{"id":16871,"date":"2020-07-20T15:26:38","date_gmt":"2020-07-20T13:26:38","guid":{"rendered":"https:\/\/sendapp.live\/?p=16871"},"modified":"2020-07-20T15:26:38","modified_gmt":"2020-07-20T13:26:38","slug":"compreensao-e-dominio-do-marketing","status":"publish","type":"post","link":"https:\/\/sendapp.live\/pt\/2020\/07\/20\/comprensione-e-padronanza-del-marketing\/","title":{"rendered":"Compreens\u00e3o e dom\u00ednio do marketing"},"content":{"rendered":"<section id=\"blog-text-2\" class=\"block blog-text\">\n<div class=\"text-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<p><em><span>Em apenas alguns anos, o mercado de mensagens mudou drasticamente. Passamos de um canal de SMS dominante para um n\u00famero muito grande de aplicativos de mensagens que oferecem conversas complexas executadas por chatbots, que podem interagir naturalmente com as pessoas. Compreender o marketing interativo de conversa\u00e7\u00e3o \u00e9 uma prioridade hoje.<\/span><\/em><\/p>\n<p><span>Como resultado, os m\u00e9todos de comunica\u00e7\u00e3o para indiv\u00edduos e empresas mudaram significativamente. Oferta\u00a0\u00a0<\/span><strong><span>maior funcionalidade<\/span><\/strong><span>\u00a0\u00a0e\u00a0\u00a0<\/span><strong><span>interfaces simples<\/span><\/strong><span>\u00a0, os aplicativos de mensagens conseguiram capturar grande parte do mercado de mensagens m\u00f3veis entre indiv\u00edduos.<\/span><\/p>\n<p><span>Com um\u00a0\u00a0<\/span><strong><span>394% aumento no tempo gasto em aplicativos de mensagens<\/span><\/strong><span>\u00a0\u00a0entre 2016 e 2017, os aplicativos voltaram a colocar os holofotes no mercado de mensagens. Aqui est\u00e3o os tr\u00eas servi\u00e7os que se destacam:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-bullets-numbers-3\" class=\"block blog-bullets-numbers\">\n<div class=\"bullnum-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<ul>\n<li><span>RCS ou Rich Communication Services. Apresentado como uma evolu\u00e7\u00e3o do canal SMS e liderado conjuntamente pelo Google e operadoras de telecomunica\u00e7\u00f5es, o RCS tem grandes chances de ser o servi\u00e7o de mensagens do futuro<\/span><\/li>\n<li><span>Facebook Messenger, que abriu sua API em 2016 e hoje \u00e9 um canal pioneiro, est\u00e1vel e eficiente<\/span><\/li>\n<li><span>WhatsApp, cuja API est\u00e1 se abrindo gradativamente para as marcas, permitir\u00e1 que as primeiras interconex\u00f5es sejam lan\u00e7adas em 2019<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-text-4\" class=\"block blog-text\">\n<div class=\"text-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<p><span>No entanto, n\u00e3o \u00e9 um mercado &quot;est\u00e1vel&quot; e muitos players coexistem neste setor:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-bullets-numbers-5\" class=\"block blog-bullets-numbers\">\n<div class=\"bullnum-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<ul>\n<li><span>Business Chat, a resposta da Apple a esses aplicativos de mensagens, mas atualmente complexo de implementar<\/span><\/li>\n<li><span>WeChat, um grande player, mas principalmente para o mercado chin\u00eas<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section id=\"blog-text-6\" class=\"block blog-text\">\n<div class=\"text-wrapper boot\">\n<div class=\"container\">\n<div class=\"row\">\n<div class=\"col-22 col-md-20 col-lg-15\">\n<p><span>Com