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flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Plataforma de Dados da Braze</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/reporting-analytics"><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-lg">Relatórios e Análises</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">Orquestração</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/journey-orchestration"><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="dataflow-04"><use href="/icons/sprites.svg#dataflow-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">Orquestração de Jornada</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/pt-br/product/testing-experimentation"><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="horizontal-bar-chart-01"><use href="/icons/sprites.svg#horizontal-bar-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-lg">Experimentos</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">Canais</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 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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] active:text-[#310CCE] disabled:text-[#98A2B3] w-full" href="/pt-br/company/contact"><svg width="16" height="16" role="img" aria-label="mail-02" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#mail-02"></use></svg>Fale Conosco!</a></div></div></li></ul><a 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border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300 hidden sm:block">Limpar</button><button type="button" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm border border-[#4411D6] bg-[#4411D6] text-white shadow-normal hover:border-[#1505C9] hover:bg-[#1505C9] hover:shadow-normal active:border-[#4411D6] active:bg-[#4411D6] active:shadow-focused disabled:border disabled:border-gray-200 disabled:bg-gray-200 disabled:text-gray-400 disabled:shadow-xs w-full sm:w-auto">Pesquisar</button></div></div></div></div><div class="flex flex-wrap items-center justify-center gap-3"><a class="rounded-[100px] border border-white px-4 py-2 text-sm font-bold text-white hover:bg-white hover:text-black transition-colors" href="/pt-br/resources/articles">Artigos</a><a class="rounded-[100px] border border-white px-4 py-2 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border-gray-200 pb-20"><div class="flex flex-col"><div class="text-display-xs font-extrabold text-gray-900">Histórias em destaque</div></div><div class="flex flex-col gap-8 lg:flex-row lg:justify-between"><div class="group flex w-full flex-col lg:w-2/5"><a class="flex w-full flex-col gap-6" href="/pt-br/resources/articles/engajamento-do-cliente"><img alt="Engajamento do cliente: o que é, como engajar + dicas práticas" loading="lazy" width="274" height="283" decoding="async" data-nimg="1" class="h-[275px] w-full rounded-xl object-cover xl:min-w-[488px]" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6a001f05a9d062777d6c83e6102a5cc2d9ae9c11-640x360.webp&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6a001f05a9d062777d6c83e6102a5cc2d9ae9c11-640x360.webp&w=640&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6a001f05a9d062777d6c83e6102a5cc2d9ae9c11-640x360.webp&w=640&q=75"/><div class="flex w-full grow flex-col gap-6"><div class="flex flex-col gap-5"><div class="flex items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-extrabold text-gray-700">Blog</span><span class="text-sm font-extrabold text-gray-500">6<!-- --> leitura mínima</span></div><h4 class="text-display-xs font-bold text-gray-900 group-hover:text-primary-700">Engajamento do cliente: o que é, como engajar + dicas práticas</h4></div><div><span class="text-sm font-extrabold text-gray-500">01 de março de 2024</span></div></div></a></div><div class="flex w-full flex-col gap-8 lg:w-3/5"><div class="group flex flex-row gap-6 sm:h-[182px]"><a class="flex flex-col gap-6 sm:flex-row" href="/pt-br/resources/articles/growth-marketing"><img alt="Growth Marketing: entenda o método por trás do 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class="text-display-xs font-bold text-gray-900 group-hover:text-primary-700">Growth Marketing: entenda o método por trás do crescimento</h4><span class="text-sm font-extrabold text-gray-500">07 de março de 2026</span></div></div></a></div><div class="group flex flex-row gap-6 sm:h-[182px]"><a class="flex flex-col gap-6 sm:flex-row" href="/pt-br/resources/articles/mensagens-dia-do-cliente"><img alt="Mensagens do Dia do Cliente: exemplos, ideias e boas práticas" loading="lazy" width="274" height="283" decoding="async" data-nimg="1" class="h-[182px] w-full rounded-xl object-cover sm:min-w-[324px]" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Faec5837576b5d8915e03a7be45974ecc06176761-1200x675.webp&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Faec5837576b5d8915e03a7be45974ecc06176761-1200x675.webp&w=640&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Faec5837576b5d8915e03a7be45974ecc06176761-1200x675.webp&w=640&q=75"/><div class="flex w-full grow flex-col gap-6"><div class="flex items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-extrabold text-gray-700">Blog</span><span class="text-sm font-extrabold text-gray-500">9<!