a importância do marketing digital
DESCRIPTION
Apresentação utilizada nas palestras dos dias 26 e 27 de fevereiro na universidade Uniasselvi Assevim em Brusque-SC.TRANSCRIPT
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MARKETING DIGITAL
Júnior Beltrão
/Junior.Beltrao.1
@Junior_Beltrao
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MARKETING DIGITAL
O QUE É?
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MARKETING DIGITAL
É MARKETING!
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MARKETING DIGITAL
ADAPTADO NO AMBIENTE DIGITAL.
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A IMPORTÂNCIA DO MARKETING DIGITAL
É IMPORTANTE?
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A IMPORTÂNCIA DO MARKETING DIGITAL
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MARKETING DIGITAL
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MARKETING DIGITAL
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MARKETING DIGITAL
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MARKETING DIGITAL
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MARKETING DIGITAL
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ONDE SUA EMPRESA ESTÁ?
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ONDE SUA EMPRESA ESTÁ?
ONDE VOCÊ QUISER!
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TODOS PODEM!
VOCÊ PODE!
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TODOS PODEM!
SEUS CONCORRENTES TAMBÉM!
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VOCÊ ENTENDE SUAS NECESSIDADES?
EM QUAIS DISPOSITIVOS?
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DESKTOP? TABLET? NOTEBOOK? MOBILE?
TODOS! TODOS! TODOS!
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WEB ANALYTICS
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WEB ANALYTICS
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WEB ANALYTICS
COLETAR
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WEB ANALYTICS
MENSURAREXECUTAR
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WEB ANALYTICS
COLETARMENSURAREXECUTAR
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WEB ANALYTICS
INFORMAÇÕES DO SEU WEBSITE
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WEB ANALYTICS
VISITANTE
LEAD
CLIENTE
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WEB ANALYTICS
VISITANTE
LEAD
CONVERSÃO
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WEB ANALYTICS
VISITANTE
LEAD
R$
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TAXA DE CONVERSÃO
mmmmmmmm
mmmmmmmmmmmmmmm mmm 3% = ROI?
100 visitantes 3 vendas Taxa de conversão
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E O ROI?
LUCROINVESTIMENTO
= ROI
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E O ROI?
R$1.000,00R$100,00
= 10
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ROI
EXIGIDOEFETIVO
PREVISTO
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WEB ANALYTICS
CTR
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CTR?
CTRTAXA DE CLIQUES
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CTR
CLIQUESIMPRESSÕES
CTRX100 =
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CTR
501.000
5X100 =
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QUAL FERRAMENTA USAR?
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SEMPRE?
EXCETO SE VOCÊ TIVER UM SITE COM MAIS DE 5 BILHÕES DE
PAGE VIEWS!
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LANDING PAGES
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LANDING PAGES
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LANDING PAGES
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LANDING PAGES
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CONVERSÃO E USABILIDADE
DICAS PARA VOCÊ CONVERTER MAIS,
MUITO MAIS!
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SEJA DIRETO
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QUER ALGO? OFEREÇA ALGO EM TROCA!
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ORGANIZAÇÃO
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DEPOIMENTO DE CLIENTES
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REPITA SEU CTA
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RECOMENDE UM PRODUTO
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VOCÊ TEM UM ALVO. ENTÃO ATINJA!
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CONTRASTE VISUAL
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PEÇA SOMENTE O NECESSÁRIO
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GERE EXPECTATIVAS!
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EVITE BORDAS
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VENDAS BENEFÍCIOS E NÃO RECURSOS!
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A PERDA “MACHUCA” MAIS!
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CTA
CALL TO ACTION
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CTA
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CTA AMAZON
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CTA MAGAZINE LUIZA
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CTA HAVAN
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URL PARAMETRIZADAS
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URL AMIGÁVEL
www.seusite.com.br/php.index/po59hj65lm.jpg
www.seusite.com.br/marketing-digital
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URL AMIGÁVEL
www.seusite.com.br/php.index/po59hj65lm.jpg
www.seusite.com.br/marketing-digital
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SOCIAL MEDIA
MINHA MARCA PRECISA?
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SOCIAL MEDIA
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SOCIAL MEDIA
PRECISA E VOCÊ JÁ ESTÁ!
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QUAL É O POSICIONAMENTO DA SUA MARCA?
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ENGAJAMENTO
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ENGAJAMENTO
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FACEBOOK ADS
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FACEBOOK ADS
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FACEBOOK ADS
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FACEBOOK ADS
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FACEBOOK ADS
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FACEBOOK POWER EDITOR
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FACEBOOK POWER EDITOR
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CONTEÚDO PARA FACEBOOK
VOCÊ PREFERE 15 PESSOAS ENGAJADAS ou 15 MINUTOS
DE ENGAJAMENTO?
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CONTEÚDO PARA FACEBOOK
LEVE CONTEÚDO CERTO, NA HORA CERTA E PARA AS PESSOAS CERTAS!
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CONTEÚDO PARA FACEBOOK
CONTE HISTÓRIAS!
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GERAÇÃO Y?
QUE NADA! AGORA É A GERAÇÃO DO “LEIO O TÍTULO E
COMPARTILHO”.
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CONTEÚDO PARA FACEBOOK
GERE CONTEÚDO DIRECIONADO.
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CONTEÚDO PARA FACEBOOK
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FACEBOOK COMPROU O INSTAGRAM POR 1 BILHÃO, POR
QUE SERÁ?
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UTILIZEM #HASTAG QUE IDENTIFICAM O SEU NEGÓCIO.
