{"id":3477,"date":"2021-04-08T17:13:36","date_gmt":"2021-04-08T16:13:36","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=3477"},"modified":"2021-08-06T16:37:25","modified_gmt":"2021-08-06T15:37:25","slug":"como-fazer-transformacao-digital-pme","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/como-fazer-transformacao-digital-pme\/","title":{"rendered":"Como fazer a transforma\u00e7\u00e3o digital de uma PME"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>A transforma\u00e7\u00e3o digital e a reconvers\u00e3o para o online<\/strong> \u00e9, em simult\u00e2neo, um dos <strong>maiores desafios e oportunidades<\/strong> a ter em conta pelas Micro, Pequenas e M\u00e9dias Empresas (PME). De acordo com o INE\/Pordata, tendo por base valores atualizados em 2021, <strong>99,9% das empresas portuguesas s\u00e3o PME<\/strong>. 96% tratam-se de microempresas, corpora\u00e7\u00f5es que empregam menos de 10 pessoas e\/ou apresentam um volume de neg\u00f3cios ou balan\u00e7o total anual inferior a 2 milh\u00f5es de euros. Perante este tecido empresarial \u00e9 imperativo <strong>integrar as novas tecnologias<\/strong> de forma a <strong>identificar oportunidades de neg\u00f3cio emergentes<\/strong>, fatores de competitividade, possibilidades de otimiza\u00e7\u00e3o operacional, redu\u00e7\u00e3o de custos, etc. Neste artigo propomos algumas solu\u00e7\u00f5es que permitem <strong>potenciar a acelera\u00e7\u00e3o digital de uma PME<\/strong>, incorporando o digital como parte central da sua estrat\u00e9gia. Do investimento em <strong>ferramentas de an\u00e1lise de dados <\/strong>ou ainda passando pela centralidade do <a href=\"https:\/\/www.zaask.pt\/web-design\">web design<\/a> como ferramenta de <strong>reconfigura\u00e7\u00e3o da imagem da empresa<\/strong>. Por exemplo, explorar uma <a href=\"https:\/\/www.zaask.pt\/quanto-custa\/marketing-digital\">tabela de pre\u00e7os de marketing digital <\/a>poder\u00e1 permitir encontrar respostas importantes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como fazer a transforma\u00e7\u00e3o digital de uma empresa passo a passo<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Projetar objetivos de neg\u00f3cio equacionando o digital<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Em 2020, a<strong> empresa de estudos de mercado GfK<\/strong>, em coopera\u00e7\u00e3o com a especialista em programas de gest\u00e3o empresarial <strong>PHC Software,<\/strong> realizou um <strong>inqu\u00e9rito <\/strong>telef\u00f3nico no qual questionou mais de <strong>500 gestores de pequenas e m\u00e9dias empresas<\/strong> nacionais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma das considera\u00e7\u00f5es centrais do estudo aponta para o <strong>in\u00edcio do processo de transforma\u00e7\u00e3o digital em 90% das PME.<\/strong> N\u00e3o obstante, na sua maioria h\u00e1 ainda um <strong>longo percurso a percorrer<\/strong> de forma a transpor os processos determinantes de gest\u00e3o para o online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para que a <strong>estrat\u00e9gia digital<\/strong> permeie toda a estrutura do neg\u00f3cio \u00e9 importante seguir diversos passos. Ao considerar metas a curto, m\u00e9dio e longo prazo para a empresa \u00e9 importante compreender quais as<strong> metas tecnol\u00f3gicas a integrar nesta estrat\u00e9gia<\/strong>. Antes de ser considerada a comunica\u00e7\u00e3o modernizada junto do consumidor, os processos internos precisam de ser melhorados.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Definir uma estrutura de equipa dedicada ao online<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A <strong>articula\u00e7\u00e3o entre o online e offline<\/strong> \u00e9 um dos pilares essenciais quando pensamos em <strong>reconvers\u00e3o para o digital.<\/strong> N\u00e3o obstante, \u00e9 importante destacar equipas para gest\u00e3o dos processos online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Falamos, por exemplo, de cargos centrais ao digital como um(a) <strong>Gestor(a) de Marketing Digital<\/strong> (Chief Marketing Officer &#8211; CMO) ou de um(a) <strong>Gestor(a) de Tecnologia <\/strong>(Chief Technology Officer &#8211; CTO).