{"id":81665,"date":"2019-12-29T05:00:30","date_gmt":"2019-12-29T13:00:30","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=81665"},"modified":"2019-12-29T05:00:30","modified_gmt":"2019-12-29T13:00:30","slug":"comunicacao-omnicanal-ou-multicanal","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/pt-br\/comunicacao-omnicanal-ou-multicanal\/","title":{"rendered":"Comunica\u00e7\u00e3o omnicanal ou multicanal, qual estrat\u00e9gia adotar?"},"content":{"rendered":"

Qual estrat\u00e9gia voc\u00ea usa para estabelecer um relacionamento com seus clientes? A comunica\u00e7\u00e3o omnicanal ou multicanal?<\/span><\/p>\n

O advento da era digital trouxe muitas mudan\u00e7as em termos de estrat\u00e9gia de marketing. Anteriormente, os clientes iam \u00e0 loja para obter informa\u00e7\u00f5es, solicitar o cat\u00e1logo ou ligar para as marcas para obter respostas para suas perguntas. Isso foi chamado de estrat\u00e9gia multicanal. Ou seja, os consumidores foram informados por meio de canais independentes entre si e n\u00e3o possu\u00edam uma estrat\u00e9gia comum.<\/span><\/p>\n

Obviamente, essa t\u00e9cnica colocou o problema para as empresas quanto \u00e0 consist\u00eancia da imagem da marca por meio de diferentes canais. Por outro lado, a comunica\u00e7\u00e3o multicanal implica uma escolha de canais com base nas prefer\u00eancias do consumidor.<\/span><\/p>\n

A chegada do smartphone<\/span><\/h2>\n

A democratiza\u00e7\u00e3o da Internet e, em seguida, o smartphone multiplicou o n\u00famero de pontos de contato entre marcas e consumidores. Agora todos podem comprar na loja ou em casa.<\/span><\/p>\n

As marcas tiveram que adaptar suas pol\u00edticas de <\/span>comunica\u00e7\u00e3o omnicanal ou multicanal <\/span>e ter em mente que os consumidores agora podem aprender sobre um produto enquanto est\u00e3o na loja. Portanto, o multicanal est\u00e1 evoluindo e surgem estrat\u00e9gias de marketing nas quais os canais interferem entre si.<\/span><\/p>\n

Os clientes ent\u00e3o mudam de natureza, n\u00e3o s\u00e3o mais apenas consumidores, mas verdadeiros especialistas em compras. Eles aprendem na web, depois v\u00e3o \u00e0 loja para tocar e visualizar o produto, retornam \u00e0s redes sociais ou f\u00f3runs para ver as cr\u00edticas deixadas por outros usu\u00e1rios da Internet e finalmente compram o produto on-line.<\/span><\/p>\n

O cliente \u00e9 onipresente gra\u00e7as \u00e0s tecnologias de comunica\u00e7\u00e3o e tornou-se m\u00f3vel.<\/span><\/p>\n

Portanto, uma estrat\u00e9gia de marketing que permita intera\u00e7\u00e3o e n\u00e3o concorr\u00eancia entre canais de distribui\u00e7\u00e3o seria, portanto, transfronteiri\u00e7a. Os canais s\u00e3o verdadeiramente integrados \u00e0 jornada do consumidor, o que contribui para uma melhor experi\u00eancia do cliente.<\/span><\/p>\n

Leia tamb\u00e9m: Comunica\u00e7\u00e3o multicanal: d\u00ea aos seus clientes op\u00e7\u00f5es para serem ouvidos<\/a><\/p><\/blockquote>\n

 <\/p>\n

A evolu\u00e7\u00e3o para a comunica\u00e7\u00e3o omnicanal<\/span><\/h2>\n

Um cliente pode usar v\u00e1rios canais ao mesmo tempo (usar o celular enquanto estiver na loja). A comunica\u00e7\u00e3o omnichannel induz coer\u00eancia entre os canais, principalmente quando o consumidor os experimenta simultaneamente.<\/span><\/p>\n

