Homepage
Sobre nós
A NOSSA ABORDAGEM
A NOSSA EQUIPA
Serviços
Business Intelligence
Conteúdo Inteligente
Gerenciamento de voz e assistente
Otimização da taxa de conversão
MARKETING DE ATIVAÇÃO
Busca orgânica - SEO
Commerce
Marketing afiliado
Paid Search
Paid Social
Programática
ESTRATÉGIA E PLANEJAMENTO
NOSSO TRABALHO
Notícias e Insights
CARREIRAS
Entre em contato
LATAM
EN
ES
PT
Entre em contato conosco
Insights
#Infographic
28/06/2017
Baixe agora
Download ""
Nome*
Sobrenome*
Nome da empresa*
E-mail*
Localização
Estados Unidos
Canadá
Afeganistão
Albânia
Argélia
Samoa Americana
Andorra
Angola
Anguilla
Antártica
Antígua e Barbuda
Argentina
Armênia
Aruba
Austrália
Áustria
Azerbaijão
Bahamas
Bahrain
Bangladesh
Barbados
Belarus
Bélgica
Belize
Benin
Bermudas
Butão
Bolívia
Bósnia e Herzegovina
Botswana
Brasil
Território Britânico do Oceano Índico
Ilhas Virgens Britânicas
Brunei
Bulgária
Burkina
Burundi
Camboja
Camarões
Cabo Verde
Ilhas Cayman
Rep Central Africano
Chade
Chile
China
Ilha do Natal
Ilhas Cocos (Keeling)
Colômbia
Comores
Congo
Ilhas Cook
Costa Rica
Costa do Marfim
Croácia
Cuba
Curaçao
Chipre
República Checa
Congo {Rep Democrática}
Dinamarca
Djibouti
Dominica
República Dominicana
Equador
Egito
El Salvador
Guiné Equatorial
Eritrea
Estônia
Etiópia
Ilhas Falkland
Ilhas Faroe
Fiji
Finlândia
França
Guiana Francesa
Polinésia Francesa
Territórios Franceses do Sul
Gabão
Gâmbia
Georgia
Alemanha
Gana
Gibraltar
Grécia
Gronelândia
Grenada
Guadalupe
Guam
Guatemala
Guernsey
Guiné
Guiné-Bissau
Guiana
Haiti
Honduras
Hong Kong S.A.R.
Hungria
Islândia
Índia
Indonésia
Irã
Iraque
Irlanda {República}
Ilha de Man
Israel
Itália
Jamaica
Japão
Jersey
Jordânia
Cazaquistão
Quênia
Kiribati
Kuweit
Quirguistão
Laos
Letônia
Líbano
Lesoto
Libéria
Líbia
Liechtenstein
Lituânia
Luxemburgo
Macao S.A.R.
Macedonia
Madagáscar
Malavi
Malásia
Maldivas
Mali
Malta
Ilhas Marshall
Martinica
Mauritânia
Mauritius
Mayotte
México
Micronesia
Moldova
Monaco
Mongólia
Montenegro
Montserrat
Marrocos
Moçambique
Myanmar, {} Burma
Namíbia
Nauru
Nepal
Países Baixos
Nova Caledônia
Nova Zelândia
Nicarágua
Níger
Nigéria
Niue
Ilha Norfolk
A Coreia do Norte
Ilhas Marianas do Norte
Noruega
Omã
Paquistão
Palau
Território Palestino
Panamá
Papua Nova Guiné
Paraguai
Peru
Filipinas
Pitcairn
Polônia
Portugal
Porto Rico
Catar
Reunião
Romênia
Federação Russa
Ruanda
São Bartolomeu
Santa Helena
St Kitts & Nevis
Santa Lúcia
São Pedro e Miquelon
São Vicente e Granadinas
Samoa
San Marino
São Tomé e Príncipe
Arábia Saudita
Senegal
Sérvia
Seychelles
Serra Leoa
Cingapura
Eslováquia
Eslovenia
Ilhas Salomão
Somália
África do Sul
Coréia do Sul
Sudão do Sul
Espanha
Sri Lanka
Sudão
Suriname
Svalbard e Jan Mayen
Suazilândia
Suécia
Suíça
Síria
Taiwan
Tadjiquistão
Tanzânia
Tailândia
Timor-Leste
Ir
Tokelau
Tonga
Trinidad & Tobago
Tunísia
Peru
Turcomenistão
Ilhas Turcas e Caicos
Tuvalu
Uganda
Ucrânia
Emirados Árabes Unidos
Reino Unido
Ilhas Menores Distantes dos Estados Unidos
Uruguai
Ilhas Virgens Americanas
Uzbequistão
Vanuatu
Cidade do Vaticano
Venezuela
Vietnã
Wallis e Futuna
Saara Ocidental
Iémen
Zâmbia
Zimbábue
Gostaria de ser contactado pelo iProspect
Eu concordo com os Termos e Condições
> Download
Relacionado a {0}
The global demand for privacy is one of the most consequential consumer dynamics at play today. Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii] In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems. For brands and the advertising industry, the magnitude of this evolution is massive. On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption. Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]). In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v] In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless. For more, download the full report today: http://ow.ly/KDTK50FKTaJ [i] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents [iii] MMicrosoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [iv] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021 0
3 minutos lidos
This article is authored by Chris Philp, VP, Lead, SEO and Karen Kysar, Senior Director CX Strategy. Advertising campaigns are not the only ways for brands to get consumers’ attention. Guiding them when they search for information, helping them to learn more about a topic, and assisting them in accomplishing what they want are powerful means for brands to capture their interest and to influence what happens next. To design valuable, consumer-centric experiences that will be noticed by their audiences, marketers should focus on three priorities: correctly interpreting intent, solving users’ problems and delivering on expectations. Understand intent Correctly interpreting intent is not just about observing consumers’ search activities and the various tasks they perform throughout the day, but also about understanding their reasons and the context around them. First-party data is a good place to start. For instance, website analytics inform about the kind of audiences you attract, CRM data show who buys your products, and customer support data cast light on consumers’ struggles. To complement these data sources, ad hoc surveys can capture consumers’ attitudes, motivations and triggers. For example, running a large-scale quantitative survey of first-time moms helps understand what their everyday looks like, where they are seeking advice, and how they handle caregiving issues. To