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HOME > ARTIGOS > GERENCIAMENTO DE ATIVOS DE MARCA

Em Mercado SEM e Marketing Online

Gerenciamento de Ativos de Marca

17/09/2007 - 20:11

Por Emerson Calegaretti

Um pesadelo que assombra muitos gerentes e diretores de marketing, responsáveis por múltiplos produtos e serviços, é como falar de diversas marcas, ao mesmo tempo, para um determinado público-alvo e com o orçamento apertado? Search Engine Marketing pode ser uma alternativa interessante.

Caros leitores, continuamos com a série sobre as vantagens de Search Engine Marketing. Falamos de como os links patrocinados são puramente marketing direto elevando a décima potência e de como os consumidores utilizam os buscadores hoje em dia para interagir com as mensagens publicitárias que receberam em outros meios, o chamado efeito memória.

Falaremos então de um pesadelo que assombra muitos gerentes e diretores de marketing, responsáveis por múltiplos produtos e serviços, muitas vezes diferentes entre si e com públicos-alvos distintos. Como falar dessas marcas, ao mesmo tempo, para um determinado público-alvo e com o orçamento apertado??? Search Engine Marketing pode ser uma alternativa interessante.

Qualquer um de nós pode se colocar na pele desses profissionais e entender sua angústia. Gerenciar uma única marca, quase sempre com orçamentos apertados, já é um desafio enorme. Isso porque com a multiplicação dos meios de comunicação, o custo alto de veiculação, a dispersão do público-alvo e a multiplicação de concorrentes fica cada vez mais impossível comunicar sua marca de maneira eficaz. Multiplique esse problema por dez, vinte, cem marcas e você vai passar a suar frio e ter pesadelos.

Na minha opinião o problema principal é que nessa selva de múltiplos meios de comunicação destacar-se demanda uma comunicação ininterrupta, quase que onipresente. Convenhamos que mesmo para as maiores empresas, isso é uma tarefa impossível. Então as empresas adotam ciclos de comunicação, como pulsos, para falar de suas marcas. O problema é que no recesso desses pulsos a concorrência pode se aproveitar e tomar o seu espaço.

Em particular no segmento do varejo, onde tratamos de centenas de milhares de produtos diferentes, essa comunicação acaba sendo uma "escolha de Sofia", você fala de alguns em detrimento de outros. Nesse caso leia-se outros como muitos...

Uma alternativa interessante é continuar se utilizando de pulsos de comunicação, mas com o suporte perene de uma estratégia de marketing em buscadores. Vou explicar melhor. Lembra-se de que falamos de como os consumidores utilizam os buscadores para descarregar as suas demandas? E de como chamamos isso de "efeito memória"? Um mix eficiente de comunicação poderia ser composto de ações de massa (TV, rádio, jornal, etc) acompanhados de links patrocinados em buscadores, para se aproveitar de maneira plena desses esforços. Fora desses "pulsos" de comunicação em massa, deixe suas campanhas publicitárias nos buscadores rodando. É economicamente muito interessante porque lá você só paga pelos resultados. Ou seja, nos buscadores você só vai pagar se alguém interagir com sua marca, clicando no seu anúncio.

Além dessa combinação um outro fator interessante é que nos buscadores você pode selecionar palavras-chaves relacionadas com suas marcas que disparem anúncios sobre seus produtos.Você pode construir listas de palavras para cada marca, cada segmento, cada produto. Essas listas podem trazer todo o posicionamento e segmentação que você busca para sua marca, disparando um anúncio que chame o consumidor a uma ação. Isso é gerenciar os diferentes ativos de marca de sua empresa, de maneira eficaz mantendo uma comunicação permanente com seu público-alvo. E tudo isso com uma relação custo-benefício interessante porque você só vai pagar se tiver resultados.

Então se você gerencia múltiplas marcas, com posicionamento e segmentação distintos para cada marca e quer manter uma linha aberta e permanente, essa pode ser uma estratégia interessante. O que você acha? Deixe seu comentário logo abaixo. Eu prometo dar uma resposta.

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Abstract Painting,Sunrise (Impression, soleil levant) depicting a Le Havre port landscape. Large Paintings

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