{"id":758,"date":"2023-10-29T11:43:07","date_gmt":"2023-10-29T14:43:07","guid":{"rendered":"https:\/\/deckcultura.com\/hub-de-conteudo\/?p=758"},"modified":"2023-11-20T15:55:50","modified_gmt":"2023-11-20T18:55:50","slug":"jornada-digital-publicos","status":"publish","type":"post","link":"https:\/\/deckcultura.com\/hub-de-conteudo\/ideias\/jornada-digital-publicos\/","title":{"rendered":"Como \u00e9 a jornada digital dos p\u00fablicos da cultura?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"758\" class=\"elementor elementor-758\">\n\t\t\t\t\t\t\t\t\t<section class=\"has_ma_el_bg_slider elementor-section elementor-top-section elementor-element elementor-element-5b670dac elementor-section-boxed elementor-section-height-default elementor-section-height-default jltma-glass-effect-no\" data-id=\"5b670dac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div 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.elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<!-- wp:post-featured-image \/-->\n\n<!-- wp:post-title {\"textAlign\":\"center\",\"level\":1} \/-->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-473322f e-con-full e-flex e-con\" data-id=\"473322f\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ade0de jltma-glass-effect-no elementor-widget elementor-widget-image\" data-id=\"3ade0de\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1440\" src=\"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?fit=2560%2C1440&amp;ssl=1\" class=\"attachment-full size-full wp-image-760\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?w=2560&amp;ssl=1 2560w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?resize=1024%2C576&amp;ssl=1 1024w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?resize=1536%2C864&amp;ssl=1 1536w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?resize=2048%2C1152&amp;ssl=1 2048w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3dd6fd1 e-flex e-con-boxed e-con\" data-id=\"3dd6fd1\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6be8f54 jltma-glass-effect-no elementor-widget elementor-widget-heading\" data-id=\"6be8f54\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Como \u00e9 a jornada digital dos p\u00fablicos da cultura?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-026b4e5 e-flex e-con-boxed e-con\" data-id=\"026b4e5\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5d6026f e-flex e-con-boxed e-con\" data-id=\"5d6026f\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-217a6be jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"217a6be\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/deckcultura.com\/hub-de-conteudo\/category\/ideias\/\" rel=\"tag\">Ideias<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-923c3d9 e-flex e-con-boxed e-con\" data-id=\"923c3d9\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f0a761f jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"f0a761f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\tdeckcultura.com\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f8b51e6 e-flex e-con-boxed e-con\" data-id=\"f8b51e6\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2a39025 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"2a39025\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t29\/out\/2023\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3a4739 elementor-shape-square elementor-grid-4 elementor-widget__width-inherit elementor-hidden-tablet elementor-hidden-mobile e-grid-align-center jltma-glass-effect-no 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0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-35cbde6 e-flex e-con-boxed e-con\" data-id=\"35cbde6\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f15e95 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"3f15e95\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Quando voc\u00ea busca por sua organiza\u00e7\u00e3o ou projeto cultural no Google, o que voc\u00ea encontra? Ser\u00e1 que seus p\u00fablicos t\u00eam facilidade em planejar sua visita, comprar ingressos ou saber mais sobre sua programa\u00e7\u00e3o? Isso tem a ver com a <strong>\u2018Jornada Digital\u2019 da cultura<\/strong>, que pode ser definida como <strong>o caminho on-line e\/ou facilitado por solu\u00e7\u00f5es digitais que os p\u00fablicos percorrem antes, durante e depois de uma experi\u00eancia cultural<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hoje em dia, quase todas as etapas anteriores ao momento em que o p\u00fablico assiste ou participa de uma atividade cultural s\u00e3o mediadas ou facilitadas pela internet ou por solu\u00e7\u00f5es tecnol\u00f3gicas. <strong>A pesquisa on-line \u00e9 normalmente o primeiro contato dos p\u00fablicos ou futuros visitantes com organiza\u00e7\u00f5es culturais e a experi\u00eancia cultural continua mesmo depois da finaliza\u00e7\u00e3o da visita ou do evento.