{"id":9786,"date":"2023-01-23T08:40:17","date_gmt":"2023-01-23T08:40:17","guid":{"rendered":"https:\/\/promoguy.nl\/marketing-stats-to-guide-you-to-success-in-2023\/"},"modified":"2024-09-25T20:23:57","modified_gmt":"2024-09-25T20:23:57","slug":"marketing-stats-to-guide-you-to-success-in-2023","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2023\/01\/23\/marketing-stats-to-guide-you-to-success-in-2023\/","title":{"rendered":"Estat\u00edsticas de marketing para o guiar para o sucesso em 2023"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Nos \u00faltimos anos, o marketing digital registou in\u00fameros altos e baixos. Enquanto a pandemia criou um impulso para o marketing em linha, o \"regresso\" no ano passado apresentou novas vias para a promo\u00e7\u00e3o devido \u00e0 altera\u00e7\u00e3o do comportamento dos consumidores. Consequentemente, estas mudan\u00e7as criaram muita incerteza. Aqui est\u00e3o algumas tend\u00eancias importantes do mercado global e estat\u00edsticas de marketing que deve ter em mente at\u00e9 2023.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Tend\u00eancias do marketing digital para 2023<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias para 2023 indicam:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>O marketing baseado em sinais vai crescer<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Embora nos \u00faltimos anos tenha sido necess\u00e1rio avaliar as tend\u00eancias comportamentais e fazer dedu\u00e7\u00f5es sobre as necessidades e os desejos do p\u00fablico, os especialistas em marketing em linha prev\u00eaem uma evolu\u00e7\u00e3o para <a href=\"https:\/\/thefinancialbrand.com\/news\/bank-marketing\/financial-marketing-signals-triggers-event-customer-journey-64259\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing baseado em sinais<\/a>. \u00c9 aqui que esperamos que a audi\u00eancia apresente sinais de potenciais clientes, em vez de esperarmos que demonstrem interesse abertamente. Trata-se de ser proactivo na previs\u00e3o de <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/target-audience\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/target-audience\" >p\u00fablico-alvo<\/a> em vez de esperar que demonstrem um interesse manifesto.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9800\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-13.25.38-1-700x234.png\" alt=\"Estat\u00edsticas de marketing baseadas no sinal do Google\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Aumentar a automatiza\u00e7\u00e3o<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Novas ferramentas como o Chat GPT e os v\u00e1rios programas de conte\u00fado de IA podem ser um grande passo em frente para acelerar a cria\u00e7\u00e3o de conte\u00fado original e o apoio ao cliente. Cada vez mais empresas est\u00e3o a fazer experi\u00eancias com ferramentas de IA, mas isto n\u00e3o significa que o seu especialista em conte\u00fados m\u00e9dio v\u00e1 ficar sem emprego. Pelo contr\u00e1rio, estas podem ser um \u00f3timo complemento para as suas opera\u00e7\u00f5es de conte\u00fado e de envolvimento do cliente. Aqui est\u00e1 uma ilustra\u00e7\u00e3o do crescimento dos assistentes de voz nas empresas:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9801\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/marketing-trends-voice-assistance-copy.png\" alt=\"Estat\u00edsticas do assistente de marketing\" \/>\r\n<figcaption class=\"wp-element-caption\">Fonte: Statista<\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Recolha de dados por parte zero<\/strong><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Com o crescimento do <a href=\"https:\/\/promoguy.nl\/pt\/blog\/gdpr-compliance-the-effects-on-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">legisla\u00e7\u00e3o que protege a privacidade dos dados<\/a>Na altura, muitas empresas de marketing come\u00e7aram a fazer tiradas de desgra\u00e7a e tristeza. No entanto, outras foram <a href=\"https:\/\/www.forrester.com\/blogs\/straight-from-the-source-collecting-zero-party-data-from-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ver as empresas tornarem-se mais activas<\/a> na recolha de dados com consentimento. Consequentemente, as ferramentas de investiga\u00e7\u00e3o, como os servi\u00e7os de automatiza\u00e7\u00e3o de inqu\u00e9ritos em linha e o alcance da investiga\u00e7\u00e3o prim\u00e1ria, est\u00e3o preparadas para crescer.