{"id":795,"date":"2021-11-19T10:33:00","date_gmt":"2021-11-19T07:33:00","guid":{"rendered":"https:\/\/fmarketing.com.br\/blog\/?p=795"},"modified":"2021-12-17T21:52:54","modified_gmt":"2021-12-17T18:52:54","slug":"cade-o-ernesto","status":"publish","type":"post","link":"https:\/\/fmarketing.com.br\/blog\/cade-o-ernesto\/","title":{"rendered":"Cad\u00ea o Ernesto?"},"content":{"rendered":"\n<p>\u00c1rea de desembarque em Congonhas&#8230; Um senhor exibe um cartaz, a todos que saem.<br>&nbsp;<br>Me aproximo e leio: \u201cErnesto\u201d.<br>&nbsp;<br>Passageiros apressados passam, alguns olham, ningu\u00e9m para.<br>&nbsp;<br>Inquieto, abordo o tal \u201creceptivo\u201d e pergunto: \u201cQuem \u00e9 Ernesto&#8230;?\u201d<br>&nbsp;<br>Com serenidade, ele me responde: \u201cN\u00e3o sei&#8230; vai chegar de Goi\u00e2nia&#8230;agora \u00e0s 15 horas&#8230;\u201d<br>&nbsp;<br>Aflito com a resposta e com o rel\u00f3gio, consulto o painel e confirmo: \u201cLanded\u201d.<br>&nbsp;<br>Entretanto, cad\u00ea o Ernesto?<br>&nbsp;<br>A cena me remete a algumas situa\u00e7\u00f5es que j\u00e1 vivi, nesses voos divertidos e turbulentos do Marketing.<br>&nbsp;<br>Voc\u00ea pergunta ao cliente: \u201cQual o seu p\u00fablico alvo?\u201d E ele responde r\u00e1pido e satisfeito: \u201cTodo mundo\u201d<br>&nbsp;<br>A gente personaliza a comunica\u00e7\u00e3o para gerar relev\u00e2ncia e ades\u00e3o, mas o banco de dados traz o nome gen\u00e9rico do cliente: \u201cErnesto &#8230;&#8230;.\u201d<br>&nbsp;<br>Precisamos melhorar isso.<br>&nbsp;<br>Se voc\u00ea nem sabe o nome completo (e correto) do Ernesto, seus dados cadastrais e, mais importante, seus desejos e necessidades, como espera que ele responda \u00e0 sua comunica\u00e7\u00e3o?<br>&nbsp;<br>Sim, existe a comunica\u00e7\u00e3o de massa, mais gen\u00e9rica e institucional. Entretanto, as abordagens de \u201cwelcome\u201d e ades\u00e3o precisam ser dirigidas e segmentadas.<br>&nbsp;<br>Voltando ao desafio do senhor sereno, ele conseguiu localizar o Ernesto. Saiu correndo atr\u00e1s do homem que , sem avistar a placa, j\u00e1 buscava um t\u00e1xi&#8230;<br>&nbsp;<br>A vida tem disso&#8230; O marketing tamb\u00e9m&#8230;<br>&nbsp;<br>Estar no lugar certo e na hora certa \u00e9 desafiante. Uma Comunica\u00e7\u00e3o planejada e dirigida ajuda bastante.<\/p>\n\n\n\n<p><\/p>\n\n\n\n\t\t<div class='author-shortcodes'>\n\t\t\t<div class='author-inner'>\n\t\t\t\t<div class='author-image'>\n\t\t\t<img src='https:\/\/www.gravatar.com\/avatar\/c3996fdda6900fa020a81fcce2af8472.png' alt='' \/>\n\t\t\t<div class='author-overlay'><\/div>\n\t\t<\/div> \n\t\t<div class='author-info'>\n\t\t\tFernando Adas \u00e9 diretor de atendimento e planejamento da Fine Marketing, especialista em comunica\u00e7\u00e3o dirigida e varejo.\nAtua tamb\u00e9m como consultor em treinamento de equipes comerciais.\n\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00c1rea de desembarque em Congonhas&#8230; Um senhor exibe um cartaz, a todos que saem.&nbsp;Me aproximo e leio: \u201cErnesto\u201d.&nbsp;Passageiros apressados passam, alguns olham, ningu\u00e9m para.&nbsp;Inquieto, abordo o tal \u201creceptivo\u201d e pergunto: \u201cQuem \u00e9 Ernesto&#8230;?\u201d&nbsp;Com serenidade, ele me responde: \u201cN\u00e3o sei&#8230; vai chegar de Goi\u00e2nia&#8230;agora \u00e0s 15 horas&#8230;\u201d&nbsp;Aflito com a resposta e com o rel\u00f3gio, consulto o [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":816,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[3],"tags":[323,156],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cad\u00ea o Ernesto? - Fine Marketing<\/title>\n<meta name=\"description\" content=\"Existe a comunica\u00e7\u00e3o de massa, mais gen\u00e9rica e institucional. 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