give voice to that data, small-scale user studies enable you to hear directly from first-time moms (e.g., the types of searches they perform). As privacy regulations give consumers more control about how their data is used, we anticipate that consumer surveys will see renewed interest from brands. By encompassing what audiences express and how they interact with your brand, this approach makes it possible to truly know audiences as people. You can then develop actionable portraits rooted in data which help identify areas where your brand is well positioned to win with content and develop content roadmaps that truly address your audience needs. Solve a problem To help consumers solve a problem, start with a shift in focus from the brand to the consumer. It is about adapting the brand response to the consumer moment, and recognising that all these moments are not necessarily about purchasing a product. For instance, Google has identified four pivotal micro-moments: I want to know, I want to go, I want to do, I want to buy. When first-time moms look to soothe their crying infants, they will often turn to search engines. The keywords they use carry a lot of intent and emotion. A search for “swaddle” may be about looking for a product, while a search for “swaddling” may be about looking for information on whether it is safe. In both cases, these keywords are proxies for the underlying problem: how to get a baby to sleep through the night. In the search engine result pages, results for the “swaddle” query are centred around products – which only partially addresses the bigger problem at play – and there is a lot of advertising competition. Conversely, the query “how to get a baby to sleep through the night” returns the “Interesting finds” component, which provides users the option to land on a content page. For brands, it is an opportunity to demonstrate they understand people’s intent and context, and to provide a valuable solution rather than focusing solely on the product and transaction. From telecom companies developing guides around improving Wi-Fi reception to water treatment companies educating consumers about contamination of water, this approach using value as the key factor to capture attention is applicable across all industries. By understanding intent and assessing the search engine results page and content types delivered, brands can much better assess not only the problem, but the best suited format for delivery, too - whether that is a video, an article, an image or other. Deliver on expectations Delivering on expectations means ensuring that you are not only showing up when people search, but also that they can convert easily once they land on your website. This requires acting simultaneously in two dimensions: the user experience (UX) and the technical side. There is an important difference between a website that looks clean and a website that is truly user friendly. Analytics can help you detect the most problematic bottlenecks of your website. Then, user testing can help you understand the various reasons behind these bottlenecks, such as a frustrating product catalogue organisation, or an impractical checkout. These insights can help you address the most urgent pain points through A/B testing, and ultimately improve your UX. From a technical standpoint, there is a host of aspects to consider, starting with site speed. Site speed is fundamental in user experience, and has a strong influence on bounce rate and conversions. Marketers should regularly monitor their site speed, using online tools such as Google PageSpeed Insights. Additionally, UX plays an increasingly important role in search engine rankings. From May 2021, page experience signals (e.g., mobile friendliness) will be included in Google Search ranking. Simply put, UX is not only important for making the most of the attention of people who reach your website, but it also conditions your ability to get the attention of additional users through search results! As one marketer out of two (48%) declares that not being consistent across every element of the consumer experience is a main challenge for long-term trust in their brand (iProspect 2020 Global Client Survey), strategic use of content presents a true opportunity to bring the experience together - from attention to transaction - by making the most of consumer intent and context through value. This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0
5 minutos lidos
Future Focus 2021: Marcas Aceleradas
0 minutos lidos
> Visite o nossa Site global
Todas as regiões
América do Norte
América Latina
Europa, Médio Oriente e África
Ásia Pacifico
Todas as regiões
América do Norte
América Latina
Europa, Médio Oriente e África
Ásia Pacifico
América do Norte
Canada
EN
/
FR
US
EN
América Latina
Latam
EN
/
ES
/
PT
Europa, Médio Oriente e África
Austria
DE
Belgium
EN
/
FR
/
NL
Benelux
EN
/
NL
Croatia
EN
Czech Republic
EN
Denmark
DA
Dubai
EN
Estonia
EN
Finland
FI
French
FR
Germany
EN
/
DE
Greece
EN
Ireland
EN
Israel
EN
Italy
EN
Kenya
EN
Latvia
EN
Lithuania
EN
Nigeria
EN
Norway
EN
Poland
EN
Portugal
EN
/
PT
Slovakia
EN
South Africa
EN
Spain
EN
/
ES
Sweden
SV
Switzerland
EN
/
DE
Turkey
EN
United Kingdom
EN
Ásia Pacifico
Australia
EN
China
EN
/
ZH
Hong-Kong
EN
India
EN
Indonesia
EN
Japan
EN
/
JA
Malaysia
EN
Philippines
EN
Singapore
EN
South Korea
EN
Taiwan
EN
/
ZH
Thailand
EN
/
TH
Vietnam
EN