{"id":26959,"date":"2022-06-30T16:52:10","date_gmt":"2022-06-30T08:52:10","guid":{"rendered":"https:\/\/www.webpowerx.com\/?p=26959"},"modified":"2025-02-14T01:45:15","modified_gmt":"2025-02-13T17:45:15","slug":"%e5%ad%98%e9%87%8f%e6%97%b6%e4%bb%a3%e5%91%bc%e5%94%a4%e6%b7%b1%e5%ba%a6%e8%bf%90%e8%90%a5","status":"publish","type":"post","link":"https:\/\/www.webpowerx.com\/pt\/articles\/26959\/","title":{"rendered":"A era do invent\u00e1rio exige um funcionamento aprofundado"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-13.jpg\" alt=\"\" class=\"wp-image-6870\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph translation-block\">Desde 2019, mais e mais empresas est\u00e3o profundamente presas no <strong>dilema do tr\u00e1fego<\/strong>. O dividendo do crescimento da Internet est\u00e1 no topo, o mercado vertical est\u00e1 saturado e a plataforma de dom\u00ednio p\u00fablico \u00e9 dif\u00edcil de resistir ao risco, etc. O relat\u00f3rio da Quest Mobile mostra que a competi\u00e7\u00e3o pelo tr\u00e1fego da Internet m\u00f3vel em 2020 est\u00e1 se tornando cada vez mais acirrada e o crescimento geral da <strong> rede inteira continua a desacelerar, mas a dura\u00e7\u00e3o do uso do tempo pelo usu\u00e1rio ainda est\u00e1 crescendo<\/strong>, e a opera\u00e7\u00e3o em profundidade do tr\u00e1fego tornou-se uma tend\u00eancia e uma necessidade urgente para a empresa A<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Assim, o surgimento do modelo de dom\u00ednio privado refinado e de baixo custo, que tem as tr\u00eas principais vantagens de <strong>tr\u00e1fego control\u00e1vel, alcance secund\u00e1rio e elevado valor para o cliente<\/strong>, pode resolver os problemas de marketing no contexto do dom\u00ednio p\u00fablico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Quando a era do acesso a baixo custo a grandes quantidades de tr\u00e1fego desapareceu, a <strong>valoriza\u00e7\u00e3o dos dom\u00ednios privados e a revitaliza\u00e7\u00e3o do stock<\/strong> tornaram-se um ponto-chave do marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading translation-block\">I. <strong>Significado de \u00abstock\u00bb: a transi\u00e7\u00e3o do dom\u00ednio p\u00fablico para o dom\u00ednio privado<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Chamamos ao tr\u00e1fego do dom\u00ednio p\u00fablico, e o <strong>tr\u00e1fego<\/strong> s\u00f3 se torna stock quando \u00e9 transportado digitalmente, ou seja, \"dados\" que podem ser plenamente utilizados pela empresa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading translation-block\">II. <strong>Tend\u00eancias no armazenamento de dados: digitaliza\u00e7\u00e3o e din\u00e2mica<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O armazenamento dos dados dos clientes pode ser analisado em termos de formato e n\u00edvel de armazenamento.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">01 <strong>Formas de armazenamento<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">As formas tradicionais de armazenamento incluem documentos em papel e documentos eletr\u00f3nicos.Ap\u00f3s a implementa\u00e7\u00e3o da gest\u00e3o informatizada, o sistema de gest\u00e3o de informa\u00e7\u00f5es de clientes (CRM) passou a ser utilizado para o armazenamento de dados. Em 2019, o mercado do setor de CRM na China atingiu 3,5 mil milh\u00f5es de yuan, o que representa um crescimento de 16,71 TP3T em rela\u00e7\u00e3o ao ano anterior, entrando numa fase de r\u00e1pida expans\u00e3o. <strong>A digitaliza\u00e7\u00e3o dos dados<\/strong> \u00e9 um dos elementos fundamentais para que as empresas possam explorar plenamente os dados dos utilizadores.