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{"id":5918,"date":"2012-05-01T09:02:17","date_gmt":"2012-05-01T12:02:17","guid":{"rendered":"http:\/\/www.magicwebdesign.com.br\/blog\/?p=5918"},"modified":"2024-07-31T11:18:17","modified_gmt":"2024-07-31T14:18:17","slug":"o-que-e-netnografia","status":"publish","type":"post","link":"https:\/\/www.redemagic.com\/blog\/redes-sociais\/o-que-e-netnografia\/","title":{"rendered":"O que \u00e9 netnografia?"},"content":{"rendered":"

Voc\u00ea sabe o que \u00e9 netnografia<\/strong>? N\u00e3o? Pois esse conceito, que aos poucos vem se difundindo no mercado de marketing digital<\/a><\/strong>, tem ganhado grandes empresas como Coca-Cola, Johnson&Johnson, Fleischmann – marca de fermento para p\u00e3es e bolos – e outras.<\/p>\n

A netnografia vem de etnografia<\/strong>, uma \u00e1rea da antropologia que estuda o comportamento humano<\/strong>. Sabe aqueles cientistas que viajam para um lugar distante com a inten\u00e7\u00e3o de estudar o comportamento de determinada tribo? \u00c9 isso.<\/p>\n

S\u00f3 que na netnografia o objeto de pesquisa \u00e9 o \u201cser virtual<\/a>\u201d<\/strong>, ou seja: voc\u00ea. Diferente das pesquisas de marketing \u2013 entrevistas, focus group e outras um tanto intrusivas -, a netnografia mostra exatamente como determinada pessoa \u00e9 e se comporta a respeito de determinado assunto.<\/p>\n

A Coca-cola<\/strong> j\u00e1 usou essa t\u00e9cnica. Atrav\u00e9s de pesquisas na internet a empresa conseguiu verificar que tipo de m\u00fasica atra\u00eda mais seus consumidores da linha Zero. Resultado? Estreitamento de relacionamento<\/strong>. A Johnson&Johnson conseguiu verificar quais produtos seriam melhor recebidos pelas mam\u00e3es. Resultado? Aumento das vendas<\/strong>.<\/p>\n

Mas como fazer uma pesquisa desse porte?<\/em><\/p>\n

Pesquisas de etnografia<\/strong> levam em conta a intera\u00e7\u00e3o entre os usu\u00e1rios. A Fleischmann, por exemplo, ap\u00f3s verificar as men\u00e7\u00f5es e as intera\u00e7\u00f5es a respeito da marca, percebeu que boa parte dos seus consumidores eram jovens. O interassente \u00e9 que n\u00e3o havia nenhuma comunica\u00e7\u00e3o para esse tipo de p\u00fablico.<\/p>\n

Depois dessa constata\u00e7\u00e3o, a empresa resolveu expandir seus neg\u00f3cios na \u00e1rea digital<\/strong>, \u201cespa\u00e7o\u201d em que a maioria dos adolescentes passa boa parte do seu dia.<\/p>\n

Essa \u00e9 mais uma alternativa que pode colaborar no planejamento de campanhas de marketing digital. Afinal, conhecer exatamente o que seu p\u00fablico quer \u00e9 essencial para um bom resultado.<\/p>\n

Veja tamb\u00e9m: O que \u00e9 social business<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"