esse r\u00e1pido crescimento, surgiu uma nova forma de gerenciar o relacionamento com os clientes:\u00a0\u00a0<\/span><strong><span><a href=\"https:\/\/sendapp.live\/pt\/2020\/05\/07\/como-configurar-a-resposta-automatica-para-whatsapp\/\" target=\"_blank\" rel=\"noopener noreferrer\">chatbot<\/a> e interfaces de conversa\u00e7\u00e3o<\/span><\/strong><span>\u00a0. Mas se o surgimento desses agentes conversacionais foi t\u00e3o r\u00e1pido, \u00e9 tamb\u00e9m gra\u00e7as a um\u00a0\u00a0<\/span><strong><span>situa\u00e7\u00e3o econ\u00f4mica mais do que favor\u00e1vel<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<h2><strong><span>Novos usos m\u00f3veis<\/span><\/strong><\/h2>\n<p><span>Com o passar dos anos, o smartphone se estabeleceu como a principal tela de visualiza\u00e7\u00e3o (na frente do computador e do tablet). Essa profunda mudan\u00e7a come\u00e7ou em 2007, quando os smartphones viram sua autonomia aumentar e suas telas mudaram. Maiores e mais t\u00e1teis, seus usos est\u00e3o evoluindo. O n\u00famero de sess\u00f5es por dia est\u00e1 explodindo,\u00a0\u00a0<\/span><strong><span>cerca de 150<\/span><\/strong><span>\u00a0, mas os n\u00edveis de aten\u00e7\u00e3o est\u00e3o diminuindo. Com uma m\u00e9dia de 70 segundos por sess\u00e3o, isso agora \u00e9 essencial\u00a0\u00a0<\/span><strong><span>capturar a aten\u00e7\u00e3o dos usu\u00e1rios desde o primeiro momento.<\/span><\/strong><\/p>\n<p><span>E neste contexto, um formato se destaca de todos os outros:\u00a0\u00a0<\/span><strong><span>o chatbot.<\/span><\/strong><\/p>\n<p><span>Existindo quase desde o in\u00edcio da era da TI, eles se destacaram e se tornaram um canal fundamental para o marketing com aplicativos de mensagens.\u00a0<\/span><strong><span>R\u00e1pido e dispon\u00edvel 24 horas por dia<\/span><\/strong><span>\u00a0, permitem que voc\u00ea crie\u00a0\u00a0<\/span><strong><span>conversas envolventes e personalizadas<\/span><\/strong><span>\u00a0. Uma conversa m\u00e9dia dura aprox.\u00a0\u00a0<\/span><strong><span>120 segundos, durante os quais s\u00e3o trocadas uma m\u00e9dia de 20 mensagens<\/span><\/strong><span>\u00a0. Nenhum outro formato pode ostentar tal grau de envolvimento.<\/span><\/p>\n<p><span>Os usu\u00e1rios tamb\u00e9m afirmam estar socialmente prontos para conversar com um chatbot se a qualidade do servi\u00e7o melhorar. Os n\u00fameros mostram isso com\u00a0\u00a0<\/span><strong><span>uma taxa de conclus\u00e3o de 86% para conversas iniciadas<\/span><\/strong><span>\u00a0. E as tecnologias est\u00e3o se desenvolvendo...\u00a0\u00a0<\/span><strong><span>Agora voc\u00ea pode conectar essas ferramentas de conversa\u00e7\u00e3o ao sistema<\/span><\/strong><span>\u00a0\u00a0de\u00a0<strong>informa\u00e7\u00f5es corporativas (IS)<\/strong>\u00a0para automatizar solicita\u00e7\u00f5es recorrentes e facilmente processadas.<\/span><\/p>\n<h2><\/h2>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16872\" src=\"https:\/\/sendapp.live\/wp-content\/uploads\/2020\/07\/marketing-2.gif\" alt=\"\" width=\"940\" height=\"434\" \/><\/h2>\n<h2><\/h2>\n<h2><strong><span>A compreens\u00e3o da linguagem humana est\u00e1 melhorando<\/span><\/strong><\/h2>\n<p><span>Um carro pode falar com outro carro, \u00e9 um problema recorde. Mas com um ser humano, \u00e9 imediatamente muito mais complicado.