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Content Marketing Mapping: Em Que Medida as Pesquisas Online Influenciam as Empresas B2B?

Devido à Internet, às redes sociais e também ao aumento dos dispositivos móveis os seus potenciais clientes e actuais clientes - que, neste documento, terão a designação de compradores - estão a passar mais tempo na Internet, obtendo quase toda a informação de que necessitam e de modo independente.
Número de pesquisas diárias, por idade e por dispositivo (executivos seniores).´Fonte: “The Untethered Executive”, Forbes Insight
´

Em 2009, os executivos seniores realizaram, em média, 6 pesquisas diárias na Internet (pesquisas executadas com origem em computadores e dispositivos móveis). - Fonte: “Rise of the Digital C-Suite” (efectuado pela Forbes e Google)
Em 2010, e de acordo com o estudo “The Untethered Executive” da Forbes Insights, o número médio de pesquisas diárias efectuadas por executivos seniores na Internet foi de:

  • 12 com origem em computadores
  • 7 com origem em dispositivos móveis (superior ao número médio de pesquisas diárias totais de 2009)

Também segundo a Focus, 90% dos compradores empresariais preferem consumir informação online. É de notar que essa tendência também se verifica ao nível das empresas de Tecnologias de Informação (TI).

“Na maioria das regiões do mundo mais de 90% usam, sempre ou frequentemente, a Internet para pesquisar soluções relacionadas com Tecnologias de Informação” - "Understanding Regional Distinctions of How IT Buyers Research Online", Dezembro de 2010, TechTarget.

EM QUE MEDIDA AS PESQUISAS ONLINE INFLUENCIAM AS EMPRESAS B2B?


ISSO PERMITE QUE O COMPRADOR SELECCIONE, CONVENIENTEMENTE E DE ACORDO COM O SEU RITMO, A INFORMAÇÃO DE QUE NECESSITA. TAMBÉM PERMITE QUE O COMPRADOR “QUALIFIQUE" OS FORNECEDORES ANTES DE QUALQUER CONTACTO COM REPRESENTANTES COMERCIAIS.


Fonte: "BuyerSphere Research Project"


“Hoje em dia, os compradores estão a evitar os comerciais nas primeiras etapas do processo de compra. Preferem pesquisar a informação e estão, em certa medida, a usar as redes sociais.” - Chris Koch, Associate Vice President of Research and Thought Leadership, ITSMA.

“Aproximadamente 80% dos comerciais informaram que, quando apresentam uma nova oportunidade a um comprador, quase sempre a concorrência já faz parte da conversa" - Corporate Visions, Quarterly Sales and Marketing Messaging Report (Q3 2010)

As últimas duas afirmações significam que:

  • os compradores estão activamente à procura de soluções - e vão adquiri-las a algum dos fornecedores (o ideal seria que escolhessem as soluções que a sua empresa disponibiliza);
  • em 80% dos casos, os comerciais “chegam tarde” - quando abordam um comprador, este já efectuou pesquisas sobre soluções e respectivos fornecedores.
Ou seja, existe uma lacuna entre o passado recente e o presente em relação aos papéis do Marketing e das Vendas no processo de compras empresariais, tal como apresentado na figura seguinte.


Fonte: "eMarketing Strategies for the Complex Sale"

No passado, o comprador poderia tomar conhecimento de uma solução através de uma campanha de Marketing ou de um artigo numa revista especializada. Como não havia tanta informação disponível online, o comprador teria de entrar em contacto com o fornecedor de modo a obter informação e avançar no processo de compra.

Actualmente, o comprador pode, igualmente, tomar conhecimento de uma solução através de uma campanha de Marketing. No entanto, como está convencido que poderá obter online a informação necessária, de modo a avançar no processo de compra, irá começar a efectuar essas pesquisas de modo autónomo.

O que acontece quando o comprador, no seu processo de pesquisa de informação online, encontra um fornecedor que apenas disponibiliza informação que é um mero catálogo descritivo das suas soluções?

A maioria dos compradores não tem problemas em encontrar informação descritiva de soluções. Em poucos minutos podem visitar dezenas de empresas. O problema é que não têm tempo para descobrir como as soluções resolvem os seus problemas, nem como se adaptam às suas necessidades (ver secção "Como Mapear os Conteúdos a Cada Fase do Processo de Compras Empresarial?" e "Anexo A: As Respostas Que os Compradores Querem em Cada Fase do Processo de Compras Empresarial”)

“As nossas pesquisas mostram que consistentemente os compradores querem conteúdos direccionados a eles” - Chris Koch, Associate Vice President of Research and Thought Leadership, ITSMA.

Como lidar com essa nova realidade?

A SUA EMPRESA TERÁ DE ENTREGAR A INFORMAÇÃO CERTA, NO FORMATO CERTO E NA HORA CERTA(CADA COMPRADOR CONSOME INFORMAÇÃO DE MODO DIFERENTE) DE MODO A ALICIÁ-LOS E MOVÊ-LOS ATÉ QUE ESTEJAM PRONTOS PARA COMPRAR. ISSO É CONTENT MARKETING MAPPING.

No post seguinte vamos definir o que é Content Marketing Mapping .. continua...

Maria Spínola
B2B TIC Content Marketing Mapping & Copywriting
+351 91 293 05 19
http://www.mariaspinola.com/

P.S. Esta série de posts fazem parte do White Paper "Content Marketing Mapping: O Que Necessita Saber Para Criar Conteúdos Que Vendem (B2B) que se encontra em http://www.mariaspinola.com/contentmarketing/Content_Marketing_Mapping_O_Que_Necessita_Saber_Para_Criar_Conteudos_Que_Vendem_(B2B).pdf

Read the original blog entry...

More Stories By Maria Spínola

Maria Spínola is a Researcher, White Paper Author and Copywriter, and Cloud Computing Evangelist and Advisor with more than 15 years experience in enterprise information technologies.

She holds a Software Engineering degree and a "Marketing and Innovation in Retail and Distribution" pos-graduation.

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