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text-lg">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Mensagens em Aplicativos</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="server-05"><use href="/icons/sprites.svg#server-05"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Mensagens Web</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/audience-sync"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="sliders-02"><use href="/icons/sprites.svg#sliders-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Audience Sync de Mídia</span></div></a></li></ul></div></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#ECE5F980] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 mr-2 xl:mr-0 rounded-md bg-gradient-icon text-white"><svg width="20" height="20" role="img" aria-label="magic-wand-01"><use href="/icons/sprites.svg#magic-wand-01"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">BrazeAI™</span><p class="text-md font-normal text-gray-600">Saiba como o BrazeAI™ está incorporado aos recursos em nossa plataforma.</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full" href="/pt-br/product/brazeai">Saiba Mais</a></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-1/3 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3" href="/pt-br/product/overview"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="atom-01"><use href="/icons/sprites.svg#atom-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">A Plataforma Braze</span><span class="text-sm font-normal text-gray-600">Todos os seus dados, canais e necessidades de orquestração em uma única plataforma.</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/product"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="settings-01"><use href="/icons/sprites.svg#settings-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Como Funciona</span><span class="text-sm font-normal text-gray-600">Um detalhamento de nossa pilha de tecnologia verticalmente integrada.</span></div></a></li></ul></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Soluções<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solu--es" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Solu--es"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Indústrias</span></div><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/retail-and-ecommerce"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="globe-01"><use href="/icons/sprites.svg#globe-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Varejo e e-Commerce</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/financial-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="currency-dollar"><use href="/icons/sprites.svg#currency-dollar"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Serviços Financeiros</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/travel-hospitality"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="map-01"><use href="/icons/sprites.svg#map-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Turismo</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Mídia e Entretenimento</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="play"><use href="/icons/sprites.svg#play"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Delivery</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/solutions/qsr"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="heart-rounded"><use href="/icons/sprites.svg#heart-rounded"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Restaurantes</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze Para</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engenheiros</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-1/3 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><a class="relative z-10" href="/pt-br/resources/reports-and-guides/global-customer-engagement-review"><div class="w-full sm:w-[353px]"><div class="h-[198px] w-fit overflow-hidden rounded-md bg-white"><img alt="a woman is holding a cup of coffee while looking at a laptop computer ." loading="lazy" width="353" height="198" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F48613611adec165a53420e4c6b94a712a0006f81-8000x4500.jpg&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F48613611adec165a53420e4c6b94a712a0006f81-8000x4500.jpg&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F48613611adec165a53420e4c6b94a712a0006f81-8000x4500.jpg&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">Análise Global de Engajamento do Cliente de 2025</span><span class="text-md font-normal text-gray-600">Em nossa quinta Análise Global do Engajamento do Cliente, estamos examinando as principais tendências emergentes para os profissionais de marketing em 2025.</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Parceiros<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Parceiros" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Parceiros"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8 md:grid-cols-3"><li><a class="nav-item flex gap-3" href="/pt-br/partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="arrow-circle-broken-right"><use href="/icons/sprites.svg#arrow-circle-broken-right"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore e conecte-se com nossos parceiros confiáveis de tecnologia ou soluções</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Parceiros de Soluções</span><span class="text-sm font-normal text-gray-600">Descubra nossas parcerias com as principais agências, consultorias e integradores de sistemas do mundo</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use href="/icons/sprites.svg#code-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Parceiros de Tecnologia</span><span class="text-sm font-normal text-gray-600">Conheça nossas mais de 140 integrações de parceiros de tecnologia.