisam se libertar do modelo de negócios antigo em que a receita era gerada por meio da venda de livros – o produto – para aliar esse produto à uma verdadeira gama de serviços interativos com seu público. O serviço deve ser como uma complementação natural do livro.
Quando falo “interativos” não digo só sobre serviços via internet. Interação é uma comunicação bilateral e em tempo real, isso pode acontecer na forma online ou na offline.
A idéia polêmica que quero difundir é “Deixe que pirateiem”, mas faça do serviço exclusivo a quem comprou o livro uma extenção natural do produto. Prepare-se para tal antes de começar a escrever ou vender o livro.
Com a internet, criou-se um novo cenário e novas regras. O jogo mudou, logo, o comportamento e o modelo também tem que mudar. É preciso reaprender a ler e a escrever e não tiro a razão dos que acham que isso é dolorido demais. Muitos preferem esperar o mundo acabar do que terem aquele sofrimento do aprendizado pelo qual passaram na infância. Aprender dói. reaprender, mais ainda.
Imagine um livro que tenha em seus ensinamentos uma complementação natural em web-palestras ou “softwares as service” para quem comprou o livro.
Um livro que ofereça desconto (um desconto maior do que o preço pago pelo livro, lógico) em um workshop ou palestra com o autor.
Um livro que forneça acesso gratuito a uma enorme biblioteca, constantemente atualizada, sobre os conceitos que o livro traz. Afinal as pessoas compram livros para aprender algo, para mudar a sua visão a respeito de algo ou para se divertir.
Dado que o leitor brasileiro, na sua maioria compra livros para aprender sobre algo e ascender profissionalmente, segundo pesquisa “Raio X do leitor brasileiro“, a complementação do conhecimento na web parece ser uma ótima ferramenta para minimizar o problema da cópia gratuita pirateada.
São só algumas maneiras de fazer com que o produto tenha uma complementação natural no serviço. Para o caso do livro (se for técnico, melhor ainda) é mais fácil do que o caso do mp3, porque envolve um conteúdo não muito palatável para a maioria dos leitores.
O livro, que é o objeto tangível de compra devido a seus custos de produção, passa a ser o veículo de publicidade dos serviços. O livro é vendido, os serviços, oferecidos gratuitamente para os compradores, porém, só para quem comprou o livro.
Em resumo – o objetivo final é fazer com que as pessoas usufruam dos serviços, o livro é um veículo. É de onde vem a renda, mas não é o que é vendido. Complexo? Pense no caso do Google, ele obtém sua receita por meio de cliques em links patrocinados, mas o que ele “vende gratuitamente” são os resultados na busca natural (lado esquerdo da busca).
A mesma estratégia pode ser utilizada com relação a livros eletrônicos. No caso do e-book, o livro pode ser vendido na web (bem mais barato que os livros físicos), porém, dará acesso aos serviços via web.
Em resumo, é preciso cada dia mais aliar serviços – impossíveis de serem pirateados porque envolve sua utilização a pessoas e experiência de compra em tempo real – aos produtos, facilmente pirateáveis e sem personalização.
Nesse modelo de negócios, ao estimular a pirataria, o seu produto poderá chegar às mãos de muito mais gente do que no modelo antigo, comprará quem for de fato o seu mercado-alvo, genuinamente interessado no conteúdo e seus desdobramentos. Quem não for de seu mercado-alvo e só se preocupar em disseminar o conteúdo pela internet atuará, na realidade, como um veículo de divulgação gratuita e poderosa.
Ainda é um modelo novo de receitas a ser exaustivamente testado, porém, existem boas perspectivas que o mundo caminhe em sua direção no que tange à venda de conteúdo. Novas regras exigem novos modelos.
Olá,
Acho super interessante o tema tratado e estou convencido do poder das ferramentas da web 2.0 para compor a oferta dos tais serviços adicionais atrelados aos produtos físicos, que hoje nada mais são que commodities.
Agora, pensando no mundo B2B: Como fazer para que empresas multinacionais criem esse tipo de conscientização? Empresas em que a área de Vendas e Marketing não estão intrinsecamente ligadas; empresas em que os modelos comerciais não possuem esse tipo de flexibilização. Existe algum case de sucesso?
Obrigado
Raphael Daolio
Good response in return of this difficulty with real arguments and telling the whole thing regarding that.
Wonderful blog! I found it while searching on Yahoo News.
Do you have any suggestions on how to get listed in Yahoo News?
I’ve been trying for a while but I never seem to get there!
