Indicators of Marketing, Media, and Relevance
IEMA organizes, based on a discussion in the e-mail group of Rede Narrativas, a group conversation with a case study about how to measure the relevance and impact of communication in networks
"How do you measure the relevance of a subject or of a brand? What tools, methodologies, principles, people, or companies, would you indicate on this subject?” This was the question, sent by a journalist who is a member of the e-mail group of Rede Narrativas, which started the "Conversation Group: Indicators of Marketing, Media and Relevance," organized by the communication coordinator of IEMA, Isis Diniz, on June 6, in São Paulo, in a space provided by IDEC (Consumer Defense Institute). 45 communication professionals from different organizations - such as the Ayrton Senna Institute, Uma Gota no Oceano, O Mundo Que Queremos, Conectas Direitos Humanos, Greenpeace, and IPE, among others – registered and about 21 attended. Cases studies were presented from Carrefour, Greenpeace Brazil, and IEMA, and discussed, producing a long debate with respect to the possibilities of performing successful marketing of causes and virtual engagement.