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias actuais do marketing por correio eletr\u00f3nico tamb\u00e9m est\u00e3o relacionadas com os dados de parte zero, uma vez que as empresas poder\u00e3o hiper-personalizar as suas campanhas de correio eletr\u00f3nico \u00e0 luz das novas pol\u00edticas de privacidade, segundo os analistas.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-9802\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Cream-Orange-Clean-Professional-Comparison-Real-Estate-Professional-Instagram-Post.png\" alt=\"Estat\u00edsticas de dados de parte zero\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Tend\u00eancias actuais da comunica\u00e7\u00e3o integrada de marketing<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Quando se trata de ligar v\u00e1rias formas de meios de comunica\u00e7\u00e3o, h\u00e1 uma s\u00e9rie de tend\u00eancias diferentes que estamos a notar. Os conjuntos integrados de tecnologias de marketing e publicidade revelam-se bem sucedidos e est\u00e3o relacionados com melhores opera\u00e7\u00f5es:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-9804\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Screenshot-2023-01-03-at-14.25.32-700x233.png\" alt=\"Estat\u00edsticas do Google sobre marketing integrado\" \/><\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Entre as plataformas de marketing integrado, 3 s\u00e3o especialmente populares e representam mais de 50% da quota de mercado da automatiza\u00e7\u00e3o do marketing: HubSpot (33,74%), ActiveCampaign (10,04%) e Adobe (7,5%). Todos estes l\u00edderes de mercado fornecem uma vasta gama de servi\u00e7os que executam campanhas em v\u00e1rias formas de media.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias da publicidade program\u00e1tica revelam um forte crescimento dos processos internos e automatizados. 69% de <a href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2020\/07\/IAB_2020ProgrammaticInHousing_International_2020-08.pdf#zoom=50\" target=\"_blank\" rel=\"noreferrer noopener\">as empresas de marketing trouxeram total ou parcialmente as suas campanhas program\u00e1ticas<\/a> interno. Este facto coincide com o aumento do interesse pela publicidade program\u00e1tica baseada em solu\u00e7\u00f5es de dados prim\u00e1rios.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Do mesmo modo, registou-se um aumento significativo das despesas com publicidade \u00e1udio, ao qual as ag\u00eancias de marketing devem estar atentas. Algumas das principais tend\u00eancias da publicidade \u00e1udio ilustram \u00e1reas de potencial crescimento:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>O crescimento dos podcasts tornou os an\u00fancios \u00e1udio mais populares. As receitas dos an\u00fancios \u00e1udio provenientes de podcasts s\u00e3o de <a href=\"https:\/\/www.insiderintelligence.com\/content\/podcasts-digital-audio-ad-spending\" target=\"_blank\" rel=\"noreferrer noopener\">prev\u00ea-se que aumente para $3 mil milh\u00f5es at\u00e9 2026<\/a> de acordo com um relat\u00f3rio sobre as tend\u00eancias de marketing de 2021.<\/li>\r\n\r\n\r\n\r\n<li>49% dos gastos com publicidade digital em podcasts s\u00e3o em \u00e1udio.<\/li>\r\n\r\n\r\n\r\n<li>Os an\u00fancios \u00e1udio podem custar <a href=\"https:\/\/www.vocads.com\/audio-advertising-guide-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">menos de metade dos seus hom\u00f3logos de v\u00eddeo<\/a>.