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HOME > ARTIGOS > PROCESSO DE DECISÃO DE COMPRA

Em Links Patrocinados e Mercado SEM

Processo de Decisão de Compra

05/11/2007 - 16:38

Por Emerson Calegaretti

Como atingir o público-alvo desejado durante as distintas fases do processo de decisão de compra.

Meus caros, ainda na série sobre vantagens de search engine marketing, hoje iremos falar de como atingir o público-alvo desejado durante as distintas fases do processo de decisão de compra.

Em 1967, Philip Kotler publicou a bíblia do marketing moderno. O livro "Marketing Management" (Administração de Marketing na edição Brasileira) define quais são os estágios do processo de decisão de compra. O consumidor passa por cinco etapas:

- Reconhecimento do problema;
- Busca de informações;
- Avaliação de alternativas;
- Decisão de compra;
- Comportamento pós-compra.

Interessante notar como após 40 anos, nada disso mudou. Se analisarmos profundamente a publicidade durante esses anos todos tem sido muito eficaz apenas na primeira fase, em nos ajudar a reconhecer que temos uma necessidade que o produto X pode nos ajudar a resolver. As demais 4 fases, embora muito se tenha avançado com marketing direto, marketing em ponto de venda e CRM, são muitas vezes relegadas a um segundo plano. Eu vou aproveitar esse artigo para explicar como marketing em buscadores pode ajudar o profissional de marketing a alcançar o público-alvo nessas distintas fases.

Primeiro vamos pensar no seguinte: quando você faz uma busca na Internet, você está manifestando um desejo, uma intenção. Os buscadores são grandes depósitos de intenções, manifestos através dos milhões de buscas que são feitas diariamente. A grande maioria dessas buscas expressa uma intenção em relação a uma necessidade que foi construída por mensagens publicitárias. Em um artigo anterior contei que fiz uma busca por "ração shih-tzu" porque vi um anúncio em uma revista para cães. Ao fazer essa pesquisa "manifestei" ao buscador uma intenção, a de encontrar o fabricante dessa ração, entender maiores detalhes sobre ela e encontrar locais onde possa comprá-la. Passei pela primeira etapa (reconhecimento do problema - poxa, agora existe uma ração específica para a raça de nosso cachorro?) impactado pela mensagem da revista. Eventualmente o fabricante da ração poderia ter se aproveitado dessa minha intenção e ter me enviado uma mensagem publicitária, através dos links patrocinados, me contando qual é essa marca, onde encontro mais informações e finalmente onde compro a dita cuja.

Conforme a frase que utilizei, o fabricante poderia ter uma mensagem distinta, seguindo as etapas do processo de decisão de compra. Veja só:

- Frase: "ração shih-tzu" - aqui posso estar na fase de busca de informações e poderia ter sido impactado por um link patrocinado me dizendo qual é a MARCA dessa ração e me direcionar para o site do fabricante para obter maiores detalhes. Exemplo: "XYZ - ração específica para a raça Shih-Tzu. Maiores informações no site www.xyz.com". (Nota: Pelo amor de Deus, não pense que XYZ é uma marca real....)

- Frase: "todas marcas de ração para shih-tzu" - claramente ao fazer essa busca estou na terceira etapa, de avaliação de alternativas, e uma mensagem ideal seria associar a MARCA a um ATRIBUTO de diferenciação. Por exemplo: "Ração XYZ - a única ração para Shih-Tzu que contém Omega 3. Mantenha seu cãozinho mais saudável".

- Frase: "onde comprar ração XYZ" - nesse caso estou na quarta etapa do processo, na decisão de compra. Aqui uma chamada para ação, ou usando um anglicismo: CALL TO ACTION é cabido. Tenho que ativar essa ação eventualmente eliminando qualquer risco percebido e facilitando o processo. Um exemplo: "Compre ração XYZ nos fornecedores oficiais, com garantia de até 180 dias e desconto de 10%".

- Frase: "problemas com ração XYZ" - aqui estamos numa fase muito delicada e nebulosa desse processo, o comportamento pós-compra. Lembre-se que marcas hoje em dia sofrem grande influência da experiência completa do consumidor em relação a elas. Qualquer problema percebido nessa experiência pode ser negativo na concepção de outros potenciais consumidores. Aqui eu tomaria uma atitude mais forte. Eu falaria com esse consumidor como se fosse de pessoa para pessoa. Um pouco de CRM no caldeirão. Exemplo: "Se seu cãozinho está experimentando problemas digestivos com a ração XYZ, ligue já para 0800-000000 que iremos lhe ajudar".

De uma certa maneira, conforme a frase utilizada na busca, podemos identificar em que fase do processo de decisão de compra o consumidor está. Montar uma estratégia de links patrocinados que contemple a análise dessas diferentes fases e como responder a elas da melhor maneira pode ser uma vantagem competitiva muito forte.

Hoje em dia a experiência de marca é como uma conversa: pressupõe de perguntas e respostas. Talvez o buscador ajude você a entender quais as respostas seu consumidor quer de você. Não deixe de comentar o artigo, sua opinião é sempre bem-vinda!

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