{"id":27210,"date":"2022-06-23T13:59:00","date_gmt":"2022-06-23T05:59:00","guid":{"rendered":"https:\/\/www.webpowerx.com\/?p=27210"},"modified":"2025-02-12T14:50:21","modified_gmt":"2025-02-12T06:50:21","slug":"contando-os-5-principais-valores-de-trafego-de-dominios-privados-mais-de-metade-sao-ignorados","status":"publish","type":"post","link":"https:\/\/www.webpowerx.com\/pt\/articles\/27210\/","title":{"rendered":"Contando os 5 principais valores de tr\u00e1fego de dom\u00ednios privados, mais de metade s\u00e3o ignorados!"},"content":{"rendered":"<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Na gest\u00e3o do tr\u00e1fego de dom\u00ednio privado, o ciclo de vida do utilizador \u00e9 muito semelhante \u00e0s fases de um relacionamento amoroso, dividindo-se, em linhas gerais, em tr\u00eas fases: a fase inicial (conhecimento), a fase de confian\u00e7a (paix\u00e3o) e a fase de decl\u00ednio (cansa\u00e7o). \u00c9 na fase de confian\u00e7a que se gera verdadeiramente valor; por isso, saber como prolongar essa fase \u00e9 a chave para o crescimento na gest\u00e3o do tr\u00e1fego de dom\u00ednio privado!<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\"><strong>--Webpower<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Hoje em dia, a gest\u00e3o do tr\u00e1fego privado j\u00e1 n\u00e3o \u00e9 novidade; com a entrada de diversos intervenientes na competi\u00e7\u00e3o, o mercado est\u00e1 a tornar-se cada vez mais acirrado. Na ess\u00eancia, isto deve-se ao facto de se ter reconhecido o enorme potencial que a gest\u00e3o do tr\u00e1fego privado tem para gerar um crescimento acelerado do GMV, o que levou muitas marcas a seguirem a tend\u00eancia e a apostarem nesta estrat\u00e9gia, na esperan\u00e7a de obterem um aumento repentino de encomendas da noite para o dia.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">No entanto, com todo o respeito, o objetivo do tr\u00e1fego de dom\u00ednio privado nunca se resume apenas ao aumento das vendas; o seu valor potencial pode ser muito maior e trata-se de um trabalho a longo prazo. Se se procurar resultados imediatos, \u00e9 muito prov\u00e1vel que n\u00e3o se alcancem as expectativas. <strong>\u00c9 preciso encarar a situa\u00e7\u00e3o com sensatez e escolher uma estrat\u00e9gia de dom\u00ednio privado adequada \u00e0s caracter\u00edsticas da pr\u00f3pria marca, para n\u00e3o se tornar uma v\u00edtima colateral numa competi\u00e7\u00e3o acirrada.\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Webpower considera que a gest\u00e3o do tr\u00e1fego do dom\u00ednio privado pode, no m\u00ednimo, trazer valor nas seguintes 5 \u00e1reas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Prolongar o ciclo de vida dos utilizadores, utilizando a base existente para impulsionar o crescimento<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aumentar o \u201cvalor m\u00e9dio por cliente\u201d para impulsionar o crescimento do GMV<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Potenciar o desenvolvimento da for\u00e7a da marca<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Feedback do canal privado, impulsionador da inova\u00e7\u00e3o de produtos<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Otimiza\u00e7\u00e3o do percurso de gest\u00e3o da marca<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>01 Prolongar o ciclo de vida dos utilizadores, utilizando a base existente para impulsionar o crescimento<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Para os setores do retalho tradicional e do com\u00e9rcio eletr\u00f3nico, a capta\u00e7\u00e3o de tr\u00e1fego \u00e9 fundamental para manter os resultados. O tr\u00e1fego privado ganhou destaque precisamente porque o custo do tr\u00e1fego p\u00fablico \u00e9 excessivamente elevado, o que cria dificuldades na capta\u00e7\u00e3o de tr\u00e1fego e na aquisi\u00e7\u00e3o de clientes. No entanto<strong>, a abordagem do tr\u00e1fego privado n\u00e3o consiste em como captar novo tr\u00e1fego, mas sim em como dinamizar o tr\u00e1fego j\u00e1 existente.<\/strong>\u00a0Ao trabalharmos com SCRM, temos o conceito de \u201cciclo de vida do utilizador\u201d, e o mesmo se aplica ao tr\u00e1fego privado.<strong> A Webpower considera que o ciclo de vida do utilizador \u00e9 muito semelhante \u00e0s fases de um relacionamento amoroso, dividindo-se, em linhas gerais, em tr\u00eas fases: fase inicial (conhecimento), fase de confian\u00e7a (paix\u00e3o) e fase de decl\u00ednio (cansa\u00e7o).