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Abstract(s)
Criar valor para uma marca é um dos grandes desafios das organizações da atualidade. Os
profissionais de marketing têm um papel preponderante nesta missão. Passa por eles o desbloqueio
criativo que possibilita o envolvimento emocional do seu público-alvo, através de campanhas
promocionais que vão ao encontro das preocupações e necessidades do mesmo.
Neste sentido, o presente documento apresenta um estudo no qual se investigou o impacto que
o grande volume de dados (Big Data) tem na construção de narrativas (Storytelling) que agregam valor
às marcas e quais as oportunidades e desafios colocados ao Marketing de Conteúdo.
Cruzando teorias de vários autores, com relatos, na primeira pessoa, de profissionais das áreas
do Marketing e do Big Data, conclui-se que o sucesso de uma campanha de comunicação baseada em Storytelling depende, em grande parte, do conhecimento do público-alvo. Nesse sentido, os dados são
cruciais para traçar um perfil preciso. No entanto, para que esses dados sejam úteis para os criativos, é
importante simplificá-los ao máximo. Idealmente, é recomendável criar departamentos especializados
para a análise e extração de insights.
Creating value for a brand is one of the great challenges facing organizations today. Marketing professionals have a leading role in this mission. The creative unblocking passes through them, enabling the emotional involvement of their target audience, through promotional campaigns that meet their concerns and needs. In this sense, this document presents a study on the impact of the large volume of data (Big Data) on the construction of narratives (Storytelling) that add value to brands and the opportunities and challenges posed to Content Marketing was investigated. By combining theories from various authors with first-person accounts from professionals in the Marketing and Big Data fields, it is concluded that the success of a storytelling-based communication campaign largely depends on understanding the target audience. In this sense, data is crucial for accurately profiling them. However, in order for this data to be useful for creatives, it is important to simplify it as much as possible. Ideally, it is recommended to create specialized departments for data analysis and insight extraction.
Creating value for a brand is one of the great challenges facing organizations today. Marketing professionals have a leading role in this mission. The creative unblocking passes through them, enabling the emotional involvement of their target audience, through promotional campaigns that meet their concerns and needs. In this sense, this document presents a study on the impact of the large volume of data (Big Data) on the construction of narratives (Storytelling) that add value to brands and the opportunities and challenges posed to Content Marketing was investigated. By combining theories from various authors with first-person accounts from professionals in the Marketing and Big Data fields, it is concluded that the success of a storytelling-based communication campaign largely depends on understanding the target audience. In this sense, data is crucial for accurately profiling them. However, in order for this data to be useful for creatives, it is important to simplify it as much as possible. Ideally, it is recommended to create specialized departments for data analysis and insight extraction.
Description
Keywords
Storytelling Big Data Marca Marketing Brand