{"id":11511,"date":"2016-06-08T11:25:27","date_gmt":"2016-06-08T11:25:27","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=912"},"modified":"2022-05-24T19:57:02","modified_gmt":"2022-05-24T19:57:02","slug":"poder-de-compra-das-maes-porque-investir-em-maes-e-uma-otima-ideia","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/poder-de-compra-das-maes-porque-investir-em-maes-e-uma-otima-ideia\/","title":{"rendered":"Poder de compra das m\u00e3es: porque investir em m\u00e3es \u00e9 uma \u00f3tima ideia?"},"content":{"rendered":"<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Vamos ser sinceros, as m\u00e3es s\u00e3o as grandes decisoras de compras quando o assunto \u00e9 produtos para casa ou para fam\u00edlia. E isso inclui tamb\u00e9m os homens da fam\u00edlia, uma vez que as mulheres s\u00e3o suscet\u00edveis a influenciar (ou at\u00e9 controlar) o que eles compram. Na verdade, h\u00e1 inclusive um termo em ingl\u00eas para isso: she-economy.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Um relat\u00f3rio da <em>Greenfield<\/em> de insights sobre as mulheres apresentou alguns fatos incr\u00edveis sobre o poder de compra delas em diversos os setores. Para come\u00e7ar, as mulheres s\u00e3o as decisoras em 91% das compras de novos im\u00f3veis. Outras ind\u00fastrias e porcentagens de mulheres como decisoras de compra incluem:<\/span><\/p>\n<ul>\n<li>66% <span style=\"font-weight: 400\">Computadores<\/span><\/li>\n<li>92% <span style=\"font-weight: 400\">F\u00e9rias<\/span><\/li>\n<li>80% <span style=\"font-weight: 400\">Cuidados de Sa\u00fade<\/span><\/li>\n<li>65% <span style=\"font-weight: 400\">Carros Novos<\/span><\/li>\n<li>89% <span style=\"font-weight: 400\">Contas Banc\u00e1rias<\/span><\/li>\n<li>93% <span style=\"font-weight: 400\">Alimentos<\/span><\/li>\n<li>93 %\u00a0<span style=\"font-weight: 400\">Produtos Farmac\u00eauticos OTC<\/span><\/li>\n<li>58%\u00a0<span style=\"font-weight: 400\">Do Total de Gastos Online<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">O investimento total destas m\u00e3es a n\u00edvel global chega a 20 trilh\u00f5es de d\u00f3lares, mas h\u00e1 muito mais do que isso. As mulheres est\u00e3o esperando mais tempo para ter filhos, e por isso o grupo demogr\u00e1fico de m\u00e3es com mais influ\u00eancia corresponde \u00e0s mulheres mais velhas ou m\u00e3es mais maduras na casa dos 30 anos ou mais. A raz\u00e3o para isso \u00e9 que, nessa idade, elas t\u00eam muita mais liberdade de decis\u00e3o sobre suas rendas. J\u00e1 quitaram as contas estudantis e provavelmente est\u00e3o em carreiras est\u00e1veis com sal\u00e1rios est\u00e1veis.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Bom, agora voc\u00ea sabe que as m\u00e3es t\u00eam um grande poder de compra em termos de autonomia e de capital. A pr\u00f3xima pergunta portanto \u00e9: voc\u00ea est\u00e1 investindo nelas? H\u00e1 uma boa chance de voc\u00ea estar passando reto por elas de alguma forma.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Um levantamento de 5330 m\u00e3es realizado em mar\u00e7o de 2015 pela FanFinder mostrou que:<\/span><\/p>\n<ul>\n<li>35% <span style=\"font-weight: 400\">das m\u00e3es se sentem &#8216;rotuladas&#8217; pelas marcas<\/span><\/li>\n<li>46% <span style=\"font-weight: 400\">acreditam que o marketing as pressiona e tem ideias irreais<\/span><\/li>\n<li>28% <span style=\"font-weight: 400\">acreditam que o marketing voltado para m\u00e3es \u00e9 machista<\/span><\/li>\n<li>32% <span style=\"font-weight: 400\">acreditam que o marketing voltado para m\u00e3es \u00e9 paternalista<\/span><\/li>\n<li>87% <span style=\"font-weight: 400\"> acreditam que as marcas deviam incorporar os pais mais no marketing<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">As