</span></div></a></li></ul></div></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Materiais<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Materiais" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Materiais"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Veja</span></div><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="database-02"><use href="/icons/sprites.svg#database-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Hub de Materiais</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/customers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="thumbs-up"><use href="/icons/sprites.svg#thumbs-up"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Casos de Sucesso</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources/articles"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="bookmark"><use href="/icons/sprites.svg#bookmark"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Blog</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources/reports-and-guides"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="line-chart-up-04"><use href="/icons/sprites.svg#line-chart-up-04"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Guias e Relatórios</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/videos"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Vídeos (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/resources/webinars-and-events"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="ticket-01"><use href="/icons/sprites.svg#ticket-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Eventos e Webinars</span></div></a></li></ul></div></div><a href="https://www.braze.com/docs/pt-br"><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#C9C4FF80] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="file-question-02"><use href="/icons/sprites.svg#file-question-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">Documentação para o Usuário</span></div></div><svg width="24" height="24" role="img" aria-label="arrow-right"><use href="/icons/sprites.svg#arrow-right"></use></svg></div></a></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 flex flex-col gap-8 sm:flex-row xl:w-full before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Cresça</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/customer-community"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Bonfire Customer Community (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/page/pt-br"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Learning</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/customer-champions"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="award-04"><use href="/icons/sprites.svg#award-04"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Customer Champion (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/page/certification-pt-br"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="award-03"><use href="/icons/sprites.svg#award-03"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Certificação</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Suporte</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/success"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="help-circle"><use href="/icons/sprites.svg#help-circle"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Visão Geral do Suporte</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/customer-support-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Serviços Profissionais da Braze</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/customer-success"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="headphones-02"><use href="/icons/sprites.svg#headphones-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Planos de Sucesso da Braze</span></div></a></li></ul></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Empresa<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Empresa" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Empresa"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Voltar</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8 md:grid-cols-3"><li><a class="nav-item flex gap-3" href="/pt-br/company"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Sobre Nós</span><span class="text-sm font-normal text-gray-600">Saiba como a Braze se tornou a principal plataforma de engajamento do cliente.</span></div></a></li><li><a class="nav-item flex gap-3" href="https://investors.braze.com/"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="switch-horizontal-01"><use href="/icons/sprites.svg#switch-horizontal-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Relações com Investidores (EN)</span><span class="text-sm font-normal text-gray-600">Receba as últimas notícias, números e resultados financeiros.</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/careers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="stars-01"><use href="/icons/sprites.svg#stars-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Carreiras (EN)</span><span class="text-sm font-normal text-gray-600">Descubra vagas de emprego e por que as pessoas adoram trabalhar na Braze.</span></div></a></li><li><a class="nav-item flex gap-3" href="https://esg.braze.com/overview/default.aspx"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">ESG (EN)</span><span class="text-sm font-normal text-gray-600">Explore nossos dados ambientais, sociais e de governança corporativa.</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/news"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="announcement-01"><use href="/icons/sprites.svg#announcement-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Notícias (EN)</span><span class="text-sm font-normal text-gray-600">Saiba mais sobre os últimos acontecimentos no Braze.</span></div></a></li><li><a class="nav-item flex gap-3" href="/pt-br/company/legal"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="building-08"><use href="/icons/sprites.svg#building-08"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Serviços Jurídicos (EN)</span><span class="text-sm font-normal text-gray-600">Obtenha informações sobre nossos termos legais, políticas, conformidade e muito mais.</span></div></a></li></ul></div></div></div></div></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#ECE5F9] justify-center gap-x-8 py-4"><div class="flex gap-2 sm:gap-3"><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">Está procurando por outra coisa?