{"id":2183,"date":"2018-04-30T14:08:18","date_gmt":"2018-04-30T14:08:18","guid":{"rendered":"http:\/\/sh-pro102.teste.website\/~quali640\/br\/?p=2183"},"modified":"2019-08-16T17:43:49","modified_gmt":"2019-08-16T17:43:49","slug":"duvida-na-crise-preciso-reduzir-custos-mas-continuar-investindo-em-marketing-o-que-eu-faco","status":"publish","type":"post","link":"https:\/\/qualitacomunicacao.com\/br\/duvida-na-crise-preciso-reduzir-custos-mas-continuar-investindo-em-marketing-o-que-eu-faco\/","title":{"rendered":"D\u00favida na crise: \u201cpreciso reduzir custos mas continuar investindo em Marketing. O que eu fa\u00e7o?\u201d"},"content":{"rendered":"<p><em>por Luca Venturini<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Em tempos de guerra, qualquer buraco \u00e9 trincheira.<\/p>\n<p>E em tempos de crise?<\/p>\n<p>Durante a recess\u00e3o econ\u00f4mica, as empresas se reviram para responder \u00e0 seguinte pergunta: \u201cTenho que reduzir custos. Mas qual custo eu reduzo?\u201d.<\/p>\n<p>Normalmente, a primeira ideia \u00e9 cortar os excessos. Gastos com treinamentos de colaboradores, benef\u00edcios extras e investimento em comunica\u00e7\u00e3o. \u00c0s vezes, rola at\u00e9 uma demiss\u00e3o coletiva.<\/p>\n<p>S\u00e3o os supostos gastos desnecess\u00e1rios.<\/p>\n<p>O grande problema \u00e9 o crit\u00e9rio empregado para separar necess\u00e1rio e sup\u00e9rfluo.<\/p>\n<p>Voc\u00ea j\u00e1 ouviu aquela hist\u00f3ria do executivo de marketing? Ele diz: \u201ceu sei que metade do meu or\u00e7amento em marketing est\u00e1 sendo desperdi\u00e7ado. S\u00f3 n\u00e3o sei qual metade que \u00e9\u201d.<\/p>\n<p>A piada ilustra o fato de no marketing tradicional voc\u00ea at\u00e9 conseguir <strong>estimar<\/strong> por meio de quais a\u00e7\u00f5es promocionais os seus clientes est\u00e3o chegando, mas n\u00e3o d\u00e1 para ter clareza total.<\/p>\n<p>J\u00e1 no marketing digital, voc\u00ea consegue <strong>medir<\/strong> precisamente de onde eles v\u00eam.<\/p>\n<h2>Digital \u00e9 presente e futuro<\/h2>\n<p>Philip Kotler &#8211; consagrado autor do livro \u201cAdministra\u00e7\u00e3o de Marketing\u201d, uma esp\u00e9cie de b\u00edblia do marketing &#8211; afirmou para a revista EXAME que, como estamos na era digital, ele iria se dedicar \u00e0 m\u00eddia digital se estivesse come\u00e7ando hoje.<\/p>\n<p>Quando perguntado se ele acredita que no futuro toda a comunica\u00e7\u00e3o entre marcas e mercado se resumir\u00e1 ao digital, Kotler respondeu que \u201cos or\u00e7amentos destinados \u00e0 comunica\u00e7\u00e3o ser\u00e3o divididos ao meio entre a m\u00eddia digital e a tradicional. As duas podem ser perfeitamente combinadas. A m\u00eddia tradicional deve ser usada para que todos conhe\u00e7am sua marca ou produto e a digital para que haja um engajamento individual.\u201d<\/p>\n<p>Mas as marcas est\u00e3o muito longe de destinar metade de sua verba de marketing ao digital.<\/p>\n<p>E aqui vale lembrar uma coisa que \u00e9 muito importante para as empresas que est\u00e3o sofrendo com a crise: <span style=\"color: #ff6600;\"><strong><a style=\"color: #ff6600;\" href=\"http:\/\/sh-pro102.teste.website\/~quali640\/br\/2015\/10\/02\/ouvi-dizer-que-conteudo-e-uma-boa-ideia-para-a-minha-empresa-sera-que-e-mesmo\/\">publicidade digital \u00e9 mais barata<\/a><\/strong><\/span>.<\/p>\n<p>De repente, est\u00e1 a\u00ed a resposta para a pergunta do t\u00edtulo.<\/p>\n<p>Equilibrar, ou pelos menos transferir parte dos investimentos em m\u00eddia tradicional para digital, pode trazer uma <span style=\"color: #ff6600;\"><strong><a style=\"color: #ff6600;\" href=\"http:\/\/sh-pro102.teste.website\/~quali640\/br\/2015\/10\/02\/ouvi-dizer-que-conteudo-e-uma-boa-ideia-para-a-minha-empresa-sera-que-e-mesmo\/\">s\u00e9rie de benef\u00edcios<\/a><\/strong><\/span> \u00e0s empresas.<\/p>\n<p>S\u00f3 os mais adaptados sobrevivem \u00e0 crise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>por Luca Venturini &nbsp; Em tempos de guerra, qualquer buraco [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,4],"tags":[],"class_list":["post-2183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-conteudo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00favida na crise: \u201cpreciso reduzir custos mas continuar investindo em Marketing. 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