{"id":10165,"date":"2024-08-08T00:00:00","date_gmt":"2024-08-08T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/ativando-o-potencial-das-conversas\/"},"modified":"2026-04-30T02:47:44","modified_gmt":"2026-04-30T06:47:44","slug":"unlocking-the-power-of-conversations","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/pt-br\/blog\/unlocking-the-power-of-conversations\/","title":{"rendered":"Ativando o potencial das conversas"},"content":{"rendered":"\n<h2 id=\"como-as-mensagens-podem-personalizar-jornadas-complexas-do-cliente-e-impulsionar-o-crescimento-da-marca\" class=\"wp-block-heading\">Como as mensagens podem personalizar jornadas complexas do cliente e impulsionar o crescimento da marca<\/h2>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>As empresas correm o risco de perder 3,1 trilh\u00f5es de d\u00f3lares ou 6,7% das suas receitas totais em gastos dos consumidores todos os anos devido a experi\u00eancias de clientes abaixo do padr\u00e3o<\/b><\/li>\n\n\n<li class=\"wp-block-list-item\"><b>71% dos consumidores adultos online t\u00eam mais probabilidade de comprar de uma empresa com a qual podem entrar em contato por mensagem<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><b>Um novo artigo t\u00e9cnico da WARC e da Meta: ativando o potencial das conversas<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Criar uma intera\u00e7\u00e3o bidirecional mais personalizada com os clientes \u00e9 um requisito cada vez mais importante para as marcas e pode gerar uma vantagem significativa para as empresas, \u00e0 medida que as jornadas dos clientes se tornam mais complexas.<\/p>\n\n<p class=\"wp-block-paragraph\"><![CDATA[<a href=\"https:\/\/www.warc.com\/content\/article\/warc-exclusive\/unlocking-the-potential-of-conversations-how-business-messaging-drives-value-throughout-the-customer-lifecycle\/en-gb\/156063?utm_source=&#038;utm_medium=&#038;utm_campaign=meta-marketing\">]]>\u2018Ativando o potencial das conversas: como o Business Messaging gera valor em todo o ciclo de vida do cliente\u2019<![CDATA[<\/a>]]> \u00e9 um novo estudo da <![CDATA[<a href=\"https:\/\/www.warc.com\" data-creative-detail=\"Warc_Warc_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;Warc_Warc_Body_InlineLink&quot;}\">]]>WARC<![CDATA[<\/a>]]> em parceria com a Meta que refina pesquisas recentes sobre a jornada do cliente para ajudar as marcas a criar relacionamentos mais pr\u00f3ximos, confi\u00e1veis \u200b\u200be valorizados com os clientes.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Aditya Kishore, Diretor de insight da WARC<\/b>, afirmou: <i>\u201cOs pontos de contato com o cliente v\u00eam se expandindo h\u00e1 v\u00e1rios anos. Embora o funil continue sendo uma estrutura b\u00e1sica popular para entender o processo de marketing, descobrimos que a maneira como atra\u00edmos, informamos, convertemos e engajamos os clientes tem um n\u00famero crescente de vari\u00e1veis.<\/i><\/p>\n\n<p class=\"wp-block-paragraph\"><i>\u201cA capacidade de se adaptar a diferentes jornadas, engajar e dar suporte aos clientes durante o processo de compra (e al\u00e9m!) provavelmente ser\u00e1 um trunfo importante para impulsionar o engajamento, os relacionamentos com os clientes e a receita de uma marca.\u201d<\/i><\/p>\n\n<p class=\"wp-block-paragraph\"><b>Shekhar Deshpande, Chefe de estrat\u00e9gia de clientes globais da Meta<\/b>, comentou: <i>\u201cNa Meta, vemos o Business Messaging como uma ferramenta transformadora que revoluciona a maneira como empresas e clientes se comunicam. As melhores conversas s\u00e3o pessoais, relevantes e atuais, e criam conex\u00f5es mais fortes e duradouras.