</span></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold text-sm bg-transparent p-0 text-[#310CCE] hover:text-[#1505C9] 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before:bg-gradient-hero md:before:hidden md:bg-gradient-hero"><div class="container relative z-10 pt-6 md:pb-8"><div class="flex gap-1 text-xs"><a aria-label="Link to resources" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/pt-br/resources">Recursos</a><span class="text-white text-md">/</span><a aria-label="Link to articles" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/pt-br/resources/articles">Blog</a><span class="text-white text-md">/</span><a aria-label="Link to uso do whatsapp" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/pt-br/resources/articles/uso-do-whatsapp">Como o uso do Whatsa...</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Recursos","item":"https://www.braze.com/pt-br/resources"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.braze.com/pt-br/resources/articles"},{"@type":"ListItem","position":3,"name":"Como o uso do Whatsa...","item":"https://www.braze.com/pt-br/resources/articles/uso-do-whatsapp"}]}</script><div class="mt-8 flex flex-col gap-6 sm:mt-12 md:flex-row md:pb-16"><div class="flex shrink-0 grow basis-0 flex-col gap-8"><h1 class="text-display-md font-bold text-white">Como o uso do Whatsapp pode potencializar sua estratégia?</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Publicado em 20 de janeiro de 2026</span><span>/</span><span>Última edição em 20 de janeiro de 2026</span><span>/</span><span>8<!-- --> leitura mínima</span></p></div><div class="shrink-0 grow basis-0"><img alt="Como o uso do Whatsapp pode potencializar sua estratégia?" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0ba6489ed8976a3d7406b3db741c93fc4296c218-640x640.webp&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0ba6489ed8976a3d7406b3db741c93fc4296c218-640x640.webp&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0ba6489ed8976a3d7406b3db741c93fc4296c218-640x640.webp&w=1200&q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600"></span></div><div class="pl-4 md:pl-6 border-l-2 border-gray-300 space-y-4"><h2 class="text-md uppercase tracking-wider text-gray-900">Contents</h2><nav><ul class="flex flex-col gap-2.5"><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-e8a834e86f66" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Como o uso do Whatsapp beneficia campanhas de marketing?</a></li><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-8966fa0ca1a5" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Confira neste artigo:</a></li><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-dc00fb89b2c5" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Por que o uso do Whatsapp no marketing está cada vez mais frequente?</a></li><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-33efe49d2d02" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Como o uso do Whatsapp como canal de marketing se diferencia de outras opções?</a></li><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-a1f8d543bf49" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Qual é o impacto do uso do Whatsapp na estratégia multicanal?</a></li><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-2ed1ecf941f1" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Quais são os recursos do whatsapp para melhorar o desempenho das campanhas?</a></li><li class="flex items-center gap-2"><svg width="18" height="18" role="img" aria-label="arrow-down" class="text-gray-600"><use href="/icons/sprites.svg#arrow-down"></use></svg><a href="#h-774764c0d3ec" class="text-gray-900 hover:text-primary-700 transition-colors leading-relaxed underline decoration-primary-700 underline-offset-2">Como usar Braze em suas campanhas de marketing com o Whatsapp?</a></li></ul></nav></div><div class="flex flex-col gap-6"><h2 id="h-e8a834e86f66" class="my-4 text-gray-900 lg:text-display-lg">Como o uso do Whatsapp beneficia campanhas de marketing?</h2><p></p><p>Investir no <strong>uso do Whatsapp </strong>é uma prática crescente para marcas que buscam aprofundar o engajamento dos clientes em todo o mundo. Afinal, o aplicativo tem mais de 2 bilhões de usuários ativos mensalmente e uma taxa de penetração de mais de 85% em partes da América Latina, Ásia, Pacífico e Europa.</p><p>Além disso, integra-se à vida cotidiana dos consumidores. Portanto, desponta como uma ferramenta ideal para estabelecer conexão autêntica com o público.</p><p>Na Braze, temos visto este movimento acontecer. Lançamos o suporte nativo para Whatsapp em março de 2023, o que possibilita que as empresas enviem mensagens bidirecionais em grande escala, em tempo real. Desde então, nossos clientes ampliaram o uso do Whatsapp como canal de marketing e aumentaram o volume de disparo de mensagens combinadas em 70 vezes.</p><p>Diante deste crescimento, decidimos analisar o impacto das mensagens encaminhadas pelo Whatsapp (e da participação do canal em campanhas omnichannel) em indicadores-chave como sessões, tempo médio de vida do usuário, compras por pessoa e outros. Consideramos empresas de diferentes portes e segmentos.</p><p>Os resultados trazem insights sobre como o Whatsapp pode ser decisivo para mover o ponteiro das campanhas de marketing. É sobre essas estatísticas que falaremos adiante!</p><p></p><h2 id="h-8966fa0ca1a5" class="my-4 text-gray-900 lg:text-display-lg">Confira neste artigo:</h2><ul><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-adoption" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link"><strong>Por que os profissionais de marketing estão aumentando consideravelmente o uso do Whatsapp?</strong></a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-vs-other-marketing-channels" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link"><strong>Como o Whatsapp se compara com outros canais de marketing?</strong></a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-in-cross-channel-strategy" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link"><strong>O impacto do uso do Whatsapp na estratégia multicanal para o engajamento dos usuários.</strong></a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-rich-capabilities-boost-performance" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link"><strong>Como os recursos conversacionais avançados do Whatsapp potencializam a performance?