palestra-vtex-day-2013
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5 Dicas para aumentar o#ROI do seu e-Commerce
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Agradecimento
www.digitalks.com.br
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www.linkedin.com/gersonribeiro
@gerson_ribeiro
Gerson Ribeiro atua no mercado Digital há mais de 13 anos, com passagens por
grandes empresas como IBOPE Nielsen Online, Grupo Estado Digital, iG e dp6. Possui vasta experiência em pesquisa, métricas, teste multivariável, mídia de performance e e-commerce.
É Professor da Pós Graduação de Comunicação e Marketing Digital da ESPM e Professor da Digitalks.
Consultor de Projetos Digitais e Sócio-Fundador da Vitrio, empresa de Inteligência Full-Service com foco em e-Commmerce.
Gerson Ribeiro
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Web Marketing ou Digital Marketing?
@gerson_ribeiro
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Não estamos falando apenas de Web ... Nosso mercado ganhou diversas novas possibilidades!
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E com isso, nossos conceitos de Marketing também mudam ...
@gerson_ribeiro
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Antes olhávamos o Marketing desta forma ...
ATL
BTL
@gerson_ribeiro
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ATL e BTL? O que esta faltando?
@gerson_ribeiro
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Surge um novo conceito: Through the Line ...
@gerson_ribeiro
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Mas, vamos pensar um pouco mais sobre os meios tradicionais ...
@gerson_ribeiro
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Tv, Jornal, Revista, Radio, Mala Direta ...
ATL
BTL
@gerson_ribeiro
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É possível consumir alguma dessas mídias sem usar o digital?
@gerson_ribeiro
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Precisamos estar Integrados ...
@gerson_ribeiro
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E não estamos falando de integração apenas na Mídia ...
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Pensamos global?
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Será que estamos compatíveis para tudo isso?
@gerson_ribeiro
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Vamos pensar apenas em Pc, Tablet e Celular ...
@gerson_ribeiro
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E qual o ganho de tudo isso?
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Futuro? Ou realidade?
@gerson_ribeiro
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Mobile e Tablets são realidades em acessos ...
@gerson_ribeiro
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Buscas ...
@gerson_ribeiro
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E vendas ...
@gerson_ribeiro
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E o que tudo isso tem haver com ROI?
@gerson_ribeiro
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Vamos analisar mais algumas informações ...
@gerson_ribeiro
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Previsão de R$28 Bilhões de Faturamento?
@gerson_ribeiro
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WTF?
@gerson_ribeiro
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@gerson_ribeiro
Vejam esta Landing Page
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E esta forma de visualizar a Página!
@gerson_ribeiro
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@gerson_ribeiro
Será que nossas Páginas são Visualizadas desta forma?
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@gerson_ribeiro
Como Mensurar o Resultado de todas estas Ações?
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Tudo o que é Digital, Pode e Deve ser mensurado!
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Com isso, surge um Marketing mais evoluído e automatizado …
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… um marketing guiado pelos dados!
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Aonde a decisão está em nossas mãos, sem espaço para “achismos”…
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Porém mais dados não significam mais resultados ...
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O primeiro passo é entender o que realmente
queremos ... Qual nosso objetivo?
@gerson_ribeiro
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KBO (key Business Objectives) e KPI (Key Performance Indicators) ...
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Com os objetivos em mãos, pedimos ajuda para
Tecnologia!
@gerson_ribeiro
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Qual Ferramenta utilizar?
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Mas cuidado! Não é tudo automático.
É necessário planejamento para não ficar “as cegas” em
seu projeto!
@gerson_ribeiro
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66% das empresas entrevistadas pela IAB não implementaram métricas a tempo
em seus projetos ...
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E 54% das empresas que implementaram métricas, não entendem os números analisados.
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Com os números em mãos, será que muitos dos erros que vimos
hoje e vemos diariamente continuariam ocorrendo?
@gerson_ribeiro
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Vamos para as
#5Dicas
@gerson_ribeiro
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#Dica 1
Defina seus #Objetivos
@gerson_ribeiro
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#Dica 2
Coloque #Métricas em Seus Projetos Digitais
@gerson_ribeiro
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#Dica 3
Invista em #Pessoas para sua área de Inteligência!
@gerson_ribeiro
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#Dica 4
#Integre seus Projetos Digitais – Foco no Usuário!
@gerson_ribeiro
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#Dica 5
Esteja #Compatível para seu Usuário!
@gerson_ribeiro
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@gerson_ribeiro
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#Dica 6
Tenha foco em ROI (ou ROAS), mas cuidado com a definição do ROI.
@gerson_ribeiro
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#Dica 7
Teste, Teste e Teste!
@gerson_ribeiro
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#Dica 8
Faça um Teste de Usabilidade!
@gerson_ribeiro