\u00a0<\/span><strong><span>H\u00e1 uma infinidade de padr\u00f5es que tornam muito complexa a humaniza\u00e7\u00e3o dos agentes conversacionais<\/span><\/strong><span>\u00a0: chave, idioma utilizado, erros ortogr\u00e1ficos, familiaridade\/forma de abordar, contexto da \u00faltima discuss\u00e3o, digress\u00f5es e assim por diante.<\/span><\/p>\n<p><span>No entanto, nos \u00faltimos anos,\u00a0\u00a0<\/span><strong><span>a intelig\u00eancia artificial fez progressos significativos<\/span><\/strong><span>\u00a0. NLU, NLP, ASR, independentemente do nome, essas tecnologias visam diminuir essa lacuna. Mas hoje, essas tecnologias, com seu imenso potencial, ainda est\u00e3o em sua inf\u00e2ncia. Eles representam\u00a0\u00a0<\/span><strong><span>um verdadeiro diferencial diante da concorr\u00eancia<\/span><\/strong><span>\u00a0\u00a0assim como\u00a0\u00a0<\/span><strong><span>investimentos exorbitantes para entregar uma experi\u00eancia satisfat\u00f3ria<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<p><em><span>O momento certo, as tecnologias certas, tudo parece estar pronto para revolucionar o relacionamento com o cliente.<\/span><\/em><\/p>\n<p><strong><em><span>Mas voc\u00ea ainda tem que olhar para a solu\u00e7\u00e3o do lado certo!<\/span><\/em><\/strong><\/p>\n<h2><strong><span>N\u00e3o tente se mover muito r\u00e1pido muito cedo<\/span><\/strong><\/h2>\n<p><strong><span>Quando voc\u00ea inicia um chatbot, voc\u00ea inicia um projeto que pode durar anos<\/span><\/strong><span>\u00a0. Primeiro, porque o escopo n\u00e3o \u00e9 claro e \u00e9 dif\u00edcil atribu\u00ed-lo definitivamente a um \u00fanico departamento de neg\u00f3cios. O chatbot \u00e9\u00a0\u00a0<\/span><strong><span>o terceiro canal de distribui\u00e7\u00e3o ap\u00f3s pontos de venda e sites<\/span><\/strong><span>\u00a0e, como seus antecessores, eles afetam todos os servi\u00e7os da empresa, do CRM ao e-commerce e, claro, servi\u00e7os essenciais de informa\u00e7\u00f5es de neg\u00f3cios (IS).<\/span><\/p>\n<p><span>Ent\u00e3o por que\u00a0\u00a0<\/span><strong><span>os casos de uso s\u00e3o numerosos<\/span><\/strong><span>\u00a0\u00a0e isso parece l\u00f3gico, dado o escopo que eles t\u00eam. Os chatbots podem\u00a0\u00a0<\/span><strong><span>ajudar o servi\u00e7o p\u00f3s-venda e ajudar a destacar um ponto alto<\/span><\/strong><span>\u00a0, por isso \u00e9 dif\u00edcil para os executivos saberem por onde come\u00e7ar.<\/span><\/p>\n<p><span>Obviamente, tudo isso tem\u00a0\u00a0<\/span><strong><span>um custo, \u00e0s vezes fenomenal<\/span><\/strong><span>\u00a0, e com\u00a0\u00a0<\/span><strong><span>uma expectativa incerta de retorno sobre o investimento<\/span><\/strong><span>\u00a0. Porque se a teoria sugere que os chatbots ser\u00e3o o novo Eldorado, a realidade no terreno \u00e0s vezes pode ser muito diferente. Como qualquer nova ferramenta, a intera\u00e7\u00e3o conversacional ainda precisa provar seu valor. Por esta raz\u00e3o,\u00a0\u00a0<\/span><strong><span>\u00e9 essencial selecionar o caso de uso correto<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<p><span>Tamb\u00e9m se trata de encontrar um caso de uso que possa ser implantado rapidamente, o primeiro passo ideal \u00e9 evitar recorrer a insumos de TI, controlando assim o tempo gasto no projeto e, portanto, o or\u00e7amento o m\u00e1ximo poss\u00edvel. Ser\u00e1, portanto, uma quest\u00e3o de escolher os indicadores-chave de desempenho relevantes para promover internamente este canal e justificar investimentos futuros.