<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase inicial (conhecimento):<\/strong> O utilizador sabe muito pouco sobre a marca, encontra-se numa fase de experimenta\u00e7\u00e3o e pode efetuar encomendas ocasionalmente<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de confian\u00e7a (paix\u00e3o):<\/strong> o utilizador desenvolve confian\u00e7a e lealdade em rela\u00e7\u00e3o \u00e0 marca, n\u00e3o s\u00f3 voltando a comprar, como tamb\u00e9m promovendo ativamente a angaria\u00e7\u00e3o de novos clientes<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fase de decl\u00ednio (desinteresse):<\/strong> o interesse dos utilizadores pela marca diminui, a frequ\u00eancia das encomendas reduz-se e o n\u00edvel de atividade diminui<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">A base do tr\u00e1fego de dom\u00ednio privado \u00e9 a confian\u00e7a do utilizador; s\u00f3 quando o utilizador \u00e9 fiel \u00e0 marca \u00e9 que se consegue estimular o consumo e a repeti\u00e7\u00e3o de compras. Por isso, <strong>ao longo de todo o ciclo de vida do utilizador, o que realmente gera valor \u00e9, na verdade, o per\u00edodo de confian\u00e7a.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, nada escapa \u00e0 lei natural do apogeu e do decl\u00ednio, e o interesse dos utilizadores pela marca n\u00e3o \u00e9 exce\u00e7\u00e3o. Um dos grandes problemas que o tr\u00e1fego de dom\u00ednio privado pode resolver \u00e9 prolongar o ciclo de vida dos utilizadores, ou seja, prolongar o per\u00edodo de confian\u00e7a dos utilizadores.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-10.jpg\" alt=\"\" class=\"wp-image-6646\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph translation-block\">S\u00f3 prolongando o ciclo de vida dos utilizadores \u00e9 que se pode garantir o volume e a frequ\u00eancia das encomendas; assim, \u00e9 evidente que, <strong>na gest\u00e3o do espa\u00e7o privado, cuidar bem dos utilizadores existentes permite que o volume atual impulsione o crescimento.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>02 Aumentar o \u201cvalor m\u00e9dio por cliente\u201d para impulsionar o crescimento do GMV<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No com\u00e9rcio eletr\u00f3nico, existe o conceito de \u201cvalor m\u00e9dio por cliente\u201d; a defini\u00e7\u00e3o tradicional deste valor tende a centrar-se no c\u00e1lculo do valor da transa\u00e7\u00e3o de cada compra efetuada pelo consumidor, tendo-se sempre procurado aumentar esse valor, de modo a alcan\u00e7ar um crescimento das vendas totais.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, numa perspetiva de gest\u00e3o do tr\u00e1fego privado, o que realmente merece aten\u00e7\u00e3o n\u00e3o \u00e9 o \u201cvalor m\u00e9dio por cliente\u201d, mas sim o \u201cvalor por cliente\u201d, ou seja, o montante total de vendas que um consumidor contribui.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Esta mudan\u00e7a de mentalidade implica tamb\u00e9m a transi\u00e7\u00e3o de uma abordagem centrada no tr\u00e1fego para uma abordagem centrada no utilizador<strong>. Quando se passa a gerir os utilizadores considerando-os verdadeiramente como \u201cpessoas\u201d, percebe-se que os clientes de qualidade contribuem com muito mais do que uma simples compra pontual; o seu comportamento de consumo acompanha todo o ciclo relacionado com a confian\u00e7a.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, dedicar-se \u00e0 cria\u00e7\u00e3o de produtos e servi\u00e7os de qualidade e aumentar o valor m\u00e9dio por cliente \u00e9 que \u00e9 a chave para o crescimento do GMV na gest\u00e3o do ecossistema privado.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>03 Potenciar o desenvolvimento da for\u00e7a da marca<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Muitas marcas de pequena e m\u00e9dia dimens\u00e3o t\u00eam, ao longo da sua atividade, um equ\u00edvoco: pensam que a constru\u00e7\u00e3o da marca \u00e9 algo que apenas as grandes marcas devem ter em conta.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Na opini\u00e3o da Webpower, <strong>\u00e0 medida que a gest\u00e3o do tr\u00e1fego privado se vai aperfei\u00e7oando e os canais de comunica\u00e7\u00e3o v\u00e3o amadurecendo, ir\u00e1 perceber que gerir o tr\u00e1fego privado \u00e9, simultaneamente, construir a marca.