{"id":2518,"date":"2024-07-30T19:54:24","date_gmt":"2024-07-30T16:54:24","guid":{"rendered":"https:\/\/vadstudio.md\/?p=2518"},"modified":"2026-01-09T12:15:55","modified_gmt":"2026-01-09T10:15:55","slug":"afaceri-si-oameni-cum-incluziunea-schimba-marketingul-in-moldova","status":"publish","type":"post","link":"https:\/\/vadstudio.md\/ro\/inform\/afaceri-si-oameni-cum-incluziunea-schimba-marketingul-in-moldova\/","title":{"rendered":"Afaceri \u0219i oameni: cum incluziunea schimb\u0103 marketingul \u00een Moldova"},"content":{"rendered":"<p>Aceast\u0103 tem\u0103, \u00eenceput\u0103 cu o disput\u0103 \u00een redac\u021bie, \u00eei vizeaz\u0103 pe to\u021bi: are afacerea o fa\u021b\u0103 uman\u0103 \u0219i este ea gata s\u0103 r\u0103spund\u0103 cererii cresc\u00e2nde a societ\u0103\u021bii pentru incluziune, siguran\u021b\u0103 \u0219i responsabilitate social\u0103?<\/p>\n<p>De mul\u021bi ani, \u00een \u021bara noastr\u0103 (\u0219i nu numai), afacerile au demonstrat adesea \u201e<strong>col\u021bii s\u0103lbatici ai capitalismului<\/strong>\u201d, iar cet\u0103\u021benii au r\u0103spuns \u00een aceea\u0219i m\u0103sur\u0103, ignor\u00e2nd adesea obliga\u021biile sociale. Dar \u00een ultimii ani, pe fondul \u0219ocurilor globale (pandemia, protestele \u00eempotriva inegalit\u0103\u021bii), con\u0219tiin\u021ba colectiv\u0103 se schimb\u0103. Cererea de recunoa\u0219tere a intereselor oamenilor devine o condi\u021bie cheie pentru succesul oric\u0103rei companii.<\/p>\n<h2>De la caritate la valoare de baz\u0103<\/h2>\n<p>Acum c\u00e2\u021biva ani, moda <strong>carit\u0103\u021bii<\/strong> a ajuns \u0219i \u00een <strong>Moldova<\/strong> (\u00een <strong>Chi\u0219in\u0103u<\/strong>, <strong>B\u0103l\u021bi<\/strong> \u0219i alte ora\u0219e). Oamenii au \u00eenceput s\u0103 \u00een\u021beleag\u0103: este mai eficient s\u0103 nu a\u0219tep\u021bi ac\u021biuni din partea autorit\u0103\u021bilor, ci pur \u0219i simplu s\u0103 faci ceva util pentru comunitate. Aceast\u0103 tendin\u021b\u0103 \u2014 la fel ca moda ceasurilor de m\u00e2n\u0103 la \u00eenceputul secolului XX &#8211; \u201e<strong>se \u00eenr\u0103d\u0103cineaz\u0103<\/strong>\u201d \u0219i devine o tradi\u021bie, transform\u00e2ndu-se dintr-un trend \u00eentr-o <strong>valoare de baz\u0103.<\/strong><\/p>\n<p>Directorul general al agen\u021biei de marketing Digitas North America, Jodi Robinson, afirm\u0103: companiile care doresc s\u0103 aib\u0103 succes trebuie s\u0103 dezvolte strategii axate, \u00een primul r\u00e2nd, pe <strong>beneficiul pentru \u00eentreaga umanitate<\/strong>. Orientarea spre profit nu va disp\u0103rea, dar <strong>indicatorii umani<\/strong> vor fi acum la fel de importan\u021bi ca \u0219i metricile de afaceri (vizite, conversii).<\/p>\n<h2>\u00cencrederea ca activ: Lec\u021bia principal\u0103 a pandemiei<\/h2>\n<p>Studiul companiei de consultan\u021b\u0103 Edelman, realizat \u00een martie 2020, a ar\u0103tat rezultate uimitoare:<\/p>\n<ul>\n<li><strong>70% dintre consumatori<\/strong> sunt gata s\u0103 <strong>renun\u021be<\/strong> pentru totdeauna la produsele companiilor care pun propriul profit mai presus de <strong>protec\u021bia oamenilor<\/strong> (angaja\u021bi \u0219i clien\u021bi).