Avatar, você conhece ou já ouviu falar nesse termo? No termo mesmo, não no filme! Bem, não era esse o nome que dávamos aos personagens que representavam marcas e personagens em campanhas nas últimas décadas. Naquela época, muito se discutia sobre a utilização ou não de mascotes em campanha. Tinha quem defendia seu uso e quem achava algo ultrapassado, ligado mais ao universo das propagandas, ao qual o varejo buscava se apropriar de alguma maneira.
Quem aqui não se lembra da Galinha Azul da Maggi, do Lequetreque, o frango da Sadia (aposto que você não lembrava do nome!), ou do urso da Coca-Cola? Propagandas famosíssimas com seus mascotes. O fato é que, naquela época, mesmo com o digital dando passos importantes, a utilização desses personagens dava-se de forma estática, com pouca interatividade com o consumidor.
O objetivo dos mascotes sempre foi criar um personagem simpático ao consumidor, de maneira a cativá-lo ainda mais. Alguns personagens se tornaram tão famosos, que foram além do propósito inicial, caminhando para outros mercados, como Mario e Sonic, respectivamente, mascotes da Nintendo e Sega, que ultrapassaram a barreira de videogames e se tornaram ícones da cultura pop na década de 90.
O avanço digital deu poderes aos mascotes
Se no dicionário o termo avatar representa a “personificação de uma divindade”, no digital, foi utilizado primeiramente, para a representação virtual de uma pessoa. O avanço do digital e (a simplificação) da inteligência artificial, têm proporcionado uma nova utilização para o termo. Novas dimensões dão cara, corpo e voz para essas inteligências e permitem que se criem importantes vínculos entre marcas e consumidores.
Mesmo nos casos mais simples, em que apenas se nomeia a inteligência, como nos casos da Alexa e Siri, isso já permite que se estabeleça uma empatia maior do que simplesmente uma tela com algoritmos que respondem às premissas e perguntas de forma fria.
Um caso clássico, e de alguns anos, foi uma “avatarização” do Pinguim da Ponto Frio, que, utilizando o Twitter como ferramenta de interatividade, ganhou uma legião de fãs e seguidores por conta de suas postagens, muitas vezes, irreverentes e criativas, fugindo do tradicional modelo de comunicação mais sério adotado por muitas marcas.
Não dá para falar no assunto sem falar da maior referência que temos hoje em atividade no País. A Lu, avatar da Magazine Luiza, tem uma personificação tão forte e consolidada, que muitas pessoas quase acreditam estar interagindo com uma pessoa de verdade. E, se empatia é um fator importante, seria interessante observar os últimos movimentos nesse sentido com a criação até mesmo de perfis próprios em redes, como Instagram e TikTok. Neste último, um vídeo criado com a personagem, alcançou milhões de visualizações em pouquíssimo tempo. Um sucesso.
Nos últimos dias, vimos movimentos importantes de mais empresas nesse sentido. De um lado, a Via Varejo anunciou uma completa reformulação de sua mascote, o Baianinho, transformando-o em um avatar digital, o CB, que passou por uma repaginação completa, com um ar jovem e descolado, adequado ao público com o qual deseja se conectar. De um outro lado, a C&A anunciou uma nova assistente virtual em sua plataforma, que irá permitir recomendações de produtos e ofertas aos consumidores. Como anunciado, nos planos está a transformação da assistente também em um avatar.
O fato é que, se o atendimento sempre foi algo determinante no mundo do varejo, os avatares poderão suprir a necessidade de assistência e atendimento que o e-commerce ainda não consegue oferecer de forma eficiente.
Em um futuro próximo, pelo menos, as marcas digitais deverão ter um avatar para chamar de seu.
Fonte: Caio Camargo – Mercado & Consumo – 28 de outubro de 2020
Imagem: Reprodução
Merely wanna tell that this is very useful , Thanks for taking your time to write this. Willow Braden Bully
One of our visitors just lately advised the following website. Bertine Minor Seda
Wonderful post! We will be linking to this great content on our website. Keep up the good writing. Orly Linn Dewie
Like!! I blog quite often and I genuinely thank you for your information. The article has truly peaked my interest. Sharleen Fabio Melita
Among the other actors who have played scribes in movies include. Lorinda Aguistin Grazia
Hello! Someone in my Myspace group shared this website with us so I came to check it out. Adelice Curran Faber
Every weekend i used to go to see this web site, for the reason that i wish for enjoyment, for the reason that this this website conations actually good funny material too.| Danielle Laurence Aluino
In the audience tonight with friends and family: loved it! What a great little script full of gut wrenching emotions at times but then with some just brilliant one-liner responses that guaranteed audience engagement! Annabela Joey Farleigh
Mauris eu pellentesque ante. Curabitur leo nisi, porttitor at feugiat in, pulvinar et turpis naecenas liquam est quamullamcorper tincidunt leo, lobortis eleifen duis condimentum feugiat odio. Steffie Talbert Ferdy
Of course, what a fantastic site and informative posts, I definitely will bookmark your blog. Have an awsome day! Fifine Raimondo Kalasky
Hi there. I discovered your web site by way of Google even as looking for a comparable subject, your website got here up. It appears to be good. I have bookmarked it in my google bookmarks to visit then. Jourdan Carlyle Chaves
To be honest, the phenomenon mentioned in your article makes me feel shocked. I have never thought that juding one people whether should be deported can be influence by such tiny external factors. This is so impetious! The judgement did by those biased ctiterions may lead others to lose free even lose life. Donica Tobias Merry
excellent issues altogether, you simply gained a brand new reader. Jeane Elihu Beryl
After looking over a handful of the blog articles on your blog, I seriously appreciate your way of blogging. I book marked it to my bookmark webpage list and will be checking back soon. Please visit my website too and tell me what you think. Di Moshe Rubio
This text is invaluable. Where can I find out more? Melloney Mel Prospero
Hello there. I discovered your web site by the use of Google whilst searching for a similar matter, your site got here up. It seems good. I have bookmarked it in my google bookmarks to visit then. Debby Dunstan Joy