<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><img fetchpriority=\"high\" decoding=\"async\" width=\"560\" height=\"308\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-1-2.jpg\" alt=\"\"><strong>\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Desde o marketing de conte\u00fado at\u00e9 \u00e0 gest\u00e3o de comunidades, quer se trate de artigos promocionais, transmiss\u00f5es em direto, textos para o Moments ou estrat\u00e9gias de atendimento ao cliente, em todas as atividades centradas nas \u201cpessoas\u201d, trata-se de um processo de transmiss\u00e3o do valor da marca. Independentemente de essa transmiss\u00e3o ser intencional ou n\u00e3o, o bom aproveitamento destes canais e formas de comunica\u00e7\u00e3o tem um impacto que n\u00e3o pode ser subestimado na consolida\u00e7\u00e3o e manuten\u00e7\u00e3o da imagem da marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Ao mesmo tempo, no processo de gest\u00e3o do ecossistema privado, <strong>o facto de os primeiros utilizadores-semente terem conseguido evoluir com sucesso para KOC e gerar espontaneamente novos utilizadores atrav\u00e9s da propaga\u00e7\u00e3o viral, promovendo gratuitamente a marca, deve-se, em grande parte, \u00e0 sua profunda identifica\u00e7\u00e3o com os valores da marca. Esta rela\u00e7\u00e3o de forte confian\u00e7a, assente nessa identifica\u00e7\u00e3o profunda, \u00e9 precisamente o reflexo do sucesso na constru\u00e7\u00e3o do poder da marca.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Assim, se analisarmos as empresas que conseguiram expandir a sua presen\u00e7a para al\u00e9m do seu ecossistema privado \u2014 quer se trate da Genki Forest ou da Baiguoyuan \u2014, verificamos que a notoriedade e a imagem das marcas s\u00e3o igualmente not\u00e1veis. <strong>A constru\u00e7\u00e3o da marca e a gest\u00e3o do tr\u00e1fego no ecossistema privado crescem em conjunto, numa rela\u00e7\u00e3o de complementaridade: o desenvolvimento do ecossistema privado promove a constru\u00e7\u00e3o do poder da marca e, por sua vez, esse poder da marca acaba por beneficiar o ecossistema privado numa fase posterior.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>04 Feedback do espa\u00e7o privado, impulsionando a inova\u00e7\u00e3o dos produtos<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Normalmente, quando come\u00e7amos a dedicar-nos \u00e0 gest\u00e3o de canais privados, os primeiros grupos de utilizadores-semente revelam-se extremamente importantes; o seu n\u00famero n\u00e3o tem de ser necessariamente elevado, mas \u00e9 imprescind\u00edvel que a gest\u00e3o seja de alta qualidade, uma vez que a qualidade desses utilizadores influencia, em grande medida, a dimens\u00e3o e a qualidade do conjunto de tr\u00e1fego privado no futuro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas, na verdade, para al\u00e9m de aumentar a visibilidade da empresa, angariar novos clientes e promover a propaga\u00e7\u00e3o viral, este grupo de utilizadores pioneiros tem ainda uma fun\u00e7\u00e3o oculta: contribuir para a inova\u00e7\u00e3o dos produtos da empresa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Xiaomi, que conhece bem este assunto, deve ter uma perce\u00e7\u00e3o profunda disso,Quando a Xiaomi foi fundada, n\u00e3o tinha praticamente nada, mas em 2016 selecionou 100 utilizadores-piloto. Naquela altura, ainda n\u00e3o existia o conceito de \u00abesfera privada\u00bb; a empresa tratou essas 100 pessoas como f\u00e3s de qualidade e, tanto na conce\u00e7\u00e3o do produto como no desenvolvimento das suas funcionalidades, teve muito em conta as suas opini\u00f5es.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-2-2.jpg\" alt=\"\" class=\"wp-image-6643\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Como os produtos da Xiaomi sempre deram prioridade \u00e0 experi\u00eancia do utilizador, t\u00eam vindo a melhorar cada vez mais; este ano, as vendas ultrapassaram at\u00e9 as da Apple, elevando a empresa ao segundo lugar mundial, apenas atr\u00e1s da Samsung.