O Upbeat Brasila podcast of interviews with leaders of the marketing and communication sector in the country, premieres two more episodes next Monday, July 4th, with the participation of Rafael Montalvão, Netshoes marketing directore Marco Cardoso, CRO & Ecommerce Manager from Claro.
Among the topics that guide the conversations, Rafael Montalvão and Marco Cardozo share, in different episodes, experiences and curiosities about innovation in the companies in which they work, such as digital retail operations, user experience, 5G technology and the metaverse, in addition to the power of audio in advertising.
For Netshoes marketing director, Rafael Montalvão, audio is a form of media that makes it possible to generate awareness, or brand recognition. He says that Netshoes has increasingly explored this advertising format.
“We understand audio as a form of meaningful consumption for consumers, especially sports practitioners. For this, we need to develop a creative that is not very impactful in that moment of leisure of the user, but that is something that generates attraction for him to seek at another time. The audio is to generate consideration of your brand, it will allow the brand to be remembered at any other time outside of that moment that it is living. (…) Audio is fundamental and can help in these moments of consistency, but you have to do it often. You can’t make a single ad pill, it won’t work. The user needs to understand that this is advertising”, he says.
The CRO & Ecommerce Manager of one of the largest telecommunications companies in the country, Marco Cardozo, comments, in his episode, about the role of audio in the metaverse and the challenges of communicating to the final audience about the arrival of 5G. “5G is essential for the popularization of the metaverse and for making this universe actually work, so that we can connect different things and make this virtual world work for our good. The trend of the metaverse is to shorten distances and audio will continue to be very important in this parallel universe, precisely because it will allow people to have the same on-demand consumption behavior in the metaverse, perhaps even more potentiated”, he says.
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