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Estat\u00edsticas de marketing para t\u00e9cnicas de contacto com o cliente<\/h3>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9819\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Mkt-channels_1-700x713.png\" alt=\"ROI por canal\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Estat\u00edsticas do marketing emocional <a href=\"https:\/\/www.neurosciencemarketing.com\/blog\/articles\/emotional-ads-work-best.htm#sthash.yu8l31Jn.dpuf\" target=\"_blank\" rel=\"noreferrer noopener\">mostram que as campanhas com conte\u00fados puramente emocionais t\u00eam o dobro do desempenho<\/a> bem como aquelas com conte\u00fado puramente racional (31% vs. 16%). Da mesma forma, as campanhas que eram apelos puramente emocionais tiveram um desempenho marginalmente melhor (31% vs 26%) do que as que misturavam conte\u00fado emocional e racional.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As estat\u00edsticas do marketing de conversa\u00e7\u00e3o tamb\u00e9m s\u00e3o prometedoras, indicando que uma das principais preocupa\u00e7\u00f5es dos clientes \u00e9 o tempo de resposta. 42% dos visitantes esperam respostas instant\u00e2neas de um chatbot e 44% esperam uma resposta instant\u00e2nea do chat em direto. Espera-se que os chatbots e as novas IA sejam implementados com grande efic\u00e1cia para promover o marketing de conversa\u00e7\u00e3o num futuro pr\u00f3ximo.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Em termos de compradores e compradores em linha, as tend\u00eancias de marketing indicam que:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>81% dos compradores de retalho fazem pesquisas em linha antes de comprar, o que significa que os conte\u00fados e o com\u00e9rcio eletr\u00f3nico <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/seo\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/seo\" >SEO<\/a> tornaram-se cruciais na divulga\u00e7\u00e3o.<\/li>\r\n\r\n\r\n\r\n<li>A falta de uma abordagem omnicanal pode custar 10% em termos de perda de receitas.<\/li>\r\n\r\n\r\n\r\n<li>73% dos consumidores retalhistas utilizam m\u00faltiplos canais para fazer compras.<\/li>\r\n\r\n\r\n\r\n<li>84% dos consumidores querem que os retalhistas fa\u00e7am mais promo\u00e7\u00f5es f\u00edsicas e digitais.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Estat\u00edsticas de marketing B2B<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9438\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/10\/e-commerce-ge9f19f514_1920-700x467.png\" alt=\"Estat\u00edsticas comerciais\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias das redes sociais B2B parecem promissoras, indicando que as empresas est\u00e3o a investir mais no LinkedIn do que em anos anteriores, com as receitas da plataforma a crescerem 43% em 2021 para $11,5 mil milh\u00f5es. Isto indica que o LinkedIn se tornar\u00e1 mais competitivo tanto para as empresas como para os candidatos a emprego, uma vez que as suas receitas coincidem frequentemente com um maior n\u00famero de empresas em geral e com campanhas publicit\u00e1rias mais intensas.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias do marketing digital B2B mostram que quase 60% dos compradores B2B se enquadram na faixa demogr\u00e1fica dos 25 aos 44 anos, o que significa que os l\u00edderes empresariais s\u00e3o atualmente mais jovens em geral. Este facto pode justificar uma reformula\u00e7\u00e3o da forma de abordar as empresas, uma vez que os m\u00e9todos tradicionais t\u00eam sido dominantes durante muito tempo.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Em termos de percursos dos clientes B2B, os inquiridos s\u00e3o na sua esmagadora maioria (75%) <a href=\"https:\/\/www.insiderintelligence.com\/content\/b2b-marketing-trends-watch-2023\" target=\"_blank\" rel=\"noreferrer noopener\">consideram que o ciclo de compra se tornou mais longo nos \u00faltimos 2 anos<\/a>. Tendo em conta este facto, o futuro pode ser favor\u00e1vel para as empresas com uma estrat\u00e9gia contr\u00e1ria. Simplifique os ciclos de venda e poupe dinheiro, tanto para si como para o seu cliente, ao mesmo tempo que vai ao cerne da sua atividade.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Aqui est\u00e3o algumas tend\u00eancias de marketing B2B que esperamos que sejam relevantes:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Um afastamento do InMail (ou, pelo menos, uma menor depend\u00eancia do InMail).