{"id":19126,"date":"2018-04-19T10:30:06","date_gmt":"2018-04-19T13:30:06","guid":{"rendered":"http:\/\/marketup.com\/?p=8679"},"modified":"2018-04-19T10:30:06","modified_gmt":"2018-04-19T13:30:06","slug":"consumidor-3-0-perfil","status":"publish","type":"post","link":"https:\/\/marketup.com\/blog\/consumidor-3-0-perfil\/","title":{"rendered":"Consumidor 3.0: entenda o perfil do atual cliente"},"content":{"rendered":"<h2>Com o consumidor 3.0 as marcas v\u00e3o at\u00e9 aos clientes<\/h2>\n<p>Se antes eram as empresas que ditavam os gostos, prefer\u00eancias e novas aquisi\u00e7\u00f5es dos consumidores, este cen\u00e1rio\u00a0mudou.\u00a0<strong>N\u00e3o s\u00e3o mais os clientes que v\u00e3o at\u00e9 as marcas<\/strong>, mas elas que precisam vencer a concorr\u00eancia e conquistar o novo perfil de clientela, o\u00a0<strong>consumidor 3.0<\/strong>.<\/p>\n<p>O surgimento e a\u00a0<strong>populariza\u00e7\u00e3o de tecnologias<\/strong>, sobretudo a Internet, contribu\u00edram para a forma\u00e7\u00e3o de um\u00a0<strong>consumidor mais exigente e conectado<\/strong>. As\u00a0<strong>redes sociais<\/strong>, por sua vez, se tornaram verdadeiros\u00a0<strong>canais de atendimento<\/strong>\u00a0e\u00a0<strong>relacionamento<\/strong>\u00a0entre marcas e clientes. O posicionamento apresentado pelas marcas neste ambiente \u00e9 vital para a experi\u00eancia do cliente.<\/p>\n<p><a href=\"http:\/\/www.iqmetrix.com\/blog\/google-79-of-smartphone-owners-use-phone-to-assist-shopping\/\" target=\"_blank\" rel=\"noopener\">Pesquisas<\/a>\u00a0da IQMetrix\u00a0indicam que,\u00a0<strong>79% dos usu\u00e1rios de smartphones os usam para auxiliar em compras e 70% usam o telefone em lojas f\u00edsicas<\/strong>. Esse\u00a0novo comportamento dos consumidores\u00a0exige que as marcas repensem e\u00a0<strong>reestruturem as estrat\u00e9gias de relacionamento<\/strong>\u00a0com o cliente, para proporcionar um\u00a0<strong>atendimento mais \u00e1gil e integrado<\/strong>.<\/p>\n<h3 id=\"pordentrodaevoluooconsumidor1020e30\">Evolu\u00e7\u00e3o: o consumidor 1.0, 2.0 e 3.0<\/h3>\n<p>Um dos grandes nomes e estudiosos do Marketing,\u00a0<strong>Philip Kotler<\/strong>, apresentou em sua obra mais recente, intitulada\u00a0<strong>Marketing 3.0<\/strong>,\u00a0<strong>tr\u00eas cen\u00e1rios hist\u00f3ricos<\/strong>\u00a0vivenciados pelo marketing:<\/p>\n<ul>\n<li><strong>Marketing 1.0<\/strong>, cujo foco das a\u00e7\u00f5es era o produto;<\/li>\n<li><strong>Marketing 2.0<\/strong>, no qual o foco era direcionado para o consumidor;<\/li>\n<li><strong>Marketing 3.0<\/strong>, um cen\u00e1rio no qual o foco continua sendo o consumidor, por\u00e9m as a\u00e7\u00f5es s\u00e3o dotadas de aspectos humanizados e responsabilidade corporativa.<\/li>\n<\/ul>\n<p>O\u00a0<strong>cen\u00e1rio do Marketing 3.0<\/strong>\u00a0\u00e9 o atual, como explica Kotler: &#8220;Hoje estamos testemunhando a\u00a0<strong>era voltada para os valores<\/strong>. Em vez de tratar as\u00a0<strong>pessoas\u00a0<\/strong>simplesmente como\u00a0<strong>consumidoras<\/strong>, os\u00a0<strong>profissionais de marketing<\/strong>\u00a0as tratam como seres humanos plenos&#8221;.<\/p>\n<h3 id=\"quaisaspectosdefinemoconsumidor30\">O que define\u00a0o consumidor 3.0?<\/h3>\n<p>Voc\u00ea j\u00e1 entende o comportamento b\u00e1sico do\u00a0<strong>consumidor 3.0<\/strong>, mas ainda h\u00e1 uma s\u00e9rie de\u00a0<strong>caracter\u00edsticas<\/strong>\u00a0nesse perfil que a sua empresa precisa conhecer e dominar.<\/p>\n<p>O perfil do consumidor 3.0 n\u00e3o \u00e9 definido por faixa et\u00e1ria, renda ou g\u00eanero, mas sim por\u00a0 <strong>3\u00a0caracter\u00edsticas b\u00e1sicas<\/strong>\u00a0que comp\u00f5em a personalidade deste nativo digital:<\/p>\n<h3 id=\"1altamenteinformado\">1. Altamente informado<\/h3>\n<p>A\u00a0<strong>ascens\u00e3o dos smartphones<\/strong>\u00a0apurou ainda mais o\u00a0<strong>conhecimento dos consumidores<\/strong>, uma vez que possibilita a\u00a0<strong>velocidade nas pesquisas<\/strong>\u00a0e permite que ele fa\u00e7a\u00a0<strong>comparativos em tempo real<\/strong>\u00a0na hora que for comprar. Segundo\u00a0<a href=\"https:\/\/www.mckinsey.com\/business-functions\/operations\/our-insights\/winning-the-expectations-game-in-customer-care\">dados da McKinsey<\/a>,\u00a0<strong>30% dos atendimentos em 2015 foram realizados por meios digitais: chat online, m\u00eddias sociais e email<\/strong>.