{"id":3244,"date":"2018-11-16T14:31:42","date_gmt":"2018-11-16T14:31:42","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3244"},"modified":"2021-02-19T11:45:21","modified_gmt":"2021-02-19T11:45:21","slug":"comunicacion-y-marketing-complementariedad-o-subordinacion","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/comunicacion-y-marketing-complementariedad-o-subordinacion\/","title":{"rendered":"Comunica\u00e7\u00e3o e marketing. Complementaridade ou subordina\u00e7\u00e3o."},"content":{"rendered":"

[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|500||on|||||\" text_text_color=\"#1a2126\u2033 text_font_size=\"18px\" text_letter_spacing=\"4px\"]Blog[\/et_pb_text][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2020\/12\/line.svg\" title_text=\"line\" _builder_version=\"4.7.7\u2033 _module_preset=\"default\" custom_margin=\"-15px||||false|false\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" title_font=\"Helvetica Neue-Bold||||||||\" title_text_color=\"#032F77\u2033 title_font_size=\"40px\" meta_font=\"Roboto|500|||||||\" meta_text_color=\"#93BB23\u2033 meta_font_size=\"16px\" custom_margin=\"||||false|false\" custom_padding=\"|200px|||false|false|false|false\" custom_padding_tablet=\"|0px||||false|false|false|false\" custom_padding_phone=\"|0px||false|false|false\" custom_padding_last_edited=\"on|tablet\"][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n

Diz-se que o que n\u00e3o \u00e9 comunicado n\u00e3o existe. \u00c9 uma dessas frases categ\u00f3ricas que n\u00e3o pretendem tanto consolidar ou certificar uma verdade como gerar um movimento, uma consequ\u00eancia. A comunica\u00e7\u00e3o existe porque existe, porque se constr\u00f3i no pr\u00f3prio trabalho quotidiano, no tecido relacional que o sustenta, nos diferentes fluxos comunicacionais que se desenrolam.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-shutterstock_319572998-1542386377.jpg\u00bb title_text=\u00bb750\u00d7421-shutterstock_319572998-1542386377\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" hover_enabled=\"0\u2033 border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" sticky_enabled=\"0\u2033][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"1px|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n

De acordo com\u00a0Georges Berkeley<\/strong><\/u><\/a>, \"esse est percipi<\/em>\"Ser \u00e9 ser percebido.<\/p>\n

As empresas, as institui\u00e7\u00f5es ou os cidad\u00e3os sempre comunicaram.<\/p>\n

Enviamos e recebemos mensagens, consciente ou inconscientemente, de forma organizada ou ca\u00f3tica. Somos - tamb\u00e9m as empresas - verdadeiras m\u00e1quinas de comunica\u00e7\u00e3o, transmissores de sinais cont\u00ednuos.\u00a0Tudo comunica, ou melhor, tudo \u00e9 comunica\u00e7\u00e3o.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#032F77\u2033 global_module=\"2076\u2033 saved_tabs=\"all\"][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_right\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px|||0px||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-right-side-bot-f.png\" title_text=\"right-side-effect-f\" align=\"right\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" 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text_font_size_last_edited=\"on|phone\" custom_css_main_element_last_edited=\"on|desktop\"]Podemos ajud\u00e1-lo a comunicar melhor[\/et_pb_text][et_pb_button button_text=\"Ir para Audi\u00eancias Digitais\" button_alignment=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFF\" button_border_width=\"0px\" button_border_radius=\"11px\" button_font=\"Roboto||||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"|55px||55px|false|true\" custom_padding_tablet=\"\" custom_padding_phone=\"|35px||35px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 0, 0, 0, 0.16);\" box_shadow_style=\"preset2\u2033 box_shadow_horizontal=\"2px\" box_shadow_vertical=\"2px\" box_shadow_blur=\"10px\" box_shadow_color=\"#d3e1ac\" button_text_color__hover_enabled=\"on|hover\" 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custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<\/p>\n