-- --> leitura mínima</span></div><div class="flex h-full flex-col justify-between"><h4 class="text-display-xs font-bold text-gray-900 group-hover:text-primary-700">Mensagens do Dia do Cliente: exemplos, ideias e boas práticas</h4><span class="text-sm font-extrabold text-gray-500">07 de março de 2026</span></div></div></a></div></div></div></div><div class="flex flex-col gap-8 border-b-[1px] border-gray-200 pb-[72px] pt-16"><div class="flex flex-col gap-2"><div class="text-display-xs font-extrabold text-gray-900">Artigos</div><div class="flex-rowl flex w-full justify-between"><div class="text-md text-gray-600">Fique por dentro dos mais novos insights de marketing.</div><a href="/pt-br/resources/articles"><button type="button" class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold bg-white text-primary-700 shadow-none hover:bg-primary-50 hover:text-primary-800 active:bg-white active:text-primary-700 disabled:text-gray-300">Ver categoria</button></a></div></div><div class="-mx-4 flex flex-col gap-y-8 sm:flex-row sm:flex-wrap"><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3" aria-label="Personalização omnichannel: veja como funciona + vantagens" href="/pt-br/resources/articles/personalizacao-omnichannel"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Personalização omnichannel: veja como funciona + vantagens" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F81414089f32fd63a219ebeb8d3d23a95509a1e1f-640x360.webp&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F81414089f32fd63a219ebeb8d3d23a95509a1e1f-640x360.webp&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F81414089f32fd63a219ebeb8d3d23a95509a1e1f-640x360.webp&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">7<!-- --> leitura mínima</span></div><h4 class="text-display-xs font-bold">Personalização omnichannel: veja como funciona + vantagens</h4><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75"/></span><div class="flex flex-col 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[GUIA]</h4><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Equipe Braze</h6></div></div><span class="text-sm font-bold text-gray-500">06 de março de 2026</span></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3" aria-label="Criar textos personalizados: guia para engajar e gerar resultados" href="/pt-br/resources/articles/criar-textos-personalizados"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Criar textos personalizados: guia para engajar e gerar resultados" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe9686a34da59d379bc666ab15837bbf435fb1ce6-1200x675.webp&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe9686a34da59d379bc666ab15837bbf435fb1ce6-1200x675.webp&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe9686a34da59d379bc666ab15837bbf435fb1ce6-1200x675.webp&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">7<!-- --> leitura mínima</span></div><h4 class="text-display-xs font-bold">Criar textos personalizados: guia para engajar e gerar resultados</h4><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" 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hover:text-primary-700">Estudo de caso</span><span class="text-sm font-bold text-gray-500">5<!-- --> leitura mínima</span></div><h4 class="text-display-xs font-bold">A Stori melhora a experiência dos clientes com mensagens interativas do WhatsApp</h4></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3" aria-label="Como a KFC Trinidad e Tobago utiliza o Braze Canvas para gerar mais receita" href="/pt-br/customers/kfc-trinidad-and-tobago-case-study"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Como a KFC Trinidad e Tobago utiliza o Braze Canvas para gerar mais receita" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" 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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa7b2b6f009858e1add3800e6b40aa57d05c10ce3-900x1220.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa7b2b6f009858e1add3800e6b40aa57d05c10ce3-900x1220.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Estudo de caso</span><span class="text-sm font-bold text-gray-500">5<!