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">O estudo <\/span><a href=\"https:\/\/creative.gov.au\/advocacy-and-research\/connecting-arts-audiences-online\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">Connecting:\/\/ Arts Online<\/span><\/a><span style=\"font-weight: 400;\">, promovido pelo Conselho de Artes da Austr\u00e1lia em 2011, identificou <strong>seis est\u00e1gios do uso da internet como parte da experi\u00eancia cultural dos p\u00fablicos, antes, durante e depois de frequentarem eventos culturais<\/strong>.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>1\u00aa etapa &#8211; Conhecimento:<\/b><span style=\"font-weight: 400;\"> Os p\u00fablicos s\u00e3o informados sobre o evento atrav\u00e9s de divulga\u00e7\u00e3o direta da organiza\u00e7\u00e3o (redes sociais, newsletter, meios de comunica\u00e7\u00e3o online) ou atrav\u00e9s da recomenda\u00e7\u00e3o de amigos (compartilhadas online).\u00a0<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>2\u00aa etapa &#8211; Pesquisa:<\/b><span style=\"font-weight: 400;\"> Os p\u00fablicos usam a internet para saber mais sobre o evento e para decidir se participar\u00e3o ou n\u00e3o. Mecanismos de busca s\u00e3o a maneira mais popular de buscar informa\u00e7\u00f5es; v\u00eddeos, fotos e \u00e1udio podem dar uma mostra do que esperar e avalia\u00e7\u00f5es e recomenda\u00e7\u00f5es online ajudam na decis\u00e3o.\u00a0<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>3\u00aa etapa &#8211; Agendamento<\/b><span style=\"font-weight: 400;\">: Colocando o evento em suas agendas online; comprando um ingresso com anteced\u00eancia; utilizando ferramentas de pagamento online e reserva de lugares.\u00a0<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>4a etapa &#8211; Prepara\u00e7\u00e3o:<\/b><span style=\"font-weight: 400;\"> Utilizando a internet para antecipar o evento e se organizar; buscando por exemplo informa\u00e7\u00f5es pr\u00e1ticas sobre localiza\u00e7\u00e3o, meios de transporte, estacionamento e estabelecimentos pr\u00f3ximos (como restaurantes e hot\u00e9is). Especialmente em eventos musicais, a etapa de prepara\u00e7\u00e3o inclui ouvir m\u00fasicas, reassistir v\u00eddeos do artista\/grupo.\u00a0<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>5\u00aa etapa &#8211; Durante o evento<\/b><span style=\"font-weight: 400;\">: Os p\u00fablicos tamb\u00e9m usam a internet durante a experi\u00eancia cultural para obter mais informa\u00e7\u00f5es e compartilhar o momento; buscando informa\u00e7\u00f5es on-line sobre o evento ou artistas; usando as redes sociais para compartilhar a experi\u00eancia.\u00a0<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>6\u00aa etapa &#8211; P\u00f3s-evento<\/b><span style=\"font-weight: 400;\">: Compartilhando v\u00eddeos e fotos para reviver a experi\u00eancia; conversando com outros e recomendando o evento\/organiza\u00e7\u00e3o; considerando a possibilidade de atender a um novo evento.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><br \/>Esse modelo foi elaborado pensando em eventos culturais presenciais, mas muitas dessas etapas tamb\u00e9m se aplicam a eventos on-line. <strong>Cada etapa da jornada pode ser uma oportunidade para o <a href=\"https:\/\/deckcultura.com\/hub-de-conteudo\/ideias\/engajamento-digital\/\" target=\"_blank\" rel=\"noopener\">engajamento digital<\/a> e para criar uma experi\u00eancia mais positiva<\/strong> \u2013 algo que, junto com a qualidade art\u00edstica, tamb\u00e9m \u00e9 decisivo para fidelizar os p\u00fablicos.\u00a0<\/span><\/p>\n<p><b>Como \u00e9 a jornada digital que sua organiza\u00e7\u00e3o ou projeto oferece para seus p\u00fablicos? Conte com o Deck para fortalecer a imagem da sua organiza\u00e7\u00e3o no meio digital e a melhorar a experi\u00eancia dos seus p\u00fablicos. <\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Saiba que \u00e9 a \u201cjornada digital\u201d e porque organiza\u00e7\u00f5es culturais devem planej\u00e1-la para oferecer melhores experi\u00eancias para seus p\u00fablicos. <\/p>\n","protected":false},"author":1,"featured_media":760,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[9],"tags":[16,49,17,50],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/10\/shubham-dhage-HBlxnNR0TaQ-unsplash-scaled.jpg?fit=2560%2C1440&ssl=1","_links":{"self":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/758"}],"collection":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/comments?post=758"}],"version-history":[{"count":11,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/758\/revisions"}],"predecessor-version":[{"id":785,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/758\/revisions\/785"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media\/760"}],"wp:attachment":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media?parent=758"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/categories?post=758"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/tags?post=758"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}