Detalhes bibliográficos
| Ano de defesa: |
2018 |
| Autor(a) principal: |
Oliver, João Manoel Marujo
 |
| Orientador(a): |
Borges, Fábio Mariano |
| Banca de defesa: |
Almeida, Luciana Florêncio de,
Strehlau, Suzane,
Blaso, Vivian,
Domingues, Izabela |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/329
|
Resumo: |
Consumption and the way it is practiced have changed drastically over the years. With the significant increase in communication channels, the way of carrying the message to the consumer has changed, not seeing it or not being ready for such a change can interfere with the message that the consumer receives. Today he can make his purchases, or even interact with other consumers and consequently a greater diversity of counted points, in the communication of the marks with their respective targets. Omnichannel, the most used term in the area of Marketing / Retail and because of the diversity and complexity of communication channels available today, it can be adopted the communication with the consumer and the different possibilities of advertisers delivering the message of their brand to the target. In the basic definition Omnichannel would be - combine traditional and online commerce by integrating common processes in a harmonious way. The changes in the way the entire consumer journey is typical of the 21st century and different from what it was in the early 2000s was different from 1990, 1980, and 1940, etc. Are companies and advertising agencies prepared for this consumer? Will advertisers and agencies be prepared for this change in strategy? This is the key issue of this project. This project aims to understand this relationship of the agencies and this consumer Omnichannel. Agencies are a priori responsible for the strategy in selecting the points of contact between consumers and brand. Qualitative interview with the top 10 executives of advertising agencies in the São Paulo market (main market in agency concentration and advertisers). These executives are responsible for the guidelines and paths to be followed by their companies. Understanding the Omnichannel consumer relationship and advertising is the vision of these professionals. At the end of the research, one can affirm that the concept of Omnichannel is understood and applied in the day-to-day communication market. Much of this should be due to the growth of digital media, forcing the emergence of new professionals with more in-depth knowledge of this medium and also provoking agencies, even if with a certain lethargy, to leave the comfort zone, here we mean focusing on TV and other media, and seek to understand the new formats of the message and its interaction, no longer passive, but now active, of the consumer with what is sent to him through the message of the advertising piece. In general, everyone agrees that this has created a major shift between the behavior of the advertising market today versus the early 2000s, for example. During the interviews, a few points emerged that were not initially at the heart of this study but contributed to a deeper understanding and understanding of the current market advertising. New entrants, marketing consultants such as Accenture, new pay formats, and the need for more dynamic professionals were points that emerged during the interviews and contributed to a better understanding of the current advertising landscape. The main change, and the most difficult and necessary from the point of view of the interviewees, is the form of remuneration and the positioning of the agencies before the clients. Contributions / managerial practices: (1) The new entrants (consultants) have only become strong (and a valid option) for the agencies 'behavior, to learn from these companies what it takes to be relevant to clients' business again. (2) By stating that the advantage in relation to them is a deeper knowledge of consumers and the importance of creativity for the construction of future planning to be effective and perceived by the advertising market. |