<\/li>\n<li><strong>81%<\/strong> vor avea \u00eencredere \u00eentr-un brand doar dac\u0103 acesta ac\u021bioneaz\u0103 \u00een <strong>conformitate cu interesele societ\u0103\u021bii<\/strong>.<\/li>\n<li><strong>37%<\/strong> au cump\u0103rat pentru prima dat\u0103 produsul sau serviciul unui brand care a dat dovad\u0103 de <strong>empatie<\/strong> sau a fost un <strong>inovator<\/strong> \u00een timpul pandemiei (de exemplu, a implementat servicii contactless sau livrare la distan\u021b\u0103).<\/li>\n<\/ul>\n<p><strong>Concluzia principal\u0103:<\/strong> Mai mult de jum\u0103tate dintre consumatori consider\u0103 c\u0103 fiecare brand ar trebui s\u0103 se implice \u00een cel pu\u021bin o problem\u0103 social\u0103 care nu este direct legat\u0103 de activitatea sa.<\/p>\n<h2>Incluziunea \u0219i egalitatea: O nou\u0103 cerin\u021b\u0103 \u201eobligatorie\u201d<\/h2>\n<p>Consumatorii nu doar a\u0219teapt\u0103 o reac\u021bie la problemele sociale \u2014 ei o cer. Acest lucru a fost demonstrat clar de valul de proteste \u00eempotriva inegalit\u0103\u021bii rasiale (mi\u0219carea <strong>#WordsMatter<\/strong>).<\/p>\n<p>Studiile confirm\u0103: alegerea utilizatorului este influen\u021bat\u0103 de <strong>con\u0219tientizarea social\u0103 a brandului<\/strong> \u0219i de c\u00e2t de bine promoveaz\u0103 acesta problemele de <strong>egalitate \u0219i incluziune<\/strong>. Consumatorii literalmente <strong>voteaz\u0103 cu portofelul<\/strong>, boicot\u00e2nd sau, dimpotriv\u0103, aleg\u00e2nd brandurile responsabile social.<\/p>\n<p>Pentru succesul pe termen lung, nu mai este suficient ca o companie s\u0103 aib\u0103 doar un departament de <strong>Responsabilitate Social\u0103 Corporativ\u0103 (RSC)<\/strong>. Este necesar ca principiile RSC s\u0103 fie integrate \u00een <strong>marketing \u0219i servicii<\/strong>. Brandul trebuie s\u0103 corespund\u0103 declara\u021biilor sale \u00een via\u021ba real\u0103 \u0219i s\u0103 men\u021bin\u0103 promisiunile pe termen lung.<\/p>\n<h2>Metrici de Afaceri VS Indicatori Umani<\/h2>\n<p>Liderii companiilor trebuie s\u0103 ia \u00een considerare noi <strong>indicatori umani<\/strong>, greu de m\u0103surat, atunci c\u00e2nd analizeaz\u0103 veniturile, conversiile \u0219i CTR-ul.<\/p>\n<h2>Ce ar trebui s\u0103 includ\u0103 indicatorii umani?<\/h2>\n<ul>\n<li><strong>Incluziunea:<\/strong> Sunt produsele \u0219i campaniile noastre de marketing percepute ca fiind incluzive \u0219i reflect\u0103 ele nevoile diferitelor grupuri de oameni?<\/li>\n<li><strong>Interac\u021biunea cu consumatorii:<\/strong> Cum evalueaz\u0103 clien\u021bii experien\u021ba lor pe parcursul procesului de cump\u0103rare? Corespunde oferta noastr\u0103 promisiunilor de marketing?<\/li>\n<li><strong>Sinceritatea:<\/strong> Men\u021bine compania nivelul promis de transparen\u021b\u0103 \u00een sfera social\u0103? Au \u00eenceput clien\u021bii s\u0103 aib\u0103 mai mult\u0103 \u00eencredere \u00een noi ca urmare a activit\u0103\u021bii noastre sociale?