Escolar Documentos
Profissional Documentos
Cultura Documentos
Workshop de
Comrcio Electrnico e Internet
na Universidade AbERTA
14 Junho 2010
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
Quais os formatos publicitrios de newsletters
que melhor resultados apresentam no contexto
empresarial portugus?
(Marktest, 2007)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
90.4% do total de utilizadores de Internet
(Marktest, 2007)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
Internet Advertising Bureau (IAB) prev que a
publicidade na Internet superar os valores da
televiso j em 2010
(Marktest, 2008)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
publicidade online
Share of total adspend by medium 2007-2011 (%)
45,0
40,0
35,0
30,0
New spapers
Magazines
25,0 Television
Radio
Cinema
20,0
Outdoor
Internet
15,0
10,0
5,0
0,0
2007 2008 2009 2010 2011
(ZenithOptimedia, 2009)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
A internet [no Reino Unido] ocupa agora o
primeiro lugar da lista de investimento publicitrio
- 23,5% - seguida da televiso com 21,9%
(Nielsen, 2004)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
"probably the single-highest ROI action you can
take to improve your Internet presence"
(Nielsen, 2007)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
ROI por canais
Canais de Marketing pela InfoTrends
90,0%
80,0%
70,0%
60,0%
50,0%
40,0%
30,0%
20,0%
10,0%
0,0%
E-Mail Internet/Web Direct Mail Magazines Telemarketing Radio Television Mobile Other
(Equi=Media, 2010b)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
vantagens
Reduo da distncia Controlo de resultados
cliente-empresa Programao
Reduo do factor custo- Directo ao Target
distancia Reduo do custo-peso
Possibilidade de
Reduo do factor custo-
redireccionamento
numero de destinatrios
Controlo de destinatrios
Reduo do custo-peso
Possibilidade de teste
Reduo do custo-tempo
Amiga do ambiente
Formato digital
Interligao com a web
(Vieites et al, 2008; Carrera, 2009)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
Reduo do custo-peso
{ Como? }
(Carrera, 2009)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
S estabelecendo objectivos claros e
mensurveis que ser possvel avaliar
correctamente os resultados no final.
(Carrera, 2009)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
a taxa de resposta mdia de campanhas
baseadas em permition marketing de 18%
enquanto em aces baseadas em marketing
directo de 2% (Forester Research)
(Carrera, 2009)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
send out something once a week, once every two
weeks, or once a month, rather than
once in a while
(Carrera, 2009)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
Many studies show that the more relevant an
email is to the recipient the more likely they are to
engage with the sender.
(Brown, 2003)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
read more often
higher click-through
reinforce brand
allow track
(Brown, 2003)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
KISS
keep it simple, stupid
(Pires, 2002)
Mestrando Adriano Afonso | mail@adrianoafonso.net | Jun. 2010
The first, and possibly most important rule of
email is test, test and test again. It is imperative to
test emails prior to sending out to the full
database
25%
recebo demasiados e-mails deste remetente
20%
recebo muitos e-mails de todos os remetentes
Marktest - Publicidade online vai ultrapassar Tv em 2009 no UK [em linha]. Grupo Marktest. actual. 17 Abr. 2008. [Consult. 7 Set.
2009] Disponvel na Internet: http://www.marktest.com/wap/a/n/id~1070.aspx
ZenithOptimedia - Adspend forecasts April 2009 [em linha] [PDF] ZenithOptimedia. 14 Abr. 2009 [Consult. 7 Set. 2009] Disponvel na
Internet: http://www.zenithoptimedia.com/gff/pdf/Adspend%20forecasts%20April%202009.pdf
NIELSEN, Jakob - Targeted Email Newsletters Show Continued Strength [em linha]. Jakob Nielsen's Alertbox. 17 Fev. 2004 [Consult.
1 Mar. 2010] Disponvel na Internet: http://www.useit.com/alertbox/20040217.html
NIELSEN, Jakob, - 10 High-Profit Redesign Priorities [em linha]. Jakob Nielsen's Alertbox. 12 Mar. 2007 [Consult. 1 Mar. 2010]
Disponvel na Internet: http://www.useit.com/alertbox/high-roi.html
BOKUNIEWICZ, Ed - building business - Surviving in Challenging Economic Condition. PRINTING NEWS. USA. (March 30, 2009) 12
Equi=Media Ltd - Email marketing 'most effective for ROI [em linha]. Equi=Media Limited. 19 Maio 2010b. [Consult. 26 Mai. 2010]
Disponvel na Internet: http://www.equimedia.co.uk/index.php?id=98&article=19786527
VIEITES, lvaro Gmez; ESPIEIRA, Manuel Veloso - Marketing na Internet e nos meios digitais interactivos. Porto: Vida
Econmica, 2008. ISBN 978-972-788-244-1
CARRERA, Filipe Marketing Digital na verso 2.0 O que no pode ignorar. Lisboa: Edies Silabo, Lda., 2009. ISBN: 978-972-
618-531-4
STERNE, Jim e Anthony PRIORE - Email Marketing, New York: Wiley, 2000
Equi=Media Ltd -Email marketing 'must be targeted' [em linha]. Equi=Media Limited. 24 Out. 2007e. [Consult. 26 Mai. 2010]
Disponvel na Internet: http://www.equimedia.co.uk/index.php?id=98&article=18329723
BROWN, Alexandria K. - Should You Upgrade Your E-zine From Text to HTML? [em linha]. EmailUniverse.com. 31 Dez. 2003
[Consult. 25 Mar. 2010] Disponvel na Internet:
http://emailuniverse.com/ezine-tips/?Should-You-Upgrade-Your-E-zine-From-Text-to-HTML?&id=1086
PIRES, Ana Fontoura - e-marketing com e-newsletters. Famalico: Centro Atlntico, Lda., 2002. ISBN: 972-8426-57-7
Q Interactive - report spam button broken according to consumer email survey from q interactive and marketingsherpa [em linha]. Q
Interactive e MarketingSherpa. 25 Mar. 2008. [Consult. 26 Mai. 2010] Disponvel na Internet:
http://www.qinteractive.com/pressSingle.asp?rId=137
Internet Advertising Bureau - Fact Sheet: Online adspend H1 2009 [PDF], [Consult. 7 Abr. 2010] Disponvel na Internet:
http://www.iabuk.net/media/images/iabresearch_adspend_adspendfctshth108_5253.pdf