{"id":94823,"date":"2026-04-10T14:05:56","date_gmt":"2026-04-10T17:05:56","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=94823"},"modified":"2026-04-10T14:06:04","modified_gmt":"2026-04-10T17:06:04","slug":"o-head-de-marketing-mudou-ou-foi-a-nossa-definicao-de-cargo-que-ficou-obsoleta","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/sl\/o-head-de-marketing-mudou-ou-foi-a-nossa-definicao-de-cargo-que-ficou-obsoleta\/","title":{"rendered":"Se je \u201cHead of Marketing\u0439 spremenil ali je na\u0161a definicija polo\u017eaja zastarela?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">V Braziliji smo pri\u010da mo\u010dnemu gibanju: vplivne\u017ei prevzemajo vodstvene stole v velikanih.Toguro kot vodja pri Cimedu in Victor Sarro pri Philipsu.Ali so blagovne znamke naivne za zagotavljanje tr\u017eenja ustvarjalcem vsebin?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nasprotno: kon\u010dno so razumeli igro.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Slonoko\u0161\u010deni \u201ctore strateg\u0439 je izgublja tla pod tlemi tistim, ki imajo \u017eelodec za algoritemTukaj je latentna provokacija: marketing danes potrebuje manj kot tradicionalna \u201d\u201cformacija in veliko ve\u010d ko\u017ee v igri.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cDay Trading\u0439 of Attention<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gary Vaynerchuk dobro pojasnjuje ta pojav v svoji knjigi, Day Trading Attention.On prina\u0161a razmislek, ki je udarec v \u017eelodcu, ki je potreben za trenutni trg:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cStro\u0161ek napa\u010dnega dogajanja na dru\u017ebenih omre\u017ejih je ni\u010d.Stro\u0161ek neizku\u0161anja je nevidnost.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vplivne\u017ei so to razumeli pred vsemi drugimi.Ne upravljajo logistike ali P&amp;L preglednic, tehnologija, stroji in tehni\u010dne ekipe to \u017ee re\u0161ujejo.Upravljajo najredkej\u0161e in najbolj nestanovitno sredstvo na svetu: pozornost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pravilo 3%<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ocenjuje se, da ima samo 3% objav Toguro dejansko mehur\u010dek za \u201chave the\u0439. Za klasi\u010dnega tr\u017enika bi bila stopnja 97% neviralizirajo\u010dih objav razlog za odpu\u0161\u010danje. Za novo tr\u017eenje je to u\u010denje v realnem \u010dasu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prehitro in poceni gredo narobe, da bi dobili prav, kar ni mogla predvideti nobena \u0161estmese\u010dna tr\u017ena raziskava.Vplivne\u017e razume, kje so se zmotili, nekaj, kar tradicionalno tr\u017eenje, ki je obti\u010dalo v krogih odobritve, te\u017eko obdela.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vloga tehnologije<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Strateg ni umrl, bil je le avtomatiziran.Umetna inteligenca \u017ee opravlja te\u017eka dela analize podatkov, segmentacije in tehni\u010dne izvedbe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kaj je ostalo?Agilnost in visceralna povezava.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vplivne\u017e gre delat tisto, kar je institucionalni marketing pozabil, kako to po\u010dne: ustvari pravi hrup. V \u201cday trade\u0439 bow pozornosti, ki objavlja tisto, kar javnost \u017eeli sli\u0161ati, je \u017ee izgubil denar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Igra je zdaj druga.Ne gre ve\u010d za nakup medijev; gre za to, da smo mediji.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing ni umrl, a \u0161e nikoli ni bil tako hrupen.Kaj pa ti?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ste osredoto\u010deni na delovanje preteklosti ali pozornost zdaj?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recenzija: Bruno Brambilla, izvr\u0161ni direktor Biglink<\/p>","protected":false},"excerpt":{"rendered":"<p>Estamos vendo um movimento forte no Brasil: influenciadores assumindo cadeiras de lideran\u00e7a em gigantes. Toguro como Head na Cimed e Victor Sarro na Philips. Ser\u00e1 que as marcas s\u00e3o ing\u00eanuas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10146,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,37],"tags":[47,43,48],"class_list":["post-94823","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-tendencias","tag-artigos","tag-e-commerce","tag-tendencias"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/posts\/94823","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/comments?post=94823"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/posts\/94823\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/media\/10146"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/media?parent=94823"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/categories?post=94823"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sl\/wp-json\/wp\/v2\/tags?post=94823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}