<\/i><\/p>\n\n<p class=\"wp-block-paragraph\"><i>\u201cDito isto, \u00e9 fundamental que as mensagens sejam orientadas por dados e respeitem a privacidade, para que sejam \u00fateis e seguras. Usando a IA e o machine learning, as empresas podem oferecer experi\u00eancias personalizadas e relevantes que agradem os clientes e forne\u00e7am vantagens de custo significativas para elas.\u201d<\/i><\/p>\n\n<p class=\"wp-block-paragraph\">As principais conclus\u00f5es descritas em \u2018Ativando o potencial das conversas: como o Business Messaging gera valor ao longo do ciclo de vida do cliente\u2019 incluem:<\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>As empresas correm o risco de perder US$ 3,1 trilh\u00f5es em gastos do consumidor a cada ano (6,7% de sua receita total) devido a experi\u00eancias de clientes abaixo do padr\u00e3o<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">De an\u00fancios em redes sociais a marketing de influenciadores, com\u00e9rcio social e m\u00eddia de varejo, o n\u00famero de pontos de contato digitais continua aumentando, remodelando a maneira como as pessoas conhecem, consomem e compram produtos e servi\u00e7os. As marcas est\u00e3o se esfor\u00e7ando para atender \u00e0s expectativas dos consumidores \u00e0 medida que as jornadas de compra se tornam mais individualizadas e imprevis\u00edveis.<\/p>\n\n<p class=\"wp-block-paragraph\">Dados da <![CDATA[<a href=\"https:\/\/www.qualtrics.com\/en-gb\/lp\/uk-ppc-experience-management\/?utm_source=google&#038;utm_medium=ppc&#038;utm_campaign=UKI-EN%7CSRC%7CBRD%7CQualtricsPure%7CEXACT&#038;campaignid=18929419113&#038;utm_content=&#038;adgroupid=141970574285&#038;utm_keyword=qualtrics&#038;utm_term=qualtrics&#038;matchtype=e&#038;device=c&#038;placement=&#038;network=g&#038;creative=635228579269&#038;gad_source=1&#038;gclid=CjwKCAjwm_SzBhAsEiwAXE2Cv6U4_KsZUvNxSyuVwuBrQXTmjkbXWBldJmlB7Ev0W_cYKHB6Vvg_LBoCr9sQAvD_BwE\">]]>Qualtrics<![CDATA[<\/a>]]> mostram que, globalmente, as empresas correm o risco de perder US$ 3,1 trilh\u00f5es em gastos dos consumidores a cada ano devido a experi\u00eancias do cliente abaixo do padr\u00e3o, o que equivale a 6,7% de sua receita total. Al\u00e9m disso, 80% dos consumidores afirmam que mudaram de marca devido \u00e0 experi\u00eancia do cliente negativa. De acordo com a <![CDATA[<a href=\"https:\/\/www.zendesk.co.uk\/blog\/cx-trends-2023-immersive-cx\/#\" data-creative-detail=\"ZendeskCXTrends2023_Zendesk_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;ZendeskCXTrends2023_Zendesk_Body_InlineLink&quot;}\">]]>Zendesk<![CDATA[<\/a>]]>, 62% dos consumidores acreditam que as empresas deveriam fazer mais para personalizar os servi\u00e7os.<\/p>\n\n<p class=\"wp-block-paragraph\">Abhishek Jadon, Vice-presidente de transforma\u00e7\u00e3o de m\u00eddia global da PepsiCo, afirma: <i>\u201cH\u00e1 uma mudan\u00e7a fundamental em dire\u00e7\u00e3o ao engajamento de longo prazo em vez da gera\u00e7\u00e3o de impress\u00f5es de m\u00eddia \u00fanicas&#8230; As maiores mudan\u00e7as no mundo digitalmente conectado dizem respeito \u00e0 forma como as pessoas descobrem e interagem com voc\u00ea. Nosso foco \u00e9 a conex\u00e3o significativa com o consumidor. Se fizer isso com uma vis\u00e3o voltada para as pessoas, voc\u00ea construir\u00e1 relacionamentos.\u201d<\/i><\/p>\n\n<p class=\"wp-block-paragraph\">Para enfrentar o desafio, as marcas precisam de novos modelos de comunica\u00e7\u00e3o para gerar interesse em escala, converter interesse em relacionamentos significativos, fortalecer rela\u00e7\u00f5es em todo o ciclo de vida do cliente, mensurar resultados e otimizar o mix de m\u00eddia para impulsionar o sucesso.<\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>71% dos consumidores adultos online t\u00eam mais probabilidade de comprar de uma empresa com a qual podem entrar em contato por mensagem<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Quase metade da popula\u00e7\u00e3o mundial (3,6 bilh\u00f5es de pessoas) usa apps de mensagens. Mais de 600 milh\u00f5es de conversas entre pessoas e empresas acontecem todos os dias nas plataformas da Meta, o WeChat tem mais de um bilh\u00e3o de usu\u00e1rios na China e 97% da popula\u00e7\u00e3o na Coreia do Sul usa o KakaoTalk para se comunicar.