{"id":18713,"date":"2019-03-07T14:14:59","date_gmt":"2019-03-07T14:14:59","guid":{"rendered":"https:\/\/blogs.funiber.org\/pt\/?p=18713"},"modified":"2019-03-07T14:14:59","modified_gmt":"2019-03-07T14:14:59","slug":"importancia-da-transparencia-para-atrair-novos-consumidores","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2019\/03\/07\/importancia-da-transparencia-para-atrair-novos-consumidores","title":{"rendered":"Import\u00e2ncia da transpar\u00eancia para atrair novos consumidores"},"content":{"rendered":"<h2>As marcas devem ser transparentes e honestas para se diferenciar da concorr\u00eancia. Al\u00e9m disso, n\u00e3o se deve ignorar as perguntas do consumidor ou salvar informa\u00e7\u00f5es<\/h2>\n<p>Segundo a consultoria <a href=\"https:\/\/www.ipsos.com\/es-es\" target=\"_blank\" rel=\"noopener\">IPSOS<\/a>, as marcas precisam transformar-se e tornar-se mais transparentes se quiserem sobreviver na nova era do marketing 4.0. A evolu\u00e7\u00e3o do com\u00e9rcio eletr\u00f4nico deu origem a um mercado supersaturado de ofertas, entre as quais o consumidor deve escolher.<!--more--><\/p>\n<p>Uma das diferentes maneiras de se diferenciar da concorr\u00eancia \u00e9 oferecer algo mais que um produto e transmitir uma s\u00e9rie de valores por meio dele. &#8220;Os consumidores querem saber em que marcas acreditam, qual a contribui\u00e7\u00e3o deles para o consumidor, seus funcion\u00e1rios, a sociedade e o meio ambiente&#8221;, diz Louise Morrisey, especialista em comportamento do consumidor da IPSOS.<\/p>\n<p>O IPSOS refere-se ao conceito <em>Inside Out Brands<\/em> para se referir \u00e0s marcas que seguem determinados princ\u00edpios e valores e que tornam suas a\u00e7\u00f5es internas e externas conhecidas de forma totalmente transparente. Nesse sentido, para alcan\u00e7ar isso \u00e9 importante trabalhar em tr\u00eas eixos: identificar um campo coerente com a marca, envolver toda a empresa e, em terceiro lugar, mostrar ao mundo em que acredita a organiza\u00e7\u00e3o e os valores que ela representa.<\/p>\n<p><strong>Al\u00e9m da transpar\u00eancia<\/strong><\/p>\n<p>Al\u00e9m da transpar\u00eancia, os consumidores tamb\u00e9m querem que as marcas sejam abertas e honestas. Isso \u00e9 indicado por um <a href=\"https:\/\/www.emarketer.com\/content\/willingness-to-share-on-social-impacts-brand-sentiment\" target=\"_blank\" rel=\"noopener\">relat\u00f3rio<\/a> da <a href=\"https:\/\/sproutsocial.com\/es\/\" target=\"_blank\" rel=\"noopener\">Sprout Social<\/a>, uma empresa dedicada aos <em>softwares <\/em>de gerenciamento de redes sociais. De acordo com este estudo, 53% dos consumidores pesquisados \u200b\u200bacreditam que a transpar\u00eancia pode aumentar a possibilidade de compras futuras, enquanto 42% afirmam que, se uma marca \u00e9 transparente, eles a recomendariam para seus amigos e familiares.<\/p>\n<p>Por outro lado, as pessoas pesquisadas indicam que duvidariam das empresas que mant\u00eam informa\u00e7\u00f5es e ignoram as quest\u00f5es dos consumidores, por exemplo, por meio de canais como as redes sociais.<\/p>\n<p>Para todas as pessoas interessadas em trabalhar na marca de uma organiza\u00e7\u00e3o e melhorar a comercializa\u00e7\u00e3o de um produto, a <a href=\"https:\/\/www.funiber.org.br\" target=\"_blank\" rel=\"noopener\">FUNIBER<\/a> patrocina o <a href=\"https:\/\/www.funiber.org.br\/mestrado-em-direcao-estrategica-de-marketing\" target=\"_blank\" rel=\"noopener\">Mestrado em Gest\u00e3o Estrat\u00e9gica de Marketing<\/a>. Este programa ensina a aplicar de forma integrada o pensamento, a a\u00e7\u00e3o e a gest\u00e3o do Marketing na organiza\u00e7\u00e3o com base na metodologia, capacidades e habilidades gerenciais.<\/p>\n<p>Fonte:\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/tendencias\/consumidores-quieren-marcas-transparentes-con-impacto-positivo-sociedad\" target=\"_blank\" rel=\"noopener\">Los consumidores quieren marcas transparentes y con impacto positivo en la sociedad<\/a><\/p>\n<p><a href=\"https:\/\/www.puromarketing.com\/42\/30794\/transparencia-consumidores-esperan-marcas-redes-sociales.html\" target=\"_blank\" rel=\"noopener\">Transparencia: lo que los consumidores esperan de las marcas en redes sociales<\/a><\/p>\n<p>Foto: Todos os direitos reservados<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As marcas devem ser transparentes e honestas para se diferenciar da concorr\u00eancia. Al\u00e9m disso, n\u00e3o se deve ignorar as perguntas do consumidor ou salvar informa\u00e7\u00f5es Segundo a consultoria IPSOS, as marcas precisam transformar-se e tornar-se mais transparentes se quiserem sobreviver na nova era do marketing 4.0. A evolu\u00e7\u00e3o do com\u00e9rcio eletr\u00f4nico deu origem a um [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":18714,"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":[1242,1987,855,285,408,172,119,248,911,87,363,671,641,255,3871,487],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Import\u00e2ncia da transpar\u00eancia para atrair novos consumidores - FuniBlogs - FUNIBER<\/title>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Import\u00e2ncia da transpar\u00eancia para atrair novos consumidores - FuniBlogs - FUNIBER\" \/>\n<meta property=\"og:description\" content=\"As marcas devem ser transparentes e honestas para se diferenciar da concorr\u00eancia. Al\u00e9m disso, n\u00e3o se deve ignorar as perguntas do consumidor ou salvar informa\u00e7\u00f5es Segundo a consultoria IPSOS, as marcas precisam transformar-se e tornar-se mais transparentes se quiserem sobreviver na nova era do marketing 4.0. 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