</strong></a></li></ul><p></p><h2 id="h-dc00fb89b2c5" class="my-4 text-gray-900 lg:text-display-lg">Por que o uso do Whatsapp no marketing está cada vez mais frequente?</h2><p>O canal tem rápido crescimento principalmente entre os profissionais de marketing D2C (Direct-to-Consumer) porque se mostra como uma valiosa tática de abordagem de clientes. Prova disso é que a taxa de leitura entre os usuários que optam por receber mensagens promocionais pelo aplicativo é de 68%.</p><p>Em 2024, questionamos <a href="https://www.braze.com/resources/reports-and-guides/2024-global-customer-engagement-review" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">1.900 profissionais</a> do setor sobre quais canais eles já usavam ou planejavam usar ao longo do ano. Cerca de 47% dos entrevistados declararam que pretendiam utilizar o envio de mensagens por aplicativos, como o Whatsapp, para abordar consumidores.</p><p>Em seguida, 45% dos respondentes apontaram o uso do e-mail como estratégia; 43% afirmaram ser as notificações via push por celular ou web e 40% usam mensagens dentro do aplicativo ou navegador.</p><img alt="Gráfico de barras horizontais mostrando a porcentagem de profissionais de marketing que planejam usar canais específicos em 2024. Os aplicativos de mensagens lideram com 47%, seguidos pelo e-mail com 45%, com outros canais variando de 40% a 43%." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3a2fa69a4fb5d7939ec9d3108672faafe1cdab0e-1258x960.jpg&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3a2fa69a4fb5d7939ec9d3108672faafe1cdab0e-1258x960.jpg&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3a2fa69a4fb5d7939ec9d3108672faafe1cdab0e-1258x960.jpg&w=1920&q=75"/><p>Os resultados se alinham com duas tendências amplas que observamos no mercado:</p><ol><li class="mb-2 ml-10 list-decimal">O uso do Whatsapp para diversificar o mix de canais já existente;</li><li class="mb-2 ml-10 list-decimal">A busca por formas de interagir com o público naqueles canais que as pessoas já utilizam para conversar com familiares e amigos.</li></ol><p>Ainda conforme o levantamento, o WhatsApp teve o maior ou o segundo maior interesse em todas as regiões, ficando atrás apenas do e-mail nos EUA e na Europa, Oriente Médio e África.</p><img alt="Gráfico de barras horizontais mostrando a porcentagem de profissionais de marketing que usam ou planejam usar aplicativos de mensagens em 2024: APAC (48%), Brasil e México (48%), EUA (48%) e EMEA (46%)." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F45d47f69bc6e3ace5e674963fab3e290d10d6f12-1194x852.jpg&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F45d47f69bc6e3ace5e674963fab3e290d10d6f12-1194x852.jpg&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F45d47f69bc6e3ace5e674963fab3e290d10d6f12-1194x852.jpg&w=1920&q=75"/><h2 id="h-33efe49d2d02" class="my-4 text-gray-900 lg:text-display-lg">Como o uso do Whatsapp como canal de marketing se diferencia de outras opções?</h2><img alt="Slide detailing the impact of WhatsApp messaging on engagement, purchases, and retention compared to other marketing channels, showing: +72% Sessions per User, +89% Purchases per User, +71% First Purchase Rate, +70% Average User Lifetime, +17% 30-day Retention, and +42% 180-day Retention." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fad1fb28e4ced9808756e7d254d2213a3023a7dd7-2400x1300.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fad1fb28e4ced9808756e7d254d2213a3023a7dd7-2400x1300.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fad1fb28e4ced9808756e7d254d2213a3023a7dd7-2400x1300.png&w=1920&q=75"/><p>Em comparação com outros canais de marketing, o Whatsapp gera <strong>72% mais sessões por usuário</strong>. É especialmente efetivo para direcionar para compras, tendo em vista que gera um aumento de <strong>89% nas transações</strong> feitas por usuário em relação a outras abordagens. Esta performance se deve aos recursos avançados de conversação.</p><p>Com o aplicativo, as empresas podem chamar a atenção dos clientes por meio do envio de mensagens com botões de resposta rápida e convites à ação dinâmicos, que direcionam os usuários de volta para o aplicativo ou site da organização.</p><p>Companhias do setor financeiro, saúde e bem-estar, por exemplo, podem se beneficiar destes recursos. É possível encorajar o público a utilizar os serviços com mais frequência, com textos leves e humanizados.</p><p>Varejo, e-commerce e redes de fast-food também podem inspirar clientes por meio de imagens dos produtos e facilitar a experiência dos pedidos com botões de resposta rápida.</p><p>O uso do Whatsapp como canal de marketing também agrega valor para empresas do ramo de Mídia e Entretenimento e Viagem e Hospitalidade, especialmente na retenção de longo prazo. O aplicativo tem um ganho de 42% neste indicador diante de outros canais.</p><p></p><h2 id="h-a1f8d543bf49" class="my-4 text-gray-900 lg:text-display-lg"><strong>Qual é o impacto do uso do Whatsapp na estratégia multicanal?</strong></h2><img alt="Impacto do uso do WhatsApp para compras, engajamento e retenção de estratégia omnichannel." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd831219984f72c70bf0651da5fb0dad223a15c21-828x310.webp&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd831219984f72c70bf0651da5fb0dad223a15c21-828x310.webp&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd831219984f72c70bf0651da5fb0dad223a15c21-828x310.webp&w=1920&q=75"/><p>Observamos que as marcas que melhor aproveitam o Whatsapp são aquelas que incorporam o canal a um mix já existente. Segundo os dados, <strong>clientes que receberam mensagens do WhatsApp foram 190% mais propensos a fazer uma compra</strong> do que aqueles que receberam mensagens apenas de outros canais.</p><p>Portanto, mesmo quando a interação ocorre com mensagens em outras abordagens, tanto dentro como fora do produto, a inclusão do aplicativo está correlacionada com um aumento em envolvimento, compras e na retenção. Consumidores que recebem Whatsapp engajam com interações de três outros meios em média.</p><p>Ou seja, empresas que investem no uso do <a href="https://www.braze.com/resources/articles/how-to-incorporate-whatsapp-into-your-cross-channel-strategy" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Whatsapp na estratégia multicanal</a> têm mais chances de alcançar os usuários, onde quer que eles estejam.