<\/p>\n\n<p class=\"wp-block-paragraph\">No entanto, muitas marcas t\u00eam demorado a capitalizar, apesar de pesquisas mostrarem que os consumidores acreditam que as mensagens s\u00e3o uma maneira melhor de interagir devido \u00e0 familiaridade, \u00e0 praticidade e ao controle. Dados da <a href=\"https:\/\/www.kantar.com\/marketplace\" data-creative-detail=\"KantarMarketplace_Kantar_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;KantarMarketplace_Kantar_Body_InlineLink&quot;}\">Kantar<\/a> mostram que 80% dos adultos online concordam que as mensagens s\u00e3o uma maneira r\u00e1pida e f\u00e1cil de se comunicar com uma empresa. 71% s\u00e3o mais propensos a fazer neg\u00f3cios ou comprar de uma empresa com a qual podem entrar em contato por mensagem, e 69% preferem enviar mensagem para uma empresa em vez de ligar.<\/p>\n\n<p class=\"wp-block-paragraph\">\u00c0 medida que as mensagens se tornam cada vez mais mensur\u00e1veis \u200b\u200be escal\u00e1veis \u200b\u200be os avan\u00e7os em IA e bots aumentam, as marcas que incorporam solu\u00e7\u00f5es de mensagens ao mix de m\u00eddia podem criar, em escala, conex\u00f5es mais diretas e personalizadas com seus clientes. Elas tamb\u00e9m podem obter insights exclusivos sobre os clientes para ajudar a construir relacionamentos duradouros, impulsionando o crescimento em toda a jornada do cliente.<\/p>\n\n<p class=\"wp-block-paragraph\">Rodrigo Silva Menezes, Gerente s\u00eanior de marketing de experi\u00eancia m\u00f3vel da Samsung Brasil, afirma: \u201c<i>A mensagem reduz a dist\u00e2ncia entre a organiza\u00e7\u00e3o e o usu\u00e1rio por meio da presen\u00e7a na interface com a qual o usu\u00e1rio j\u00e1 est\u00e1 familiarizado. Isso \u00e9 algo fundamental. Quando veiculamos uma campanha usando an\u00fancios de clique para o WhatsApp, reduzimos em 80% o n\u00famero de cliques na jornada do usu\u00e1rio.\u201d<\/i><\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>Repensando as jornadas do cliente: 70% dos carrinhos de compras online s\u00e3o abandonados<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Embora o funil de compras tradicional continue \u00fatil do ponto de vista de mensura\u00e7\u00e3o, sua linearidade estrita parece cada vez mais ultrapassada.<\/p>\n\n<p class=\"wp-block-paragraph\">Modelos mais novos, como o <a href=\"https:\/\/www.warc.com\/content\/feed\/a-more-realistic-representation-of-the-path-to-purchase\/3229\" data-creative-detail=\"WarcAMoreRealisticRepresentationOfThePathToPurchase_HankinsHexagon_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;WarcAMoreRealisticRepresentationOfThePathToPurchase_HankinsHexagon_Body_InlineLink&quot;}\">Hankins Hexagon<\/a>, mostram que as jornadas do cliente s\u00e3o altamente pessoais e extremamente fluidas e que experimentar um produto pode levar a uma compra recorrente. Mas, da mesma forma, se a experi\u00eancia for decepcionante ou a marca n\u00e3o conseguir engajar novamente, isso pode encorajar ativamente os consumidores a explorar outras possibilidades.<\/p>\n\n<p class=\"wp-block-paragraph\">Quando um cliente inicia uma intera\u00e7\u00e3o por mensagem, ele est\u00e1 sinalizando uma vontade de engajar. Isso possibilita que as marcas iniciem uma conversa bidirecional de alta qualidade. N\u00e3o importa onde eles estejam na jornada, as mensagens podem orientar os clientes em todo o L.O.O.P.:<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Levando<\/b>-os \u00e0 descoberta. Para gerar reconhecimento, as marcas podem investir em redes sociais pagas, incluir QR codes em materiais impressos ou incorporar mensagens em sites e p\u00e1ginas de produtos.