Transformações do novo consumidor digital
description
Transcript of Transformações do novo consumidor digital
![Page 1: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/1.jpg)
O comportamento do Novo Consumidor Digital
Marianna Ferraz Cunha | Google
![Page 2: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/2.jpg)
Conectividade.
![Page 3: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/3.jpg)
Google Confidential and Proprietary
Futebol
![Page 4: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/4.jpg)
Google Confidential and Proprietary
São Paulo, fev - abr 2014
![Page 5: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/5.jpg)
Google Confidential and Proprietary
Dom 30/mar
São Paulo, fev - abr 2014
![Page 6: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/6.jpg)
Google Confidential and ProprietaryDom
06/abr
São Paulo, fev - abr 2014
Dom 30/mar
![Page 7: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/7.jpg)
Google Confidential and Proprietary
Dom 13/abr
São Paulo, fev - abr 2014
Dom 30/mar
Dom 06/abr
![Page 8: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/8.jpg)
Google Confidential and Proprietary
Dom 13/abr
Campeão Paulista 2014
São Paulo, fev - abr 2014
Dom 30/mar
Dom 06/abr
![Page 9: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/9.jpg)
Google Confidential and Proprietary
Falando de Comida
![Page 10: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/10.jpg)
Google Confidential and Proprietary
Bacalhau
![Page 11: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/11.jpg)
Google Confidential and Proprietary
Bacalhau
![Page 12: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/12.jpg)
Google Confidential and Proprietary
Bacalhau
DezembroMarço / Abril
![Page 13: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/13.jpg)
Google Confidential and Proprietary
Bacalhau
DezembroMarço / Abril
![Page 14: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/14.jpg)
![Page 15: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/15.jpg)
Multiplicação de Meios.
![Page 16: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/16.jpg)
Google Confidential and Proprietary
Quem são os seus clientes? Onde eles estão?
![Page 17: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/17.jpg)
Fonte: eMarketer
![Page 18: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/18.jpg)
Fonte: eMarketer
![Page 19: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/19.jpg)
Fonte: eMarketer
![Page 20: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/20.jpg)
Fonte: eMarketer
![Page 21: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/21.jpg)
Fonte: eMarketer
![Page 22: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/22.jpg)
Todos, em todos os lugares, sempre conectados em diversos dispositivos
Google Confidential and Proprietary
![Page 23: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/23.jpg)
Fonte: MI4
50% É a parcela estimada de pessoas que irão procurar sua marca online, depois de serem impactados no offline.
Google Confidential and Proprietary
![Page 24: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/24.jpg)
Fonte: eMarketer
Pesquisa online, compra offline.
Google Confidential and Proprietary
![Page 25: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/25.jpg)
Multiplicidade
Google Confidential and Proprietary
![Page 26: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/26.jpg)
Participação do usuário com o ambiente.
![Page 27: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/27.jpg)
Google Confidential and Proprietary
Modelo Tradicional de 3 Etapas.
![Page 28: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/28.jpg)
Google Confidential and Proprietary
Momento Zero da VerdadeNovo Modelo Mental
![Page 29: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/29.jpg)
Como me adaptar ao comportamento desse novo consumidor ?
![Page 30: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/30.jpg)
Google Confidential and Proprietary
Uma de muitas Histórias
Paulo, a SQG e sonhos grandes.
![Page 31: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/31.jpg)
Google Confidential and Proprietary
#1 Crie um site
![Page 32: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/32.jpg)
Google Confidential and Proprietary
#2 Aproveite todas as ferramentas
![Page 33: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/33.jpg)
A jornada até a conversão é longa.
ex: Caminho médio de compra do cliente na categoria vestuário.Google Confidential and Proprietary
![Page 34: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/34.jpg)
Como o Google pode te ajudar.
Google Confidential and Proprietary
![Page 35: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/35.jpg)
YouTube.
Google Confidential and Proprietary
![Page 36: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/36.jpg)
Rede de Display.
Google Confidential and Proprietary
![Page 37: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/37.jpg)
Rede de Pesquisa.
Google Confidential and Proprietary
![Page 38: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/38.jpg)
Google Shopping.
Google Confidential and Proprietary
![Page 39: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/39.jpg)
Remarketing.
Google Confidential and Proprietary
![Page 40: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/40.jpg)
Como posso atribuir valor à interação dos meus clientes ?
![Page 41: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/41.jpg)
Google Confidential and Proprietary
#1 - Campanha Pesquisa#6 – Crie uma Conta no Google Analytics
#3 Crie uma conta no Google Analytics
Defina o que é importante para você Qual o comportamento do usuário
Que dispositivos utilizou
Quanto tempo ficou no site
Acompanhe ações de seus clientes
.
![Page 42: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/42.jpg)
Recapitulando...
![Page 43: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/43.jpg)
/ esteja sempre conectado;
/ orquestre sua comunicação;
/ crie um ecossistema participativo;
/ defina que métricas são importantes para você;
Google Confidential and Proprietary
![Page 44: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/44.jpg)
Como começar?
Google Confidential and Proprietary
![Page 45: Transformações do novo consumidor digital](https://reader035.fdocuments.us/reader035/viewer/2022081400/5550596fb4c905c0448b4c08/html5/thumbnails/45.jpg)
Obrigada,Marianna Ferraz Cunha