29 junho 2020

Bimodal Marketing: o melhor dos dois mundos.

Por Florinda Pargas Gabaldón.

A necessária convivência do marketing tradicional e as novas estratégias de marketing digital, verticalidade e lateralidade, em benefício da organização.

Bimodal Marketing, é uma nova forma de fazer marketing que se distingue dos processos tradicionais, pois foca em produtos disruptivos e conceitos de negócios incentivando a criatividade, o Pensamento 4.0 e a Bimodal Management Approach. Seu objetivo é desenvolver alternativas, melhorar o existente, tomar caminhos diferentes e aplicar processos de inovação. Aproveitamos isso, incorporando o modelo IDEAS:

  • Pesquisa: mercado, contextualização de cenários, segmentação, tendências, análise de dados.
  • Desenvolvimento: de conceitos, produtos, serviços, campanhas, indicadores de gestão.
  • Estratégias: comunicacional, promocional, para mídias tradicionais, alternativas e digitais.
  • Adaptação: portfólios, processos, cultura organizacional e abordagens de negócios.
  • Sustentabilidade: retorno sobre investimentos, análise de indicadores de gestão, desempenho e resultados.   


A Bimodal Marketing utiliza as ferramentas e a perspectiva do modelo tradicional de marketing vertical, baseado na análise de mercado global e na segmentação subsequente, aplicando estratégias de segmentação e posicionamento, adaptando produtos ou serviços, criando variedades do geral ao concreto, através de um processo de pensamento vertical, combinando-o com o olhar disruptivo do marketing lateral , reestruturando as informações existentes do concreto para o geral, através de um processo de pensamento menos seletivo, mais exploratório e criativo, ou seja, um processo de pensamento lateral. As vantagens de ambos os modelos são aproveitadas, do ponto de vista da bimodalidade.

Acreditamos que essa nova abordagem do Bimodal Marketing é a mais adequada para enfrentar os desafios desses tempos de mudança e transformação, tanto de mercados, hábitos de consumo e ecossistemas de negócios, quanto de novas tecnologias e plataformas de comunicação e relacionais. Mudanças na demanda, aceleração da transformação digital, automação de processos, alinhamento cultural do talento humano a essas mudanças, a necessidade de uma abordagem solidária, baseada em princípios e valores, com o desenho de novas experiências para nossos clientes, destacam o olhar disruptivo necessário, em cada fase do mix de marketing, para se adaptar a novos cenários. 

No nosso caso, para a implantação do Bimodal Marketing nas organizações, utilizamos uma mistura de ferramentas eficientes, tradicionais e inovadoras, de implementação rápida que permitem uma revisão da situação atual e seu impacto sobre a organização, seu setor, oportunidades, recursos e possíveis cenários, proporcionando aos líderes da empresa e seus colaboradores, compreensão do contexto, identificação de novos paradigmas e adaptação a cenários emergentes.

Consideramos a flexibilidade e a resiliência como princípios fundamentais para incorporar nossa proposta de serviço às exigências e expectativas das organizações que acompanhamos, bem como nosso compromisso com a empresa, seus valores e seu povo.

Se você quiser saber mais sobre esse tema ou considerar que podemos acompanhar sua organização, nesse processo de mudança e transformação, entre em contato conosco, nós ouvimos você e apoiamos você. 

Florinda Pargas Gabaldón

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