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Orquestrando<\/b> a jornada para a convers\u00e3o. Com uma conversa individual em andamento, as empresas podem come\u00e7ar a fortalecer sua marca dentro do conjunto de considera\u00e7\u00e3o do cliente. A personaliza\u00e7\u00e3o \u00e9 fundamental, pois a considera\u00e7\u00e3o abre caminho para a convers\u00e3o.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Otimizando<\/b> a experi\u00eancia de compra e p\u00f3s-compra. De acordo com a <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" data-creative-detail=\"BaymardCartAbandonmentRateStatistics2024_ResearchByTheBaymardInstitute_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;BaymardCartAbandonmentRateStatistics2024_ResearchByTheBaymardInstitute_Body_InlineLink&quot;}\">pesquisa do Baymard Institute<\/a>, 70% dos carrinhos de compra online s\u00e3o abandonados. Embora existam muitos motivos, as mensagens podem ser eficazes para abordar d\u00favidas de clientes que n\u00e3o tiveram resposta.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Proporcionando<\/b> motivos significativos para engajar novamente. V\u00e1rios estudos de pesquisa mostraram como a constru\u00e7\u00e3o de penetra\u00e7\u00e3o entre n\u00e3o compradores ou compradores casuais \u00e9 a <a href=\"https:\/\/www.warc.com\/content\/feed\/why-light-and-non-buyers-are-key-for-cpg-growth\/9045\" data-creative-detail=\"WarcWhyLightAndNonBuyersAreKeyForCpgGrowth_PrimarySourceOfGrowth_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;WarcWhyLightAndNonBuyersAreKeyForCpgGrowth_PrimarySourceOfGrowth_Body_InlineLink&quot;}\">principal fonte de crescimento<\/a> por meio de promo\u00e7\u00f5es, competi\u00e7\u00f5es e recompensas.<\/p>\n\n<p class=\"wp-block-paragraph\">Isabelle Lafont, diretora global de cuidados e experi\u00eancia do cliente da L\u2019Or\u00e9al, afirma: <![CDATA[<i>]]>\u201cPara mim, as mensagens s\u00e3o realmente a combina\u00e7\u00e3o perfeita. Elas s\u00e3o muito poderosas para o marketing, mas tamb\u00e9m s\u00e3o importantes para a resolu\u00e7\u00e3o de problemas. \u00c9 uma grande mudan\u00e7a em efici\u00eancia em compara\u00e7\u00e3o com outros canais.\u201d<![CDATA[<\/i>]]><\/p>\n\n<ul class=\"wp-block-list\">\n\n<li class=\"wp-block-list-item\"><b>Como implementar solu\u00e7\u00f5es de mensagens de forma eficiente e eficaz: os 5 Ps<\/b><\/li>\n\n<\/ul>\n\n<p class=\"wp-block-paragraph\">As mensagens podem ser transformadoras. Influenciando todas as partes do L.O.O.P., um poderoso facilitador \u00e9 gerado para equipes de log\u00edstica, vendas e atendimento ao cliente. Guiadas por cinco princ\u00edpios fundamentais, as empresas podem come\u00e7ar pequenas e crescer:<\/p>\n\n<p class=\"wp-block-paragraph\"><b>P<\/b>rioriza\u00e7\u00e3o: embora possa existir vantagens em se concentrar em ganhos r\u00e1pidos no lan\u00e7amento, a aten\u00e7\u00e3o deve se voltar rapidamente para as principais necessidades da marca e do cliente, alinhadas com a estrat\u00e9gia geral da marca.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>P<\/b>rivacidade: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/telecommunications\/connectivity-mobile-trends-survey\/2023\/data-privacy-and-security.html\" data-creative-detail=\"DeloitteDataPrivacyAndSecurityWorriesAreOnTheRise_AccordingToDeloitte_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;DeloitteDataPrivacyAndSecurityWorriesAreOnTheRise_AccordingToDeloitte_Body_InlineLink&quot;}\">de acordo com a Deloitte<\/a>, apenas 34% dos consumidores acreditam que as empresas s\u00e3o transparentes sobre como os dados pessoais s\u00e3o usados. Os clientes devem sentir que cada intera\u00e7\u00e3o acontece com sua total permiss\u00e3o, e as marcas devem operar com os mais altos padr\u00f5es.