{"id":975,"date":"2020-01-06T11:11:41","date_gmt":"2020-01-06T11:11:41","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=975"},"modified":"2025-03-04T12:52:17","modified_gmt":"2025-03-04T12:52:17","slug":"como-a-identidade-digital-se-reflete-nas-marcas-pais-e-cidade","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/como-a-identidade-digital-se-reflete-nas-marcas-pais-e-cidade\/","title":{"rendered":"Como a Identidade Digital se reflete nas Marcas Pa\u00eds e Cidade"},"content":{"rendered":"\n

Presen\u00e7a\ndigital, resultados das pesquisas e reputa\u00e7\u00e3o online. N\u00e3o h\u00e1 como contornar a\ncrescente import\u00e2ncia desta pir\u00e2mide interligada no mundo atual. Pa\u00edses, Regi\u00f5es\ne Cidades sabem que a presen\u00e7a digital da sua Marca Territorial precisa de ser\nestrategicamente gerida para alcan\u00e7ar bons resultados nos motores de busca,\nbaseados numa reputa\u00e7\u00e3o online positiva.<\/p>\n\n\n\n

O mundo online molda esses resultados e impacta\ncomportamentos, decis\u00f5es e, acima de tudo, a reputa\u00e7\u00e3o. Qualquer informa\u00e7\u00e3o ou\nimagem de um Pa\u00eds, Regi\u00e3o ou Cidade dispon\u00edvel online pode influenciar a\nperce\u00e7\u00e3o da sua Marca Territorial no “mundo real”. De acordo com o\nPew Research Center, 91% das pessoas confiam no que v\u00eaem e l\u00eaem nos resultados\ndos motores de busca. E o Bar\u00f3metro Edelman Trust diz que os mesmos motores de\nbusca ultrapassam os meios de comunica\u00e7\u00e3o tradicionais e as redes sociais como\na fonte de informa\u00e7\u00e3o mais fi\u00e1vel.<\/p>\n\n\n\n

N\u00e3o\nh\u00e1 d\u00favida de que estamos a testemunhar a combina\u00e7\u00e3o da era da informa\u00e7\u00e3o com a\nera da reputa\u00e7\u00e3o digital. E isto \u00e9 v\u00e1lido para tudo: das pessoas \u00e0s empresas e\nespecialmente para as Marcas Pa\u00eds. As plataformas digitais s\u00e3o usadas n\u00e3o\napenas para interagir, mas para aceder a informa\u00e7\u00f5es e tomar decis\u00f5es. E o que aparece nos resultados da primeira pesquisa\nsobre um Pa\u00eds, Regi\u00e3o ou Cidade influencia a vontade de os visitar, investir e\nde viver.<\/p>\n\n\n\n

Assim,\nno mundo vol\u00e1til da reputa\u00e7\u00e3o digital, uma Marca Pa\u00eds ou Marca Cidade deve\nadaptar a sua estrat\u00e9gia \u00e0 nova realidade, onde novas informa\u00e7\u00f5es s\u00e3o criadas a\ncada segundo e est\u00e3o dispon\u00edveis imediatamente, em qualquer dispositivo, em\nqualquer lugar. Assim, as estrat\u00e9gias de Marca Pa\u00eds e Marca Cidade, incluindo as\na\u00e7\u00f5es, atividades e pol\u00edticas, devem estar alinhadas com a Identidade Digital\nda Marca, com o intuito de gerar uma perce\u00e7\u00e3o e reputa\u00e7\u00e3o internacional\nconsistente e positiva.<\/p>\n\n\n\n

Os cidad\u00e3os do mundo interagem com Pa\u00edses, Regi\u00f5es e Cidades todos os dias, logo uma reputa\u00e7\u00e3o pode ser constru\u00edda e gerida em cerca de tr\u00eas anos. No entanto, uma Marca Pa\u00eds ou Marca Cidade pode ser destru\u00edda mais facilmente e de forma mais r\u00e1pida do que antes, tal como se afirma no artigo do World Economic Forum<\/a> e apenas os Pa\u00edses, Regi\u00f5es e Cidades que conhecem e compreendem o seu p\u00fablico, que se mant\u00eam vigilantes e informados podem reagir r\u00e1pida e estrategicamente aos desafios da imagem internacional.<\/p>\n\n\n\n

Desempenho online das Ag\u00eancias Nacionais de Turismo (NTO) e de Promo\u00e7\u00e3o de Investimento (IPA)<\/strong><\/p>\n\n\n\n

