{"id":1843,"date":"2020-04-24T07:34:51","date_gmt":"2020-04-24T07:34:51","guid":{"rendered":"https:\/\/promoguy.nl\/how-remarketing-and-retargeting-bring-in-customers\/"},"modified":"2024-10-01T10:50:29","modified_gmt":"2024-10-01T10:50:29","slug":"how-remarketing-and-retargeting-bring-in-customers","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2020\/04\/24\/how-remarketing-and-retargeting-bring-in-customers\/","title":{"rendered":"Como o Remarketing e o Retargeting atraem clientes"},"content":{"rendered":"

H\u00e1 muitas op\u00e7\u00f5es dispon\u00edveis para as empresas quando se trata de chegar aos clientes que est\u00e3o interessados nos seus produtos. O remarketing e o retargeting, em especial, apresentam algumas ferramentas muito potentes para capitalizar essa inten\u00e7\u00e3o e melhorar o envolvimento do cliente. Como abordagens \u00e0 publicidade, t\u00eam muito para oferecer, mas tamb\u00e9m podem apresentar desafios na implementa\u00e7\u00e3o. \u00c9 por isso que estamos aqui para lhe dizer o que s\u00e3o e qual a melhor forma de os utilizar.<\/p>\r\n\r\n\r\n\r\n

Diferencia\u00e7\u00e3o entre Remarketing e Retargeting<\/h2>\r\n\r\n\r\n\r\n

Para al\u00e9m de parecerem semelhantes, o remarketing e o retargeting s\u00e3o muitas vezes utilizados indistintamente. No entanto, existem algumas distin\u00e7\u00f5es entre estes dois termos. A um n\u00edvel b\u00e1sico, utilizam ferramentas muito diferentes. Mas ambos t\u00eam a ver com a execu\u00e7\u00e3o de campanhas que atraem consumidores com algum n\u00edvel de interesse ou inten\u00e7\u00e3o de compra.<\/p>\r\n\r\n\r\n

\r\n
\"Remarketing\r\n
Imagem cortesia de Wordstream<\/em><\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n

Retargeting<\/strong> refere-se geralmente \u00e0 utiliza\u00e7\u00e3o de coloca\u00e7\u00f5es de an\u00fancios em linha e de an\u00fancios de visualiza\u00e7\u00e3o, que aparecem como resultado da atividade de um utilizador. Um potencial cliente pode aceder ao seu s\u00edtio que lhe fornece cookies. Estes permitem-lhe objetivo<\/a> an\u00fancios para eles noutros s\u00edtios que visitam. O redireccionamento \u00e9 particularmente \u00fatil porque funciona atrav\u00e9s de redes de terceiros, como a AdBrite e a rede de visualiza\u00e7\u00e3o do Google. Isto permite aos profissionais de marketing chegar aos utilizadores em qualquer lugar entre milh\u00f5es de s\u00edtios.<\/p>\r\n\r\n\r\n\r\n

As duas formas gerais de redireccionamento baseiam-se em eventos no local e em eventos fora do local, embora existam ainda mais subcategorias no \u00e2mbito destas. A primeira refere-se a quaisquer actividades de redireccionamento que obt\u00eam dados do envolvimento do utilizador com o seu s\u00edtio. A segunda refere-se a dados de utilizadores que se envolvem com outros s\u00edtios. Em ambos os casos, o redireccionamento utiliza o comportamento em linha dos clientes. Isto inclui as p\u00e1ginas Web que visitaram e se participaram nas suas promo\u00e7\u00f5es por correio eletr\u00f3nico. Tamb\u00e9m o tempo que passaram em cada p\u00e1gina e as hiperliga\u00e7\u00f5es em que clicaram.<\/p>\r\n\r\n\r\n\r\n

\"Remarketing<\/figure>\r\n\r\n\r\n\r\n

Remarketing<\/strong>Por outro lado, o sistema de vendas por e-mail, por exemplo, reencontra os clientes enviando-lhes e-mails com base no seu hist\u00f3rico de navega\u00e7\u00e3o. Isto pode ser feito sob a forma de e-mails de upsell\/cross-sell, referindo produtos semelhantes ou complementares aos que o utilizador comprou anteriormente. Tamb\u00e9m os e-mails de abandono do carrinho de compras ou de ciclo de vida marketing<\/a> e-mails. Estes podem ser eficazes para acompanhar os consumidores e ajud\u00e1-los ao longo do funil de compra.<\/p>\r\n\r\n\r\n\r\n

