{"id":22479,"date":"2014-10-27T09:30:54","date_gmt":"2014-10-27T08:30:54","guid":{"rendered":"https:\/\/mailcommsgroup.com\/blog\/comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a\/"},"modified":"2023-09-08T09:40:31","modified_gmt":"2023-09-08T07:40:31","slug":"comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a","status":"publish","type":"post","link":"https:\/\/mailcommsgroup.com\/pt\/blog\/comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a\/","title":{"rendered":"Comunica\u00e7\u00e3o multicanal integrada &#8211; Atrav\u00e9s de uma \u00fanica plataforma. PARTE 1."},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1459266224606{padding-right: 10px !important;padding-left: 10px !important;}&#8221; type=&#8221;grid&#8221; parallax_speed=&#8221;0.3&#8243; mute=&#8221;muted&#8221;][vc_column][vc_single_image image=&#8221;6567&#8243; img_size=&#8221;full&#8221;][vc_column_text]<\/p>\n<h3>Marketing 2.0.- Comunica\u00e7\u00e3o interactiva.<\/h3>\n<p>Na nova era do Marketing Digital ou Marketing 2.0, o poder est\u00e1 nas m\u00e3os do cliente.<\/p>\n<p>O cliente escolhe como e quando quer interagir com a marca e exerce o seu poder utilizando o canal de comunica\u00e7\u00e3o mais adequado num momento que lhe conv\u00e9m. O di\u00e1logo que estabelece \u00e9 interativo, personalizado e multicanal, de prefer\u00eancia em tempo real, pelo que espera reac\u00e7\u00f5es e respostas imediatas \u00e0s suas curiosidades, d\u00favidas e esclarecimentos que o conduzam por um percurso at\u00e9 \u00e0 decis\u00e3o de compra. A viagem n\u00e3o termina aqui, aguarda-se o cumprimento do compromisso de entrega e o apoio p\u00f3s-venda, ou seja, uma longa viagem de comunica\u00e7\u00f5es interactivas multicanais.<\/p>\n<p>Independentemente do canal de comunica\u00e7\u00e3o que o cliente inicia ou ao qual responde, a intera\u00e7\u00e3o deve ser cont\u00ednua ao longo de todo o processo.<\/p>\n<p>A gest\u00e3o cont\u00ednua das interac\u00e7\u00f5es marca-cliente em tempo real s\u00f3 pode ser realizada atrav\u00e9s de uma comunica\u00e7\u00e3o multicanal automatizada e integrada.<\/p>\n<h3>Elementos-chave da estrat\u00e9gia de comunica\u00e7\u00e3o multicanal.<\/h3>\n<p>Uma estrat\u00e9gia de comunica\u00e7\u00e3o multicanal com o cliente deve ter em conta os seguintes elementos-chave<\/p>\n<ul>\n<li>Vis\u00e3o \u00fanica de 360\u00b0 do cliente<\/li>\n<li>A integra\u00e7\u00e3o dos processos de contacto.<\/li>\n<li>A automatiza\u00e7\u00e3o dos processos<\/li>\n<\/ul>\n<p>Por outras palavras, a comunica\u00e7\u00e3o com o cliente deve ser integrada e automatizada.<\/p>\n<p>O cliente deve ser o protagonista&#8230;[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;6569&#8243; img_size=&#8221;full&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]O anunciante desenvolve uma comunica\u00e7\u00e3o multidirecional atrav\u00e9s de eventos que geram pontos de contacto com os clientes, e a a\u00e7\u00e3o combinada dos contactos proporciona uma vis\u00e3o \u00fanica de 360\u00ba do cliente. Trata-se realmente de colocar o cliente no centro da estrat\u00e9gia multicanal para que ele seja o verdadeiro protagonista da comunica\u00e7\u00e3o, ouvindo-o para lhe proporcionar uma experi\u00eancia memor\u00e1vel que o leve a comprar, a repetir e, finalmente, a prescrever-nos.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<ul>\n<li>O segundo elemento-chave de uma estrat\u00e9gia multicanal \u00e9 a <strong>integra\u00e7\u00e3o<\/strong>.<\/li>\n<\/ul>\n<p>As empresas t\u00eam canais de contacto que trabalham com diferentes fornecedores, mas t\u00eam muito pouca informa\u00e7\u00e3o sobre o que os seus clientes est\u00e3o a fazer em cada canal.<\/p>\n<p>A gest\u00e3o dos contactos deve ser efectuada com a ajuda de uma base de dados de intera\u00e7\u00e3o com o cliente, comunicando com os clientes atrav\u00e9s dos canais mais adequados.<\/p>\n<p>O feedback dos clientes actualiza a base de dados de interac\u00e7\u00f5es, marcando o estado das interac\u00e7\u00f5es em tempo real.<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;6571&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Esta informa\u00e7\u00e3o em tempo real \u00e9 o que realmente nos permite saber se o cliente est\u00e1 a ter uma resposta positiva \u00e0 nossa proposta e, caso contr\u00e1rio, alterar alguns dos elementos do processo.<\/p>\n<p>Trata-se, portanto, de conseguir uma integra\u00e7\u00e3o dos contactos com os clientes com informa\u00e7\u00f5es instant\u00e2neas ou em tempo real.