Hoje, os clientes compram on-line e tudo o que precisam fazer \u00e9 buscar nas lojas ou aguardar o pacote chegar em casa.<\/span><\/p>\n

Por outro lado, de acordo com um estudo, o comprador de um omnicanal gasta entre 15 e 30% mais do que o comprador de um \u00fanico canal e tem maior lealdade.<\/span><\/p>\n

Isso mostra que os clientes conectados t\u00eam muito mais confian\u00e7a em suas empresas; que est\u00e3o desenvolvendo uma verdadeira estrat\u00e9gia global em torno de suas marcas.<\/span><\/p>\n

Estrat\u00e9gia multicanal<\/span><\/h3>\n

Embora a estrat\u00e9gia multicanal seja multiplicar e potencializar os<\/a> pontos de contato com o cliente<\/a>, a comunica\u00e7\u00e3o omnichannel melhora a experi\u00eancia geral; interagindo com o mundo digital e os pontos de venda.<\/span><\/p>\n

Muitos clientes usam a web como fonte de informa\u00e7\u00f5es para pesquisar e comparar produtos antes de compr\u00e1-los em um ponto de venda f\u00edsico. \u00c9 aqui que a \u00faltima abordagem entra em cena, a estrat\u00e9gia de comunica\u00e7\u00e3o omnicanal; que utiliza os pontos fortes das tomadas digitais e f\u00edsicas.<\/span><\/p>\n

A diferen\u00e7a fundamental est\u00e1 no consumidor, que tornou a experi\u00eancia do cliente<\/a> mais complexa por estar na loja e em seu celular, assistindo televis\u00e3o enquanto em seu tablet digital. Isso \u00e9 chamado de onipresen\u00e7a ou a capacidade de estar em todos os lugares ao mesmo tempo.<\/span><\/p>\n

Em resumo, o multicanal procura multiplicar os pontos de contato com o cliente, e a comunica\u00e7\u00e3o omnicanal se concentra na experi\u00eancia geral do cliente por meio da complementaridade de pontos de venda e digitais.<\/span><\/p>\n

Veja tamb\u00e9m: Comunica\u00e7\u00e3o com o cliente: conheca os diferentes tipos.<\/a><\/p><\/blockquote>\n

 <\/p>\n

\"experi\u00eancia<\/a><\/p>\n

 <\/p>\n

Tamb\u00e9m recomendamos:<\/p>\n

Estudos de mercados como ve\u00edculo para os meios de comunica\u00e7\u00e3o<\/a><\/p>\n

Comunica\u00e7\u00e3o com os funcion\u00e1rios: dicas para melhor\u00e1-la<\/a><\/p>\n

Pesquisas omnibus: o que s\u00e3o e como funcionam?<\/a><\/p>\n

Perguntas filtro: para que serve e quando utiliz\u00e1-las?<\/a><\/p>\n

 <\/p>\n

\n

 <\/p>\n

Agora \u00e9 hora de come\u00e7ar a <\/span>pesquisar<\/span><\/a>.\u00a0 Lembre-se que na<\/span> QuestionPro<\/span><\/a> temos as ferramentas de <\/span>pesquisa online<\/span><\/a> e tamb\u00e9m <\/span>offline<\/span><\/a> que voc\u00ea precisa para o seu neg\u00f3cio decolar! Agende uma demonstra\u00e7\u00e3o sem compromisso, totalmente gratuita e em portugu\u00eas e conhe\u00e7a todos os<\/span> recursos que temos dispon\u00edveis em nossas <\/span>diferentes licen\u00e7as<\/span><\/a>.\u00a0<\/span><\/p>\n

\"agendar<\/a>\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Qual estrat\u00e9gia voc\u00ea usa para estabelecer um relacionamento com seus clientes? A comunica\u00e7\u00e3o omnicanal ou multicanal? 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