Benef\u00edcios de marketing<\/h2>\r\n\r\n\r\n\r\n

Tanto o remarketing como o retargeting t\u00eam as suas vantagens. Ambos recordam ao cliente o que o seu s\u00edtio tem para oferecer. Podem ser uma \u00f3ptima forma de informar os clientes com inten\u00e7\u00f5es conhecidas sobre vendas, eventos ou ofertas especiais. Entre os compradores norte-americanos, a t\u00e1tica de personaliza\u00e7\u00e3o mais popular foi um e-mail de alerta para quando produtos apelativos estivessem \u00e0 venda, de acordo com 58% dos inquiridos.<\/p>\r\n\r\n\r\n\r\n

Esta pode ser uma ferramenta potencialmente poderosa para reencontrar compradores anteriores. O remarketing tamb\u00e9m pode ser uma boa forma de capitalizar a procura de bens complementares por parte dos consumidores. Por exemplo, se algu\u00e9m estiver a comprar uma m\u00e1quina fotogr\u00e1fica, pode tamb\u00e9m querer comprar lentes ou ilumina\u00e7\u00e3o, pelo que um e-mail de lembrete pode fazer maravilhas.<\/p>\r\n\r\n\r\n\r\n

Ac\u00e7\u00f5es como os e-mails de abandono do carrinho de compras podem lembrar os consumidores de concluir uma transa\u00e7\u00e3o. Os lembretes de abandono do carrinho de compras s\u00e3o bastante populares entre as pessoas com idades compreendidas entre os 25 e os 34 anos, com 41% a afirmarem que apreciaram o seguimento, de acordo com um estudo da AgilOne. Do mesmo modo, o segundo tipo de contacto de remarketing mais apreciado foi o dos e-mails de aprecia\u00e7\u00e3o de clientes VIP. 51% dos inquiridos afirmaram ter apreciado este tipo de contacto.<\/p>\r\n\r\n\r\n\r\n

Sugest\u00f5es sobre a aplica\u00e7\u00e3o de campanhas de remarketing e reorienta\u00e7\u00e3o<\/h2>\r\n\r\n\r\n
\r\n
\"Remarketing<\/figure>\r\n<\/div>\r\n\r\n\r\n

Embora as empresas devam esfor\u00e7ar-se por interagir com os clientes utilizando tanto o remarketing como o retargeting, precisam de compreender o que cada um faz melhor. O remarketing destina-se geralmente a pessoas mais a jusante no funil de compra, que provavelmente t\u00eam uma inten\u00e7\u00e3o elevada. Por outro lado, o redireccionamento centra-se mais em manter o produto, e em particular a sua marca, na mente das pessoas quando e se estas decidirem comprar. Assim, o remarketing \u00e9 muito mais direto (vai para os e-mails das pessoas) e o retargeting \u00e9 mais geral, baseando-se em an\u00fancios em banner e PPC.<\/p>\r\n\r\n\r\n\r\n

O tempo tamb\u00e9m pode ser crucial para as campanhas de remarketing. Um estudo do MIT mostrou taxas de envolvimento mais baixas para o contacto que ocorre mais de uma hora depois de um visitante ter deixado o s\u00edtio. A queda no envolvimento pode ser de at\u00e9 10 vezes se os s\u00edtios fizerem o acompanhamento mais de uma hora ap\u00f3s a primeira intera\u00e7\u00e3o com um potencial cliente. Por isso, o acompanhamento dos clientes, especialmente quando se trata de compras por impulso, pode ser crucial.<\/p>\r\n\r\n\r\n\r\n

Em geral, o remarketing \u00e9 uma forma mais fi\u00e1vel de conseguir uma venda, mas tem os seus inconvenientes. N\u00e3o se esque\u00e7a de que alguns consumidores podem considerar o remarketing demasiado intrusivo, ou seja, que est\u00e1 a encher a sua caixa de entrada. Nestes casos, o retargeting pode ser um pouco mais \u00fatil para atrair clientes.<\/p>\r\n\r\n\r\n\r\n

Artigo relacionado: Porque \u00e9 que a publicidade digital \u00e9 crucial para as pequenas empresas<\/a><\/p>","protected":false},"excerpt":{"rendered":"

H\u00e1 muitas op\u00e7\u00f5es dispon\u00edveis para as empresas quando se trata de chegar aos clientes que est\u00e3o interessados nos seus produtos. Duas op\u00e7\u00f5es importantes s\u00e3o o retargeting e o remarketing.<\/p>","protected":false},"author":1,"featured_media":11985,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13],"tags":[465,466],"wl_entity_type":[47,54],"class_list":["post-1843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","tag-remarketing","tag-retargeting","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"\nHow Remarketing and Retargeting Bring In Customers - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Remarketing and retargeting present some very potent tools for capitalising on customer intent and improving customer engagement. 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