</p><p>Neste sentido, o ideal é mapear a jornada do cliente em diferentes canais e atribuir objetivos distintos para cada um deles, com base nos pontos fortes. Vale lembrar que as ferramentas da <!-- -->BrazeAI™<!-- -->, como <strong>Intelligent Channel e Personalized Paths</strong>, podem ajudar nesta missão. São formas de garantir que seus clientes recebam as mensagens mais relevantes no canal de preferência.</p><p></p><p><strong>Leia também: </strong><em>Veja como a <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to customers: /rappi-case-study" href="/pt-br/customers/rappi-case-study">Rappi</a> aproveitou o WhatsApp para aumentar as compras de usuários ativos em 80% e as compras de clientes inativos em 28%.</em></p><p></p><h2 id="h-2ed1ecf941f1" class="my-4 text-gray-900 lg:text-display-lg">Quais são os recursos do whatsapp para melhorar o desempenho das campanhas?</h2><p>Existem dois principais diferenciais que as marcas podem explorar ao aderir ao uso do <a href="https://www.braze.com/pt-br/customers/rappi-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Whatsapp no marketing</a>:</p><ol><li class="mb-2 ml-10 list-decimal"><strong>Mensagens bidirecionais</strong>, uma possibilidade de destaque da ferramenta com relação a outros canais;</li><li class="mb-2 ml-10 list-decimal"><strong>Recursos de mídia</strong>, que são fotos e vídeos que podem tornar as abordagens mais atrativas para os usuários.</li></ol><p></p><p>Confira adiante alguns exemplos de aplicação dessas funcionalidades e como os clientes da Braze tiveram resultados positivos em seus resultados.</p><p></p><h3 id="h-c6763257895d" class="my-4 text-gray-900">Mensagens bidirecionais</h3><p>Entre os clientes de Braze, o recurso levou a um <strong>aumento de 17% na taxa de início de sessões</strong> e de <strong>2% na taxa de compra</strong> em comparação com mensagens unidirecionais.</p><p>Os dados sugerem que, enquanto mensagens bidirecionais podem ser mais efetivas para levar os usuários de volta para o seu aplicativo, por exemplo, para completar um cadastro ou fazer uma atualização na conta, as mensagens de envio único podem ser mais interessantes para mensagens promocionais, nas quais você visa direcionar para a compra.</p><p>A conclusão é que o canal pode ser aplicado efetivamente das duas formas, de acordo com o objetivo ou situação. A imagem abaixo demonstra como as mensagens bidirecionais podem agregar valor único.</p><img alt="Mensagens bidirecionais no WhatsApp agilizam serviços para o usuário." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F53adbb2548d56216d099876f5cf1bd023153e1fc-828x517.webp&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F53adbb2548d56216d099876f5cf1bd023153e1fc-828x517.webp&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F53adbb2548d56216d099876f5cf1bd023153e1fc-828x517.webp&w=1920&q=75"/><h3 id="h-8749ac309a20" class="my-4 text-gray-900">Recursos de mídia</h3><p>Os recursos de mídia podem ajudar a tornar as mensagens mais atrativas. Envios pelo Whatsapp que incluem fotos ou vídeos tiveram uma taxa de compra<strong> 46% maior do que aqueles que não tiveram</strong>.</p><p>O apelo visual para vestuário, alimentação, shows ou destinos de viagem pode se conectar com as emoções e interesses dos clientes muito mais do que um texto. Mesmo para marcas de serviços financeiros, saúde e bem-estar, uma imagem de um médico ou consultor pode criar uma conexão mais humana e ajudar a deixar clientes mais à vontade.</p><p></p><h2 id="h-774764c0d3ec" class="my-4 text-gray-900 lg:text-display-lg">Como usar Braze em suas campanhas de marketing com o Whatsapp?</h2><p>O suporte nativo de <a href="https://www.braze.com/pt-br" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Braze</a> para o Whatsapp permite a integração do aplicativo com os demais canais digitais de sua marca. Desta forma, você expande sua estratégia de marketing e consegue criar mensagens atrativas e personalizadas para o seu público, o que garante mais engajamento e conversão.</p><p>Nossa análise comprova que os clientes da Braze de todas as regiões e indústrias reconhecem o potencial do uso do Whatsapp e vislumbram avanços significativos nas métricas. Trata-se de uma ferramenta promissora para as organizações que desejam aprofundar o relacionamento com seus consumidores.</p><p>De taxas de leitura à retenção de longo prazo, o Whatsapp é um dos formatos de melhor performance no marketing. E, para explorar o melhor deste canal, os profissionais de marketing podem contar com as funcionalidades da Braze.</p><p>A Braze te ajuda a orquestrar conversas em tempo real e crescer cada vez mais. <a href="https://www.braze.com/pt-br/product/whatsapp" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Saiba mais</a> sobre como aproveitar o <a href="https://www.braze.com/pt-br/product/whatsapp" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Whatsapp como canal de marketing</a> da sua empresa do jeito certo.</p><p></p><p><strong><em>Notas de rodapé:</em></strong></p><p><em>i. o aumento é comparado entre os primeiros 3 meses desde o lançamento e os 3 meses mais recentes;</em></p><p><em>ii. outros canais referem-se à média entre SMS, e-mail, notificações notificações push via mobile, notificações push na Web, IAM e cartões de conteúdo;</em></p><p><em>iii. um total de quatro combinações de canais foi incluído nesta análise, e as estatísticas apresentadas são uma média do aumento das quatro combinações de canais. São as seguintes:</em></p><ul><li class="mb-2 ml-10 list-disc"><em>E-mail IAM Mobile Push vs E-mail IAM Mobile Push WhatsApp;</em></li><li class="mb-2 ml-10 list-disc"><em>E-mail IAM vs E-mail IAM WhatsApp;</em></li><li class="mb-2 ml-10 list-disc"><em>E-mail Mobile Push vs E-mail Mobile Push WhatsApp;</em></li><li class="mb-2 ml-10 list-disc"><em>E-mail vs E-mail WhatsApp;</em></li></ul><p></p><p><em><strong>Metodologia</strong>: para esta análise, a Braze analisou dados anônimos e agregados de mensagens e engajamento de 26 clientes que enviaram mensagens consistentes pelo WhatsApp durante o período especificado. Estas estatísticas abrangem mensagens enviadas entre 1º de janeiro de 2023 e 31 de dezembro de 2023. Ao usar verificações de volume e contagem de empresas, garantimos que nenhuma marca ou grupo de marcas fosse super-representado. Todas as métricas de comparação de canais são baseadas no engajamento dos usuários que receberam mensagens dos canais especificados. Todas as métricas de comparação de campanhas são baseadas nos eventos de conversão rastreados no nível da campanha pelos critérios e janela de conversão especificados pelo cliente.