Book by Nino Carvalho deciphers and translates Marketing in the digital age

Do you really know what Marketing is and how to use it? Marketing can have many definitions, and it is difficult to keep track of all the concepts. Many associate it only with sales or advertising, but it goes further, and even has branches, such as Digital Marketing. The truth is that several answers arise when the question What Marketing? done.

In an interview with Adnews, Nino Carvalhocreator and coordinator of the first MBA in Digital Marketing in Brazil, offered by FGV, and the only Brazilian certified as a member of the Chartered Institute of Marketing, the highest seal of Marketing in the European community, gave a real lesson in Marketing, especially Digital Marketing, and helped us understand the fundamentals of this area that has become popular and changing almost at the same speed. Carvalho author of the book PEMD Methodology: Strategic Marketing Planning in the Digital Era, and also presented us with some spoilers of the work, released in July this year by the publisher DVS.

Nino Carvalho started in the area very early. The idea of ​​bringing together your expertise in a book appeared in 2009, but the work began to be effectively produced in 2014, with the aim of presenting complete and well-illustrated material to the market.

This is one of the drafts of my PEMD book – Strategic Marketing Planning in the Digital Era.

I think the biggest challenge I have is writing a book. I have plenty of material, but prioritizing the book and having the discipline to finish it… I confess that I fail a lot at this.#tbt pic.twitter.com/kKrCz0zryw

Nino Carvalho (FCIM) (@ninocarvalho) August 19, 2021

The motivation for the launch came when the author realized that he was bringing different topics to the students on his courses. Carvalho relates Marketing to subjects that go beyond the commercial, such as Marketing and Women and Marketing and Diversity. The work appears precisely to break the obvious: it has methodology, but it is concerned with showing where each concept comes from and explaining the pig.

I was unconsciously encouraged, because at home everyone is a teacher, and my father and brother were also in Marketing areas. So, I always had plenty of access to courses and materialsstates the author.

For him, Marketing is, in essence, a means for the company to achieve its objectives. In a private company, for example, we can talk about profit, attracting and keeping customers, based on the needs, desires and demands of a group of customers or based on long-term customer satisfaction.

And when does Digital Marketing appear? Contrary to what common sense thinks, relating Digital Marketing to Advertising, the first professional class to embrace digital were journalists! He is not a journalist by training and started working with digital media in 1997, at the very beginning of the internet. At the time, the practice was called Internet Marketing or Online Marketing, and the biggest concern was with forms and formats. He realized the need for something that Marketing could supply, and felt the lack of an MBA or postgraduate degree, which would support the area with knowledge.

Thus, the author had the opportunity to work at FACHA University, where he introduced Marketing concepts, and in 2010, he was invited to work at FGV. After living in Portugal for a while, he returned to teach in Brazil in 2018, at IPOG University, in Gois (GO). Because he is a critic of Digital Marketing and considers it very important to learn beyond the basics, he named the course he designed for the institution as MBA in Marketing: from Classic to Digital.

As Digital Marketing grew, there was no such formalized science on the subject and the space ended up being taken over by practitioners, at the time, by those who practiced advertising and sales, and later, by gurus. Despite working in the area since 1997, Nino Carvalho has never seen anything new or unique about digital.

The theory that supports what happens on the internet with Marketing are things that are predicted, the only thing that changes is the format. People end up just replicating. However, such a strategy may not serve your purpose and may not work for you. Similarity practically breaks the meaning of Marketing, as it is precisely the differentiationexplains the author.

Furthermore, the area involves very responsible actions, as it can influence in different ways, whether positive or negative, having a direct impact on people’s lives. Some companies still do not realize the importance and reach of Marketing in the social sphere. According to Nino, Marketing was born very fragile and disciplined, as it is always related to some area, be it Psychology, Economics, among others. And so, he still hasn’t been able to have his own strong identity. If everyone thinks it is easy to practice Marketing, it will not be applied efficiently, which helps to make the area fragile, the same situation that currently occurs with Journalism.

My war, in fact, is because Marketing is a very big thing, and there is no company that doesn’t work on it. By not knowing, you are playing in the dark. It is necessary to learn Marketing! I think people always start by practicing something, whether it’s creating a site, social media, taking practical courses, and end up not even knowing that there is a theory behind it. We can’t just go out doing Marketing, it’s almost a weapon in our hand, we have to have responsibilityhe highlights.

#Spoilers: Differences in the book’s methodology

The basis and concept of the area has always been Where are we, where are we going and how are we going to get there. However, Nino felt the need to adapt this to digital.

When I needed to apply strategic Marketing planning in 2006/2007, I saw that what I learned in my master’s degree helped, but nothing took digital into account. So, I had to adapt this to digitalremember.

The book is available on Amazon, in physical and digital format. (Photo: Reproduction/Amazon)

Below, we list the main spoilers which the author granted our team:

Diagnosis: At the time of diagnosis (where we are), digital is fundamental, as it is possible to analyze customers and obtain a lot of information through the internet;

mystery consumer: Methodology adapted for digital;

Stage 0: If the client changes something in the middle, it breaks the entire process, so the Etapa 0 appears to mark the moment when everything is defined;

Objective and Strategy: Marketing only;

Flexibility: Use activities that fit your reality;

Learn Marketing and Digital Marketing: The methodology uses the full potential of digital to help companies, but digital is not a skill. Marketing comes first.

The work is a complete guide to the methodology for Marketing professionals, even the most experienced ones, and is available on Amazonboth in physical format and in e-bookto read on Kindle.

* Supervised by Jssica Bitencourt | Cover photo: Personal Collection/Nino Carvalho

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