A chave \u00e9 comunicar o que queremos, transmitir o que \u00e9 estritamente do nosso interesse.\u00a0Comunicar n\u00e3o s\u00f3 para existir, mas para existir em condi\u00e7\u00f5es \u00f3ptimas, para atingir os objectivos que pretendemos.<\/strong>. Comunicar para explicar, consolidar e defender uma imagem, uma marca, um estilo, uma filosofia, uma vis\u00e3o.\u00a0Comunicar para sermos \u00fanicos, diferentes, para nos tornarmos autores da nossa pr\u00f3pria hist\u00f3ria.<\/strong>. E isso, evidentemente, exige trabalho, uma estrat\u00e9gia, ou seja, a elabora\u00e7\u00e3o cred\u00edvel e coerente de uma personagem, de uma personalidade, de uma hist\u00f3ria.<\/p>\n

Um objetivo, a constru\u00e7\u00e3o dessa \"exist\u00eancia\" comunicacional de que falamos, \u00e0 qual as empresas devem dedicar esfor\u00e7os e recursos.<\/p>\n

Mas ser\u00e1 que o fazem mesmo?<\/p>\n

O fil\u00f3sofo\u00a0Gilles Lipovetsky<\/a><\/strong><\/u>na sua obra \"O imp\u00e9rio do ef\u00e9mero: a moda e o seu destino nas sociedades modernas<\/strong><\/u><\/a>\"considera que todos n\u00f3s, indiv\u00edduos e empresas ou organiza\u00e7\u00f5es, vivemos num permanente reajustamento ou reinven\u00e7\u00e3o. Nada permanece inamov\u00edvel, mas precisamos sempre de narrativas que reforcem a nossa exist\u00eancia. Narrativas s\u00f3lidas em que nos possamos reconhecer ou, pelo menos, localizar num determinado espa\u00e7o. \u00c9 aqui que reside um dos pontos fortes da comunica\u00e7\u00e3o.\u00a0Uma boa comunica\u00e7\u00e3o \u00e9 aquela que inclui a empresa nesse espa\u00e7o, que a torna protagonista ao longo do tempo.<\/strong>. N\u00e3o aquela que chega pontualmente para nos tocar ou afetar, provocando uma rea\u00e7\u00e3o imediata (compra) claramente quantific\u00e1vel (vendas). N\u00e3o se trata de comunica\u00e7\u00e3o, mas de publicidade ou marketing.<\/p>\n

 <\/p>\n

Na sequ\u00eancia das quest\u00f5es que coloc\u00e1mos acima:<\/p>\n

\u00a0As empresas est\u00e3o conscientes da import\u00e2ncia da comunica\u00e7\u00e3o para atingir os seus objectivos?<\/p>\n

\u00a0Os Dircom participam na elabora\u00e7\u00e3o da estrat\u00e9gia da empresa?<\/p>\n

\u00a0O marketing e a comunica\u00e7\u00e3o t\u00eam de andar de m\u00e3os dadas, mas numa rela\u00e7\u00e3o de subordina\u00e7\u00e3o do segundo ao primeiro?<\/p>\n

 <\/p>\n

H\u00e1 algumas semanas, um cliente da\u00a0Grupo Cecubo<\/strong><\/u><\/a>\u00a0e Diretor de Comunica\u00e7\u00e3o de uma grande empresa contou-nos uma situa\u00e7\u00e3o que pode resumir as respostas a estas perguntas.\u00a0Numa reuni\u00e3o em que a ag\u00eancia criativa apresentou o gui\u00e3o do spot que se propunha produzir para a televis\u00e3o, esta ideia publicit\u00e1ria, sem d\u00favida engenhosa e atraente, rompia claramente com os valores fundamentais - a hist\u00f3ria - da empresa.<\/strong>O Diretor de Comunica\u00e7\u00e3o chamou a aten\u00e7\u00e3o dos colegas presentes para este facto. Ora, o Dircom de que estamos a falar n\u00e3o foi inicialmente convocado para esta reuni\u00e3o para apresentar o spot, tendo acabado por estar presente por acaso.<\/p>\n

Assim:<\/strong><\/p>\n

Ser\u00e1 que a comunica\u00e7\u00e3o, e os seus departamentos, est\u00e3o a receber a import\u00e2ncia que merecem nas empresas?<\/p>\n

\u00c9 no marketing que reside a chave do sucesso das empresas, derivando a comunica\u00e7\u00e3o para simples ac\u00e7\u00f5es cosm\u00e9ticas ou presen\u00e7as casuais na tomada de decis\u00f5es?<\/p>\n