Many thanks
Do you have a spam problem on this blog; I also am a blogger, and
I was curious about your situation; many of us have created some nice
practices and we are looking to swap solutions with other folks, be sure to
shoot me an email if interested.
I blog often and I really appreciate your content. This great article has really
peaked my interest. I’m going to book mark your website
and keep checking for new information about once
a week. I opted in for your RSS feed too.
My spouse and I stumbled over here by a different page
and thought I might as well check things out.
I like what I see so i am just following you. Look forward to finding out about your web
page yet again.
Thanks for sharing your thoughts. I really appreciate your efforts and I am
waiting for your next post thanks once again.
bookmarked!!, I like your site!
You really make it seem really easy with your presentation but I to find this matter to be really one thing
that I think I might never understand. It seems too complicated and extremely extensive for me.
I’m looking forward for your subsequent publish, I will try to get the
dangle of it!
What i do not understood is in reality how you’re now not actually much more well-liked than you might be right now.
You are very intelligent. You understand thus significantly relating to this subject, made me individually consider it from a
lot of various angles. Its like men and women aren’t interested unless it’s one thing
to accomplish with Woman gaga! Your individual stuffs outstanding.
Always maintain it up!
I do consider all of the concepts you have presented for your post.
They’re very convincing and can certainly work.
Nonetheless, the posts are very quick for starters.
Could you please prolong them a bit from subsequent time?
Thanks for the post.
Dutasteride Duagen Bph Want To Buy In Internet Where Can I Get Cyprohepadine tadalafil cialis from india Cephalexin 500mg For Ear Infections
Viagra Come Acquistarlo Antibiotics Canada Over The Counter Buy Cialis Healthman Viagra Uso Viagra Para Mujeres
Hi there! I just wanted to ask if you ever have any issues with hackers?
My last blog (wordpress) was hacked and I ended up losing many months of hard
work due to no data backup. Do you have any
methods to protect against hackers?
This post is actually a fastidious one it helps new net visitors, who
are wishing in favor of blogging.
Google
The time to read or stop by the content or sites we’ve linked to beneath.
bunny ears vibrator
[…]that may be the finish of this article. Right here you will locate some web pages that we feel youll enjoy, just click the links over[…]
rabbit vibrator
[…]just beneath, are a lot of entirely not connected web sites to ours, having said that, they are certainly really worth going over[…]
we-vibe
[…]Here are a few of the sites we advise for our visitors[…]
kegel exercise
[…]we came across a cool web site that you just might delight in. Take a search when you want[…]
andaman nicobar ship
[…]very handful of internet sites that transpire to become detailed below, from our point of view are undoubtedly effectively worth checking out[…]
safestore auto
[…]the time to read or check out the content material or websites we have linked to below the[…]
G Suite promo code UK 2020
[…]The information mentioned in the article are some of the most effective readily available […]
digital marketing services navi mumbai
[…]The facts talked about within the post are several of the top out there […]
dry ice experiments for kids
[…]Sites of interest we have a link to[…]
available electric bikes in india
[…]very handful of web sites that take place to become detailed below, from our point of view are undoubtedly nicely worth checking out[…]
belladona
[…]The facts mentioned in the report are a few of the most beneficial readily available […]
debit visa card
[…]the time to study or go to the material or internet sites we have linked to beneath the[…]
runtown
[…]please check out the web sites we stick to, like this one, because it represents our picks through the web[…]
india business visa
[…]Wonderful story, reckoned we could combine a few unrelated data, nevertheless really worth taking a appear, whoa did one learn about Mid East has got far more problerms as well […]
sexy girl shows
[…]Wonderful story, reckoned we could combine several unrelated information, nevertheless truly worth taking a search, whoa did one discover about Mid East has got additional problerms at the same time […]
dank cartridges
[…]The details talked about inside the post are some of the very best accessible […]
best CBD oil
[…]below youll uncover the link to some internet sites that we assume you ought to visit[…]
ebay
[…]here are some links to web sites that we link to because we feel they are really worth visiting[…]
sexshows
[…]below you will locate the link to some web-sites that we assume you should visit[…]
sexy
[…]always a massive fan of linking to bloggers that I love but dont get a lot of link like from[…]
CBD gummies