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">02 <strong>N\u00edvel de armazenamento<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">O n\u00edvel de armazenamento tem um grande impacto <strong>na atualidade e na validade<\/strong> dos dados: desde os dados est\u00e1ticos at\u00e9 aos dados din\u00e2micos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vamos partir de um exemplo: a sua empresa tem um potencial cliente chamado Xiao Wang, cujos dados indicam que:<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><em>Homem, 30 anos, empresa sediada em Xangai, cargo na empresa: gerente; estes s\u00e3o <\/em><em><strong>dados est\u00e1ticos<\/strong>.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><em>Hoje, o Xiao Wang participou na aula transmitida em direto da vossa empresa; ap\u00f3s o t\u00e9rmino da transmiss\u00e3o, preencheu o question\u00e1rio, no qual selecionou a op\u00e7\u00e3o \u201cMuito interessado\u201d, recebeu o livro branco do setor oferecido e, posteriormente, navegou repetidamente no site oficial da empresa e interagiu v\u00e1rias vezes com a conta oficial do WeChat. Estes dados relativos a toda esta s\u00e9rie de atividades constituem <\/em><em><strong>dados din\u00e2micos<\/strong>.<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-3-3.png\" alt=\"\" class=\"wp-image-6853\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Os dados din\u00e2micos respondem a diversos cen\u00e1rios de marketing e podem ser utilizados de v\u00e1rias formas: analisar a l\u00f3gica psicol\u00f3gica dos utilizadores e as suas necessidades atuais, para prestar os servi\u00e7os adequados; recorrer aos dados de convers\u00e3o em diferentes etapas para identificar problemas na jornada de marketing atual; e utilizar o feedback dos utilizadores para validar os resultados da otimiza\u00e7\u00e3o da jornada.<\/p>\n\n\n\n<h2 class=\"wp-block-heading translation-block\">III. <strong>Do funil de marketing ao volante de marketing<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>01 Gerir de forma minuciosa os dados existentes e reduzir as etapas desnecess\u00e1rias<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O modelo do funil de vendas, amplamente utilizado, refere-se ao processo que vai desde a procura de potenciais clientes, passando por v\u00e1rias etapas de filtragem, at\u00e9 \u00e0 concretiza\u00e7\u00e3o da venda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">No entanto, alguns clientes j\u00e1 percorreram parte do processo por conta pr\u00f3pria antes de entrarem em contacto com a equipa de vendas: quando j\u00e1 encontraram o produto de que necessitam e obtiveram informa\u00e7\u00f5es sobre a empresa, se o modelo de funil continuar a coloc\u00e1-los no n\u00edvel mais inicial para serem acompanhados, fornecendo conte\u00fados b\u00e1sicos como a apresenta\u00e7\u00e3o do produto, isso cria uma etapa <strong>ineficaz<\/strong> que n\u00e3o s\u00f3 reduz a efici\u00eancia e a experi\u00eancia do utilizador, como pode at\u00e9 afetar os resultados de convers\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">A identifica\u00e7\u00e3o eficiente dos dados dos clientes e <strong>a gest\u00e3o minuciosa das etiquetas<\/strong> permitem reduzir eficazmente o marketing ineficaz e aumentar a taxa de convers\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Existem, geralmente, tr\u00eas formas de recolher dados precisos e eficazes sobre os clientes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>O departamento de investiga\u00e7\u00e3o e desenvolvimento da empresa acompanha cada IP individualmente e regista-os.<\/li>\n\n\n\n<li>Distribuir question\u00e1rios aos clientes e recolher dados estat\u00edsticos.<\/li>\n\n\n\n<li>Com a ajuda da automa\u00e7\u00e3o de marketing especializada da Martech, conciliar abrang\u00eancia e precis\u00e3o.