m\u00e3es t\u00eam uma coisa em comum: elas querem ser compreendidas. Sendo assim, quando planejar o marketing para este grupo comece olhando para que tipo de m\u00e3e voc\u00ea est\u00e1 lidando:<\/span><\/p>\n<ul>\n<li>M<span style=\"font-weight: 400\">\u00e3es trabalhadoras<\/span><\/li>\n<li><span style=\"font-weight: 400\">M\u00e3es donas de casa<\/span><\/li>\n<li><span style=\"font-weight: 400\">M\u00e3es da <a href=\"https:\/\/www-new.benchmarkemail.wpengine.com\/br\/blogs\/detail\/\" target=\"_blank\" rel=\"noopener noreferrer\">gera\u00e7\u00e3o Y<\/a><\/span><\/li>\n<li><span style=\"font-weight: 400\">M\u00e3es da gera\u00e7\u00e3o X<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Se voc\u00ea est\u00e1 voltado para as m\u00e3es que trabalham, n\u00e3o descarte que haja uma boa chance de que ela seja o principal &#8220;ganha-p\u00e3o&#8221; da casa e talvez at\u00e9 mesmo uma m\u00e3e solteira. M\u00e3es trabalhadoras s\u00e3o geralmente motivadas por duas coisas: a culpa e efici\u00eancia. H\u00e1 sempre um n\u00edvel de culpa de que elas n\u00e3o est\u00e3o l\u00e1 o suficiente para os seus filhos, ent\u00e3o elas v\u00e3o ser motivadas por decis\u00f5es que ajudam a enriquecer a vida de seus filhos e pelas decis\u00f5es que podem ser feitas de forma simples. Estas m\u00e3es s\u00e3o muito parecidas com as m\u00e3es da gera\u00e7\u00e3o X (nascidos entre 1965 e 1980), que usam a tecnologia para buscar um equil\u00edbrio. Isto significa que este grupo ir\u00e1 responder mais favoravelmente \u00e0 campanhas personalizadas de email marketing.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">M\u00e3es que ficam em casa, por outro lado, v\u00e3o se preocupar mais com a &#8220;barganha&#8221;. Com uma renda menor, elas est\u00e3o motivadas por barganhas e al\u00e9m disso n\u00e3o t\u00eam a press\u00e3o de seus escrit\u00f3rios como as m\u00e3es trabalhadoras. Isto significa que ainda que ambos os tipos de m\u00e3es tenham pratos cheios, m\u00e3es que ficam em casa t\u00eam mais tempo para negociar e buscar produtos. Normalmente elas v\u00e3o atr\u00e1s disso pelos canais sociais de uma marca. M\u00e3es que ficam em casa e m\u00e3es da <a href=\"https:\/\/www-new.benchmarkemail.wpengine.com\/br\/blogs\/detail\/\" target=\"_blank\" rel=\"noopener noreferrer\">gera\u00e7\u00e3o Y<\/a> t\u00eam isso em comum; elas s\u00e3o usu\u00e1rias \u00e1vidas das m\u00eddias sociais.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vamos ser sinceros, as m\u00e3es s\u00e3o as grandes decisoras de compras quando o assunto \u00e9 produtos para casa ou para fam\u00edlia. E isso inclui tamb\u00e9m os homens da fam\u00edlia, uma vez que as mulheres s\u00e3o suscet\u00edveis a influenciar (ou at\u00e9 controlar) o que eles compram. Na verdade, h\u00e1 inclusive um termo em ingl\u00eas para isso:&hellip;<\/p>\n","protected":false},"author":309,"featured_media":12993,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2217],"tags":[],"class_list":["post-11511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-na-pratica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Poder de compra das m\u00e3es: porque investir em m\u00e3es \u00e9 uma \u00f3tima ideia? - Benchmark Email<\/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:\/\/www.benchmarkemail.com\/br\/poder-de-compra-das-maes-porque-investir-em-maes-e-uma-otima-ideia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Poder de compra das m\u00e3es: porque investir em m\u00e3es \u00e9 uma \u00f3tima ideia? - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Vamos ser sinceros, as m\u00e3es s\u00e3o as grandes decisoras de compras quando o assunto \u00e9 produtos para casa ou para fam\u00edlia. 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