Branding, métricas e performance.
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Transcript of Branding, métricas e performance.
![Page 1: Branding, métricas e performance.](https://reader036.fdocument.pub/reader036/viewer/2022062400/589e80691a28ab300b8b703f/html5/thumbnails/1.jpg)
Branding, Métricas e Performa
nce
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Atividade estratégica, de conceituação e
planejamento. Vai muito além do logotipo ou da
identidade visual da empresa.
O objetivo de um projeto integral de Branding é alcançar uma posição única na mente e no
coração do consumidor da marca.
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A minha empresa
realmente tem uma Marca ?
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Ativo estratégico, qualquer ponto de contato com o mercado e o cliente. São plataformas para o sucesso futuro e criam valor para a organização.
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É fundamental
entregar aquilo que
foi prometido.
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Marca é muito mais que apenas um logotipo.Pode ser o ponto de entrada.
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E se o seu
negócio fosse uma
causa? Qual o DNA e a razão de ser da
sua marca?
Qual legado ela deixaria, e como fazer o seu cliente
envolver nesse
legado?
Que valores você
defende?
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Propósito da Marca
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Foque na conexão com o seu cliente
e no engajamento
da marca.
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Comportamento do novo consumidor.
Usa canais digitais para comunicar.
Considera opiniões online
de amigos e estranhos.
Tem a necessidade
de opinar sobre marcas e produtos.Cria
expectativa no relacionament
o com as marcas.
Avalia produtos e serviços.
Conecta com comunidades semelhantes.
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Advogados
de marca.
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“A única coisa importante está em como você toca as
pessoas. Provoquei um sentimento em alguém? Era
exatamente isso que eu queria. Um sentimento
perdura, as teorias não.”(Peter Drucker)
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As métricas de branding ainda
são muitas vezes difíceis de mensurar e
avaliar.
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Origem: Tráfego de visitantes diretos,
digitando a URL da empresa ou pela lista de favoritos.
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Fonte: Google Analytics
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Fonte: Webmaster Tools
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Estudo de percepção: Analisar a taxa de rejeição do
seu site.
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Tempo até a conversão:Analisar quantos dias o cliente
demorou para decidir uma compra.
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Compradores recorrentes:A porcentagem de clientes que voltaram a comprar, depois de
ter realizado algum contato online com a marca.
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Ciclo do consumidor. Mostrar
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O CTR das suas campanhas de search aumentou após o início da sua campanha na TV?
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O engajamento com a sua marca cresceu nas redes sociais após o início da sua campanha de construção de marca?
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O seu atendimento nas lojas físicas está impecável. Como está a reputação da sua marca na Web?
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Neurométricas
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AME Atenção Memória Emoção
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O time de branding pode e DEVE,
conversar com o time de performance
online.
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Brandformance
Olhe para as métricas certas, de maneira adequada.
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Branding: Coração
• Performance: sangue correndo nas veias.
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Pense Branding,
Entregue Performanc
e!
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