{"id":16185,"date":"2018-06-08T13:02:08","date_gmt":"2018-06-08T13:02:08","guid":{"rendered":"https:\/\/blogs.funiber.org\/pt\/?p=16185"},"modified":"2018-06-07T13:06:10","modified_gmt":"2018-06-07T13:06:10","slug":"funiber-consumidor-omnicanal","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2018\/06\/08\/funiber-consumidor-omnicanal","title":{"rendered":"Como atrair o consumidor omnicanal"},"content":{"rendered":"<h2>Segundo especialistas, dentro dos desafios do novo marketing encontra-se o de fazer com que o consumidor interaja com a empresa, al\u00e9m de integrar canais de aten\u00e7\u00e3o e melhorar o envio de estoques, entre outros<\/h2>\n<p>De acordo com o relat\u00f3rio da consultora <a href=\"http:\/\/www.nielsen.com\/content\/dam\/nielsenglobal\/latam\/docs\/reports\/Reporte%20E-Commerce%20espa%C3%B1ol.pdf\" target=\"_blank\" rel=\"noopener\">The Nielsen Company<\/a>, realizado por <a href=\"https:\/\/www.linkedin.com\/in\/prashant-sinh\/\" target=\"_blank\" rel=\"noopener\">Prashant Singh<\/a>, especialista em com\u00e9rcio eletr\u00f4nico, o crescimento cont\u00ednuo do <em>e-commerce <\/em>depende das grandes experi\u00eancias dos consumidores, uma adequada rela\u00e7\u00e3o qualidade-pre\u00e7o e uma variedade ideal para o mercado. Portanto, maximizar cada um destes elementos, exige que as empresas atuem com agilidade, velocidade e confian\u00e7a.<!--more--><\/p>\n<p>Do mesmo modo, no evento \u2018<a href=\"http:\/\/www.hoyesmarketing.com\/\">Hoje \u00e9 Marketing\u2019<\/a> que aconteceu em Madri, no \u00faltimo m\u00eas de abril, <a href=\"https:\/\/www.linkedin.com\/in\/gonzalogonzalezsola\/\" target=\"_blank\" rel=\"noopener\">Gonzalo Gonz\u00e1lez Sol\u00e1<\/a>, diretor de marketing global na BBVA, afirmou que \u201cA omnicanalidade \u00e9 um dos maiores desafios. O<em> customer journey<\/em> j\u00e1 n\u00e3o \u00e9 linear, as decis\u00f5es j\u00e1 n\u00e3o s\u00e3o lineares, e os consumidores se veem submetidos a uma multid\u00e3o de impactos. Temos que ser generosos. Os clientes n\u00e3o s\u00e3o de nenhum canal e a rede de valor do marketing mudou\u201d, acrescentou Gonz\u00e1lez.<\/p>\n<p>Neste sentido, assinala que as empresas devem repensar o papel do marketing devido \u00e0s tend\u00eancias crescentes como o <a href=\"https:\/\/searchdatacenter.techtarget.com\/es\/definicion\/Blockchain\" target=\"_blank\" rel=\"noopener\"><em>blockchain<\/em><\/a> (livro de registros) que funciona como uma base de dados descentralizada. Al\u00e9m disso, aconselha medir o ROI (retorno sobre investimento), que \u00e9 a raz\u00e3o financeira que compara o benef\u00edcio ou utilidade obtida em rela\u00e7\u00e3o ao investimento realizado.<\/p>\n<p>Por outro lado, segundo <a href=\"https:\/\/www.linkedin.com\/in\/debora-slotnisky-9328431\/\" target=\"_blank\" rel=\"noopener\">Debora Slotnisky<\/a>, jornalista do jornal A Na\u00e7\u00e3o da Argentina e especialista em marketing digital, afirma que as empresas diante destes fen\u00f4menos de mudan\u00e7a t\u00eam os seguintes desafios:<\/p>\n<ul>\n<li><strong>Integrar canais de aten\u00e7\u00e3o:<\/strong> os novos canais de compras como os celulares, as redes sociais, armaz\u00e9ns digitais devem incorporar estrat\u00e9gias de canais integrados de maneira que todos funcionem de forma org\u00e2nica e complementar.<\/li>\n<li><strong>Disponibilidade 24\/7:<\/strong> Os consumidores est\u00e3o ingressando nos com\u00e9rcios on-line a qualquer hora e dia, portanto, a informa\u00e7\u00e3o e sistema deve funcionar sem um hor\u00e1rio estabelecido.<\/li>\n<li><strong>Gest\u00e3o de estoques:<\/strong> Um estudo de <a href=\"https:\/\/www.researchnow.com\/blog\/data-integration-competitive-advantage\/?lang=gb\">Research Now<\/a>\u00a0indica que a falta de estoque \u00e9 respons\u00e1vel por 63% das vendas n\u00e3o se efetuarem. Portanto, recomenda que uma vez os produtos forem preparados, que eles possam ser enviados ao seu destino final.<\/li>\n<li><strong>Informa\u00e7\u00e3o de clientes:<\/strong> \u00c9 poss\u00edvel fidelizar os clientes enviando promo\u00e7\u00f5es de acordo com seus gostos e h\u00e1bitos de consumo sempre e quando se respeitarem as normas de prote\u00e7\u00e3o de dados.<\/li>\n<\/ul>\n<p>Para todos os interessados em incorporar estrat\u00e9gias de marketing, no <a href=\"https:\/\/www.funiber.org\/maestria-en-direccion-estrategica-de-marketing\">Mestrado em Dire\u00e7\u00e3o Estrat\u00e9gica de Marketing<\/a> patrocinado pela <a href=\"http:\/\/www.funiber.org.br\/\" target=\"_blank\" rel=\"noopener\">FUNIBER<\/a> s\u00e3o oferecidos conceitos fundamentais vinculados ao sistema de pensamento de a\u00e7\u00e3o e gest\u00e3o do Marketing no s\u00e9culo XXI, no marco de uma Dire\u00e7\u00e3o Estrat\u00e9gica com abordagem integradora de g\u00eanero nas organiza\u00e7\u00f5es empresariais e p\u00fablicas.<\/p>\n<p>Fonte:\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/omnicanalidad-personalizacion-y-liderazgo-los-retos-del-marketing-actual\" target=\"_blank\" rel=\"noopener\">Omnicanalidad, personalizaci\u00f3n y liderazgo: los retos del marketing actual<\/a><\/p>\n<p>Foto: Todos os direitos reservados.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Segundo especialistas, dentro dos desafios do novo marketing encontra-se o de fazer com que o consumidor interaja com a empresa, al\u00e9m de integrar canais de aten\u00e7\u00e3o e melhorar o envio de estoques, entre outros De acordo com o relat\u00f3rio da consultora The Nielsen Company, realizado por Prashant Singh, especialista em com\u00e9rcio eletr\u00f4nico, o crescimento cont\u00ednuo [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":16186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[1610,1242,3914,1213,803,855,285,408,172,3913,119,248,911,106,87,671,79,641,255],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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