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Incentivar a forma\u00e7\u00e3o cont\u00ednua dos trabalhadores<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O meio digital move-se a um ritmo alucinante, o que pode comportar desafios de gest\u00e3o. <strong>Os trabalhadores e trabalhadoras de uma empresa dever\u00e3o obter compet\u00eancias capazes de os tornar mais eficientes <\/strong>a lidar com as novas tend\u00eancias no seu respetivo mercado, de forma a que a empresa n\u00e3o fique para tr\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parte desta adapta\u00e7\u00e3o da for\u00e7a laboral ao contexto presente passa ainda por subcontratar certos servi\u00e7os que possam n\u00e3o ser oferecidos pelo <em>staff<\/em> que j\u00e1 tem, de forma a manter a inova\u00e7\u00e3o sem extenuar recursos econ\u00f3nimos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Os pr\u00f3prios gestores e gestoras das empresas dever\u00e3o tamb\u00e9m adaptar-se a estas mudan\u00e7as,<\/strong> para que as possam comunicar e incentivar junto da sua rede de trabalhadores e fornecedores.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Novas pol\u00edticas de contrata\u00e7\u00e3o, operacionaliza\u00e7\u00e3o e modus operandi<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O contexto digital leva a um novo <em>mindset<\/em> empresarial.<\/strong> A Pandemia teve um papel pivotal nesta acelera\u00e7\u00e3o quase for\u00e7ada, com as corpora\u00e7\u00f5es a enfrentar um desafio recorrente: reinventarem-se ou ca\u00edrem a pique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A reconfigura\u00e7\u00e3o de preocupa\u00e7\u00f5es levou a que a <strong>necessidade de contratar novos profissionais<\/strong> aumentasse, de forma a que estes e estas pudessem trazer novas ideias disruptivas ao seio das empresas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Outra tend\u00eancia crescente \u00e9 a <strong>descentraliza\u00e7\u00e3o e mobilidade dos trabalhadores<\/strong>, a qual cria <strong>novas formas de comunica\u00e7\u00e3o interna mais sofisticadas<\/strong>, permite reduzir custos com aluguer de escrit\u00f3rios, possibilita aos funcion\u00e1rios uma qualidade de vida superior e, com as ferramentas digitais corretas, uma <strong>maior rentabilidade.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Descobrir ferramentas capazes de potenciar a transforma\u00e7\u00e3o digital<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Existe, atualmente, um sem fim de <strong>plataformas capazes de otimizar o desempenho de uma empresa no digital<\/strong>. Estas s\u00e3o transversais a v\u00e1rios departamentos da empresa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, no que diz respeito \u00e0 <strong>automa\u00e7\u00e3o relativa a processos de gest\u00e3o empresarial e financeira, bem como administrativa,<\/strong> estas permitem facilitar processos como processamento de sal\u00e1rios, controlo de invent\u00e1rio e vendas, marca\u00e7\u00e3o de reuni\u00f5es e eventos, entre m\u00faltiplos outros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00e1rias plataformas de apoio \u00e0 gest\u00e3o tornam-se fulcrais, em fun\u00e7\u00e3o de cada neg\u00f3cio, como por exemplo:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"https:\/\/liminal.pt\/produtos\/crm.html\" target=\"_blank\" rel=\"noreferrer noopener\">CRM &#8211; Customer Relationship Manager<\/a> <\/strong>&#8211; tipo de software multifacetado que permite <strong>gerir rela\u00e7\u00f5es com os clientes,<\/strong> reter todo o hist\u00f3rico de intera\u00e7\u00f5es e melhorar a efici\u00eancia do atendimento ao cliente, envio de comunica\u00e7\u00e3o personalizada, entre outras val\u00eancias.