</em></p><p></p></div></div><div class="flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]"><div class="flex flex-col gap-5"><h6 class="text-sm uppercase text-gray-600">Tags relacionadas</h6><div class="flex flex-wrap gap-3 text-sm"><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search WhatsApp tag" href="/pt-br/search?resource=Artigo&productFeature=WhatsApp">WhatsApp</a></div></div><div class="hidden flex-col gap-8 bg-white md:sticky md:top-20 md:flex"><div class="rounded-xl bg-primary-500 shadow-xl p-6 flex flex-col gap-6 items-start"><div class="w-full flex flex-col gap-4 flex-1"><span class="text-sm text-primary-100 font-bold">ASSINAR</span><h4 class="!text-white text-display-xs font-extrabold">Be 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Afinal, o aplicativo tem mais de 2 bilhões de usuários ativos mensalmente e uma taxa de penetração de mais de 85% em partes da América Latina, Ásia, Pacífico e Europa.\"]}],[\"$\",\"p\",null,{\"children\":[\"Além disso, integra-se à vida cotidiana dos consumidores. Portanto, desponta como uma ferramenta ideal para estabelecer conexão autêntica com o público.\"]}],[\"$\",\"p\",null,{\"children\":[\"Na Braze, temos visto este movimento acontecer. Lançamos o suporte nativo para Whatsapp em março de 2023, o que possibilita que as empresas enviem mensagens bidirecionais em grande escala, em tempo real. Desde então, nossos clientes ampliaram o uso do Whatsapp como canal de marketing e aumentaram o volume de disparo de mensagens combinadas em 70 vezes.\"]}],[\"$\",\"p\",null,{\"children\":[\"Diante deste crescimento, decidimos analisar o impacto das mensagens encaminhadas pelo Whatsapp (e da participação do canal em campanhas omnichannel) em indicadores-chave como sessões, tempo médio de vida do usuário, compras por pessoa e outros. Consideramos empresas de diferentes portes e segmentos.\"]}],[\"$\",\"p\",null,{\"children\":[\"Os resultados trazem insights sobre como o Whatsapp pode ser decisivo para mover o ponteiro das campanhas de marketing. É sobre essas estatísticas que falaremos adiante!\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"h2\",null,{\"id\":\"h-8966fa0ca1a5\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Confira neste artigo:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-adoption\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Por que os profissionais de marketing estão aumentando consideravelmente o uso do Whatsapp?\"]}]]}]]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-vs-other-marketing-channels\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Como o Whatsapp se compara com outros canais de marketing?\"]}]]}]]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-in-cross-channel-strategy\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"O impacto do uso do Whatsapp na estratégia multicanal para o engajamento dos usuários.\"]}]]}]]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/the-powerful-impact-of-using-whatsapp-for-customer-engagement#whatsapp-rich-capabilities-boost-performance\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Como os recursos conversacionais avançados do Whatsapp potencializam a performance?\"]}]]}]]}]]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"h2\",null,{\"id\":\"h-dc00fb89b2c5\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Por que o uso do Whatsapp no marketing está cada vez mais frequente?\"]}],[\"$\",\"p\",null,{\"children\":[\"O canal tem rápido crescimento principalmente entre os profissionais de marketing D2C (Direct-to-Consumer) porque se mostra como uma valiosa tática de abordagem de clientes. Prova disso é que a taxa de leitura entre os usuários que optam por receber mensagens promocionais pelo aplicativo é de 68%.\"]}],[\"$\",\"p\",null,{\"children\":[\"Em 2024, questionamos \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/reports-and-guides/2024-global-customer-engagement-review\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"1.900 profissionais\"]}],\" do setor sobre quais canais eles já usavam ou planejavam usar ao longo do ano. Cerca de 47% dos entrevistados declararam que pretendiam utilizar o envio de mensagens por aplicativos, como o Whatsapp, para abordar consumidores.\"]}],[\"$\",\"p\",null,{\"children\":[\"Em seguida, 45% dos respondentes apontaram o uso do e-mail como estratégia; 43% afirmaram ser as notificações via push por celular ou web e 40% usam mensagens dentro do aplicativo ou navegador.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/3a2fa69a4fb5d7939ec9d3108672faafe1cdab0e-1258x960.jpg\",\"alt\":\"Gráfico de barras horizontais mostrando a porcentagem de profissionais de marketing que planejam usar canais específicos em 2024. Os aplicativos de mensagens lideram com 47%, seguidos pelo e-mail com 45%, com outros canais variando de 40% a 43%.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[\"Os resultados se alinham com duas tendências amplas que observamos no mercado:\"]}],[\"$\",\"ol\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"O uso do Whatsapp para diversificar o mix de canais já existente;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[\"A busca por formas de interagir com o público naqueles canais que as pessoas já utilizam para conversar com familiares e amigos.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Ainda conforme o levantamento, o WhatsApp teve o maior ou o segundo maior interesse em todas as regiões, ficando atrás apenas do e-mail nos EUA e na Europa, Oriente Médio e África.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/45d47f69bc6e3ace5e674963fab3e290d10d6f12-1194x852.jpg\",\"alt\":\"Gráfico de barras horizontais mostrando a porcentagem de profissionais de marketing que usam ou planejam usar aplicativos de mensagens em 2024: APAC (48%), Brasil e México (48%), EUA (48%) e EMEA (46%).