Inovação em marketing: uma estratégia voltada para elaboração de vídeos publicitários com base na ergonomia informacional
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Data
2023-04-25
Autores
Garcia, Lucas Jorge
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Universidade Estadual Paulista (Unesp)
Resumo
O marketing encontra-se presente no cotidiano das organizações como uma das formas de promover o gerenciamento de processos mercadológicos que envolvem atividades de comunicação com o público em geral. Com a constante e acirrada competitividade do mercado, a inovação em marketing desempenha uma função capaz de proporcionar um diferencial perante a concorrência, trabalhando processos de negócios novos ou aprimorados. A utilização de vídeos publicitários vem sendo uma das estratégias para propagação de conteúdos no meio digital, pois dispõe de recursos audiovisuais para captar a atenção dos clientes em potencial, como ocorre na plataforma do YouTube. As informações expostas nessa categoria de vídeos denotam componentes audiovisuais que necessitam de um estudo que possa complementar na eficácia da informação a ser propagada, fazendo uso do conceito de ergonomia informacional com aspetos da visibilidade, legibilidade e leiturabilidade. O processo de design se reporta a metodologias para criar projetos que ofereçam significados nas mensagens e melhor atendam aos anseios dos usuários. A tese tem como objetivo desenvolver e validar uma estratégia de inovação em marketing para a plataforma do Youtube que apresente elementos de ergonomia informacional e de design a partir de um método de design para geração de inovação. A investigação iniciou com um estudo exploratório e descritivo acerca da temática relacionada à pesquisa, explanando o marketing e suas estratégias mercadológicas no ambiente digital e no YouTube, a relação com a inovação e o design, especificamente no ramo da ergonomia informacional e no design da informação. A tese utilizou-se do método Multi Convergente para Geração de Inovação (MCGI) adaptada para o contexto de desenvolvimento da estratégia de marketing, seguindo um processo sistêmico em sete etapas. Foram aplicados dois questionários virtuais na primeira etapa da pesquisa de opinião: o primeiro de caráter qualitativo com especialistas da área do marketing, da publicidade e do design; e o segundo de cunho quantitativo com consumidores de produto audiovisual. Após a análise das respostas, na segunda etapa, identificou 10 requisitos para compor a estratégia e atender as necessidades e os problemas encontrados. Na terceira etapa, idealizou a estratégia com atributos-chave, subatributos e fatores de diferenciação, denominada pela sigla ALAC (Argumento, Linguagem, Ação e Conteúdo). Na quarta etapa, estabeleceu as especificações técnicas para a produção e veiculação de vídeos publicitários. Na quinta etapa, as ideias foram aperfeiçoadas, criando uma representação visual da estratégia ALAC e um guia com diretrizes para a elaboração de propaganda audiovisual. Logo, um projeto do anúncio foi realizado para simular a aplicação da estratégia, sendo avaliado por especialistas da área de publicidade e design com uma pesquisa quali-quantitativa. Na sexta etapa, com as respostas analisadas, realizou melhorias no vídeo para que fosse criado o protótipo aplicado às diretrizes na estratégia ALAC. Posteriormente, na sétima etapa, ocorreu a avaliação deste com consumidores e profissionais por meio de dois questionários quantitativos, resultando em índices satisfatórios. Todavia, houve a necessidade de aperfeiçoar o vídeo publicitário criando seu redesign, que também foi reavaliado pelos mesmos entrevistados em mais duas pesquisas quantitativas, onde determinou o aumento nos índices de satisfação de 74,9 (nota B, adjetivo Bom) para 84,5 (nota A, Excelente) cujo nível de gravidade diminuiu de 1,2 (Problema Cosmético) para 0,5 (Problema Inexistente), considerando, portanto, de usabilidade aceitável. O redesign da propaganda evoluiu 82% em relação ao protótipo. Os resultados dos parâmetros da ergonomia informacional determinaram 92% de visibilidade, 89% de legibilidade e 93% de leiturabilidade na média geral dos entrevistados, compreendendo em 79% para o conteúdo de caráter inovador. Os resultados obtidos por meio da participação e avaliação de consumidores e profissionais expuseram índices significativamente satisfatórios na usabilidade da informação, os quais validaram a estratégia de marketing ALAC. A tese concluiu que, a elaboração de uma estratégia de inovação em marketing com elementos de ergonomia informacional e de design voltada para vídeos publicitários, auxilia organizações a identificar um diferencial no modo de divulgar produtos, serviços e marcas no YouTube ou em outras plataformas digitais, físicas e também para as futuras mídias, atraindo o público por meio de uma informação correta e eficaz.