-- --> leitura mínima</span></div><h4 class="text-display-xs font-bold">A American Dairy Queen Corporation aumentou a receita em 138% dentro do CRM usando a campanha BLIZZARD Treat de US$ 0,85</h4></div></div></a></div></div><div class="rounded-xl bg-primary-500 shadow-xl p-6 flex flex-col gap-6 sm:flex-row sm:justify-between sm:p-8 md:p-10 lg:p-16 my-8"><div class="w-full flex flex-col gap-4 flex-1"><span class="text-sm text-white font-medium">ASSINAR</span><h4 class="!text-white md:text-display-lg">Be Absolutely Engaging.<!-- -->™</h4><p class="text-lg text-white">Cadastre-se para receber novidades regulares da Braze.</p></div><span class="hidden" id="formInvalidOptinValue">Selecione apenas uma opção e, em seguida, envie sua preferência.</span><span class="hidden" id="formInvalidBusinessEmail">Digite seu endereço de e-mail comercial.</span><div class="is-loading font-semibold text-center">Carregando...</div><form id="mktoForm_5084" class="newsletter-signup-form max-w-[330px] "></form></div><div class="flex flex-col gap-8 border-b-[1px] border-gray-200 pb-[72px] pt-18"><div class="flex flex-col gap-2"><div class="text-display-xs font-extrabold text-gray-900">Relatórios e guias</div><div class="flex-rowl flex w-full justify-between"><div class="text-md text-gray-600">Descubra como as 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style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F95ad3403f53c69a1dd89646d1a76df4b91ca7534-1200x675.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F95ad3403f53c69a1dd89646d1a76df4b91ca7534-1200x675.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F95ad3403f53c69a1dd89646d1a76df4b91ca7534-1200x675.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Vídeo</span></div><h4 class="text-display-xs font-bold">How to Grow with Braze com WhatsApp</h4><span class="text-sm font-bold text-gray-500">01 de março de 2024</span></div></div></a><a 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src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fb0b984047f0bdc98b4f7caf4215e64f05749db92-1200x675.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Vídeo</span></div><h4 class="text-display-xs font-bold">Panorama do Engajamento do Cliente 2025</h4><span class="text-sm font-bold text-gray-500">01 de março de 2024</span></div></div></a></div></div></div><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 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class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75"/></div></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 ">Soluções</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Varejo e e-commerce" href="/pt-br/solutions/retail-and-ecommerce">Varejo e e-commerce</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Serviços Financeiros" href="/pt-br/solutions/financial-services">Serviços Financeiros</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Turismo" href="/pt-br/solutions/travel-hospitality">Turismo</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Mídia e Entretenimento" href="/pt-br/solutions/media-entertainment">Mídia e Entretenimento</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Delivery" href="/pt-br/solutions/on-demand">Delivery</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Restaurantes" href="/pt-br/solutions/qsr">Restaurantes</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Braze para Engenheiros" href="/pt-br/braze-for-engineering">Braze para Engenheiros</a></div><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 mt-6">Empresa</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Sobre Nós" href="/pt-br/company">Sobre Nós</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Carreiras (EN)" href="https://www.braze.com/company/careers">Carreiras (EN)</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Notícias (EN)" href="/company/news">Notícias (EN)</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Relações com Investidores (EN)" href="https://investors.braze.com/overview/default.aspx">Relações com Investidores (EN)</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="ESG (EN)" href="https://esg.braze.com/overview/default.aspx">ESG (EN)</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Serviços Jurídicos (EN)" href="/pt-br/company/legal">Serviços Jurídicos (EN)</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Entre em Contato e Endereços" href="/pt-br/company/contact">Entre em Contato e Endereços</a></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><a class="text-sm font-bold text-gray-900 " aria-label="Materiais" href="/pt-br/resources">Materiais</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Casos de Sucesso" href="/pt-br/customers">Casos de Sucesso</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Blog" href="/pt-br/resources/articles">Blog</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Guias e Relatórios" href="/pt-br/resources/reports-and-guides">Guias