<\/strong> Gra\u00e7as \u00e0 gest\u00e3o aprofundada dos utilizadores pioneiros \u2014 tendo-se chegado ao ponto de realizar curtas-metragens em homenagem a estes 100 f\u00e3s da Xiaomi \u2014, a comunidade de f\u00e3s da marca tem vindo a crescer cada vez mais; sempre que h\u00e1 o lan\u00e7amento de um novo produto,os f\u00e3s da Xiaomi s\u00e3o os primeiros a reagir, promovendo e comprando de forma espont\u00e2nea, o que muitas vezes leva a uma situa\u00e7\u00e3o de procura superior \u00e0 oferta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>05 Otimiza\u00e7\u00e3o do percurso de gest\u00e3o da marca<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Este conceito pode parecer um pouco abstrato quando explicado de forma direta, mas, na verdade, tem um significado semelhante ao da otimiza\u00e7\u00e3o de produtos atrav\u00e9s do dom\u00ednio privado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Vou dar um exemplo:<\/strong> uma marca de retalho possui cem lojas f\u00edsicas na cidade A. Desde sempre, estas lojas t\u00eam vendido diretamente aos clientes ou os clientes fazem as encomendas online, sendo que as lojas se encarregam de embalar e enviar os produtos. No entanto, desde que se come\u00e7ou a gerir uma comunidade privada, tem havido frequentemente coment\u00e1rios dos clientes sobre problemas de log\u00edstica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depois de me informar melhor, descobri que, afinal, as lojas f\u00edsicas funcionavam de forma independente umas das outras; quando um utilizador fazia uma encomenda, era necess\u00e1rio que um funcion\u00e1rio de cada loja a embalasse pessoalmente, o que demorava tempo e n\u00e3o garantia a entrega.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-3-2.jpg\" alt=\"\" class=\"wp-image-6644\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Assim, a empresa modernizou a sua cadeia de distribui\u00e7\u00e3o: independentemente da loja f\u00edsica em que o utilizador efetue a encomenda na loja online, esta \u00e9 embalada e entregue de forma centralizada a partir de um armaz\u00e9m nas proximidades. Este processo padronizado n\u00e3o s\u00f3 aliviou a carga de trabalho dos funcion\u00e1rios das lojas, como tamb\u00e9m melhorou a experi\u00eancia log\u00edstica dos utilizadores.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Este \u00e9 um exemplo t\u00edpico de como a gest\u00e3o do espa\u00e7o privado otimiza o percurso de gest\u00e3o da marca. Como se pode ver, <strong>o feedback dos utilizadores do espa\u00e7o privado desempenha um papel fundamental na melhoria dos produtos e do percurso da empresa.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong>Conclus\u00e3o:<\/strong> O \u201cg\u00eanio da bolsa\u201d, Warren Buffett, disse uma vez: \u00abQuando os outros est\u00e3o gananciosos, eu tenho medo\u00bb.A gest\u00e3o do tr\u00e1fego privado chegou, de facto, a um ponto em que todos se deixam levar pela gan\u00e2ncia. Embora seja importante entrar a tempo para aproveitar os \u00faltimos benef\u00edcios, aconselho-o a manter a lucidez: <strong>s\u00f3 com base num conhecimento profundo e em expectativas razo\u00e1veis \u00e9 que poder\u00e1 manter a cabe\u00e7a fria e evitar tornar-se uma v\u00edtima.<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">Se quiser saber mais sobre o dom\u00ednio privado e o marketing digital, continue a acompanhar a Webpower!<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph translation-block\"><strong>Somos a Webpower<\/strong><br><strong>Uma ag\u00eancia de marketing digital com atitude<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><img decoding=\"async\" width=\"1080\" height=\"691\" src=\"https:\/\/www.webpowerchina.com\/wp-content\/uploads\/640-8.jpg\" alt=\"\"><\/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>","protected":false},"excerpt":{"rendered":"<p>\u505a\u79c1\u57df\u6d41\u91cf\u8fd0\u8425\uff0c\u7528\u6237\u751f\u547d\u5468\u671f\u4e0e\u604b\u7231\u9636\u6bb5\u5341\u5206\u76f8\u4f3c\uff0c\u5927\u81f4\u5206\u4e3a\u521d\u59cb\u671f\uff08\u4e86\u89e3\uff09\u3001\u4fe1\u4efb\u671f\uff08\u70ed\u604b\uff09\u3001\u8870\u9000\u671f\uff08\u538c\u5026\uff09\u4e09\u4e2a\u9636\u6bb5 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":27187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[53,68,69,65],"class_list":["post-27210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top-news","tag-53","tag-68","tag-69","tag-65"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - 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