[…]the time to study or go to the content material or websites we’ve linked to below the[…]
буратино слушать
[…]here are some links to web pages that we link to for the reason that we consider they’re worth visiting[…]
Smoke Shops Near Me
[…]one of our visitors not too long ago encouraged the following website[…]
https://royalcbd.com/product/cbd-oil-1000mg/
[…]please pay a visit to the websites we adhere to, which includes this a single, as it represents our picks in the web[…]
https://royalcbd.com/product/cbd-gummies-25mg/
[…]the time to read or check out the subject material or web pages we have linked to beneath the[…]
https://royalcbd.com/product/cbd-roll-on-gel/
[…]The info mentioned in the article are a number of the most beneficial offered […]
https://royalcbd.com/shop/
[…]check below, are some totally unrelated internet sites to ours, even so, they’re most trustworthy sources that we use[…]
https://royalcbd.com/blog/
[…]always a large fan of linking to bloggers that I love but really don’t get lots of link enjoy from[…]
http://googlestrends.com/
[…]Sites of interest we have a link to[…]
Coinpunk
[…]The details talked about within the post are a number of the best obtainable […]
coinchomp
[…]check below, are some absolutely unrelated websites to ours, nevertheless, they’re most trustworthy sources that we use[…]
FallenDoll
[…]very couple of web-sites that come about to become comprehensive beneath, from our point of view are undoubtedly properly worth checking out[…]
Business Apps
[…]Wonderful story, reckoned we could combine a few unrelated information, nevertheless seriously really worth taking a look, whoa did 1 understand about Mid East has got far more problerms at the same time […]
فیلم سکسی خارجی
[…]always a large fan of linking to bloggers that I like but do not get a great deal of link love from[…]
THC VAPE OIL FOR SALE
[…]we came across a cool web-site that you simply might delight in. Take a search when you want[…]
reptiles for sale
[…]Every as soon as in a although we opt for blogs that we study. Listed below are the most up-to-date web pages that we pick […]
PUPPIES FOR SALE
[…]Every as soon as in a while we opt for blogs that we study. Listed beneath are the most up-to-date web pages that we decide on […]
download mp3
[…]although web sites we backlink to beneath are considerably not associated to ours, we really feel they’re in fact worth a go by, so have a look[…]
id god
[…]always a significant fan of linking to bloggers that I enjoy but dont get a whole lot of link love from[…]
Maltipoo puppies for sale
[…]below you will find the link to some web pages that we assume you’ll want to visit[…]
Thc vape oil
[…]Sites of interest we have a link to[…]
Author
[…]just beneath, are a lot of absolutely not connected internet sites to ours, nevertheless, they are certainly worth going over[…]
Dich thuat chuyen nganh
[…]check below, are some entirely unrelated sites to ours, nonetheless, they’re most trustworthy sources that we use[…]
Dank cartridges
[…]below youll discover the link to some sites that we assume you need to visit[…]
http://buycounterfeitmoneyonline.net
[…]check below, are some completely unrelated web-sites to ours, nevertheless, they’re most trustworthy sources that we use[…]
boxer puppy
[…]usually posts some pretty exciting stuff like this. If you are new to this site[…]
Siberian husky puppy
[…]although websites we backlink to beneath are considerably not connected to ours, we feel they are truly really worth a go by means of, so possess a look[…]
black panther pitbull puppies for sale
[…]Here is an excellent Weblog You might Uncover Intriguing that we Encourage You[…]
porn star
[…]Here is a great Weblog You may Locate Exciting that we Encourage You[…]
Puppies for adoption near me
[…]check beneath, are some completely unrelated web sites to ours, nonetheless, they’re most trustworthy sources that we use[…]
Dank carts
[…]one of our guests a short while ago advised the following website[…]
how to buy ketamine
[…]very handful of sites that come about to be comprehensive below, from our point of view are undoubtedly effectively worth checking out[…]
Buy cannabis online
[…]the time to read or take a look at the material or web-sites we’ve linked to beneath the[…]
https://counterfeitmoneyforsale.online/
[…]Here are a few of the websites we advocate for our visitors[…]
penis enlargement device
[…]Here are a number of the websites we advise for our visitors[…]
https://devpost.com/bestcbdgummies
[…]please visit the web pages we adhere to, which includes this a single, because it represents our picks in the web[…]
CBD
[…]please pay a visit to the websites we comply with, such as this one, because it represents our picks in the web[…]
CBD
[…]please go to the websites we stick to, like this 1, because it represents our picks from the web[…]
CBD
[…]below youll locate the link to some websites that we believe you need to visit[…]
CBD
[…]one of our guests lately proposed the following website[…]
CBD
[…]here are some links to sites that we link to for the reason that we believe they’re worth visiting[…]
