{"id":6222,"date":"2011-03-21T00:00:00","date_gmt":"2011-03-21T00:00:00","guid":{"rendered":"https:\/\/cecubogroup.com\/?p=6222"},"modified":"2021-04-05T16:41:15","modified_gmt":"2021-04-05T16:41:15","slug":"marketing-politico-y-correo-electronico","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/marketing-politico-y-correo-electronico\/","title":{"rendered":"Marketing pol\u00edtico e correio eletr\u00f3nico"},"content":{"rendered":"

Textos extensos, n\u00e3o ajustados ao formato do correio, que procuravam transmitir o projeto pol\u00edtico de forma massiva e indiscriminada, ignorando as possibilidades que tal meio oferece para chegar ao cidad\u00e3o de forma \u00edntima e individualizada. <\/span>A equipa de marketing online de Obama na campanha eleitoral deu prioridade \u00e0 utiliza\u00e7\u00e3o desta ferramenta, em grande parte gra\u00e7as ao imediatismo que este meio proporciona na comunica\u00e7\u00e3o da mensagem. Conseguiram adaptar o argumento pol\u00edtico ao formato eletr\u00f3nico, retirando pequenas cita\u00e7\u00f5es dos discursos do candidato e configurando e-mails que integravam perfeitamente texto, imagem e link. A brevidade e a concis\u00e3o dos textos permitiram uma maior intimidade com o destinat\u00e1rio. Ao mesmo tempo, o correio eletr\u00f3nico permitia o controlo da mensagem e a participa\u00e7\u00e3o dos cidad\u00e3os na sua difus\u00e3o, \u00e0 semelhan\u00e7a das redes sociais, permitindo-lhes adquirir tanto poder como os pr\u00f3prios meios de comunica\u00e7\u00e3o social.<\/span><\/p>\n<\/p>\n

Assim, esta experi\u00eancia mostrou-nos que a mensagem enviada por correio eletr\u00f3nico deve ter tr\u00eas elementos: mobiliza\u00e7\u00e3o, deve ser capaz de gerar um compromisso com a divulga\u00e7\u00e3o da mensagem; motiva\u00e7\u00e3o, deve despertar entusiasmo no recetor; relev\u00e2ncia, \u00e9 necess\u00e1rio comunicar algo importante, de forma personalizada, controlando tudo: o nome do remetente, o assunto, o conte\u00fado, a composi\u00e7\u00e3o, at\u00e9 mesmo o agendamento do momento em que o recetor tem maior probabilidade de a abrir.<\/p>\n

Todos estes elementos s\u00e3o essenciais na conce\u00e7\u00e3o de uma estrat\u00e9gia de correio eletr\u00f3nico, porque sim, \u00e9 necess\u00e1rio ter uma estrat\u00e9gia clara e definida para tirar o m\u00e1ximo partido deste meio de comunica\u00e7\u00e3o e mobiliza\u00e7\u00e3o.<\/p>","protected":false},"excerpt":{"rendered":"

At\u00e9 \u00e0s elei\u00e7\u00f5es presidenciais de 2008 nos EUA, o correio eletr\u00f3nico era utilizado exclusivamente para a promo\u00e7\u00e3o e propaga\u00e7\u00e3o de mensagens com elevado conte\u00fado propagand\u00edstico. <\/p>","protected":false},"author":4,"featured_media":6477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nMarketing pol\u00edtico y correo electr\u00f3nico - Cecubo Group<\/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:\/\/www.cecubogroup.com\/pt\/blog\/marketing-politico-y-correo-electronico\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing pol\u00edtico y correo electr\u00f3nico - Cecubo Group\" \/>\n<meta property=\"og:description\" content=\"Hasta las elecciones presidenciales de EEUU en 2008 el uso del correo electr\u00f3nico hab\u00eda sido utilizado exclusivamente para la promoci\u00f3n y propagaci\u00f3n de mensajes con un alto contenido propagand\u00edstico.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cecubogroup.com\/pt\/blog\/marketing-politico-y-correo-electronico\/\" \/>\n<meta property=\"og:site_name\" content=\"Cecubo Group\" \/>\n<meta property=\"article:published_time\" content=\"2011-03-21T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-05T16:41:15+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/mail-1508867055.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.cecubogroup.com\/#website\",\"url\":\"https:\/\/www.cecubogroup.com\/\",\"name\":\"Cecubo Group\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.cecubogroup.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"pt-PT\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.cecubogroup.com\/blog\/marketing-politico-y-correo-electronico\/#primaryimage\",\"inLanguage\":\"pt-PT\",\"url\":\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/mail-1508867055.jpg\",\"contentUrl\":\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/mail-1508867055.jpg\",\"caption\":\"mail-1508867055.jpg\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cecubogroup.com\/blog\/marketing-politico-y-correo-electronico\/#webpage\",\"url\":\"https:\/\/www.cecubogroup.com\/blog\/marketing-politico-y-correo-electronico\/\",\"name\":\"Marketing pol\\u00edtico y correo electr\\u00f3nico - 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