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Na fase inicial de desenvolvimento, os dados dos utilizadores <strong>s\u00e3o diferenciados<\/strong> por <strong>fonte de dados<\/strong> logo que entram na plataforma de automatiza\u00e7\u00e3o de marketing. Posteriormente, a plataforma <strong>regista todos os dados est\u00e1ticos e din\u00e2micos dos utilizadores<\/strong>, utilizando um mecanismo de gest\u00e3o por etiquetas para classificar esses dados e atribuir <strong>uma pontua\u00e7\u00e3o global<\/strong> com base nas caracter\u00edsticas e no comportamento dos utilizadores, <strong>gerando automaticamente<\/strong> dados de alta qualidade, precisos e eficazes. Desta forma, reduz-se o marketing ineficaz, melhorando simultaneamente a experi\u00eancia do utilizador e acelerando a convers\u00e3o.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-4-2.png\" alt=\"\" class=\"wp-image-6854\"\/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading translation-block\"><strong>02 Gest\u00e3o detalhada: conceber a jornada de marketing, dinamizar e fidelizar os clientes<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">A gest\u00e3o detalhada permite maximizar verdadeiramente o valor do portf\u00f3lio existente; a defini\u00e7\u00e3o de estrat\u00e9gias operacionais constitui a concretiza\u00e7\u00e3o dessa gest\u00e3o detalhada, sendo necess\u00e1rio prestar aten\u00e7\u00e3o a tr\u00eas aspetos: <strong>segmenta\u00e7\u00e3o de utilizadores, mapas de comportamento e feedback sobre os resultados.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">A jornada de marketing digital \u00e9 um sistema de intera\u00e7\u00e3o baseado em gatilhos, capaz de interligar os tr\u00eas pontos-chave acima referidos. Os colaboradores da empresa apenas precisam de realizar o planeamento inicial da jornada, a monitoriza\u00e7\u00e3o dos dados na fase interm\u00e9dia e a otimiza\u00e7\u00e3o com base no feedback na fase final; o processo de fideliza\u00e7\u00e3o \u00e9 totalmente automatizado, formando <strong>um ciclo de marketing de alta qualidade do tipo cliente-sistema-cliente<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O processo espec\u00edfico de conce\u00e7\u00e3o da jornada de marketing \u00e9 o seguinte:<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading translation-block\">a. <strong>Objetivo<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Definir objetivos com base <strong>nas caracter\u00edsticas do setor e da empresa<\/strong>, dividindo-os em v\u00e1rias <strong>dimens\u00f5es, tais como objetivos<\/strong> de equipa e individuais, quantitativos e qualitativos.<\/p>\n\n\n\n<h4 class=\"wp-block-heading translation-block\">b. <strong>Objeto<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Identificar o segmento de clientes a cultivar <strong>e o perfil do cliente<\/strong>, analisar as necessidades, a psicologia e a l\u00f3gica comportamental dos clientes, criar cen\u00e1rios de marketing e dar resposta \u00e0s necessidades.<\/p>\n\n\n\n<h4 class=\"wp-block-heading translation-block\">c. <strong>A viagem<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">O mapa de comportamentos reflete os comportamentos naturais dos utilizadores em rela\u00e7\u00e3o \u00e0s necessidades do produto, e <strong>\u00e9 a partir desse mapa que se cria a jornada de marketing<\/strong>. Cada segmento de clientes apresenta comportamentos de rea\u00e7\u00e3o distintos, pelo que se devem conceber v\u00e1rias jornadas de acordo com os diferentes segmentos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Os pontos de contacto de marketing consistem<\/strong> na realiza\u00e7\u00e3o ativa de atividades de marketing nos \u201cmomentos-chave\u201d de contacto com o cliente, <strong>integrados ao longo<\/strong> da <strong>jornada de marketing<\/strong>. Os pontos de contacto s\u00e3o como argumentos de venda: cada segmento de clientes tem os seus pr\u00f3prios argumentos, e mesmo para um mesmo segmento, os argumentos