|By Maria Spínola||
|February 7, 2011 12:09 AM EST||
|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.
|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...
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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
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