terça-feira, 21 de outubro de 2008

Estudo: Publicidade em blogues é mais fiável que em outros meios

O estudo realizado pela Social Media, empresa especializada em gestão de blogues e redes na internet, e pela GFK, revela que em Espanha a presença publicitária das marcas em blogues aumenta a sua notoriedade devido ao uso de novos formatos e à afinidade estabelecida com as temáticas abordadas.
Os resultados do estudo apontam para que 54 por cento dos inquiridos estejam a aumentar a leitura de blogues em detrimento de outros media, como a rádio, a imprensa e televisão. Além disso, 40,4 por cento dos inquiridos afirmam que a publicidade é mais fiável quando aparece nos blogues do que em outro meio.
Olga Palombi, directora-geral da Social Media salienta que “os blogues são meios fundamentais no marketing por terem uma alta percentagem de líderes de opinião que multiplicam a mensagem. Os blogues são importantes para os parâmetros de percepção de marca e notoriedade publicitária. Nesse sentido, estamos a falar de um meio fundamental no marketing mix dos anunciantes que queiram impactar a sua audiência afim de passar a sua mensagem publicitária”, concluí.

domingo, 12 de outubro de 2008

Davos Annual Meeting 2008 - Bill Gates

Seth Godin: Sliced bread and other marketing delights

O que é o "subprime"?




É um crédito à habitação de alto risco que se destina a uma fatia da população com rendimentos mais baixos e uma situação económica mais instável. A única garantia exigida nestes empréstimos é o imóvel. Este segmento do mercado de crédito é exclusivo dos Estados Unidos, não havendo na Europa um paralelismo exacto.


O subprime surgiu quando a Reserva Federal norte-americana (Fed) começou a baixar as taxas juro para estimular o mercado imobiliário com o intuito de controlar os efeitos dos ataques terroristas do 11 de Setembro nos mercados de tecnologias. Mas em 2003, a criação de emprego e o investimento empresarial estavam em níveis baixos e a taxa de juro descia para 1%. Simultaneamente, as várias instituições bancárias deixaram de ser tão exigentes nas condições requeridas para conceder créditos. Quando a Fed começou a subir de novo os juros o problema estalou. Com juros mais altos acompanhados pela queda dos preços das casas, as famílias ficaram sem capacidade para saldar as suas dívidas.

quarta-feira, 8 de outubro de 2008

quinta-feira, 2 de outubro de 2008

Permission Marketing





By: William C. Taylor


Internet marketing pioneer Seth Godin says he wants to change the way almost everything is marketed to almost everybody. Will you give him permission to come in and show you the future?

Seth Godin's company, Yoyodyne Entertainment, is all about fun and games. But its mission is serious business. Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to - in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it. "We are entering an era," Godin declares, "that's going to change the way almost everything is marketed to almost everybody."
The biggest problem with mass-market advertising, Godin says, is that it fights for people's attention by interrupting them. A 30-second spot interrupts a "Seinfeld" episode. A telemarketing call interrupts a family dinner. A print ad interrupts this article. "The interruption model is extremely effective when there's not an overflow of interruptions," Godin says. "But there's too much going on in our lives for us to enjoy being interrupted anymore."
The new model, he argues, is built around permission. The challenge for marketers is to persuade consumers to volunteer attention - to "raise their hands" (one of Godin's favorite phrases) - to agree to learn more about a company and its products. "Permission marketing turns strangers into friends and friends into loyal customers," he says. "It's not just about entertainment - it's about education."
Yoyodyne, headquartered outside New York City, works with clients - which include AT&T, H&R Block, MCI, and Volvo - to create these new relationships. All of its campaigns use the Web, email, and other online media. All of them are built around game shows, contests, or sweepstakes. What do game shows have to do with permission marketing? Consumers give a company permission to send them messages in return for the chance to win prizes they care about. "The first rule of permission marketing is that it's based on selfishness," Godin says. "Consumers will grant a company permission to communicate only if they know what's in it for them."
Yoyodyne's techniques are catching on. The company has about 1 million active participants in its games database. It has sent more than 110 million email messages to influence consumer behavior. And it receives more email than any other company in the world. (Online services such as AOL handle more traffic, but those messages are destined for subscribers, not for the company itself.) More important, Yoyodyne's ideas are catching on. In an interview with Fast Company, Seth Godin described the future of marketing - and how your company can get there.
You've got a radical critique of conventional marketing. Why should companies listen?
We are entering an era that's going to change the way almost everything is marketed to almost everybody. Don't get me wrong. Advertising will remain a competitive weapon. Companies that advertise better will do better than companies that advertise worse. But advertising simply doesn't work as well as it used to. Do me a favor and finish this sentence: "Winston tastes good . . ."

GRANDE anúncio!!! muito bom!!!