s\u00e3o constantemente atualizados ao longo do processo de nutri\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma jornada pode ter ramifica\u00e7\u00f5es. Ap\u00f3s a primeira convers\u00e3o, a empresa avalia a inten\u00e7\u00e3o de renova\u00e7\u00e3o do utilizador com base nas suas avalia\u00e7\u00f5es e nos dados de utiliza\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Para o segmento de clientes com atitude positiva, implementar <strong>um percurso de reconvers\u00e3o<\/strong>: refor\u00e7ar a fideliza\u00e7\u00e3o e aumentar a atividade. No que diz respeito aos clientes em risco de abandono, iniciar <strong>a\u00e7\u00f5es de recupera\u00e7\u00e3o<\/strong>, como, por exemplo, manter uma comunica\u00e7\u00e3o cont\u00ednua tendo em conta a personalidade do cliente e os requisitos do produto.<\/p>\n\n\n\n<h4 class=\"wp-block-heading translation-block\">d. <strong>Monitoriza\u00e7\u00e3o<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Para evitar a perda de utilizadores, \u00e9 necess\u00e1rio estabelecer <strong>um sistema<\/strong> completo <strong>de monitoriza\u00e7\u00e3o de dados comportamentais<\/strong> ao longo da jornada de marketing:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Previs\u00e3o de perdas antes da ocorr\u00eancia, alertas durante a ocorr\u00eancia e mecanismos de recupera\u00e7\u00e3o de perdas ap\u00f3s a ocorr\u00eancia. Com base nas altera\u00e7\u00f5es din\u00e2micas do painel de dados, aperfei\u00e7oamos e otimizamos continuamente o desempenho da jornada.<\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>03 Potenciar os eventos presenciais em todas as fases do processo, aumentando a disposi\u00e7\u00e3o para responder<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">As feiras presenciais s\u00e3o um canal que as empresas B2B tradicionais n\u00e3o podem ignorar, mas enfrentam <strong>dificuldades na integra\u00e7\u00e3o<\/strong> dos dados dos clientes <strong>entre os canais online e offline, bem como na valoriza\u00e7\u00e3o desses dados ap\u00f3s o evento<\/strong>. Por isso, procedemos a uma atualiza\u00e7\u00e3o abrangente do processo das feiras:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Primeira fase: promo\u00e7\u00e3o pr\u00e9via do evento e cria\u00e7\u00e3o de uma base de tr\u00e1fego pr\u00f3prio<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Utilizar os canais das empresas e dos expositores (e-mail, SMS, plataformas de redes sociais) para divulga\u00e7\u00e3o: publicar convites em formato H5 e cartazes com contagem decrescente, estimulando repetidamente os sentidos. O convite inclui um c\u00f3digo QR para marca\u00e7\u00e3o; ao digitaliz\u00e1-lo e preencher o formul\u00e1rio, obt\u00e9m-se o c\u00f3digo QR de acesso ao evento. Na v\u00e9spera do evento, enviar um lembrete com informa\u00e7\u00f5es sobre a previs\u00e3o meteorol\u00f3gica, o tr\u00e2nsito e o n\u00famero de participantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Importar para a plataforma os seguidores da empresa, os seguidores dos expositores e os dados dos formul\u00e1rios de marca\u00e7\u00e3o, proceder \u00e0 limpeza e filtragem dos mesmos, de modo a constituir uma base de utilizadores do dom\u00ednio privado para um determinado evento.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Segunda fase: registo presencial, servi\u00e7o online na nuvem<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Utilize o c\u00f3digo QR para registo e valida\u00e7\u00e3o no local do evento, obtenha os benef\u00edcios da reserva e incentive os clientes a comparecerem. Ap\u00f3s o registo, a aplica\u00e7\u00e3o WeChat apresenta servi\u00e7os de apoio, tais como o guia do evento e o apoio ao cliente online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os clientes n\u00e3o assistidos podem utilizar o Cloud Exhibitor Portal para obterem informa\u00e7\u00f5es sobre a empresa, apresenta\u00e7\u00f5es de produtos, casos de clientes e outros conte\u00fados, bem como para efectuarem pedidos de informa\u00e7\u00e3o em linha ao pessoal presente no local.