<\/span><\/p>\n<p><strong><span>O chatbot aut\u00f4nomo \u00e9, portanto, a solu\u00e7\u00e3o perfeita<\/span><\/strong><span>\u00a0, \u00e9 baseado apenas em \u00e1rvores de decis\u00e3o, muito\u00a0\u00a0<\/span><strong><span>menos complexo e caro que as tecnologias de reconhecimento sem\u00e2ntico (NLP\/NLU)<\/span><\/strong><span>\u00a0\u00a0e pode operar sem qualquer conex\u00e3o com sistemas IS. Seu objetivo \u00e9 promover um destaque da marca durante um determinado per\u00edodo, como durante as vendas.\u00a0<\/span><strong><span>O or\u00e7amento e os tempos do projeto s\u00e3o reduzidos<\/span><\/strong><span>\u00a0\u00a0e\u00a0\u00a0<\/span><strong><span>melhor controlado<\/span><\/strong><span>\u00a0\u00a0e fica mais f\u00e1cil\u00a0\u00a0<\/span><strong><span>demonstrar a efic\u00e1cia do canal<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<p><em><span>Mas para que um chatbot aut\u00f4nomo seja bem-sucedido, ainda \u00e9 essencial garantir uma cobertura adequada da m\u00eddia.<\/span><\/em><\/p>\n<h2><strong><span>Garantir uma forte cobertura da m\u00eddia gera tr\u00e1fego<\/span><\/strong><\/h2>\n<p><span>Se voc\u00ea seguiu o conselho acima, agora pode estar se perguntando como trazer tr\u00e1fego de volta ao seu chatbot. Aqui abordaremos principalmente o caso de\u00a0\u00a0<\/span><strong><a href=\"https:\/\/myelefant.com\/blog\/conversational-facebook-messenger\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\"><span>Mensageiro<\/span><\/a><\/strong><span>\u00a0;\u00a0<\/span><strong><a href=\"https:\/\/myelefant.com\/blog\/why-you-should-get-involved-with-rcs\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\"><span>No momento RCS<\/span><\/a><\/strong><span>\u00a0\u00a0e\u00a0\u00a0<\/span><strong><span>WhatsApp<\/span><\/strong><span>\u00a0\u00a0eles oferecem funcionalidade limitada em termos de cobertura da m\u00eddia.<\/span><\/p>\n<p><span>Com o Messenger, as possibilidades s\u00e3o in\u00fameras: em primeiro lugar, voc\u00ea pode encaminhar seu chatbot para sua base de clientes.\u00a0<\/span><strong><span>O SMS alcan\u00e7a os melhores resultados com uma convers\u00e3o m\u00e9dia de 10%, onde o e-mail dedicado \u00e9 1,5%.<\/span><\/strong><\/p>\n<p><span>Voc\u00ea tamb\u00e9m pode adicionar\u00a0\u00a0<\/span><strong><span>dois plugins em seu site<\/span><\/strong><span>\u00a0; o primeiro permitir\u00e1 que o usu\u00e1rio interaja com seu chatbot atrav\u00e9s de um\u00a0\u00a0<\/span><strong><span>pop-up colocado em seu site<\/span><\/strong><span>\u00a0. O segundo \u00e9 projetado para\u00a0\u00a0<\/span><strong><span>enviar uma mensagem ao usu\u00e1rio ap\u00f3s uma a\u00e7\u00e3o no site<\/span><\/strong><span>\u00a0\u00a0(um pedido, por exemplo).<\/span><\/p>\n<p><span>No fim,\u00a0\u00a0<\/span><strong><span>o ecossistema do Facebook<\/span><\/strong><span>\u00a0\u00a0permanece\u00a0\u00a0<\/span><strong><span>uma excelente ferramenta para gerar tr\u00e1fego<\/span><\/strong><span>\u00a0\u00a0al\u00e9m de\u00a0\u00a0<\/span><strong><span>postagens org\u00e2nicas<\/span><\/strong><span>\u00a0\u00a0na sua p\u00e1gina do Facebook e ai\u00a0\u00a0<\/span><strong><span>an\u00fancios nativos<\/span><\/strong><span>\u00a0, inclu\u00eddo no feed de not\u00edcias; voc\u00ea tamb\u00e9m pode usar\u00a0\u00a0<\/span><strong><span>Instagram<\/span><\/strong><span>\u00a0, a\u00a0\u00a0<\/span><strong><span>suas hist\u00f3rias<\/span><\/strong><span>\u00a0\u00a0e\u00a0\u00a0<\/span><strong><span>postagens patrocinadas<\/span><\/strong><span>\u00a0\u00a0para garantir o sucesso do seu chatbot.