<\/p>\n<h3 id=\"2socialmenteconectado\">2. Socialmente conectado<\/h3>\n<p>O\u00a0<strong>Facebook<\/strong>, considerado como a maior rede social do mundo,\u00a0<a href=\"https:\/\/g1.globo.com\/tecnologia\/noticia\/facebook-chega-a-194-bilhao-de-usuarios-em-todo-o-mundo-no-1-trimestre-de-2017.ghtml\">registrou<\/a>\u00a0<a href=\"https:\/\/g1.globo.com\/tecnologia\/noticia\/facebook-chega-a-194-bilhao-de-usuarios-em-todo-o-mundo-no-1-trimestre-de-2017.ghtml\"><strong>1,95 bilh\u00f5es de usu\u00e1rios no primeiro trimestre de 2017<\/strong><\/a>. O consumidor 3.0 \u00e9 componente dessa estat\u00edstica. Ele \u00e9\u00a0<strong>ultraconectado<\/strong>\u00a0e\u00a0<strong>exp\u00f5e suas impress\u00f5es<\/strong>. As redes sociais se tornaram um espa\u00e7o aberto para divulga\u00e7\u00e3o de insatisfa\u00e7\u00f5es, reclama\u00e7\u00f5es e an\u00e1lises de atendimentos ruins,.<\/p>\n<h3 id=\"3sensvelapreos\">3. Sens\u00edvel a pre\u00e7os<\/h3>\n<p>Vivemos um cen\u00e1rio de modelos de\u00a0<strong>promo\u00e7\u00f5es recorrentes<\/strong>,\u00a0<strong>descontos sazonais\u00a0<\/strong>e\u00a0<strong>facilita\u00e7\u00e3o do processo de compra<\/strong>. Dessa forma, marcas que tentam se beneficiar na precifica\u00e7\u00e3o correm o risco de afastar o consumidor 3.0, que d\u00e1 aten\u00e7\u00e3o tamb\u00e9m ao bolso na hora de comprar.<\/p>\n<p>Para se ter uma ideia,\u00a0<strong>um cliente \u00e9<\/strong>\u00a0<strong><a href=\"https:\/\/www.linkedin.com\/pulse\/20130604134550-284615-15-statistics-that-should-change-the-business-world-but-haven-t\">4x mais<\/a>\u00a0<\/strong><strong>propenso a comprar de um concorrente se tem problemas com atendimento<\/strong>. O nome da marca n\u00e3o \u00e9 mais suficiente para conquistar a prefer\u00eancia o consumidor..<\/p>\n<h3 id=\"conheaoseuconsumidor\">Conhe\u00e7a o seu consumidor:<\/h3>\n<ul>\n<li>Crie\u00a0<strong>planos de a\u00e7\u00e3o espec\u00edficos<\/strong>\u00a0para cada consumidor individualmente ou grupos de consumidores que apresentem a mesma demanda;<\/li>\n<li>Fa\u00e7a\u00a0<strong>chamadas ativas<\/strong>\u00a0para ouvir o que os clientes t\u00eam a falar sobre a empresa;<\/li>\n<li>Desenvolva\u00a0<strong>programas de relacionamento<\/strong>\u00a0por grupos de diferentes demandas em comum. Voc\u00ea vai conseguir enxergar problemas maiores de maneira mais ampla, podendo resolv\u00ea-los com mais assertividade;<\/li>\n<li>Alimente o setor de\u00a0<strong>Customer Success<\/strong>\u00a0com informa\u00e7\u00f5es que extrair de seus consumidores a fim de tornar o\u00a0atendimento mais humanizado.<\/li>\n<\/ul>\n<p>Fonte: <a href=\"https:\/\/blog.deskmanager.com.br\/\" target=\"_blank\" rel=\"noopener\">Blog Desk Manager<\/a><\/p>\n<h3 id=\"antecipeassolues\"><\/h3>\n<h3 id=\"mantenhaumbomrelacionamento\"><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>Com o consumidor 3.0 as marcas v\u00e3o at\u00e9 aos clientes Se antes eram as empresas que ditavam os gostos, prefer\u00eancias e novas aquisi\u00e7\u00f5es dos consumidores, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8695,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[17],"tags":[3078,3942,3943,3471],"class_list":["post-19126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao-e-vendas","tag-blog-marketup","tag-consumidor","tag-consumidor-3-0","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consumidor 3.0: entenda o perfil do atual cliente | MarketUP<\/title>\n<meta name=\"description\" content=\"N\u00e3o s\u00e3o mais os clientes que v\u00e3o at\u00e9 as marcas, mas elas que precisam vencer a concorr\u00eancia e conquistar o novo perfil de clientela. 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