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HOME > ARTIGOS > PERSPECTIVAS PARA O SEM SÃO FAVORÁVEIS

Em Mercado SEM e Métricas

Perspectivas para o SEM são favoráveis

10/06/2008 - 20:36

Por Alexandre Sanches Magalhães

A dinâmica da internet brasileira parece indicar muito trabalho e oportunidades para o uso do "Search Engine Marketing".

Eu e minha equipe no IBOPE/NetRatings estamos sempre mostrando para nossos clientes como estão as parcerias para geração de tráfego, os links patrocinados, a publicidade on-line, enfim, como as empresas podem melhorar sua tática de atração de audiência para seu site.

Nesse trabalho diário e ininterrupto, mapeamos nossos clientes e concorrentes para podermos comparar os pontos fortes e fracos de cada um deles. Olhamos tudo: publicidade on-line, e-mail marketing, ferramentas de busca, transferência internas (da homepage para uma página específica, entre outras possibilidades.

No geral, os buscadores são líderes em transferência de tráfego para os e-commerces. Há casos, e são vários, em que a publicidade em portais também traz muita gente para as lojas. Às vezes, para alguns concorrentes, são mais importantes que os próprios mecanismos de busca. Parcerias com os comparadores de preço funcionam melhor para algumas lojas e pior para outras. Enfim, receber mais internautas em suas páginas é a receita comum para todos as empresas on-line, mas cada uma usa de táticas diferentes para isso. Muitas empresas, acredito, não fazem nada, apenas confiam que seus nomes tradicionais sejam suficientemente conhecidos ao ponto do usuário/cliente digitar diretamente sua url no browser.

Mas, eu e minha equipe não acompanhamos apenas o e-commerce brasileiro. Estamos sempre observando tudo que se passa nas 84 subcategorias disponíveis na medição de internet. E ficamos impressionados com a força que as redes sociais (blogs, fotologs, videologs, comunidades, mensagens instantâneas) têm no Brasil. São milhões de pessoas interagindo e influenciando pessoas diariamente. E, estudando mais aprofundadamente esses movimentos, verificamos que há duas bases de sustentação para essa grande massa de pessoas: sites de busca e retroalimentação.

É impressionante que a base de transferência de tráfego para as redes sociais sejam os buscadores e as comunidades. Há blogs ou comunidades, por exemplo, que recebem 90% de seus visitantes através de uma ferramenta de busca. 90%! E são incontáveis esses casos. Quando começam a cair no gosto do internauta brasileiro, os próprios blogs e comunidades se encarregam de transferir audiência para essas páginas, um movimento de retroalimentação que se iniciou com um busca em um "search engine". Caso clássico desse movimento é o Orkut, que dependeu dos resultados das ferramentas de busca no início, mas hoje alimenta outras comunidades, assim como outras redes sociais o alimentam com mais público.

É fascinante notar que para as redes sociais os sites de busca são muito mais relevantes que para o e-commerce. Uma loja raramente recebe mais de 30% de seu tráfego via um mecanismo de busca, enquanto um fotolog, uma comunidade ou um videolog quase sempre recebe bem mais de 50% de seu tráfego através de um buscador.

O que causa essa diferença enorme de comportamento? Temos apenas alguns indícios. O público das lojas on-line busca bons preços e segurança na transação. Talvez isso o influencie a buscar novos parceiros com menos intensidade, voltando-se mais para o local no qual já comprou e se sentiu confortável. Esse é um internauta mais velho, na média, do que um usuário do emaranhado de redes sociais, portanto, menos afeito à procura por novidades. Por outro lado, os usuários das redes sociais são mais jovens, buscam novidades constantemente (e esse universo mostra novidades permanentemente), sem muita preocupação com transações seguras.

Porém, esses dois universos não são estanques, muito pelo contrário, mantêm-se em contato permanente, influenciando-se diariamente.

Essa busca desenfreada por novidade começa a aparecer no comércio eletrônico brasileiro. Há cada vez mais setores econômicos aproveitando a internet, cada vez mais lojas menos conhecidas sendo visitadas, mais empresas explorando nichos do comércio e a lista de produtos disponíveis para compra on-line amplia-se.

Isso é natural, pois esse internauta que é fã da interatividade das redes sociais vai, aos poucos, ampliando suas ações na internet. E quando passa a usar o comércio eletrônico, traz consigo essa experiência de buscar diuturnamente as novidades, de procurar aquilo que ainda não conhece.

Nesse sentido, a importância dos sites de busca tende a aumentar no futuro próximo e não a diminuir, como poderia parecer. Em relação aos gigantes do e-commerce brasileiro, essas "novidades" ainda são pequenas lojas, mas seguindo a lógica das redes sociais, a retroalimentação por indicação de amigos, pode transformá-las em sucesso de público.

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