SlideShare uma empresa Scribd logo
1 de 262
Baixar para ler offline




 















       

      
      











APRESENTAÇÃO ................................................................... 7
PREFÁCIO .............................................................................10
INTERNET: A NOVA ERA DO MARKETING
Web 2.0 para as empresas....................................................18
Ferramentas da Web 2.0 para fazer marketing.....................23
O que é marketing digital?.....................................................34
Por que o marketing digital?..................................................36
Segredos do marketing digital ...............................................41
Vantagens sobre o marketing tradicional ..............................46
Quais são as principais barreiras para começar? .................50
Ferramentas de marketing digital..........................................59




DAR UM PASSO: COMEÇAR
Passo 1: clientes online.........................................................72
Identificar nossos clientes online...........................................74
Converter usuário em cliente.................................................76
Pontos chave para um negócio na internet...........................83
Geração de leads um fator de sucesso.................................88
TER UM BLOG PARA CONVERSAR COM OS CLIENTES
Blog corporativo em detalhes ..............................................100
Que características tem um blog?.......................................102
Tipos de blogs corporativos.................................................106
Recomendações antes de entrar na blogosfera..................109
Como criar conteúdo para o blog da empresa ....................116
POSICIONAMENTO EM BUSCADORES
Posicionamento online.........................................................125
É importante aparecer no Google?......................................128
Marketing em buscadores: SEO..........................................130
Chaves para um bom posicionamento SEO .......................132
Marketing em buscadores (SEM) ........................................142
Reputação online (ORM) .....................................................148


MARKETING DE CONTEÚDO
Por que investir em marketing de conteúdo?......................158
Segredos do marketing de conteúdo...................................168
Estratégia para publicação de conteúdo .............................175
E-MAIL MARKETING: MARKETING DE PERMISSÃO
O usuário é quem manda ....................................................185
Como conseguir permissão dos usuários? .........................188
Como criar campanhas bem-sucedidas ..............................194
MARKETING VIRAL
O que é marketing viral?......................................................203
Princípios do marketing viral................................................206
O MARKETING INFLUÊNCIA O SOCIAL
Duas palavras: Mídia + Social .............................................214
A decisão de estar em mídias sociais .................................217
Por que conectar minha empresa a mídias sociais?...........222
Criar perfis da empresa em redes sociais ...........................228
Como medir ações em mídias sociais.................................254






     
  






      

     

       
       
        





        



       
        

         

           



      

         
        
      






       




    

       
       

          

       
          







      



         

          

     
        

     
       
       




       



         

        
      

      

      
       
         
       
         
      


      






      


          
        


         



        
        
       

           

       




       
      

       

        
     
      

      




         

        
       


      



      

       
       
       
        
        
        

         
      

       





        





        
         
         
        
      
       














 



 













         
     
      
   
   
       
          
       



         
       
      
          


         
         
          
         
       
       
        



       

        
       
       



       

        



         


    

      

       



       


       



        
          
        


        

        


       



         




       



       

       
      

       

        

     

       

       
         
       
      


    
       




       



         
      
        


        
        
        
       
        

       
       
       



         
        
      
       
      


         
      

         
 

         
       

      
      

       
        



       


     
       





          

        
      
       
       
       

       
        








       



       


      



     
        
      





        
     
       





       

        


       

        


       




       
   
      

•     


     

•       


•     


         
       
          
      
       




      

       
         
       
      
       


         


       


         









           
       
      
      

       
      
     


        

        
      







        

      
      

       
      
        

       

       

       
       
      

       





        

      
     

      

     
        

      

   
       

       

     
       




         

      




       
      

       
         

      







       
       
       

       


      
       

        

      
        
       
      
         
          
      





       

      



     
         
        
      


       
        
       





       





          
       
        


       
      

     



      

         





         
       
         



      
       

       
    


      


       






•       

•       

• 

•         


• 

• 

• 

•        




• 


• 

•         

• 

•           
      


       
         
      
       


E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0
E book-marketing-digital-2.0

Mais conteúdo relacionado

Destaque

How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 

Destaque (20)

How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 

E book-marketing-digital-2.0

  • 1.
  • 3.                                        
  • 4.          APRESENTAÇÃO ................................................................... 7 PREFÁCIO .............................................................................10 INTERNET: A NOVA ERA DO MARKETING Web 2.0 para as empresas....................................................18 Ferramentas da Web 2.0 para fazer marketing.....................23 O que é marketing digital?.....................................................34 Por que o marketing digital?..................................................36 Segredos do marketing digital ...............................................41 Vantagens sobre o marketing tradicional ..............................46 Quais são as principais barreiras para começar? .................50 Ferramentas de marketing digital..........................................59 
  • 5.    DAR UM PASSO: COMEÇAR Passo 1: clientes online.........................................................72 Identificar nossos clientes online...........................................74 Converter usuário em cliente.................................................76 Pontos chave para um negócio na internet...........................83 Geração de leads um fator de sucesso.................................88 TER UM BLOG PARA CONVERSAR COM OS CLIENTES Blog corporativo em detalhes ..............................................100 Que características tem um blog?.......................................102 Tipos de blogs corporativos.................................................106 Recomendações antes de entrar na blogosfera..................109 Como criar conteúdo para o blog da empresa ....................116 POSICIONAMENTO EM BUSCADORES Posicionamento online.........................................................125 É importante aparecer no Google?......................................128 Marketing em buscadores: SEO..........................................130 Chaves para um bom posicionamento SEO .......................132 Marketing em buscadores (SEM) ........................................142 Reputação online (ORM) .....................................................148
  • 6.   MARKETING DE CONTEÚDO Por que investir em marketing de conteúdo?......................158 Segredos do marketing de conteúdo...................................168 Estratégia para publicação de conteúdo .............................175 E-MAIL MARKETING: MARKETING DE PERMISSÃO O usuário é quem manda ....................................................185 Como conseguir permissão dos usuários? .........................188 Como criar campanhas bem-sucedidas ..............................194 MARKETING VIRAL O que é marketing viral?......................................................203 Princípios do marketing viral................................................206 O MARKETING INFLUÊNCIA O SOCIAL Duas palavras: Mídia + Social .............................................214 A decisão de estar em mídias sociais .................................217 Por que conectar minha empresa a mídias sociais?...........222 Criar perfis da empresa em redes sociais ...........................228 Como medir ações em mídias sociais.................................254 
  • 7.                                                              
  • 8.                                                                                              
  • 9.                                                                        
  • 10.                                                                              
  • 11.                                                                                                              
  • 12.                                                                                                  
  • 13.                                                                                                   
  • 14.                                                                                                        
  • 15.                                                                    
  • 18.                                                                       
  • 19.                                                                                                                                                
  • 20.                                                                               
  • 21.                                                                                        
  • 22.                                                                                                               
  • 23.                                                                                                                
  • 24.                                                                                                                                
  • 25.                                                                                                       
  • 26.                                                             
  • 27.                                                                                 
  • 28.                        •               •          •                                                    
  • 29.                                                                                          
  • 30.                                                                                             
  • 31.                                                                                                         
  • 32.                                                                                                
  • 33.                                                                      
  • 34.                                                                                                                            
  • 35.                                                                                     
  • 36.                                                                                         
  • 37.                                                                                      
  • 38.     •         •         •   •            •   •   •   •         
  • 39.    •    •   •           •   •                                                       