{"id":823,"date":"2022-11-03T23:16:56","date_gmt":"2022-11-03T23:16:56","guid":{"rendered":"https:\/\/marketingdorivadepaula.com.br\/?p=823"},"modified":"2022-11-03T23:16:57","modified_gmt":"2022-11-03T23:16:57","slug":"colocar-anuncio-no-google-com-marketing-digital-para-inclusao-social-e-ativismo-empresarial-de-marketing-tradicional","status":"publish","type":"post","link":"https:\/\/marketingdorivadepaula.com.br\/?p=823","title":{"rendered":"Colocar an\u00fancio no google com marketing digital para inclus\u00e3o social e ativismo empresarial de marketing tradicional"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

O marketing digital e colocar an\u00fancio no google \u00e9 sim uma evolu\u00e7\u00e3o do marketing tradicional, mas de forma alguma um substituto, pois n\u00e3o podemos considerar o marketing como uma ferramenta de divulga\u00e7\u00e3o, mas sim de relacionamento e de conex\u00e3o entre marcas e consumidores. <\/p>\n\n\n\n

  Uma quest\u00e3o que assume import\u00e2ncia crescente para a sociedade, em particular brasileira, \u00e9 a redu\u00e7\u00e3o da pobreza. Essa quest\u00e3o transcende os limites individuais, empresariais e nacionais, sendo hoje uma quest\u00e3o global, como demonstra a inclus\u00e3o da erradica\u00e7\u00e3o da pobreza entre os Objetivos de Desenvolvimento para o Mil\u00eanio, da Organiza\u00e7\u00e3o das Na\u00e7\u00f5es Unidas. Al\u00e9m disto, a cren\u00e7a de que existe uma associa\u00e7\u00e3o entre pobreza, instabilidade pol\u00edtica e terrorismo e de que a erradica\u00e7\u00e3o da pobreza tornar\u00e1 o mundo mais seguro vem ganhando mais adeptos nos pa\u00edses desenvolvidos.<\/p>\n\n\n\n

  A ideia de que as empresas podem desempenhar importante papel na redu\u00e7\u00e3o da pobreza se consolidou no in\u00edcio dos anos 2000, particularmente com a publica\u00e7\u00e3o por Prahalad e Hammond de um artigo na Harvard Business Review, identificando potencial de lucro na \u00b4\u00b4base da pir\u00e2mide\u00b4\u00b4, ou seja, entre os mais pobres. Embora essa n\u00e3o seja a \u00fanica forma pela qual as empresas podem ajudar a combater a pobreza e reduzir a desigualdade social, o enfoque de Prahalad e Hammond tem a vantagem de mostrar que as empresas podem, ao mesmo tempo, obter maiores lucros servindo a esta parcela negligenciada do mercado. Por isso mesmo, o libelo de Prahalad e Hammond teve grande impacto no meio empresarial.<\/p>\n\n\n\n

  Do ponto de vista do marketing, as empresas podem ajudar no combate \u00e0 pobreza de tr\u00eas formas distintas.<\/p>\n\n\n\n

  Enfoque ativista: as empresas podem adotar uma atitude proativa no sentido de usar sua influ\u00eancia junto a governos e sociedade civil para que sejam tomadas medidas que tenham impacto na redu\u00e7\u00e3o da pobreza. Para tal, necessitam utilizar os instrumentos de marketing, de modo a motivar e persuadir outros atores sociais.<\/p>\n\n\n\n

  Enfoque de cidadania corporativa: as empresas podem desenvolver programas em parceria com governos locais e ONGs, com o prop\u00f3sito de aliviar pobreza, permitindo o acesso dos pobres a educa\u00e7\u00e3o, sa\u00fade, servi\u00e7os b\u00e1sicos etc. Frequentemente estes programas utilizam os instrumentos de marketing para motivar e persuadir os p\u00fablicos-alvo.<\/p>\n\n\n\n

  Enfoque econ\u00f4mico: as empresas podem focar o segmento de mercado constitu\u00eddo pelos mais pobres, desenvolvendo produtos e servi\u00e7os que melhor atendam a esse segmento, oferecendo-os por meio de canais de distribui\u00e7\u00e3o eficazes, a pre\u00e7os competitivos. Nesse caso, todo um programa de marketing deve ser desenvolvido e aplicado.<\/p>\n\n\n\n

  H\u00e1 poucos exemplos de ativismo empresarial no que concerne a esfor\u00e7os para reduzir a pobreza, como, ali\u00e1s, em rela\u00e7\u00e3o \u00e0 maior parte das causas sociais. Na verdade, ativismo n\u00e3o \u00e9 um comportamento tipicamente esperado ou praticado pelas empresas. Em um estudo sobre o comprometimento empresarial com a redu\u00e7\u00e3o da pobreza, poucos foram os casos indicados como exemplo deste tipo de comportamento.<\/p>\n\n\n\n

  No Brasil, um grande exemplo de ativismo empresarial \u00e9 dado pela Abrinq \u2013 Associa\u00e7\u00e3o Brasileira dos Fabricantes de Brinquedos, que, diante da dif\u00edcil situa\u00e7\u00e3o de uma parcela substancial da popula\u00e7\u00e3o infantil brasileira, criou uma funda\u00e7\u00e3o dedicada \u00e0 defesa dos direitos da crian\u00e7a e a do adolescente.<\/p>\n","protected":false},"excerpt":{"rendered":"

Colocar an\u00fancio no google e o marketing digital<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":[],"categories":[13],"tags":[15,16],"yoast_head":"\nColocar an\u00fancio no google com marketing digital para inclus\u00e3o social e ativismo empresarial de marketing tradicional - Marketing do Riva de Paula<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketingdorivadepaula.com.br\/?p=823\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Colocar an\u00fancio no google com marketing digital para inclus\u00e3o social e ativismo empresarial de marketing tradicional - Marketing do Riva de Paula\" \/>\n<meta property=\"og:description\" content=\"Colocar an\u00fancio no google e o marketing digital\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketingdorivadepaula.com.br\/?p=823\" \/>\n<meta property=\"og:site_name\" content=\"Marketing do Riva de Paula\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-03T23:16:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-03T23:16:57+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/marketingdorivadepaula.com.br\/wp-content\/uploads\/2022\/11\/Blog-post-marketing-1024x576.jpeg\" \/>\n<meta name=\"author\" content=\"Jonathan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jonathan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=823#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=823\"},\"author\":{\"name\":\"Jonathan\",\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/#\/schema\/person\/6dcead019ba5ac707f2156823ccdd9dc\"},\"headline\":\"Colocar an\u00fancio no google com marketing digital para inclus\u00e3o social e ativismo empresarial de marketing tradicional\",\"datePublished\":\"2022-11-03T23:16:56+00:00\",\"dateModified\":\"2022-11-03T23:16:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=823\"},\"wordCount\":582,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/#organization\"},\"keywords\":[\"colocaran\u00fancionogoogle\",\"marketingdigital\"],\"articleSection\":[\"COLOCAR AN\u00daNCIO NO GOOGLE\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketingdorivadepaula.com.br\/?p=823#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=823\",\"url\":\"https:\/\/marketingdorivadepaula.com.br\/?p=823\",\"name\":\"Colocar an\u00fancio no google com marketing digital para inclus\u00e3o social e ativismo empresarial de marketing tradicional - 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