AESE insight #33
[av_layerslider id='1699'] [av_layerslider id='1697'] [av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='A Transformação digital é um desafio constante aos Chief Marketing Officer’s' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #33 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2021/03/Ramiro-Martins_AESEinsight_4FEV.jpg' attachment='74099' attachment_size='full' align='center' styling='' hover='' link='post,11684' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Ramiro Martins' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Professor e Responsável de Política Comercial e Marketing [/av_heading] [/av_one_third][av_two_third min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Os CMO’s sempre tiveram de lidar com paradoxos. Se por um lado, o Marketing é uma ciência social, por outro as empresas e decisores gostariam de o tratar como se de uma ciência exata se tratasse. A exigência de apresentar “números” e resultados para justificar investimentos, é uma das maiores dificuldades. Esta realidade torna a profissão de CMO aliciante, mas também constitui um risco contínuo.A transformação digital poderia vir simplificar e ultrapassar esta dificuldade. Mas apenas a torna mais complexa e exige profissionais mais completos.
Esta transformação decorre de duas tendências que se conjugaram de forma perfeita: o crescimento exponencial da capacidade de armazenar dados e a redução do custo de armazenamento e manuseamento.
Os dados, trabalhados por algoritmos e pela enorme capacidade de cálculo –muitos baseados em estatística clássica– permitem tirar conclusões que nenhum ser humano sozinho ou em grupo podia alcançar, o que liberta valor de novas formas.
O facto das “máquinas” encontrarem correlações entre variáveis que parecem desconexos perante a razão humana, gera um dilema: existe uma correlação entre as variáveis, mas existirá causalidade entre elas? Cabe ao CMO discernir.
Uma vez ultrapassado este problema – descartar variáveis entre as quais existem correlações sem causalidade – torna possível desenhar, com as restantes, novos modelos de negócios ou prever e particularmente moldar os comportamentos futuros dos consumidores.
É evidente neste contexto que os CMO’s, tal como outros gestores, tem de adicionar competências às que já possuem. Significa que os CMO’s têm de adquirir constantemente novas capacidades de forma compulsiva.
Não se trata de concluir que os conhecimentos do marketing clássico tenham deixado de ser úteis ou que tenham de ser substituídas. Hoje como nunca, essas capacidades são absolutamente fundamentais. Mas a operacionalização dessas novas capacidades, permitem insight’s que modelam novas soluções e produtos.
Não só a proliferação das redes sociais e do soft-selling implicou uma enorme alteração de técnicas e metodologias, também a transformação digital veio trazer um novo grau de complexidade a uma função já de si própria complexa.
Curiosamente a transformação digital recebeu um poderoso aliado na figura da atual situação de pandemia. Se os consumidores nascidos neste século tinham com naturalidade aderido às novas ferramentas digitais, uma faixa significativa de consumidores continuava a preferir e a usar canais e processos mais conservadores. A pandemia veio obrigar este segmento de consumidores a usar compulsivamente as ferramentas digitais. Não estranha, portanto, o crescimento explosivo dos canais digitais, provocando uma alteração substancial na logística, nos canais e locais de venda, moldando novos modelos de negócio.
O que veio beneficiar a disseminação das soluções digitais, veio também obrigar os CMO’s a compreender, usar e dominar técnicas inerentes à transformação digital. Na verdade, o que era importante passou a urgente. O que já era urgente passou a realidade.
Não se pode pedir uma fase mais estimulante para os CMO’s que a atual. Mas esta fase também vem acompanhada de graves riscos para aqueles que não se adaptarem. Artigo publicado no Diário de Notícias [/av_textblock] [/av_two_third][/av_section][av_hr class='invisible' height='70' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' font='entypo-fontello' av-small-hide='aviaTBav-small-hide' av-mini-hide='aviaTBav-mini-hide' admin_preview_bg=''] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='Outros artigos da edição de 4 de março do AESE insight' tag='h3' style='blockquote modern-quote' size='' subheading_active='' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''][/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_fourth first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2020/08/Fátima-Carioca.jpg' attachment='71208' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-33/' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Pensar grande e crescer' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Maria de Fátima Carioca, Dean da AESE Business School e Professora de Fator Humano na Organização [/av_heading] [/av_one_fourth][av_one_fourth min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2021/03/Vasco-Bordado_AESEinsight_4FEV.jpg' attachment='74100' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-33-3/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='NAVES – Novas Aventuras Empresariais' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Vasco Bordado, Professor de Política de Empresa da AESE Business School. 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Saunders, Harvard Business Review [/av_heading] [/av_one_fourth][av_one_fourth min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2021/03/Data-protection-ecosystems_AESEinsight4FEV.jpg' attachment='74104' attachment_size='full' align='center' styling='' hover='' link='manually,https://eiuperspectives.economist.com/technology-innovation/data-protection-ecosystems-unlocking-strong-digital-economies?utm_campaign=EP2021%20-%20Email%206%20-%20NEW%20-%20HTML%20-%2012022021&utm_medium=email&utm_source=Eloqua&elqcst=272&elqcsid=4381' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading 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hover='' link='manually,https://www.ted.com/talks/steven_johnson_the_playful_wonderland_behind_great_inventions?utm_campaign=tedspread&utm_medium=referral&utm_source=tedcomshare' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='The playful wonderland behind great inventions ' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Steven Johnson, Ted Talks [/av_heading] [/av_one_fourth][av_one_fourth min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top 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