CBD
[…]very handful of internet sites that happen to be detailed beneath, from our point of view are undoubtedly very well worth checking out[…]
CBD
[…]we prefer to honor lots of other net web-sites on the web, even when they arent linked to us, by linking to them. Underneath are some webpages worth checking out[…]
CBD
[…]check beneath, are some entirely unrelated web sites to ours, nonetheless, they may be most trustworthy sources that we use[…]
how to use strapless dildos
[…]we like to honor many other world-wide-web internet sites on the web, even though they arent linked to us, by linking to them. Under are some webpages really worth checking out[…]
Snapdeal Lucky draw contest 2020
[…]below youll find the link to some web-sites that we consider it is best to visit[…]
CBD oil
[…]we prefer to honor lots of other world wide web web sites around the internet, even when they arent linked to us, by linking to them. Underneath are some webpages worth checking out[…]
CBD for sale
[…]please stop by the web-sites we adhere to, including this one particular, as it represents our picks from the web[…]
CBD oil for sale
[…]we came across a cool web-site that you could take pleasure in. Take a appear for those who want[…]
buy CBD oil
[…]Here are a number of the internet sites we advise for our visitors[…]
CBD oil for sale
[…]Every as soon as inside a when we opt for blogs that we study. Listed beneath would be the most recent web pages that we pick out […]
CBD for sale
[…]Wonderful story, reckoned we could combine several unrelated information, nevertheless seriously worth taking a look, whoa did a single discover about Mid East has got more problerms at the same time […]
best CBD oil
[…]check below, are some entirely unrelated web sites to ours, having said that, they may be most trustworthy sources that we use[…]
adam and eve wand massager
[…]that may be the finish of this report. Right here youll obtain some websites that we believe youll value, just click the links over[…]
best CBD
[…]Wonderful story, reckoned we could combine a handful of unrelated information, nevertheless genuinely worth taking a look, whoa did one study about Mid East has got far more problerms too […]
buy cbd
[…]Sites of interest we have a link to[…]
buy cbd
[…]very few internet websites that come about to become detailed beneath, from our point of view are undoubtedly effectively really worth checking out[…]
https://freereviewnow.com/
[…]here are some hyperlinks to web sites that we link to due to the fact we feel they are really worth visiting[…]
Women’S Rehab Near Me http://aaa-rehab.com Drug Rehab Centers Near Me http://aaa-rehab.com Couples Drug Rehab
http://aaa-rehab.com
juul mango pods
[…]we prefer to honor quite a few other online internet sites on the web, even if they arent linked to us, by linking to them. Beneath are some webpages really worth checking out[…]
CBD gummies
[…]Sites of interest we’ve a link to[…]
free download for windows 7
[…]Every the moment in a though we pick out blogs that we study. Listed beneath are the most recent web pages that we decide on […]
apk for pc download
[…]Here are some of the web-sites we advise for our visitors[…]
app download for windows
[…]Wonderful story, reckoned we could combine a few unrelated information, nonetheless genuinely worth taking a search, whoa did 1 study about Mid East has got extra problerms also […]
app free download for windows 8
[…]Here is a superb Blog You might Uncover Fascinating that we Encourage You[…]
free download for laptop pc
[…]that is the finish of this report. Right here youll locate some websites that we feel youll appreciate, just click the hyperlinks over[…]
apps download for windows 7
[…]here are some links to web-sites that we link to mainly because we believe they may be really worth visiting[…]
apps download for pc
[…]please take a look at the websites we follow, including this one particular, because it represents our picks in the web[…]
free app for pc download
[…]Every when inside a while we pick blogs that we study. Listed beneath would be the most current web sites that we select […]
games download for pc
[…]we came across a cool website that you might get pleasure from. Take a search when you want[…]
free download for windows 7
[…]here are some links to web pages that we link to simply because we think they’re really worth visiting[…]
nill
[…]just beneath, are several completely not connected websites to ours, however, they’re certainly worth going over[…]
Mobile app development companies in India
[…]one of our visitors a short while ago advised the following website[…]
vibrator for couples
[…]check beneath, are some completely unrelated internet sites to ours, nonetheless, they may be most trustworthy sources that we use[…]
adam and eve crystal clear 8 inch dildo
[…]Every as soon as inside a even though we pick blogs that we study. Listed below are the most up-to-date websites that we select […]
Vape Shop Near Me
[…]Here is an excellent Weblog You may Obtain Intriguing that we Encourage You[…]