\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h2\",null,{\"id\":\"h-33efe49d2d02\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Como o uso do Whatsapp como canal de marketing se diferencia de outras opções?\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ad1fb28e4ced9808756e7d254d2213a3023a7dd7-2400x1300.png\",\"alt\":\"Slide detailing the impact of WhatsApp messaging on engagement, purchases, and retention compared to other marketing channels, showing: +72% Sessions per User, +89% Purchases per User, +71% First Purchase Rate, +70% Average User Lifetime, +17% 30-day Retention, and +42% 180-day Retention.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[\"Em comparação com outros canais de marketing, o Whatsapp gera \",[\"$\",\"strong\",null,{\"children\":[\"72% mais sessões por usuário\"]}],\". É especialmente efetivo para direcionar para compras, tendo em vista que gera um aumento de \",[\"$\",\"strong\",null,{\"children\":[\"89% nas transações\"]}],\" feitas por usuário em relação a outras abordagens. Esta performance se deve aos recursos avançados de conversação.\"]}],[\"$\",\"p\",null,{\"children\":[\"Com o aplicativo, as empresas podem chamar a atenção dos clientes por meio do envio de mensagens com botões de resposta rápida e convites à ação dinâmicos, que direcionam os usuários de volta para o aplicativo ou site da organização.\"]}],[\"$\",\"p\",null,{\"children\":[\"Companhias do setor financeiro, saúde e bem-estar, por exemplo, podem se beneficiar destes recursos. É possível encorajar o público a utilizar os serviços com mais frequência, com textos leves e humanizados.\"]}],[\"$\",\"p\",null,{\"children\":[\"Varejo, e-commerce e redes de fast-food também podem inspirar clientes por meio de imagens dos produtos e facilitar a experiência dos pedidos com botões de resposta rápida.\"]}],[\"$\",\"p\",null,{\"children\":[\"O uso do Whatsapp como canal de marketing também agrega valor para empresas do ramo de Mídia e Entretenimento e Viagem e Hospitalidade, especialmente na retenção de longo prazo. O aplicativo tem um ganho de 42% neste indicador diante de outros canais.\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"h2\",null,{\"id\":\"h-a1f8d543bf49\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Qual é o impacto do uso do Whatsapp na estratégia multicanal?\"]}]]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d831219984f72c70bf0651da5fb0dad223a15c21-828x310.webp\",\"alt\":\"Impacto do uso do WhatsApp para compras, engajamento e retenção de estratégia omnichannel.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[\"Observamos que as marcas que melhor aproveitam o Whatsapp são aquelas que incorporam o canal a um mix já existente. Segundo os dados, \",[\"$\",\"strong\",null,{\"children\":[\"clientes que receberam mensagens do WhatsApp foram 190% mais propensos a fazer uma compra\"]}],\" do que aqueles que receberam mensagens apenas de outros canais.\"]}],[\"$\",\"p\",null,{\"children\":[\"Portanto, mesmo quando a interação ocorre com mensagens em outras abordagens, tanto dentro como fora do produto, a inclusão do aplicativo está correlacionada com um aumento em envolvimento, compras e na retenção. Consumidores que recebem Whatsapp engajam com interações de três outros meios em média.\"]}],[\"$\",\"p\",null,{\"children\":[\"Ou seja, empresas que investem no uso do \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/how-to-incorporate-whatsapp-into-your-cross-channel-strategy\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Whatsapp na estratégia multicanal\"]}],\" têm mais chances de alcançar os usuários, onde quer que eles estejam.\"]}],[\"$\",\"p\",null,{\"children\":[\"Neste sentido, o ideal é mapear a jornada do cliente em diferentes canais e atribuir objetivos distintos para cada um deles, com base nos pontos fortes. Vale lembrar que as ferramentas da \",[\"BrazeAI™\"],\", como \",[\"$\",\"strong\",null,{\"children\":[\"Intelligent Channel e Personalized Paths\"]}],\", podem ajudar nesta missão. São formas de garantir que seus clientes recebam as mensagens mais relevantes no canal de preferência.\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Leia também: \"]}],[\"$\",\"em\",null,{\"children\":[\"Veja como a \",[\"$\",\"$L2a\",null,{\"href\":\"/pt-br/customers/rappi-case-study\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to customers: /rappi-case-study\",\"children\":[\"Rappi\"]}],\" aproveitou o WhatsApp para aumentar as compras de usuários ativos em 80% e as compras de clientes inativos em 28%.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"h2\",null,{\"id\":\"h-2ed1ecf941f1\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Quais são os recursos do whatsapp para melhorar o desempenho das campanhas?\"]}],[\"$\",\"p\",null,{\"children\":[\"Existem dois principais diferenciais que as marcas podem explorar ao aderir ao uso do \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/pt-br/customers/rappi-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Whatsapp no marketing\"]}],\":\"]}],[\"$\",\"ol\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Mensagens bidirecionais\"]}],\", uma possibilidade de destaque da ferramenta com relação a outros canais;\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Recursos de mídia\"]}],\", que são fotos e vídeos que podem tornar as abordagens mais atrativas para os usuários.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"p\",null,{\"children\":[\"Confira adiante alguns exemplos de aplicação dessas funcionalidades e como os clientes da Braze tiveram resultados positivos em seus resultados.\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"h3\",null,{\"id\":\"h-c6763257895d\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Mensagens bidirecionais\"]}],[\"$\",\"p\",null,{\"children\":[\"Entre os clientes de Braze, o recurso levou a um \",[\"$\",\"strong\",null,{\"children\":[\"aumento de 17% na taxa de início de sessões\"]}],\" e de \",[\"$\",\"strong\",null,{\"children\":[\"2% na taxa de compra\"]}],\" em comparação com mensagens unidirecionais.