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>ERP &#8211; Enterprise Resource Planning <\/strong>&#8211; software de <strong>planeamento de recursos empresariais<\/strong>. Este sistema armazena online, em cloud, tudo o que diz respeito a <strong>processos de recursos humanos, movimenta\u00e7\u00f5es financeiras, cadeia de fornecimento <\/strong>e diversas outras opera\u00e7\u00f5es. O melhor amigo de qualquer neg\u00f3cio.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>PMS <\/strong>&#8211; <strong>Property Management System <\/strong>&#8211; ferramenta indispens\u00e1vel, hoje em dia, no que diz respeito \u00e0 <strong>gest\u00e3o tur\u00edstica<\/strong>. Um PMS trata de tudo, de gest\u00e3o de reservas a processamento de pagamentos e taxas de ocupa\u00e7\u00e3o, por a\u00ed adiante.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Compreender as tend\u00eancias de comportamento<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Um dos alicerces da transforma\u00e7\u00e3o digital passa por estar onde o consumidor est\u00e1. \u00c9 quase redundante apontar que o consumidor est\u00e1 no online. N\u00e3o s\u00f3 l\u00e1 se encontra, como cada vez procura mais resolver parte das suas necessidades via meios tecnol\u00f3gicos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com o Marktest, em 2020 7<strong>6% dos portugueses com mais de 15 anos tinham j\u00e1 acesso \u00e0 internet via computador (44% do tr\u00e1fego). Os outros 56% preferiam o <em>mobile <\/em>(tablet e telem\u00f3vel). <\/strong>Tendo em conta esta preponder\u00e2ncia do <em>mobile, <\/em>estar presente online j\u00e1 n\u00e3o \u00e9 suficiente. \u00c9 necess\u00e1rio <strong>otimizar a experi\u00eancia do utilizador nos dispositivos m\u00f3veis,<\/strong> de forma a que o nosso site, apps ou outros canais de comunica\u00e7\u00e3o sejam apelativos e funcionais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">J\u00e1 de acordo com a entidade Similar Web, em 2021 o website mais visitado em Portugal \u00e9 o<strong> Google<\/strong>, e por isso o posicionamento de uma PME neste motor de busca \u00e9 fulcral para o sucesso digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neste \u00e2mbito surge a import\u00e2ncia da<strong> Big Data.<\/strong> Para um neg\u00f3cio crescer precisa de conhecer os seus consumidores, as suas necessidades e comportamentos e <strong>cruzar dados em grande volume de forma a atingir um entendimento mais global sobre o seu neg\u00f3cio.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para responder a estas tend\u00eancias cada vez mais exponenciadas \u00e9 importante contratar ou formar <strong>programadores especializados em cria\u00e7\u00e3o de plataformas web e desenvolvimento de apps<\/strong>. Acima de tudo, e particularmente se o produto em si n\u00e3o for tecnol\u00f3gico, \u00e9 importante ter entre a equipa <strong>cientistas e analistas de dados<\/strong> capazes de estudar ferramentas anal\u00edticas complexas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Criar uma estrutura de neg\u00f3cio Omnicanal<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No caso de empresas que vendam bens e servi\u00e7os ao consumidor final, considerar a <strong>integra\u00e7\u00e3o das lojas online de e-commerce com outros canais de venda<\/strong> permite melhorar de forma significativa a jornada do consumidor. Tal ir\u00e1 criar uma boa experi\u00eancia de compra em todos os canais e um atendimento ao cliente mais org\u00e2nico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o \u00e9 nenhuma novidade no online, mas \u00e9 sempre importante refor\u00e7ar a import\u00e2ncia das plataformas de e-commerce, n\u00e3o s\u00f3 as j\u00e1 mencionadas <strong>B2C <\/strong>(<em>Business to Costumer<\/em> &#8211; da empresa para o cliente ), como de <strong>B2B <\/strong>(<em>Business to Business<\/em> &#8211; entre empresas). No \u00e2mbito da crise pand\u00e9mica vender e comprar online tornou-se imprescind\u00edvel e ignorar esta tend\u00eancia dificultar\u00e1 o sucesso dos neg\u00f3cios.