<\/li>\n<\/ul>\n<p>Titlurile \u0219tirilor se pot schimba, dar agen\u021bii de publicitate trebuie s\u0103 fie responsabili pentru promisiunile lor pe termen lung. Lu\u00e2nd \u00een considerare indicatorii umani al\u0103turi de metricile de afaceri, brandurile \u00ee\u0219i pot sus\u021bine declara\u021biile actuale cu angajamente pe termen lung fa\u021b\u0103 de egalitate \u0219i incluziune.<\/p>\n<blockquote>\n<h2 data-path-to-node=\"1\"><b data-path-to-node=\"1\" data-index-in-node=\"0\">Opinia Expertului VADSTUDIO:<\/b><\/h2>\n<p data-path-to-node=\"2\">\u201eAspectele sociale reprezint\u0103 fundamentul oric\u0103rei afaceri. Acestea nu pot fi ignorate: afacerea \u00eenseamn\u0103 oameni pentru oameni.<\/p>\n<p data-path-to-node=\"3\">Principalul capital al unei companii este echipa, cea care organizeaz\u0103 procesele \u0219i genereaz\u0103 succesul. O echip\u0103 fericit\u0103 \u0219i puternic\u0103, unit\u0103 \u00een jurul conduc\u0103torului, asigur\u0103 o cre\u0219tere stabil\u0103 \u0219i profit.<\/p>\n<p data-path-to-node=\"4\">La <strong>VADSTUDIO<\/strong>, construim exact o astfel de echip\u0103: speciali\u0219ti cu experien\u021b\u0103 \u00een SEO, video \u0219i marketing, dedica\u021bi victoriilor dumneavoastr\u0103.\u201d \u2013 <b data-path-to-node=\"4\" data-index-in-node=\"143\"><a href=\"https:\/\/vadstudio.md\/ro\/author\/maestro\/\">Vadim Dubchak<\/a>, conduc\u0103torul VADSTUDIO.<\/b><\/p>\n<\/blockquote>\n<p>Vom urm\u0103ri cu interes \u00eencotro se va \u00eendrepta <strong>businessul moldovenesc<\/strong>, dac\u0103 va r\u0103spunde cererii societ\u0103\u021bii \u0219i dac\u0103 va fi suficient de flexibil. P\u00e2n\u0103 la urm\u0103, dac\u0103 \u201e<strong>ie\u0219im<\/strong>\u201d cu to\u021bii din scepticismul nostru, se va dovedi c\u0103 ideile \u0219i faptele noastre sunt necesare acestei lumi, acestui ora\u0219, acestei <strong>\u021b\u0103ri.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Incluziunea \u0219i empatia: de ce responsabilitatea social\u0103 a devenit factorul cheie de succes pentru afacerile din Moldova.<\/p>\n","protected":false},"author":2,"featured_media":2516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[1304,1301,1122,1302,1305,1303,1300],"class_list":["post-2518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-dezvoltare-durabila","tag-empatie-in-afaceri","tag-incluziune","tag-increderea-consumatorilor","tag-loialitatea-clientilor","tag-pandemia-si-afacerile","tag-responsabilitate-sociala"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts\/2518","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/comments?post=2518"}],"version-history":[{"count":3,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts\/2518\/revisions"}],"predecessor-version":[{"id":2814,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts\/2518\/revisions\/2814"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/media\/2516"}],"wp:attachment":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/media?parent=2518"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/categories?post=2518"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/tags?post=2518"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}