\"]}],[\"$\",\"p\",null,{\"children\":[\"Os dados sugerem que, enquanto mensagens bidirecionais podem ser mais efetivas para levar os usuários de volta para o seu aplicativo, por exemplo, para completar um cadastro ou fazer uma atualização na conta, as mensagens de envio único podem ser mais interessantes para mensagens promocionais, nas quais você visa direcionar para a compra.\"]}],[\"$\",\"p\",null,{\"children\":[\"A conclusão é que o canal pode ser aplicado efetivamente das duas formas, de acordo com o objetivo ou situação. A imagem abaixo demonstra como as mensagens bidirecionais podem agregar valor único.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/53adbb2548d56216d099876f5cf1bd023153e1fc-828x517.webp\",\"alt\":\"Mensagens bidirecionais no WhatsApp agilizam serviços para o usuário.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h3\",null,{\"id\":\"h-8749ac309a20\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Recursos de mídia\"]}],[\"$\",\"p\",null,{\"children\":[\"Os recursos de mídia podem ajudar a tornar as mensagens mais atrativas. Envios pelo Whatsapp que incluem fotos ou vídeos tiveram uma taxa de compra\",[\"$\",\"strong\",null,{\"children\":[\" 46% maior do que aqueles que não tiveram\"]}],\".\"]}],[\"$\",\"p\",null,{\"children\":[\"O apelo visual para vestuário, alimentação, shows ou destinos de viagem pode se conectar com as emoções e interesses dos clientes muito mais do que um texto. Mesmo para marcas de serviços financeiros, saúde e bem-estar, uma imagem de um médico ou consultor pode criar uma conexão mais humana e ajudar a deixar clientes mais à vontade.\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"h2\",null,{\"id\":\"h-774764c0d3ec\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Como usar Braze em suas campanhas de marketing com o Whatsapp?\"]}],[\"$\",\"p\",null,{\"children\":[\"O suporte nativo de \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/pt-br\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Braze\"]}],\" para o Whatsapp permite a integração do aplicativo com os demais canais digitais de sua marca. Desta forma, você expande sua estratégia de marketing e consegue criar mensagens atrativas e personalizadas para o seu público, o que garante mais engajamento e conversão.\"]}],[\"$\",\"p\",null,{\"children\":[\"Nossa análise comprova que os clientes da Braze de todas as regiões e indústrias reconhecem o potencial do uso do Whatsapp e vislumbram avanços significativos nas métricas. Trata-se de uma ferramenta promissora para as organizações que desejam aprofundar o relacionamento com seus consumidores.\"]}],[\"$\",\"p\",null,{\"children\":[\"De taxas de leitura à retenção de longo prazo, o Whatsapp é um dos formatos de melhor performance no marketing. E, para explorar o melhor deste canal, os profissionais de marketing podem contar com as funcionalidades da Braze.\"]}],[\"$\",\"p\",null,{\"children\":[\"A Braze te ajuda a orquestrar conversas em tempo real e crescer cada vez mais. \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/pt-br/product/whatsapp\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Saiba mais\"]}],\" sobre como aproveitar o \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/pt-br/product/whatsapp\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Whatsapp como canal de marketing\"]}],\" da sua empresa do jeito certo.\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[[\"$\",\"em\",null,{\"children\":[\"Notas de rodapé:\"]}]]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"em\",null,{\"children\":[\"i. o aumento é comparado entre os primeiros 3 meses desde o lançamento e os 3 meses mais recentes;\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"em\",null,{\"children\":[\"ii. outros canais referem-se à média entre SMS, e-mail, notificações notificações push via mobile, notificações push na Web, IAM e cartões de conteúdo;\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"em\",null,{\"children\":[\"iii. um total de quatro combinações de canais foi incluído nesta análise, e as estatísticas apresentadas são uma média do aumento das quatro combinações de canais. São as seguintes:\"]}]]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"em\",null,{\"children\":[\"E-mail IAM Mobile Push vs E-mail IAM Mobile Push WhatsApp;\"]}]]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"em\",null,{\"children\":[\"E-mail IAM vs E-mail IAM WhatsApp;\"]}]]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"em\",null,{\"children\":[\"E-mail Mobile Push vs E-mail Mobile Push WhatsApp;\"]}]]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"em\",null,{\"children\":[\"E-mail vs E-mail WhatsApp;\"]}]]}]]}],[\"$\",\"p\",null,{\"children\":[\"\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"em\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Metodologia\"]}],\": para esta análise, a Braze analisou dados anônimos e agregados de mensagens e engajamento de 26 clientes que enviaram mensagens consistentes pelo WhatsApp durante o período especificado. Estas estatísticas abrangem mensagens enviadas entre 1º de janeiro de 2023 e 31 de dezembro de 2023. Ao usar verificações de volume e contagem de empresas, garantimos que nenhuma marca ou grupo de marcas fosse super-representado. Todas as métricas de comparação de canais são baseadas no engajamento dos usuários que receberam mensagens dos canais especificados. Todas as métricas de comparação de campanhas são baseadas nos eventos de conversão rastreados no nível da campanha pelos critérios e janela de conversão especificados pelo cliente.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"\"]}]]}],null]}],[\"$\",\"div\",null,{\"className\":\"flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-5\",\"children\":[[\"$\",\"h6\",null,{\"className\":\"text-sm uppercase text-gray-600\",\"children\":\"Tags relacionadas\"}],[\"$\",\"div\",null,{\"className\":\"flex flex-wrap gap-3 text-sm\",\"children\":[\"$undefined\",[[\"$\",\"$L2a\",\"0\",{\"href\":\"/pt-br/search?resource=Artigo\u0026productFeature=WhatsApp\",\"className\":\"block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700\",\"aria-label\":\"Search WhatsApp 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