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>P<\/b>arceiros: os parceiros podem oferecer plataformas de an\u00e1lise prontas, permitindo que as organiza\u00e7\u00f5es enviem mensagens mais rapidamente, testem de forma mais extensiva e dimensionem com mais efici\u00eancia.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>P<\/b>erformance: as marcas precisam buscar constantemente novas maneiras de surpreender e conquistar seus clientes. Em termos de mensagens, isso significa oferecer intera\u00e7\u00f5es cada vez mais personalizadas, preditivas e multim\u00eddia.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>P<\/b>roatividade: para se manterem \u00e0 frente da concorr\u00eancia, as marcas precisam ser \u00e1geis, se comprometer com um ciclo constante de testes e ganhos e estar informadas sobre como as plataformas de mensagens est\u00e3o se desenvolvendo.<\/p>\n\n<p class=\"wp-block-paragraph\">Uma c\u00f3pia gratuita do relat\u00f3rio completo est\u00e1 dispon\u00edvel para leitura <![CDATA[<a href=\"\/resources\/resource-library\/whatsapp-business-platform-resources\/unlock-the-potential-of-conversations\" data-creative-detail=\"UnlockThePotentialOfConversations_Here_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;UnlockThePotentialOfConversations_Here_Body_InlineLink&quot;}\">]]>aqui<![CDATA[<\/a>]]>. Um <![CDATA[<a href=\"https:\/\/page.warc.com\/warc-advisory-meta-webinar-2024.html?utm_campaign=advisory-meta-whitepaper-july-2024&#038;utm_medium=pr&#038;utm_source=google-whitepaper-july&#038;utm_content=nocontent&#038;utm_term=noterm\">]]>webinar<![CDATA[<\/a>]]> discutindo as descobertas descritas no relat\u00f3rio ser\u00e1 realizado em setembro.<\/p>\n\n<p class=\"wp-block-paragraph\">Saiba mais sobre como o <a href=\"https:\/\/www.facebook.com\/business\/business-messaging\" data-creative-detail=\"MetaBusinessMessaging_BusinessMessaging_Body_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;MetaBusinessMessaging_BusinessMessaging_Body_InlineLink&quot;}\">Business Messaging<\/a> da Meta est\u00e1 ajudando empresas a construir relacionamentos bidirecionais para estabelecer maior controle da experi\u00eancia do cliente.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Sobre a WARC \u2014 A autoridade global em efic\u00e1cia de marketing<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Por mais de 35 anos, a WARC impulsiona o segmento de marketing, fornecendo evid\u00eancias rigorosas e imparciais, conhecimento especializado e orienta\u00e7\u00e3o para tornar o trabalho dos profissionais de marketing mais eficaz. Em quatro plataformas \u2014 WARC Strategy, WARC Creative, WARC Media, WARC Digital Commerce \u2014 seus servi\u00e7os incluem mais de 100 mil estudos de caso, guias de boas pr\u00e1ticas, artigos de pesquisa, relat\u00f3rios especiais, dados de tend\u00eancias de publicidade, not\u00edcias e artigos de opini\u00e3o, incluindo pr\u00eamios, eventos e servi\u00e7os de consultoria. A WARC opera em Londres, Nova York, Singapura e Xangai, atendendo uma comunidade de mais de 75 mil profissionais de marketing em mais de 1.300 empresas em mais de 100 mercados e colabora com mais de 50 parceiros do setor.<\/p>\n\n<p class=\"wp-block-paragraph\">A WARC faz parte da Ascential plc.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Como as mensagens podem personalizar jornadas complexas do cliente e impulsionar o crescimento da marca<\/p>\n","protected":false},"author":0,"featured_media":10166,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[477],"tags":[],"class_list":["post-10165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mensagens-para-empresas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ativando o 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