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ACOMPANHEM OS #TTs E GEREM CONTEÚDO BASEADO NOS
ASSUNTOS ATUAIS.
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GOOGLE+
CRIE PERFIL PARA SUA EMPRESA E COMECE A SE DESTACAR.
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SUPER DICA
PRINCIPAL MÉTRICA PARA AUMENTAR SEU EDGE RANK.
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PRINCIPAL MÉTRICA?
É O CLIQUE!
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E-MAIL MARKETING
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SOCIAL MEDIA
QUANTOS E-MAILS VOCÊ RECEBE POR DIA?
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E-MAIL MARKETING
QUANTOS E-MAILS VOCÊ RECEBE POR DIA?
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E-MAIL MARKETING
QUER SER MAIS UM?OU QUER FAZER DIFERENTE?
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E-MAIL MARKETING
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E-MAIL MARKETING
SEJA DIFERENTE! SEMPRE!
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E-MAIL MARKETING
CRIE LISTAS/GRUPOS e SEGMENTE SUA COMUNICAÇÃO
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E-MAIL MARKETING
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E-MAIL MARKETING
FALE COM QUEM QUER TE OUVIR!
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E-MAIL MARKETING
TARGET
TARGET
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MÉTRICAS DE E-MAIL MARKETING
E-MAIL ENVIADO
E-MAIL RECEBIDO
E-MAIL ABERTO
E-MAIL RESPONDIDO
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CAMPANHA RUIM DE E-MAIL MARKETING
50.000 49.000
15.000 2.000
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CAMPANHA RUIM DE E-MAIL MARKETING
50.000 49.000
15.000 2.000
4%
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CAMPANHA BOA DE E-MAIL MARKETING
50.000 49.000
45.000 25.000
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CAMPANHA BOA DE E-MAIL MARKETING
50.000 49.000
45.000 25.000
50%
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FERRAMENTAS DE E-MAIL MARKETING?
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SEARCH MARKETING
VOCÊ ENCONTRA QUEM TE PROCURA.
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SEARCH MARKETING
HÃM? COMO ASSIM?
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VOCÊ ATINGE PESSOAS COM REAL INTERESSE
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SEARCH MARKETING
HÃM? COMO ASSIM?
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SEO
SEARCH ENGINE OPTIMIZATION
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SEO
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SEO ERA UMA RECEITA DE BOLO
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RESULTADOS MANIPULADOS
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E AGORA?
O GOOGLE PRECISA FAZER ALGUMA COISA!!!
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SEO HUMMINGBIRD
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UMA BOA ORGANIZAÇÃO AINDA FUNCIONA
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UMA BOA ESTRUTURA TAMBÉM
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META DESCRIPTIONS
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SEO
SATISFAÇA COM CONTEÚDO RELEVANTE
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SEARCH MARKETING
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SEARCH MARKETING
SEO
SEM
SEM
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GOOGLE? JÁ OUVIU FALAR?
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SURGIU EM 2004 E ESPECIALISTAS AFIRMAM QUE
ELE SERÁ IMORTAL.
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ASSUNTO MAIS PESQUISADOS EM 2013
1- BBB132- TELEXFREE3- SALVE JORGE4- ENEM 20135- MC DALESTE6- A FAZENDA7- PRONATEC8- AMOR À VIDA9- PEC 3710- BBom
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35 MIL BUSCAS POR SEGUNDO.
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3 BILHÕES DE BUSCAS POR DIA.
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MAPA DE INTERAÇÃO DO GOOGLE
3 BILHÕES DE BUSCAS POR DIA.
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ETAPAS GOOGLE ADWORDS
DESCOBERTA RECONHECIMENTO COMPARAÇÃO COMPRA
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GOOGLE ADWORDS
NÃO TENHA A MESMA COMUNICAÇÃO EM TODAS AS
ETAPAS.
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GOOGLE ADWORDS
DESCOBERTA
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GOOGLE ADWORDS
RECONHECIMENTO
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GOOGLE ADWORDS
COMPARAÇÃO
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GOOGLE ADWORDS
COMPRA
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CORRESPONDÊNCIA GOOGLE ADWORDS
AMPLA FRASE EXATA NEGATIVA
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REDE DE DISPLAY / REMARKETING
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REDE DE DISPLAY / REMARKETING
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REDE DE DISPLAY / REMARKETING
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REDE DE DISPLAY / REMARKETING
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REDE DE DISPLAY / REMARKETING
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DASHBOARD GOOGLE ADWORDS
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CUIDADO!
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MOBILE MARKETING
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MOBILE MARKETING
COMUNIQUE PARA TODOS!
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SOPA DE LETRINHAS DO MARKETING DIGITAL
SOPA DE LETRINHAS DO MARKETING DIGITAL
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CPC
CUSTO POR CLIQUE.
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CPM
CUSTO POR MIL (impressões).
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CPA
CUSTO POR AQUISIÇÃO.
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CPL
CUSTO POR LEAD.
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CPV
CUSTO POR VISUALIZAÇÃO.
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CPF
CUSTO POR FÃ.
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oCPM
CUSTO POR MIL EFETIVO/OTIMIZADO.
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INVESTIMENTOS
EM 2016 PUBLICIDADE ONLINE VAI ULTRAPASSAR
INVESTIMENTOS EM TV.
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ONLINE ou TV?
FONTE: Infosys
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ONLINE ou TV?
FONTE: Infosys
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ERROS COMUNS
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TENDÊNCIAS MUNDIAIS
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MARKETING DIGITAL
PERGUNTAS?\o/