<\/li>\r\n\r\n\r\n\r\n<li>54% dos agentes de vendas acreditam que contactar os potenciais clientes independentemente dos canais \u00e9 <a href=\"https:\/\/techjury.net\/blog\/b2b-marketing-statistics\/#gref\" target=\"_blank\" rel=\"noreferrer noopener\">mais dif\u00edcil do que era h\u00e1 cinco anos<\/a>.<\/li>\r\n\r\n\r\n\r\n<li>O conte\u00fado continua a ser um poderoso motor, com pouco mais de 50% dos compradores a analisarem-no antes de decidirem uma compra.<\/li>\r\n\r\n\r\n\r\n<li><a href=\"https:\/\/yougov.co.uk\/topics\/resources\/articles-reports\/2020\/10\/21\/linkedin-most-used-social-media-channel-86-b2b-mar\" target=\"_blank\" rel=\"noreferrer noopener\">86% dos profissionais de marketing B2B est\u00e3o a utilizar o LinkedIn<\/a> para a gera\u00e7\u00e3o de vendas.<\/li>\r\n\r\n\r\n\r\n<li>As estat\u00edsticas de marketing B2B tamb\u00e9m ilustram que 60% est\u00e3o a utilizar o Twitter e 60% fazem neg\u00f3cios atrav\u00e9s do Instagram. O YouTube \u00e9 utilizado por 56% e apenas 5% dos profissionais de marketing declararam n\u00e3o utilizar nenhuma rede social.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Como acompanhar as tend\u00eancias das redes sociais em 2023<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias das redes sociais em 2023 surgir\u00e3o principalmente em s\u00edtios como o Instagram e o TikTok. Em 2021, o TikTok gerou <strong>$4,6 mil milh\u00f5es para um aumento anual de 142%<\/strong>. Da mesma forma, o Instagram tamb\u00e9m est\u00e1 a crescer a um ritmo constante, estando a caminho de atingir <strong>2,5 mil milh\u00f5es de utilizadores ap\u00f3s o primeiro trimestre de 2023<\/strong>. Embora o Facebook e o Twitter j\u00e1 n\u00e3o sejam os gigantes de crescimento que eram no passado, continuam a apresentar oportunidades de marketing.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para participar em algumas destas tend\u00eancias de marketing em linha de elevado envolvimento, \u00e9 necess\u00e1rio:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Utilize o Centro de cria\u00e7\u00e3o do TikTok e o Instagram Marketplace (se dispon\u00edvel na sua regi\u00e3o).<\/li>\r\n\r\n\r\n\r\n<li>Siga influenciadores proeminentes e crie alertas do Google para as principais tend\u00eancias.<\/li>\r\n\r\n\r\n\r\n<li>Acompanhe as hashtags relacionadas com o seu sector com listas do Twitter, fluxos do Twitter e grupos do Facebook.<\/li>\r\n\r\n\r\n\r\n<li>Plataformas como Hootsuite, Reddit e Feedly podem ser excelentes fontes para monitorizar v\u00e1rios fluxos de tend\u00eancias.<\/li>\r\n\r\n\r\n\r\n<li>Existem canais do YouTube e contas do Twitter dedicados a nichos do sector, por isso, encontre um em que confie e siga-o.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As tend\u00eancias das redes sociais e os estudos de mercado indicam que os meios de comunica\u00e7\u00e3o social ef\u00e9meros continuam a crescer, com destaque para os v\u00eddeos r\u00e1pidos. As estat\u00edsticas de marketing mais recentes indicam um maior investimento no TikTok. Do mesmo modo, os influenciadores v\u00e3o provavelmente continuar a ser uma parte importante das redes sociais. Seguem-se algumas tend\u00eancias cruciais do marketing de influenciadores:<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-9816\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/01\/Influencer-Marketing-Statistics-700x700.png\" alt=\"Tend\u00eancias do marketing de influ\u00eancia\" \/><\/figure>\r\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Eis algumas tend\u00eancias importantes do mercado global e estat\u00edsticas de marketing que deve ter em mente at\u00e9 2023.<\/p>","protected":false},"author":1,"featured_media":12778,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,14],"tags":[183,181,182],"wl_entity_type":[47,54],"class_list":["post-9786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-trends","tag-digital-marketing-trends","tag-marketing-stats","tag-marketing-success","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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