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Fase III: Harmoniza\u00e7\u00e3o das rela\u00e7\u00f5es p\u00fablicas e da classifica\u00e7\u00e3o e acompanhamento<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Nas duas primeiras fases, foi conclu\u00edda a classifica\u00e7\u00e3o din\u00e2mica e a categoriza\u00e7\u00e3o rotulada do comportamento de cada cliente no conjunto do dom\u00ednio privado. Para todos os clientes, \u00e9 efectuada uma revis\u00e3o do evento. Os clientes muito activos s\u00e3o convidados a preencher um question\u00e1rio de satisfa\u00e7\u00e3o para este espet\u00e1culo e o departamento comercial acompanha as convers\u00f5es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gerar dados quantitativos e relat\u00f3rios visuais, centrar-se no n\u00famero de novos visitantes, no tr\u00e1fego do canal, no n\u00famero de aquisi\u00e7\u00e3o e convers\u00e3o de clientes, na taxa de registo de visitantes, nos custos de aquisi\u00e7\u00e3o de clientes, na an\u00e1lise do efeito do evento, otimizar o processo da campanha.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-3-5.jpg\" alt=\"\" class=\"wp-image-6868\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph translation-block\">No processo de dinamiza\u00e7\u00e3o do portf\u00f3lio existente, a introdu\u00e7\u00e3o da Martech otimizou a experi\u00eancia do cliente e os processos de marketing. Ao centrar a aten\u00e7\u00e3o no portf\u00f3lio existente, o processo linear de marketing transformou-se num processo centrado no cliente, e <strong>o tradicional funil de marketing deu lugar ao \u00abflywheel\u00bb de marketing<\/strong>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-4-3.jpg\" alt=\"\" class=\"wp-image-6869\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">A utiliza\u00e7\u00e3o de um modelo de funil vai criar uma situa\u00e7\u00e3o de desperd\u00edcio de chumbo e de falta de continuidade do crescimento. O volante de in\u00e9rcia \u00e9 um componente de baixo consumo de energia para gerar componentes de alta pot\u00eancia, que coloca o cliente no centro, m\u00faltiplos meios de incuba\u00e7\u00e3o cont\u00ednua, diferentes meios de interliga\u00e7\u00e3o, despertando os clientes adormecidos e promovendo a convers\u00e3o secund\u00e1ria e as convers\u00f5es m\u00faltiplas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">O modelo Flywheel reflete a ideia central da gest\u00e3o operacional refinada, ou seja, <strong>a presta\u00e7\u00e3o de servi\u00e7os diferenciados, a melhoria da efici\u00eancia na distribui\u00e7\u00e3o do tr\u00e1fego e a explora\u00e7\u00e3o aprofundada do valor dos utilizadores<\/strong>.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center wp-block-paragraph translation-block\">Declara\u00e7\u00e3o de Direitos da Webpower<br>Webpower China Todos os direitos reservados.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>2019\u5e74\u4ee5\u6765\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u4f01\u4e1a\u6df1\u9677\u6d41\u91cf\u4e4b\u56f0\u3002\u4e92\u8054\u7f51\u589e\u957f\u7ea2\u5229\u89c1\u9876\u3001\u5782\u76f4\u5e02\u573a\u9971\u548c\u3001\u516c\u57df\u5e73\u53f0\u96be\u4ee5\u62b5\u6297\u98ce\u9669\u7b49\u95ee\u9898\u9010\u6e10\u66b4 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":34282,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43,67],"tags":[64,63],"class_list":["post-26959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-white-paper","tag-64","tag-63"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - 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