{"id":11519,"date":"2016-05-23T01:55:04","date_gmt":"2016-05-23T01:55:04","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=460"},"modified":"2022-05-24T19:57:11","modified_gmt":"2022-05-24T19:57:11","slug":"checklist-como-filtrar-seu-departamento-de-marketing-inteiro-atraves-da-conversao-heuristica","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/br\/blog\/checklist-como-filtrar-seu-departamento-de-marketing-inteiro-atraves-da-conversao-heuristica\/","title":{"rendered":"Checklist: Como filtrar seu departamento de marketing inteiro atrav\u00e9s da convers\u00e3o heur\u00edstica"},"content":{"rendered":"

A Convers\u00e3o Heur\u00edstica – a nova f\u00f3rmula do marketing – soa como uma t\u00edpica experi\u00eancia de marketing cujo objetivo \u00e9 conduzir \u00e0 convers\u00e3o. Mas se voc\u00ea est\u00e1 no marketing, deve saber que o buraco \u00e9 mais embaixo. Seu dia-a-dia n\u00e3o gira em torno apenas do ponto de convers\u00e3o, mas sim, das disputas presentes no departamento de marketing.<\/span><\/p>\n

Portanto a quest\u00e3o \u00e9 como voc\u00ea pode aplicar a geniosidade da convers\u00e3o heur\u00edstica \u00e0 todo seu departamento de marketing. Ao contr\u00e1rio do que falamos sobre convers\u00e3o heur\u00edstica at\u00e9 agora, quando se trata de um departamento de marketing, voc\u00ea n\u00e3o deve olhar para f\u00f3rmula inteira, mas sim para partes dela, com o “a” e o “f” divididos por outras vari\u00e1veis para se chegar ao “c”. Sendo assim, h\u00e1 um pouco de \u00e1lgebra e remanejamento de valores, mas os valores ainda s\u00e3o os mesmos.<\/span><\/p>\n

Bem, agora temos a ansiedade e o fric\u00e7\u00e3o (entenda por atrito se preferir) como as primeiras figuras a enfrentar. A quest\u00e3o \u00e9: como voc\u00ea lida com isso no seu departamento?<\/span><\/p>\n

No que se refere ao consumidor, “a ansiedade \u00e9 definida como qualquer desconforto psicol\u00f3gico que um usu\u00e1rio passa quando ele est\u00e1 visitando um site em qualquer fase do ciclo de compra. A ansiedade n\u00e3o resulta em nenhuma a\u00e7\u00e3o de convers\u00e3o”.<\/span><\/p>\n

Seu departamento pode ser visto como um consumidor, no sentido de que os membros da equipe est\u00e3o consumindo o que h\u00e1 por tr\u00e1s da sua marca – e essa marca \u00e9 definida pelo dia-a-dia do neg\u00f3cio. Eu trabalhei em pelo menos 3 ag\u00eancias de marketing diferentes e eu diria que o desconforto psicol\u00f3gico \u00e9 um fator bem grande em qualquer departamento de marketing disfuncional. Isso n\u00e3o quer dizer que o sentimento reflete na sua marca, empresa, valores ou mesmo capacidade. Isso significa que se sua equipe de marketing est\u00e1 sofrendo psicologicamente – atrav\u00e9s de stress, inseguran\u00e7a, desorienta\u00e7\u00e3o, etc. – ent\u00e3o voc\u00ea tem um problema de ansiedade.<\/span><\/p>\n

Ansiedade \u00e9 o sintoma de um problema maior, e esse grande problema \u00e9 a fric\u00e7\u00e3o. Se o seu departamento de marketing sofre de fric\u00e7\u00e3o (atrito), ent\u00e3o voc\u00ea vai ter mais do que apenas a ansiedade para lidar. Outros resultados da fric\u00e7\u00e3o neste departamento incluem a redu\u00e7\u00e3o das vendas, clientes insatisfeitos e menor produtividade. Os departamentos de marketing s\u00e3o as “mitoc\u00f4ndrias” de qualquer neg\u00f3cio; se ela sofre, o mesmo acontece com o resto da c\u00e9lula.<\/span><\/p>\n

Ent\u00e3o o que exatamente provoca fric\u00e7\u00e3o em um departamento de marketing?<\/span><\/p>\n

Felizmente, a resposta para isso \u00e9 bastante simples: processos. Processos (uma estrutura necess\u00e1ria mesmo nos ambientes mais criativos) permitem a comunica\u00e7\u00e3o cont\u00ednua entre as diferentes partes. As pessoas sabem o que esperar, como se comportar, a quem recorrer. Um processo \u00e9 um guia ou um modelo de comportamento que realmente conduz a suposi\u00e7\u00e3o e comunica\u00e7\u00e3o fren\u00e9tica – e erros subsequentes – para fora da equa\u00e7\u00e3o. Voc\u00ea sabe onde voc\u00ea pode ser criativo no marketing, e \u00e9 em fazer o trabalho e trazer ideias. Mas a maior parte do trabalho de marketing n\u00e3o se trata de ser criativo – se trata de como gerenciar a criatividade e expectativas, e \u00e9 a\u00ed que os processos de entrar.<\/span><\/p>\n

Ter um processo reduz muito da ansiedade entre os membros de um departamento de marketing. Provavelmente, voc\u00ea tem uma equipe altamente talentosa, mas a ansiedade em seu departamento est\u00e1 segurando seu potencial. Combata a fric\u00e7\u00e3o (ou atrito) e com isso voc\u00ea enfrenta a ansiedade.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Convers\u00e3o Heur\u00edstica – a nova f\u00f3rmula do marketing – soa como uma t\u00edpica experi\u00eancia de marketing cujo objetivo \u00e9 conduzir \u00e0 convers\u00e3o. Mas se voc\u00ea est\u00e1 no marketing, deve saber que o buraco \u00e9 mais embaixo. Seu dia-a-dia n\u00e3o gira em torno apenas do ponto de convers\u00e3o, mas sim, das disputas presentes no departamento…<\/p>\n","protected":false},"author":309,"featured_media":12997,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2217],"tags":[],"class_list":["post-11519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-na-pratica"],"yoast_head":"\nChecklist: Como filtrar seu departamento de marketing inteiro atrav\u00e9s da convers\u00e3o heur\u00edstica - 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\/blog\/checklist-como-filtrar-seu-departamento-de-marketing-inteiro-atraves-da-conversao-heuristica\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Checklist: Como filtrar seu departamento de marketing inteiro atrav\u00e9s da convers\u00e3o heur\u00edstica - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"A Convers\u00e3o Heur\u00edstica – a nova f\u00f3rmula do marketing – soa como uma t\u00edpica experi\u00eancia de marketing cujo objetivo \u00e9 conduzir \u00e0 convers\u00e3o. Mas se voc\u00ea est\u00e1 no marketing, deve saber que o buraco \u00e9 mais embaixo. 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