<\/span><\/p>\n<p><span>O sucesso do seu chatbot, portanto, n\u00e3o depende apenas do conjunto de casos de uso, o\u00a0\u00a0<\/span><strong><span>sua cobertura da m\u00eddia \u00e9 igualmente essencial<\/span><\/strong><span>\u00a0. Sem isso, o melhor chatbot do mundo ter\u00e1 poucas chances de provar seu valor.<\/span><\/p>\n<p><span>Neste ponto, voc\u00ea tem tudo o que precisa para iniciar seu primeiro chatbot, e ser\u00e1 interessante realizar v\u00e1rias itera\u00e7\u00f5es para saber mais sobre o comportamento de seus usu\u00e1rios nesses novos servi\u00e7os de mensagens. Os pr\u00f3ximos passos implicar\u00e3o\u00a0\u00a0<\/span><strong><span>a integra\u00e7\u00e3o progressiva dos sistemas de informa\u00e7\u00e3o da empresa no seu chatbot<\/span><\/strong><span>\u00a0\u00a0(CRM, fluxo de produtos, pagamento, gest\u00e3o de reservas, etc.) Oferecer uma qualidade cada vez maior ao servi\u00e7o prestado.\u00a0<\/span><strong><span>Tecnologias NLP\/NLU<\/span><\/strong><span>\u00a0, que hoje s\u00e3o complexas e caras, continuam sendo tecnologias do futuro\u00a0\u00a0<\/span><strong><span>e sem esquecer o ser humano que, quando o contexto o exige, agrega valor inestim\u00e1vel no relacionamento com o cliente<\/span><\/strong><span>\u00a0.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Em poucos anos, o mercado de mensagens mudou radicalmente. Passamos de um canal dominante de SMS para um grande n\u00famero de aplicativos de mensagens que oferecem conversas complexas e gerenciadas...<\/p>","protected":false},"author":22,"featured_media":16872,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343,884],"tags":[63,122,49,28,855,885,31,892,33,54,840,110,842,25,125],"class_list":{"0":"post-16871","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"category-sms","9":"tag-allarme-per-whatsapp","10":"tag-risposta-automatica-per-whatsapp","11":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp-e-possibile-inviare-messaggi-whatsapp-che-si-autodistruggono-dopo-24-ore-utilizzando-funzione","12":"tag-backup","13":"tag-blog","14":"tag-bot","15":"tag-free-whatsapp-bulk-sender","16":"tag-business","17":"tag-google-chat-lalternativa-gratuita-a-whatsapp","18":"tag-rendi-i-messaggi-piu-attraenti-con-sendapp","19":"tag-google","20":"tag-marketing","21":"tag-sms-2-0","22":"tag-whatsapp","23":"tag-whatsapp-web"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comprensione e Padronanza del Marketing<\/title>\n<meta name=\"description\" content=\"Siamo passati da un canale SMS dominante a un numero molto elevato di app di messaggistica che offrono conversazioni complesse gestite da chatbot\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sendapp.live\/pt\/2020\/07\/20\/compreensao-e-dominio-do-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comprensione e Padronanza del Marketing\" \/>\n<meta property=\"og:description\" content=\"Siamo passati da un canale SMS dominante a un numero molto elevato di app di messaggistica che offrono conversazioni complesse gestite da 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