Download "Marketing Digtal - UN4 - Vídeo 07"

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Channel: Менеджер Проектов

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Channel: Преступник

Водолей 2022 карьера, отношения, здоровье. Ведическая астрология | Роман Тэос

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Channel: Клуб Ведических знаний

marketing

digtal

un4

vídeo

07

00:00:00

hello guys marcelo to do and now we are

00:00:03

going to start our seventh class of the

00:00:05

digital marketing discipline

00:00:07

you have already seen the concepts of

00:00:08

digital marketing you already understand the relevance of the

00:00:11

target audience you already knew the main

00:00:13

digital marketing tools and the

00:00:15

importance of metrics

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now we are going to know a strategy

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that is fundamental to creating

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value for the brand great voice

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the strategy of branding voice and

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means creating a voice for the brand that

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is to personify the brand trying to bring

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that brand to the human side

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humanizing that brand and creating that

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brand voice It is a somewhat

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delicate process after all you need to understand

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what you really want your brand to

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mean for your consumer

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during this process we tend to

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question some things for example

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what do I want my brand to make

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people feel fulfilled and happy?

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happy what is the feeling I want

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my brand to represent what I

00:00:59

want people to do in relation to

00:01:01

my brand and I want them to

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interact that they are afraid that they

00:01:05

feel joy that they feel confidence

00:01:07

how do I want my brand

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relates to my users

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the three words that define the brand

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and this is fundamental I need to understand

00:01:16

what adjectives you want

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that voice to communicate what I like I

00:01:22

like voices that I am not and I don't

00:01:24

like of voices that I am what I hope

00:01:27

my brand communicates with the voice and

00:01:29

what are the characteristics of the voices

00:01:31

that I absolutely do not want

00:01:33

my brand to contain interacting with

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my customers and potential

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customers makes me feel like a it is the

00:01:40

feeling that the brand has through this

00:01:42

interaction by answering this

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basic questionnaire we go through a process of

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reflection and debate about this great voice it is

00:01:50

necessary to create focus groups that discuss

00:01:53

and interact with this voice until you

00:01:56

understand what the ideal voice of the brand is

00:01:59

because Once you have

00:02:01

this voice created, it will be very difficult

00:02:03

to reverse the process and create a second

00:02:06

voice for the brand. A great

00:02:09

example that we have within

00:02:11

digital marketing of brand voice

00:02:13

is the character of maianga luanda, the

00:02:15

company's brand magazine luiza,

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besides of having a whole stereotype created

00:02:19

and developed, it has a brand that has a

00:02:23

voice that is singular, that is, from the

00:02:25

moment I hear that voice

00:02:27

I am already referring to magazine Luiza, this gives

00:02:29

identity to the brand and also to the

00:02:31

character, so the brand can

00:02:34

use this tool to give more

00:02:36

within the digital universe

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but it needs to think very carefully about this

00:02:39

strategy before defining what

00:02:41

will really be the voice or not of that

00:02:44

brand

00:02:45

and then we begin to understand a little of

00:02:47

what planning is based on everything

00:02:49

what you have seen throughout this

00:02:50

course, the time has come to sit down

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and plan a campaign, right,

00:02:55

digital machine or where do I start, what are

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the first guidelines,

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the first thing that every campaign must

00:03:02

have, right, planning is an objective,

00:03:05

what is it? What this campaign aims to

00:03:07

achieve is the propagation of the brand, the sale

00:03:10

of a certain product, an increase in

00:03:12

engagement on social media, because

00:03:14

this campaign will respond to the company

00:03:16

for the brand,

00:03:17

so it is essential that the objectives

00:03:19

are smart, what is a smart objective, is it

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a specific objective? measurable

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achievable relevant and determine

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limited, that is, they have a

00:03:29

defined time horizon because the objective must

00:03:32

be from Mars because this objective

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is not smart

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we cannot measure it or

00:03:37

evaluate whether it was achieved or not

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later this makes it difficult to understand

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whether this planning it was really

00:03:45

efficient at the end of its implementation,

00:03:47

so to start planning I

00:03:50

first need to define what this

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objective is, what this campaign intends to

00:03:55

achieve

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in general, digital marketing

00:03:58

works with campaigns that aim to

00:04:00

promote the brand within the

00:04:02

digital universe, increase engagement or

00:04:04

sometimes I talked about marketing a

00:04:05

specific product in

00:04:07

promotions,

00:04:08

in addition to defining the objectives, we

00:04:11

need to define the budget and

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then understand how

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the means and tools used were,

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how much I have to spend on this

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campaign, the budgets are defined

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by higher committees,

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the marketing department or whether by the

00:04:26

management or by the presidency, it can

00:04:29

be based on a percentage of

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revenue or a fixed amount for the

00:04:34

sector per year, men, based on this

00:04:37

budget, which is the general budget for the sector, you

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will define the budget determined by the

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campaign and then with what you can

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work on the actions and select where

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this money is going to be invested,

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this budget needs to be defined,

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we cannot go out and take action and

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then check whether the

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total amount invested was so much, I

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assume that I have a

00:04:58

defined budget for later I plan the

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campaign based on this budget and

00:05:03

finally I will start to define the

00:05:04

tactical planning because it is important

00:05:07

to understand that the tactical planning of the

00:05:09

marketing sector already comes from the

00:05:11

company's strategic planning, in

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other words, the strategic planning is

00:05:15

defined by senior management.

00:05:17

management will state that that year it

00:05:19

intends to increase the strength of the brand

00:05:22

propagation within this general objective

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of the company, this broad objective, my

00:05:27

tactical planning of the

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marketing sector will determine some actions

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to achieve this objective, which is

00:05:34

general that the objective of the organization as

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a whole and I will structure my

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marketing sector so that I can achieve this

00:05:40

planning

00:05:41

in the next class we will understand better

00:05:44

how operational planning works,

00:05:45

which is what a detail of the

00:05:48

tactical planning and the operationalization

00:05:50

of the actions,

00:05:52

thank you very much and see you later

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