{"id":11455,"date":"2019-11-11T18:49:24","date_gmt":"2019-11-11T21:49:24","guid":{"rendered":"https:\/\/www.mjvinnovation.com\/blog\/quais-sao-os-novos-papeis-do-marketing\/"},"modified":"2021-07-20T03:54:03","modified_gmt":"2021-07-20T06:54:03","slug":"quais-sao-os-novos-papeis-do-marketing","status":"publish","type":"post","link":"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/quais-sao-os-novos-papeis-do-marketing\/","title":{"rendered":"Quais s\u00e3o os novos pap\u00e9is do Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">N\u00e3o importa em que segmento do mercado sua empresa atua, seu Marketing est\u00e1 vivendo uma revolu\u00e7\u00e3o neste momento. Mas nem todas as organiza\u00e7\u00f5es ainda t\u00eam consci\u00eancia disso.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neste artigo, vamos trazer \u00e0 luz essa reflex\u00e3o sobre os novos pap\u00e9is do Marketing. Continue lendo e entenda quais s\u00e3o eles e por que \u00e9 importante prestar aten\u00e7\u00e3o nesse fen\u00f4meno!<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Marketing muito al\u00e9m da atra\u00e7\u00e3o e reten\u00e7\u00e3o do cliente<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Nas \u00faltimas cinco d\u00e9cadas, o Marketing\u00a0 acompanhou e enfrentou os saltos alt\u00edssimos da tecnologia. Mas nada se compara \u00e0 chegada da Internet com seu poder avassalador. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hoje, o mundo \u00e9 digital e tamb\u00e9m data driven. \u00c9 a partir desse lugar que esse novo marketing \u00e9 estruturado.\u00a0 Nunca antes se p\u00f4de ter tanta previsibilidade, poder de an\u00e1lise e mensura\u00e7\u00e3o de resultados.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No n\u00edvel estrat\u00e9gico, as tradicionais fun\u00e7\u00f5es do Marketing (de planejar, executar e mensurar produto, pre\u00e7o, pra\u00e7a e promo\u00e7\u00e3o) tamb\u00e9m foram atualizadas. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">J\u00e1 n\u00e3o \u00e9 poss\u00edvel resumir a explica\u00e7\u00e3o da exist\u00eancia de um departamento de marketing simplesmente por \u201catra\u00e7\u00e3o e reten\u00e7\u00e3o de clientes\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O novo papel do Marketing \u00e9 <strong>operar na linha de frente<\/strong>, conhecendo e compreendendo o cliente em seu contexto. Al\u00e9m de distribuir esse conhecimento de volta \u00e0s demais \u00e1reas de neg\u00f3cios. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sob esse guarda-chuva est\u00e3o fun\u00e7\u00f5es pr\u00e1ticas como:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">tornar a estrat\u00e9gia de mercado orientada a dados para fornecer intelig\u00eancia a todos os n\u00edveis do neg\u00f3cio.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">mapear e analisar grandes volumes de dados comportamentais.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">estruturar campanhas em n\u00edvel exponencial, potencializando vendas futuras, n\u00e3o apenas em curto prazo.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">potencializar a inova\u00e7\u00e3o em produtos, servi\u00e7os, processos e novos modelos de neg\u00f3cios.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Isso tudo tem gerado mudan\u00e7as atrav\u00e9s de v\u00e1rios meios \u2014 estrutura organizacional, requisitos de habilidades, qualifica\u00e7\u00e3o de talentos, tecnologia e automa\u00e7\u00e3o.\u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esse novo cen\u00e1rio coloca o CMO tradicional um bocado obsoleto, abrindo caminho para o Chief Growth Office, mais orientado \u00e0 expans\u00e3o dos neg\u00f3cios como um todo.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Growth Marketing: potencializar vendas e n\u00e3o s\u00f3 vender<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As empresas mais antenadas com esse movimento t\u00eam desenhado estrat\u00e9gias de Growth Marketing, que re\u00fanem uma s\u00e9rie de experimentos e testes orientados para o marketing, visando a exponencialidade.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na abordagem do Growth Marketing, os profissionais <strong>tomam decis\u00f5es<\/strong> 100% baseados em dados. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tamb\u00e9m buscam maneiras inovadoras de impulsionar a aquisi\u00e7\u00e3o de usu\u00e1rios, manter os clientes envolvidos, ret\u00ea-los e, finalmente, transform\u00e1-los em advogados da marca.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em outras palavras, os profissionais de marketing de crescimento s\u00e3o experimentadores-mestre em todas as etapas do funil. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trabalham em estreita colabora\u00e7\u00e3o com toda a empresa para obter os melhores insights. Por isso, est\u00e3o sob a lideran\u00e7a do Chief Growth Office, cuja atua\u00e7\u00e3o ultrapassa as paredes do Marketing.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Estudo do Cliente: a moeda forte do \u201cnovo Marketing\u201d\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">O \u201cnovo Marketing\u201d, que na verdade \u00e9 uma evolu\u00e7\u00e3o, tem um trunfo na manga: o estudo aprofundado do cliente. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Faz isso, pois disp\u00f5es de tecnologia, m\u00e9todos e, principalmente, dados para ir al\u00e9m do que \u00e9 declarado em pesquisas de mercado ou observado de maneira emp\u00edrica.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bebendo em fontes como <strong>Big Data<\/strong> e Business Intelligence, os profissionais de Marketing conseguem um n\u00edvel profundo de conhecimento dos clientes &#8211;\u00a0 conseguem criar perfis e analisar o p\u00fablico-alvo em um n\u00edvel quase que inconsciente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lembre-se de Freud e sua teoria,\u00a0 o ser humano tem dimens\u00f5es subconscientes; essas camadas s\u00e3o reveladas, ou podem ser lidas, nos h\u00e1bitos de pesquisa na internet, nas intera\u00e7\u00f5es nas redes sociais e por a\u00ed vai.