A Identidade Digital das Marcas Pa\u00eds \u00e9 parcialmente baseada na presen\u00e7a online da sua Organiza\u00e7\u00e3o Nacional de Turismo (NTO) ou da sua Ag\u00eancia de Promo\u00e7\u00e3o de Investimento (IPA). Nas edi\u00e7\u00f5es de Turismo de Neg\u00f3cios do Bloom Consulting Country Brand Ranking\u00a9<\/strong><\/a>, uma das quatro vari\u00e1veis analisadas \u00e9 o desempenho online das NTO e IPA de um pa\u00eds porque funcionam como uma porta de entrada para a sua pr\u00f3pria Marca Pa\u00eds e para a sua difus\u00e3o online. O seu site oficial e a sua presen\u00e7a em plataformas online adicionais contribuem muito para o sucesso global da marca. <\/p>\n\n\n\n

\"\"
Fonte: Bloom Consulting Country Brand Ranking\u00a9 2019-2020<\/em><\/figcaption><\/figure>\n\n\n\n

Em\ntermos gen\u00e9ricos, as organiza\u00e7\u00f5es de Turismo t\u00eam uma presen\u00e7a maior nas redes\nsociais do que as de Investimento, sendo o Facebook a plataforma mais utilizada\npor ambas. As ag\u00eancias NTO tamb\u00e9m t\u00eam um desempenho significativo no Twitter,\nno YouTube e no Instagram, que mostra a melhor margem de crescimento no Turismo,\nregistando um aumento desde o \u00faltimo Bloom Consulting Country Brand Ranking\u00a9.\nNo que diz respeito ao Investimento, o uso do Facebook est\u00e1 em expans\u00e3o entre as\nIPA, seguido do Twitter e do LinkedIn.<\/p>\n\n\n\n

Em termos regionais, as NTO asi\u00e1ticas assumiram a lideran\u00e7a do Facebook, Twitter e YouTube desde o \u00faltimo Bloom Consulting Country Brand Ranking\u00a9, mas ainda t\u00eam um caminho a percorrer no Instagram, que agora \u00e9 liderado pela Europa. As NTO do continente americano conseguiram impulsionar o seu desempenho no Instagram, mas est\u00e3o a perder espa\u00e7o noutras redes sociais, devido a um esfor\u00e7o mais positivo de outros continentes, especialmente da \u00c1sia.<\/p>\n\n\n\n

As\nIPA asi\u00e1ticas ultrapassaram largamente a Am\u00e9rica no Twitter e no Facebook, com\nresultados impressionantes nestas duas plataformas. A Europa diminuiu\nligeiramente no LinkedIn, mas ainda \u00e9 o l\u00edder. A Am\u00e9rica pode ter perdido o\ndom\u00ednio total no Twitter, mas ainda \u00e9 de longe a n\u00famero um no YouTube. No\ngeral, o continente com a melhor presen\u00e7a online nas redes sociais \u00e9 a \u00c1sia,\nseguido pela Am\u00e9rica e depois pela Europa. \u00c1frica e Oce\u00e2nia ainda t\u00eam n\u00fameros\nmuito baixos para serem capazes de competir com os outros tr\u00eas continentes.<\/p>\n\n\n\n

Este artigo foi originalmente publicado no site do City Nation Place<\/a><\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Presen\u00e7a digital, resultados das pesquisas e reputa\u00e7\u00e3o online. N\u00e3o h\u00e1 como contornar a crescente import\u00e2ncia desta pir\u00e2mide interligada no mundo atual. Pa\u00edses, Regi\u00f5es e Cidades sabem que a presen\u00e7a digital da sua Marca Territorial precisa de ser estrategicamente gerida para alcan\u00e7ar bons resultados nos motores de busca, baseados numa reputa\u00e7\u00e3o online positiva. O mundo online […]<\/p>\n","protected":false},"author":3,"featured_media":5923,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[73,103],"tags":[172,162,171,176,346,160,347,155,163,157,141,450,184,151,161,129,153,348,144,150,169,154,143,170,350,181],"class_list":{"0":"post-975","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digital_identity","8":"category-identidade-digital","9":"tag-bloom-consulting","10":"tag-cidade-digital","11":"tag-cidades","12":"tag-cities","13":"tag-cities-pt-pt-2","14":"tag-city-branding","15":"tag-countries-pt-pt-2","16":"tag-country-branding","17":"tag-digital-city","18":"tag-digital-country","19":"tag-digital-identity","20":"tag-digital-identity-pt-pt-2","21":"tag-estrategias","22":"tag-identidade-digital","23":"tag-marca-cidade","24":"tag-marca-pais","25":"tag-marca-territorial","26":"tag-nation-branding-pt-pt-2","27":"tag-nation-branding","28":"tag-pais-digital","29":"tag-paises","30":"tag-place-branding","31":"tag-ranking","32":"tag-regioes","33":"tag-regions-pt-pt-2","34":"tag-regions"},"yoast_head":"\nComo 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