Estas perguntas\u00a0fazem parte de um debate<\/strong>\u00a0que tem vindo a ocupar os profissionais da comunica\u00e7\u00e3o empresarial e as pr\u00f3prias empresas nos \u00faltimos anos, em termos de\u00a0a necessidade de unificar os departamentos de comunica\u00e7\u00e3o e de marketing,\u00a0<\/strong>como mant\u00ea-las separadas, que peso espec\u00edfico atribuir a cada sec\u00e7\u00e3o ou como procurar a complementaridade.<\/p>\n

Comunicar \u00e9 existir. E comunicar \u00e9 contar uma hist\u00f3ria, organizar um sistema de argumenta\u00e7\u00e3o sustent\u00e1vel e duradouro. Uma hist\u00f3ria que seja reconhec\u00edvel e resistente aos altos e baixos da era p\u00f3s-moderna em que vivemos.<\/em><\/p><\/blockquote>\n

Implementar diversas ac\u00e7\u00f5es de acordo com o momento, a moda, a ocorr\u00eancia bem sucedida do \"influenciador\", e seria bom, mas seria marketing, n\u00e3o comunica\u00e7\u00e3o. A comunica\u00e7\u00e3o permanecer\u00e1 na base, mantendo as formas e o estilo duradouro da marca. A hist\u00f3ria.<\/p>\n

Porque a marca vive na hist\u00f3ria que temos, na estrutura de identidade concebida pela empresa (com a presen\u00e7a fundamental da Dircom) e actua, desenvolve-se, no marketing.<\/strong><\/p>\n

A comunica\u00e7\u00e3o, seja ela empresarial ou institucional, preocupa-se portanto em manter viva a entidade da marca da empresa, permanentemente actualizada, reescrevendo-a, se necess\u00e1rio, de forma cont\u00ednua. Mas tamb\u00e9m sem desvios.<\/p>\n

E ser\u00e1 sobre esta entidade, enquadrada em par\u00e2metros espec\u00edficos, que se desenvolver\u00e1 a necess\u00e1ria a\u00e7\u00e3o de marketing, o conjunto de t\u00e9cnicas e metodologias destinadas a atingir os objectivos comerciais e a otimizar os resultados da empresa.<\/p>\n

\n

 <\/p>\n

O marketing e a comunica\u00e7\u00e3o podem ser apresentados como complementares e igualmente necess\u00e1rios:<\/strong><\/p>\n

    \n
  • Sem comunica\u00e7\u00e3o, ou seja, sem uma estrat\u00e9gia de comunica\u00e7\u00e3o clara, bem definida e em constante tens\u00e3o, o marketing reduzir-se-ia a uma sucess\u00e3o de ac\u00e7\u00f5es desconexas.<\/li>\n<\/ul>\n
      \n
    • Sem o marketing, ou seja, sem a aplica\u00e7\u00e3o comercial (publicidade, merchandising, etc.) dos objectivos, a comunica\u00e7\u00e3o, estruturada como uma marca, uma mensagem ou uma hist\u00f3ria, n\u00e3o avan\u00e7aria na realiza\u00e7\u00e3o comercial.<\/li>\n<\/ul>\n

      Entendemos assim que, complementando-se mutuamente, representam duas fun\u00e7\u00f5es distintas a serem desempenhadas por departamentos separados.\u00a0A sua unifica\u00e7\u00e3o provocaria um conflito de tempos e espa\u00e7os, um desencontro de velocidades, uma altera\u00e7\u00e3o da imagem projectada.<\/strong>. A comunica\u00e7\u00e3o pode dar-se ao luxo de ser lenta porque \u00e9 profunda; o marketing pode dar-se ao luxo de ser ligeiro porque \u00e9 r\u00e1pido.<\/p>\n

      Para concluir, e voltar ao in\u00edcio:\u00a0se o que n\u00e3o \u00e9 comunicado n\u00e3o existe, o que n\u00e3o \u00e9 vendido n\u00e3o se soma.<\/strong><\/p>\n

      Comunicar e vender n\u00e3o s\u00e3o exatamente a mesma coisa, mas apontam na mesma dire\u00e7\u00e3o: trata-se, em \u00faltima an\u00e1lise, de se estabelecer como uma marca e de multiplicar os seus efeitos.<\/p>\n

       <\/p>\n

       <\/p>\n

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