{"id":107,"date":"2017-11-22T19:03:43","date_gmt":"2017-11-22T18:03:43","guid":{"rendered":"https:\/\/liminal.pt\/blog\/?p=107"},"modified":"2024-09-25T16:46:44","modified_gmt":"2024-09-25T15:46:44","slug":"novos-comportamentos-compra-consumidores","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/novos-comportamentos-compra-consumidores\/","title":{"rendered":"Os Novos Consumidores e os Comportamentos de Compra"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Conhecer ao detalhe a forma como um comprador se comporta e qual a sua jornada de decis\u00e3o, permitir-lhe-\u00e1 definir corretamente as mensagens a usar, os canais de divulga\u00e7\u00e3o, as melhores sequ\u00eancias de a\u00e7\u00f5es de marketing, onde e como vender. Contudo, a transforma\u00e7\u00e3o digital alterou profundamente da forma como empresas conduzem os seus neg\u00f3cios e como os consumidores tomam decis\u00f5es.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">&nbsp;<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/KP9sMNwf6zw\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Analisando estudos recentes, chegamos \u00e0s seguintes conclus\u00f5es.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Os novos consumidores e as tend\u00eancias nos comportamentos de compra<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; A jornada de compra come\u00e7a online.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com o Wall Street Journal, 62% dos compradores pesquisam ofertas na Internet antes da ida \u00e0s compras. J\u00e1 o Search Engine Journal afirma que 93% de todos os ciclos de compra come\u00e7am com uma pesquisa no Google.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Os compradores n\u00e3o querem falar consigo imediatamente.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">80% dos decisores empresariais preferem obter informa\u00e7\u00f5es sobre uma marca atrav\u00e9s de um artigo do que atrav\u00e9s de um an\u00fancio (State of Inbound) e apenas pedem para falar com um vendedor quando j\u00e1 percorreram 90% do processo de tomada de decis\u00e3o (Forrester).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com mais de 300 bilh\u00f5es de e-mails enviados todos os dias, os compradores apenas v\u00e3o prestar aten\u00e7\u00e3o \u00e0 sua marca se o que tem para lhes dizer for totalmente relevante para eles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os consumidores hoje em dia preferem reunir informa\u00e7\u00f5es e depois conversar com as empresas que sentem ser as melhores para resolver as suas necessidades. \u00c9 por isso que o marketing de conte\u00fados e o marketing online tornou-se t\u00e3o importante.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; Os compradores est\u00e3o altamente informados.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">66% dos touch points durante a fase de avalia\u00e7\u00e3o envolvem atividades dependentes apenas do consumidor, tais como pesquisar reviews online e recomenda\u00e7\u00f5es boca-a-boca de amigos e familiares. (McKinsey)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A quantidade de informa\u00e7\u00f5es que existe online, educou os consumidores e aumentou o seu poder a n\u00edveis sem precedentes. Os compradores det\u00eam agora o processo de venda nas suas m\u00e3os. Eles podem ler tudo o que se diz nas redes sociais, f\u00f3runs, blogues, comparativos de publica\u00e7\u00f5es da especialidade e descobrir todos os pr\u00f3s e contras da sua solu\u00e7\u00e3o antes de falar consigo.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4 &#8211; Os compradores voltam ao Google v\u00e1rias vezes.<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Um estudo da CLickz.com, descobriu que os compradores retornam aos motores de busca 2 a 3 vezes antes de quererem se envolver com as vendas e entrar no ciclo de vendas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No que respeita ao p\u00f3s-venda, mais de 60% dos consumidores de produtos de cuidados faciais fazem pesquisas online, sobre os produtos que acabaram de comprar (McKinsey).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A converg\u00eancia entre marketing e tecnologia<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para responder a estes desafios de forma eficaz, \u00e9 preciso fazer convergir tr\u00eas \u00e1reas cr\u00edticas em torno de uma s\u00f3 miss\u00e3o. Marketing, tecnologias e estrat\u00e9gia devem convergir em torno da experi\u00eancia do cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A <a href=\"https:\/\/liminal.pt\">Liminal<\/a> desenvolveu uma abordagem que permite lidar com a nova experi\u00eancia do consumidor, dando for\u00e7a ao sucesso do seu neg\u00f3cio, atrav\u00e9s de solu\u00e7\u00f5es integradas de marketing e tecnologias, que geram rela\u00e7\u00f5es magn\u00e9ticas com os seus clientes.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/liminal.pt\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?resize=646%2C226&#038;ssl=1\" alt=\"martech, liminal\" class=\"wp-image-2759\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div dir=\"auto\">\n<figure><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-146 alignleft\" style=\"font-size: 1.8rem;\" src=\"https:\/\/i0.wp.com\/liminal.pt\/blog\/wp-content\/uploads\/2017\/09\/tiago2.png?resize=80%2C80&#038;ssl=1\" alt=\"Tiago Sousa, Liminal\" width=\"80\" height=\"80\"><\/figure><figure><a href=\"https:\/\/www.linkedin.com\/in\/tiagojcsousa\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-114 alignleft\" src=\"https:\/\/i0.wp.com\/liminal.pt\/blog\/wp-content\/uploads\/2017\/09\/social-linkedin-circular-button.png?resize=24%2C24&#038;ssl=1\" alt=\"linkedin\" width=\"24\" height=\"24\"><\/a><\/figure><p style=\"text-align: left;\">Tiago J. C. Sousa<br>\nManaging Partner<br>\n<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<div class=\"rtng-rating-total\" data-id=\"107\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 1 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"107\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"107\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"644b19a7f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/107\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>Conhecer ao detalhe a forma como um comprador se comporta e qual a sua jornada de decis\u00e3o, permitir-lhe-\u00e1 definir corretamente as mensagens a usar, os canais de divulga\u00e7\u00e3o, as melhores &hellip; <\/p>\n","protected":false},"author":12,"featured_media":108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[27],"tags":[29,30,28],"class_list":["post-107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","tag-consumidores","tag-experiencia-do-consumidor","tag-novos-comportamentos-de-compra"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Consumidores: Os Novos Comportamentos de Compra | Liminal<\/title>\n<meta name=\"description\" content=\"Os comportamentos de compra dos consumidores est\u00e3o a mudar. Mais do que nunca, \u00e9 necess\u00e1rio adaptar a experi\u00eancia a toda a jornada. Saiba como o fazer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/liminal.pt\/martech-magazine\/novos-comportamentos-compra-consumidores\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumidores: Os Novos Comportamentos de Compra | Liminal\" \/>\n<meta property=\"og:description\" content=\"Os comportamentos de compra dos consumidores est\u00e3o a mudar. Mais do que nunca, \u00e9 necess\u00e1rio adaptar a experi\u00eancia a toda a jornada. Saiba como o fazer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/liminal.pt\/martech-magazine\/novos-comportamentos-compra-consumidores\/\" \/>\n<meta property=\"og:site_name\" content=\"Martech Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Liminal-270123610141550\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-22T18:03:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-25T15:46:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2017\/11\/martech-transformacao-digital-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tiago J. C. Sousa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tiago J. C. Sousa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/liminal.pt\\\/martech-magazine\\\/novos-comportamentos-compra-consumidores\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/liminal.pt\\\/martech-magazine\\\/novos-comportamentos-compra-consumidores\\\/\"},\"author\":{\"name\":\"Tiago J. C. 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