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para se ter uma ideia, <\/span><span style=\"font-weight: 400;\">profissionais de marketing que orientam suas a\u00e7\u00f5es a dados alcan\u00e7am resultados que podem ser 5 vezes maior do que o ROI.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Construa um time para acompanhar essa nova conjuntura do Marketing\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Outro ponto que merece bastante destaque dentro dos novos pap\u00e9is do marketing \u00e9 a equipe. Conforme j\u00e1 adiantamos, o CMO agorad\u00e1 ligar ao CGO.\u00a0 Ent\u00e3o \u00e9 preciso reorganizar o tabuleiro no n\u00edvel anal\u00edtico e operacional tamb\u00e9m.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Confira, a seguir, as principais skills que voc\u00ea precisa avaliar na hora de construir um time preparado para lidar com o Marketing orientado a dados e com o Growth Marketing.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Atua\u00e7\u00e3o orientada a dados<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Os dias de tomar decis\u00f5es com base no instinto acabaram. <\/span><span style=\"font-weight: 400;\">O mesmo vale para a tomada de decis\u00f5es baseadas exclusivamente no uso da estrat\u00e9gia HiPPO (opini\u00e3o da pessoa mais bem paga). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">O comerciante em crescimento moderno mergulha profundamente nos dados para descobrir quais estrat\u00e9gias est\u00e3o funcionando e se sente confort\u00e1vel usando todas as ferramentas que permitem essa an\u00e1lise.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Criatividade<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Parece um lugar comum, mas os melhores profissionais do \u201cnovo marketing\u201d est\u00e3o realmente dispostos a pensar de forma criativa. Eles nunca dizem &#8220;isso nunca foi feito antes, ent\u00e3o por que tentar?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sem isso, o <\/span><a href=\"https:\/\/medium.com\/@etch.ai\/how-airbnb-got-their-early-traction-cb059e902ea4\"><span style=\"font-weight: 400;\">Airbnb nunca teria a ideia de fornecer servi\u00e7os de fotografia profissional gratuitos<\/span><\/a><span style=\"font-weight: 400;\"> para todas as pessoas listadas em sua plataforma. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">O que alguns pensavam ser louco ou desnecess\u00e1rio, veio de uma sugest\u00e3o de um funcion\u00e1rio; e acabou sendo um mecanismo fant\u00e1stico para impulsionar seu crescimento.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Mentalidade hacker<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Um profissional de Growth Marketing precisa saber se virar em todas as posi\u00e7\u00f5es \u2014 e saber a quem recorrer quando n\u00e3o domina uma habilidade. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em qualquer dia, ele pode criar um v\u00eddeo, otimizar a c\u00f3pia do an\u00fancio, implementar um novo teste A\/B ou at\u00e9 mesmo codificar. Quanto mais e variado o conjunto de habilidades, mais ele pode agregar valor \u00e0 organiza\u00e7\u00e3o.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Gostar de tecnologia<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Por fim, todo e qualquer profissional de marketing que busca ser competitivo deve ser \u201ctech friendly\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u00e3o significa que um publicit\u00e1rio precise conhecer tecnicamente um sistema, mas ele deve saber da exist\u00eancia da aplica\u00e7\u00e3o, para que ela serve, como oper\u00e1-la, a quem recorrer para aprender mais.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Como est\u00e1 a atua\u00e7\u00e3o do Marketing na sua empresa? Gostou da reflex\u00e3o que trouxemos neste artigo? Aprofunde-se mais neste tema:\u00a0<a href=\"https:\/\/conteudo.mjv.com.br\/ebook\/marketing-data-driven\">baixe agora nosso e-book Marketing Data Driven<\/a>.<\/span><\/p>\n<p><a href=\"https:\/\/conteudo.mjv.com.br\/ebook\/marketing-data-driven\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-17471 size-full\" src=\"https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2019\/11\/marketing-data-driven-MJV-Technology-Innovation.jpg\" alt=\"\" width=\"520\" height=\"272\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Entre todas as \u00e1reas que sofreram mudan\u00e7as significativas com a revolu\u00e7\u00e3o digital que vivemos, o Marketing talvez seja a que mais teve que abandonar velhas pr\u00e1ticas. E esse movimento \u00e9 cont\u00ednuo; o que funcionava bem at\u00e9 o ano passado come\u00e7a a ser questionado agora, e assim ser\u00e1 por muito mais tempo","protected":false},"author":6,"featured_media":6934,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[146],"tags":[],"class_list":["post-11455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-modelos-de-negocio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quais s\u00e3o os novos pap\u00e9is do Marketing - MJV Technology &amp; Innovation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/quais-sao-os-novos-papeis-do-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quais s\u00e3o os novos pap\u00e9is do Marketing - MJV Technology &amp; Innovation\" \/>\n<meta property=\"og:description\" content=\"Entre todas as \u00e1reas que sofreram mudan\u00e7as significativas com a revolu\u00e7\u00e3o digital que vivemos, o Marketing talvez seja a que mais teve que abandonar velhas pr\u00e1ticas. 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