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Posicionar a Comunica\u00e7\u00e3o e Marketing na paisagem online<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cada vez mais, as empresas precisam de <strong>escolher de forma consciente e anal\u00edtica os canais de comunica\u00e7\u00e3o junto do p\u00fablico <\/strong>que mais ir\u00e3o beneficiar a sua transforma\u00e7\u00e3o digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quais s\u00e3o as redes sociais nas quais o meu p\u00fablico se move? Precisarei de um site para exibir o meu produto? Que linguagem e tom (formal, informal) vou usar para comunicar com a minha audi\u00eancia?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Atualmente um neg\u00f3cio precisa de estar dispon\u00edvel para uma<strong> comunica\u00e7\u00e3o r\u00e1pida com o consumidor, <\/strong>seja atrav\u00e9s de chatbots, sistemas de mensagens, newsletters, intera\u00e7\u00e3o em redes sociais ou via outros servi\u00e7os de atendimento. O que \u00e9 mais fundamental \u00e9 manter a porta sempre aberta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O departamento de marketing torna-se tamb\u00e9m fulcral<\/strong>. A estrutura compreender\u00e1 um ou uma gerente de marketing, bem como programadores, analistas que estudem o comportamento do consumidor em todos os canais e assistentes de marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contemplam-se ainda<strong> criadores de conte\u00fado<\/strong> para efeitos de SEO (otimiza\u00e7\u00e3o org\u00e2nica de motores de busca), <strong>gestores de PPC<\/strong> para prop\u00f3sitos de SEA (publicidade paga em motores de busca) ou ainda um <a href=\"https:\/\/www.zaask.pt\/design-grafico\">designer gr\u00e1fico <\/a>(ou mais) para arquitetar a t\u00e3o necess\u00e1ria identidade gr\u00e1fica inconfund\u00edvel da marca nos v\u00e1rios canais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pode encontrar diferentes perfis profissionais que podem ajudar na transforma\u00e7\u00e3o digital da sua pequena empresa, de programa\u00e7\u00e3o a produ\u00e7\u00e3o de conte\u00fado ou design gr\u00e1ficos na plataforma portuguesa <a href=\"https:\/\/www.zaask.pt\/\">Zaask<\/a>. Ao fazer o seu pedido, pode receber respostas de at\u00e9 5 profissionais com avalia\u00e7\u00f5es e coment\u00e1rios de anteriores clientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">Artigo escrito por:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/www.zaask.pt\/\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/04\/zaask-logo.png?resize=174%2C50&#038;ssl=1\" alt=\"\" class=\"wp-image-3484\" width=\"174\" height=\"50\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/04\/zaask-logo.png?w=500&amp;ssl=1 500w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2021\/04\/zaask-logo.png?resize=300%2C86&amp;ssl=1 300w\" sizes=\"auto, (max-width: 174px) 100vw, 174px\" \/><\/a><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">Equipa Zaask<\/p>\n<div class=\"rtng-rating-total\" data-id=\"3477\"><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. 2 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"3477\"><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=\"3477\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/3477\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>A transforma\u00e7\u00e3o digital e a reconvers\u00e3o para o online \u00e9, em simult\u00e2neo, um dos maiores desafios e oportunidades a ter em conta pelas Micro, Pequenas e M\u00e9dias Empresas (PME). De &hellip; <\/p>\n","protected":false},"author":2,"featured_media":3480,"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":[34],"tags":[53,52,159,7,14],"class_list":["post-3477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformacao-digital","tag-era-digital","tag-marketing","tag-martech-talks","tag-omnicanal","tag-transformacao-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como fazer a transforma\u00e7\u00e3o digital de uma PME | Martech Magazine<\/title>\n<meta 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