{"id":7397,"date":"2018-01-18T16:18:19","date_gmt":"2018-01-18T16:18:19","guid":{"rendered":"http:\/\/www.criteo.com\/br\/insights\/digital-commerce-marketing-2018\/"},"modified":"2021-01-06T21:46:06","modified_gmt":"2021-01-06T21:46:06","slug":"muitos-desafios-para-o-e-commerce-e-o-marketing-digital-em-2018","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/muitos-desafios-para-o-e-commerce-e-o-marketing-digital-em-2018\/","title":{"rendered":"Muitos desafios para o e-commerce e o marketing digital em 2018"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>J\u00e1 faz quatro anos que publicamos nossa vis\u00e3o em rela\u00e7\u00e3o ao e-commerce e ao marketing digital, com previs\u00f5es e tend\u00eancias relevantes para o ano seguinte. Para 2018, antecipamos <a href=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/01\/2018-Criteo-Trends-BR.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">as oito principais tend\u00eancias<\/a> que vemos como oportunidades e desafios extraordin\u00e1rios para marcas, varejistas e profissionais de marketing.<\/p>\n<h3><strong>Grandes oportunidades de crescimento<\/strong><\/h3>\n<p>2018 ser\u00e1 marcado por oportunidades valiosas para publicidade por v\u00eddeo e voz. A tecnologia de v\u00eddeo atrair\u00e1 investimentos crescentes, pois todos os grandes players, incluindo Facebook, YouTube, Instagram e Snapchat, est\u00e3o priorizando esse formato de an\u00fancio dentro de suas propriedades. <a href=\"https:\/\/www.cnbc.com\/2018\/01\/04\/cowen-facebook-vs-google-digital-ad-business.html\">Segundo uma recente pesquisa com 50 compradores de publicidade seniores realizada pela Cowen<\/a>, 41% dos entrevistados consideram a plataforma de v\u00eddeo no Facebook o melhor local para lan\u00e7ar novas campanhas, em compara\u00e7\u00e3o com apenas 25% dos votos para TV.<\/p>\n<p>A tecnologia de voz j\u00e1 est\u00e1 por tr\u00e1s de in\u00fameras transa\u00e7\u00f5es de compras. Trata-se de uma tend\u00eancia em ascens\u00e3o, dada \u00e0 crescente prolifera\u00e7\u00e3o dos alto-falantes inteligentes e \u00e0 acirrada competi\u00e7\u00e3o entre a Amazon e o Google. Conforme <a href=\"https:\/\/www.cnbc.com\/2017\/12\/21\/buy-amazon-because-alexa-will-drive-10-billion-in-sales-rbc-capital.html\">um estudo realizado pelo RBC Capital Markets<\/a>, a Amazon aumentar\u00e1 sua receita em US$ 10-11 bilh\u00f5es at\u00e9 2020, gra\u00e7as \u00e0s vendas de dispositivos integrados \u00e0 Alexa e tamb\u00e9m \u00e0s compras ativadas por comandos de voz. Os alto-falantes inteligentes ser\u00e3o forte tend\u00eancia. Esses dispositivos tamb\u00e9m ser\u00e3o progressivamente utilizados para marketing personalizado.<\/p>\n<h3><strong>O desafio GDPR e as novas regulamenta\u00e7\u00f5es<\/strong><\/h3>\n<p>O Regulamento Europeu de Prote\u00e7\u00e3o de Dados, o GDPR (General Data Protection Regulation), entrar\u00e1 em vigor em 25 de maio de 2018. A maioria das empresas de tecnologia e marketing digital parece j\u00e1 ter tomado as medidas necess\u00e1rias para se ajustar a essas novas regras, mas muitas marcas e varejistas ainda n\u00e3o est\u00e3o totalmente preparados. <a href=\"https:\/\/dtr-retail.thalesesecurity.com\/\">Segundo o relat\u00f3rio &#8220;2017 Data Threat Report&#8221;, da Thales<\/a>, dois entre cinco varejistas sofreram pelo menos um epis\u00f3dio de viola\u00e7\u00e3o de dados no ano passado.