I think that what you published made a lott of sense. Afton Thadeus Edy
Heya i am for the first time here. I came across this board and I Nikki Tanny Wendin
Hi great website! Does running a blog like this require a large amount of work? I have virtually no understanding of computer programming however I had been hoping to start my own blog soon. Anyway, should you have any ideas or techniques for new blog owners please share. I know this is off topic nevertheless I simply had to ask. Cheers! Nessa Steven Garnette
Nice blog right here! Additionally your site rather a lot up fast! Audra David Bronny
I will immediately clutch your rss feed as I can at to find your e-mail subscription hyperlink or e-newsletter service. Do you ave any? Please allow me recognise in order that I may subscribe. Thanks. Coretta Eduard Jammie
Another issue is that video gaming became one of the all-time greatest forms of excitement for people of nearly every age. Kids have fun with video games, plus adults do, too. The actual XBox 360 is one of the favorite video games systems for many who love to have a lot of activities available to them, in addition to who like to play live with people all over the world. Thank you for sharing your opinions. Blair Val Edrock
I use this shampoo! But these holiday edition ones look super fun! Fingers crossed! Lanita Aland Micco
Very good article. I definitely appreciate this website. Stick with it! Nanni Andres Choo
unwell unquestionably come further formerly again since exactly the same nearly a lot often inside case you shield this increase. Trudi Carolus Ozkum
Pretty! This has been an extremely wonderful article. Many thanks for supplying this information. Anthea Chuck Eldwun
I believe you have remarked some very interesting details , thanks for the post. Maddi Leslie Olen
I will right away seize your rss as I can not in finding your e-mail subscription link or e-newsletter service. Do you have any? Please let me recognise so that I may subscribe. Thanks. Marchelle Byrann Eimile
After examine a number of of the blog posts on your web site now, and I really like your method of blogging. I bookmarked it to my bookmark web site list and shall be checking again soon. Pls take a look at my web page as properly and let me know what you think. Emmeline Barrett McKee
Nice seeing you, Bill and your daughter last night. Congrats on getting into the show. Loved the picture of the boy with fish head. Very creatively original your work with halloween costumes. Is Peter at Wheeler? Karena Nevin Wachter
Have got you ever considered publishing an e-book or perhaps guest authoring on other blogs? I have a blog established upon on the same facts you discuss and would actually like to possess you talk about some stories/information. I know my market would appreciate your function. If you are actually remotely interested, come to feel free to mail me an e-mail. Tanhya Jeramie Spielman
Now you have seriously blown my mind! Got to get some bacon! Mimi Iggie Delfeena
I really appreciate this post. I have been looking everywhere for this! Thank goodness I found it on Bing. You have made my day! Thank you again! Tuesday Ian Hatty
May I simply say what a comfort to find someone that actually knows what they are discussing on the web. You actually understand how to bring an issue to light and make it important. More and more people ought to look at this and understand this side of your story. I was surprised you are not more popular since you surely have the gift. Annabell Denis Kimmel
Yay google is my queen aided me to find this great website! Adi Kennedy Christalle
I carry on listening to the reports lecture about receiving boundless online grant applications so I have been looking around for the best site to get one. Could you tell me please, where could i acquire some? Aurel Barnett Constantina
This is the right blog for anybody who hopes to understand this topic. Tracy Lloyd Rosalynd
You made some decent points there. I checked on the web for more info about the issue and found most individuals will go along with your views on this website. Leonanie Shelby Eugene
Hello and thank you for the article, I have been struggling as how to install the stratux. I have installed the raspbian os and it is working well, connected to flight aware everything is good so far. Now if I install stratux with the imager software wont is mess up my raspbian os ? Thanks in advance Doug Hestia Claiborn Wira
That is a great tip particularly to those new to the blogosphere. Short but very precise information?Many thanks for sharing this one. A must read article! Marti Nappy Orest
Excellent blog post. I definitely appreciate this site. Stick with it!| Em Wesley Ancelin
Obviously a very sensitive subject for anyone out there who still cares to read about what is happening to the industry. The source should have been posted because the facts appear disputable. We are in a period of unprecedented adjustment. No amount of planning or experience would have prevented this. There are a couple of good qualified automotive people questioning their career choice these days too. Barbette Aylmar Fairman
As for heart disease, check out the work of Dr. Lester Morrison M. D. on the use of chondroitin sulfate: Sharai Demetre Medardas
Good article. I absolutely appreciate this website. Thanks! Fancy Marlo Angus
Hurrah! After all I got a webpage from where I know how to genuinely obtain useful information concerning my study and knowledge. Wendye Francois Mulloy
Wow! Thank you! I always wanted to write on my website something like that. Enrichetta Markos Moises
Wherever other opportunists be struck by perceptual Tersina Swen Alister
Everything is very open with a really clear clarification of the challenges. It was really informative. Your website is very useful. Thank you for sharing! Michel Gothart Aldric
Like!! I blog frequently and I really thank you for your content. The article has truly peaked my interest. Trina Hilario Meletius
Nitrile gloves are very strong, thin and latex-free. Merrielle Jaymie Zorana
What you typed made a ton of sense. But, what about this? Morganica Timothy Ruperto
Sarebbe bello far partecipare ad uno stage mia figlia che ama tantissimo la danza Marianne Yvon Ringo
Ooh this sounds really intriguing and some great in-depth characterisation here. Lovely review. Nesta Brady Sammy