{"id":6150,"date":"2017-06-30T17:57:34","date_gmt":"2017-06-30T17:57:34","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=6150"},"modified":"2024-09-17T14:47:33","modified_gmt":"2024-09-17T14:47:33","slug":"tendencias-opinioes-e-previsoes-para-um-setor-em-transicao","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/tendencias-opinioes-e-previsoes-para-um-setor-em-transicao\/","title":{"rendered":"Tend\u00eancias: opini\u00f5es e previs\u00f5es para um setor em transi\u00e7\u00e3o"},"content":{"rendered":"

 <\/p>\n

O instituto de pesquisas Kantar\/Millward Brown divulgou recentemente um relat\u00f3rio que mostra diferentes opini\u00f5es sobre o atual cen\u00e1rio do trade marketing e um tema constante: a necessidade de oferecer uma experi\u00eancia de compras personalizada, que veja o consumidor de maneira abrangente. Mas, no que se refere a como atingir essa meta, as respostas variam. Essa pesquisa, realizada com 100 profissionais de marketing,\u00a0muitos dos quais trabalhando para empresas com receitas superiores a US$ 500 milh\u00f5es,\u00a0revela algumas opini\u00f5es surpreendentes sobre o atual cen\u00e1rio do trade marketing. Entre elas:<\/p>\n

As \u00e1reas de trade e brand marketing estar\u00e3o cada vez mais integradas<\/strong><\/h3>\n

Porque os or\u00e7amentos est\u00e3o se entrela\u00e7ando<\/em>. Os profissionais de marketing preveem uma necessidade cada vez maior de focar no shopper marketing, e n\u00e3o apenas em um canal. Com uma vis\u00e3o pessoal e abrangente dos consumidores, ser\u00e1 poss\u00edvel atenuar a fronteira entre trade marketing e brand marketing.<\/p>\n

Paid search e publicidade display ser\u00e3o mais eficazes<\/strong><\/h3>\n

Porque o cen\u00e1rio da m\u00eddia local est\u00e1 mudando, e as marcas precisam acompanhar as mudan\u00e7as<\/em>. Conforme a m\u00eddia impressa perde espa\u00e7o, a m\u00eddia digital avan\u00e7a, especialmente nos sites de varejo. Paid search nos sites de varejo \u00e9 um canal particularmente animador e muito subutilizado.<\/p>\n

Os maiores desafios s\u00e3o atribui\u00e7\u00e3o e tracking<\/strong><\/h3>\n

Porque \u00e9 importante saber quando uma campanha est\u00e1 funcionando ou n\u00e3o<\/em>. Embora os entrevistados tenham apontado muitos desafios para o trade marketing, o maior problema percebido foi a dificuldade de medir e rastrear a efic\u00e1cia de uma campanha \u2014 desafios mais f\u00e1ceis de lidar no marketing digital.<\/p>\n

A maioria dos entrevistados ressalta que o uso de dispositivos e assistentes ativados por voz, como Alexa do Amazon Echo, Microsoft Cortana e Google Home, ser\u00e1 cada vez maior<\/strong><\/h3>\n

Porque, \u00e0s vezes, precisamos de algu\u00e9m para conversar (algu\u00e9m que ou\u00e7a sem reclamar)<\/em>. Em sua maioria, os profissionais de marketing entendem que essa tecnologia estar\u00e1 cada vez mais presente no dia a dia do setor, particularmente para a pesquisa de produtos.<\/p>\n

O maior desejo \u00e9 impactar os consumidores em diferentes dispositivos e plataformas com mais facilidade<\/strong><\/h3>\n

Porque, por tr\u00e1s de laptops, smartphones e tablets, h\u00e1 pessoas com identidades pr\u00f3prias<\/em>. Tudo o que o setor deseja \u00e9 ver o consumidor individualmente, como uma pessoa \u00fanica, online e offline.<\/p>\n

Quer saber outras tend\u00eancias em trade marketing? Clique\u00a0aqui<\/a>\u00a0para ler o relat\u00f3rio completo.<\/p>\n","protected":false},"excerpt":{"rendered":"

  O instituto de pesquisas Kantar\/Millward Brown divulgou recentemente um relat\u00f3rio que mostra diferentes opini\u00f5es sobre o atual cen\u00e1rio do trade marketing e um tema constante: a necessidade de oferecer uma experi\u00eancia de compras personalizada, que veja o consumidor de maneira abrangente. Mas, no que se refere a como atingir essa meta, as respostas variam. 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