<\/p>\n<p>Muitos analistas tamb\u00e9m preveem um certo grau de \u201crevolta&#8221; com rela\u00e7\u00e3o \u00e0 Amazon, ao Facebook e ao Google. Crescer\u00e1 a necessidade de leis mais rigorosas para esses quase-monop\u00f3lios tecnol\u00f3gicos.<\/p>\n<h3><strong>Dados: a necessidade de colaborar e combinar informa\u00e7\u00f5es<\/strong><\/h3>\n<p>Nosso <a href=\"http:\/\/www2.criteo.com\/vibrant-future\">relat\u00f3rio de Insights da Forbes<\/a> constata que a maioria das marcas e varejistas n\u00e3o v\u00ea vantagens em atuar dentro de &#8220;jardins murados&#8221; (walled gardens) para atender aos seus requisitos de dados. A maior parte v\u00ea limita\u00e7\u00f5es consider\u00e1veis \u00e0 manuten\u00e7\u00e3o de informa\u00e7\u00f5es dentro de ecossistemas fechados e se preocupa com os riscos inerentes \u00e0 m\u00e1 utiliza\u00e7\u00e3o de dados e \u00e0 viola\u00e7\u00e3o de privacidade. Em 2018, uma das principais tend\u00eancias ser\u00e1 o crescente n\u00famero de iniciativas de colabora\u00e7\u00e3o entre marcas, varejistas e empresas de tecnologia para reunir informa\u00e7\u00f5es de identifica\u00e7\u00e3o n\u00e3o pessoal e criar dados em escala.<\/p>\n<p>Seguindo a tend\u00eancia das grandes aquisi\u00e7\u00f5es do varejo em 2017, lideradas por gigantes como Amazon, Walmart e Alibaba, esperamos mais iniciativas desse tipo em 2018, particularmente em martech (marketing e tecnologia) e redes sociais. Todos os grandes stakeholders est\u00e3o considerando aquisi\u00e7\u00f5es estrat\u00e9gicas para aumentar o impacto sobre os consumidores e tamb\u00e9m otimizar tecnologias de dados, an\u00e1lise e marketing digital.<\/p>\n<p>De forma geral, este ano promete muitas inova\u00e7\u00f5es e mudan\u00e7as em termos de investimentos em publicidade, consumo online, investimentos do varejo, parcerias de dados, aquisi\u00e7\u00f5es e regulamentos.<\/p>\n<p><a href=\"https:\/\/www.slideshare.net\/CriteoReports\/criteo-ecommerce-e-marketing-digital-perspectivas-para-2018\">https:\/\/www.slideshare.net\/CriteoReports\/criteo-ecommerce-e-marketing-digital-perspectivas-para-2018<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; J\u00e1 faz quatro anos que publicamos nossa vis\u00e3o em rela\u00e7\u00e3o ao e-commerce e ao marketing digital, com previs\u00f5es e tend\u00eancias relevantes para o ano seguinte. Para 2018, antecipamos as oito principais tend\u00eancias que vemos como oportunidades e desafios extraordin\u00e1rios para marcas, varejistas e profissionais de marketing. Grandes oportunidades de crescimento 2018 ser\u00e1 marcado por [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":7398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[117],"coauthors":[],"class_list":{"0":"post-7397","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"stae_popup_enable":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Os desafios do e-commerce e do marketing digital em 2018 | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Come\u00e7o de ano \u00e9 sempre um momento de planejamento e prepara\u00e7\u00e3o. Clique e saiba quais os desafios que 2018 pode trazer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.criteo.com\/br\/blog\/muitos-desafios-para-o-e-commerce-e-o-marketing-digital-em-2018\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Os desafios do e-commerce e do marketing digital em 2018 | BR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"Come\u00e7o de ano \u00e9 sempre um momento de planejamento e prepara\u00e7\u00e3o. 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