Marketing is present in the daily life of organizations as one of the ways to promote the management of marketing processes that involve communication activities with the general public. With the constant and fierce competitiveness of the market, innovation in marketing plays a role capable of providing a differential in the face of the competition, working on new or improved business processes. The use of advertising videos has been one of the strategies for disseminating content in the digital environment, as it has audiovisual resources to capture the attention of potential customers, as is the case on the YouTube platform. The information displayed in this category of videos denotes audiovisual components that need a study that can complement the effectiveness of the information to be propagated, making use of the concept of informational ergonomics with aspects of visibility, legibility and readability. The design process refers to methodologies to create projects that offer meaning in messages and better meet the desires of users. The thesis aims to develop and validate an innovation strategy in marketing for the YouTube platform that presents elements of informational and design ergonomics from a design method to generate innovation. The investigation began with an exploratory and descriptive study about the theme related to the research, explaining marketing and its marketing strategies in the digital environment and on YouTube, the relationship with innovation and design, specifically in the field of informational ergonomics and information design . The thesis used the Multi Convergent method for Innovation Generation (MCGI) adapted to the context of marketing strategy development, following a systemic process in seven steps. Two virtual questionnaires were applied in the first stage of the opinion research: the first qualitative with specialists in the field of marketing, advertising and design; and the second of a quantitative nature with audiovisual product consumers. After analyzing the answers, in the second stage, it identified 10 requirements to compose the strategy and meet the needs and problems encountered. In the third stage, he idealized the strategy with key attributes, sub-attributes and differentiating factors, called the acronym ALAC (Argument, Language, Action and Content). In the fourth stage, it established the technical specifications for the production and transmission of advertising videos. In the fifth stage, the ideas were perfected, creating a visual representation of the ALAC strategy and a guide with guidelines for the creation of audiovisual advertising. Soon, an ad project was carried out to simulate the application of the strategy, being evaluated by specialists in the field of advertising and design with qualitative and quantitative research. In the sixth stage, with the responses analyzed, improvements were made to the video so that the prototype applied to the guidelines in the ALAC strategy could be created. Subsequently, in the seventh stage, there was an evaluation of this with consumers and professionals through two quantitative questionnaires, resulting in satisfactory rates. However, there was a need to improve the advertising video by creating its redesign, which was also reassessed by the same respondents in two more quantitative surveys, which determined an increase in satisfaction rates from 74,9 (grade B, adjective Good) to 84,5 (grade A, Excellent) whose severity level decreased from 1,2 (Cosmetic Problem) to 0,5 (Nonexistent Problem), considering, therefore, acceptable usability. The advertising redesign evolved by 82% compared to the prototype. The results of the parameters of informational ergonomics determined 92% of visibility, 89% of legibility and 93% of readability in the general average of the interviewees, comprising 79% for the content of an innovative nature. The results obtained through the participation and evaluation of consumers and professionals exposed significantly satisfactory indices in the usability of the information, which validated the ALAC marketing strategy. The thesis concluded that the elaboration of an innovation strategy in marketing with elements of informational ergonomics and design focused on advertising videos, help organizations to identify a differential in the way of disclosing products, services and brands on YouTube or other digital platforms, and also for future media, attracting the public through accurate and effective information.
Marketing is present in the daily life of organizations as one of the ways to promote the management of marketing processes that involve communication activities with the general public. With the constant and fierce competitiveness of the market, innovation in marketing plays a role capable of providing a differential in the face of the competition, working on new or improved business processes. The use of advertising videos has been one of the strategies for disseminating content in the digital environment, as it has audiovisual resources to capture the attention of potential customers, as is the case on the YouTube platform. The information displayed in this category of videos denotes audiovisual components that need a study that can complement the effectiveness of the information to be propagated, making use of the concept of informational ergonomics with aspects of visibility, legibility and readability. The design process refers to methodologies to create projects that offer meaning in messages and better meet the desires of users. The thesis aims to develop and validate an innovation strategy in marketing for the YouTube platform that presents elements of informational and design ergonomics from a design method to generate innovation. The investigation began with an exploratory and descriptive study about the theme related to the research, explaining marketing and its marketing strategies in the digital environment and on YouTube, the relationship with innovation and design, specifically in the field of informational ergonomics and information design . The thesis used the Multi Convergent method for Innovation Generation (MCGI) adapted to the context of marketing strategy development, following a systemic process in seven steps. Two virtual questionnaires were applied in the first stage of the opinion research: the first qualitative with specialists in the field of marketing, advertising and design; and the second of a quantitative nature with audiovisual product consumers. After analyzing the answers, in the second stage, it identified 10 requirements to compose the strategy and meet the needs and problems encountered. In the third stage, he idealized the strategy with key attributes, sub-attributes and differentiating factors, called the acronym ALAC (Argument, Language, Action and Content). In the fourth stage, it established the technical specifications for the production and transmission of advertising videos. In the fifth stage, the ideas were perfected, creating a visual representation of the ALAC strategy and a guide with guidelines for the creation of audiovisual advertising. Soon, an ad project was carried out to simulate the application of the strategy, being evaluated by specialists in the field of advertising and design with qualitative and quantitative research. In the sixth stage, with the responses analyzed, improvements were made to the video so that the prototype applied to the guidelines in the ALAC strategy could be created. Subsequently, in the seventh stage, there was an evaluation of this with consumers and professionals through two quantitative questionnaires, resulting in satisfactory rates. However, there was a need to improve the advertising video by creating its redesign, which was also reassessed by the same respondents in two more quantitative surveys, which determined an increase in satisfaction rates from 74,9 (grade B, adjective Good) to 84,5 (grade A, Excellent) whose severity level decreased from 1,2 (Cosmetic Problem) to 0,5 (Nonexistent Problem), considering, therefore, acceptable usability. The advertising redesign evolved by 82% compared to the prototype. The results of the parameters of informational ergonomics determined 92% of visibility, 89% of legibility and 93% of readability in the general average of the interviewees, comprising 79% for the content of an innovative nature. The results obtained through the participation and evaluation of consumers and professionals exposed significantly satisfactory indices in the usability of the information, which validated the ALAC marketing strategy. The thesis concluded that the elaboration of an innovation strategy in marketing with elements of informational ergonomics and design focused on advertising videos, help organizations to identify a differential in the way of disclosing products, services and brands on YouTube or other digital platforms, and also for future media, attracting the public through accurate and effective information.
Descrição
Palavras-chave
Design e Ergonomia Informacional, Inovação em marketing, Inovação em vídeos publicitários, Marketing estratégico no YouTube, Informational Design and Ergonomics, Innovation in marketing, Innovation in advertising videos, Strategic marketing on YouTube