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;6573&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<ul>\n<li>O terceiro elemento-chave \u00e9 a <strong>automatiza\u00e7\u00e3o dos processos<\/strong>. \u00c9 essencial para a integra\u00e7\u00e3o dos contactos com os clientes em tempo real.A automatiza\u00e7\u00e3o \u00e9 uma atividade c\u00edclica que analisa os processos de comunica\u00e7\u00e3o multicanal com os clientes de forma a optimiz\u00e1-los tendo em conta as prefer\u00eancias dos clientes, o n\u00edvel de efici\u00eancia de cada canal e o seu custo econ\u00f3mico.Segue-se imediatamente a execu\u00e7\u00e3o das comunica\u00e7\u00f5es nos diferentes canais apoiada por um gestor de campanhas.Por fim, a execu\u00e7\u00e3o \u00e9 supervisionada por uma monitoriza\u00e7\u00e3o que permite manter o controlo e depois iniciar um novo ciclo.A automatiza\u00e7\u00e3o dos processos \u00e9 essencial para a integra\u00e7\u00e3o dos contactos com os clientes em tempo real.<\/li>\n<\/ul>\n<p style=\"text-align: right;\">Javier Echebarria<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=&#8221;20px&#8221;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css=&#8221;.vc_custom_1459266224606{padding-right: 10px !important;padding-left: 10px !important;}&#8221; type=&#8221;grid&#8221; parallax_speed=&#8221;0.3&#8243; mute=&#8221;muted&#8221;][vc_column][vc_single_image image=&#8221;6567&#8243; img_size=&#8221;full&#8221;][vc_column_text] Marketing 2.0.- Comunica\u00e7\u00e3o interactiva. Na nova era do Marketing Digital ou Marketing 2.0, o poder est\u00e1 nas m\u00e3os do cliente. O cliente escolhe como e quando quer interagir com a marca e exerce o seu poder utilizando o canal de comunica\u00e7\u00e3o mais adequado num [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":19351,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[700,499],"class_list":["post-22479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventos","category-noticias-da-empresa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comunica\u00e7\u00e3o multicanal integrada - Atrav\u00e9s de uma \u00fanica plataforma. PARTE 1. - Mailcomms Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailcommsgroup.com\/pt\/blog\/comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comunica\u00e7\u00e3o multicanal integrada - Atrav\u00e9s de uma \u00fanica plataforma. PARTE 1. - Mailcomms Group\" \/>\n<meta property=\"og:description\" content=\"[vc_row css=&#8221;.vc_custom_1459266224606{padding-right: 10px !important;padding-left: 10px !important;}&#8221; type=&#8221;grid&#8221; parallax_speed=&#8221;0.3&#8243; mute=&#8221;muted&#8221;][vc_column][vc_single_image image=&#8221;6567&#8243; img_size=&#8221;full&#8221;][vc_column_text] Marketing 2.0.- Comunica\u00e7\u00e3o interactiva. Na nova era do Marketing Digital ou Marketing 2.0, o poder est\u00e1 nas m\u00e3os do cliente. O cliente escolhe como e quando quer interagir com a marca e exerce o seu poder utilizando o canal de comunica\u00e7\u00e3o mais adequado num [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailcommsgroup.com\/pt\/blog\/comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a\/\" \/>\n<meta property=\"og:site_name\" content=\"Mailcomms Group\" \/>\n<meta property=\"article:published_time\" content=\"2014-10-27T08:30:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-08T07:40:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2014\/10\/comunicacion-multicanal-integrada1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"892\" \/>\n\t<meta property=\"og:image:height\" content=\"623\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Javier Echebarria\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CommsCustomer\" \/>\n<meta name=\"twitter:site\" content=\"@CommsCustomer\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Javier Echebarria\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mailcommsgroup.com\/pt\/blog\/comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/mailcommsgroup.com\/pt\/blog\/comunicacao-integrada-multicanal-atraves-de-uma-plataforma-unica-parte-1a\/\"},\"author\":{\"name\":\"Javier Echebarria\",\"@id\":\"https:\/\/mailcommsgroup.com\/pt\/#\/schema\/person\/bbb839598000320bb470de9bc736f163\"},\"headline\":\"Comunica\u00e7\u00e3o multicanal integrada &#8211; Atrav\u00e9s de uma \u00fanica plataforma. 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