e Relatórios</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Vídeos (EN)" href="/resources/videos">Vídeos (EN)</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Eventos e Webinars" href="/pt-br/resources/webinars-and-events">Eventos e Webinars</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Learning" href="https://learning.braze.com/page/pt-br">Learning</a></div><div class="flex flex-col"><a class="text-sm font-bold text-gray-900 mt-6" aria-label="Documentação" href="/docs-pt-br">Documentação</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Documentação da Braze" href="https://www.braze.com/docs/pt-br">Documentação da Braze</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Guia do Usuário" href="/docs/pt-br/user_guide/introduction">Guia do 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href="/pt-br/resources/reports-and-guides/global-customer-engagement-review">Relatório de Engajamento do Cliente 2025</a></div><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 mt-6">Suporte</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Visão Geral de Suporte" href="/pt-br/success">Visão Geral de Suporte</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Serviços Profissionais da Braze" href="/pt-br/customer-support-services">Serviços Profissionais da Braze</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Planos de Sucesso da Braze" href="/pt-br/customer-success">Planos de Sucesso da Braze</a></div><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 mt-6">Links Úteis</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Login" 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1995, incluindo, entre outras, declarações relativas ao desempenho e aos benefícios esperados da Braze e dos seus produtos. Essas declarações prospectivas são baseadas nas suposições, expectativas e crenças atuais da Braze e estão sujeitas a riscos substanciais, incertezas e mudanças nas circunstâncias que podem fazer com que os resultados, desempenho ou realizações reais sejam materialmente diferentes de quaisquer resultados, desempenho ou realizações futuros expressos ou implícitos nas declarações prospectivas. Mais informações sobre fatores potenciais que podem afetar os resultados da Braze estão incluídas no Relatório Trimestral da Braze no Formulário 10-Q para o trimestre fiscal encerrado em 31 de outubro de 2024, arquivado na Comissão de Valores Mobiliários dos Estados Unidos em 10 de dezembro de 2024, e em outros arquivos públicos da Braze na Comissão de Valores Mobiliários dos Estados Unidos. As declarações prospectivas incluídas nesta publicação do blog representam as opiniões da Braze apenas na data desta publicação, e a Braze não assume nenhuma obrigação e não pretende atualizar essas declarações pros"])</script><script>self.__next_f.push([1,"pectivas, exceto conforme exigido por lei.33:T19c2,"])</script><script>self.__next_f.push([1,"CRM \u0026 Loyalty Specialist"])</script><script>self.__next_f.push([1,"34:T19c4,"])</script><script>self.__next_f.push([1,"Manager CRM"])</script><script>self.__next_f.push([1,"35:T199b,"])</script><script>self.__next_f.push([1,"Senior CRM Manager"])</script><script>self.__next_f.push([1,"36:T19b8,"])</script><script>self.__next_f.push([1,"Head of CRM"])</script><script>self.__next_f.push([1,"37:T1988,"])</script><script>self.__next_f.push([1,"Senior Product Marketing Analyst"])</script><script>self.__next_f.push([1,"c:[\"$\",\"div\",null,{\"children\":[[\"$\",\"$L31\",null,{\"blogs\":[{\"_createdAt\":\"2025-08-20T16:44:13Z\",\"_id\":\"df5fc958-814d-4467-8226-75f9b58726eb\",\"_rev\":\"Tz7wY1DSIJtRlcVNy428Fs\",\"_system\":{\"base\":{\"id\":\"df5fc958-814d-4467-8226-75f9b58726eb\",\"rev\":\"Tz7wY1DSIJtRlcVNy41bsm\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2025-09-10T19:44:13Z\",\"author\":[{\"_id\":\"e8005de1-ed47-4a55-b635-23e7e8fa294c\",\"bio\":[{\"_key\":\"ee3660e69b0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6048215604c\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Equipe\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-996fade8959b68154f6f6557bc3b643f2a9e241d-641x641-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"42c5a4be2284\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e867e1a5104\",\"_type\":\"span\",\"marks\":[],\"text\":\"Engajamento do cliente: o que é + como criar laços duradouros\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1587e4617e45\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bc511605d1a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com o crescimento do mercado digital, o termo \"},{\"_key\":\"df6e48378ca4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"engajamento do cliente\"},{\"_key\":\"1e89279de412\",\"_type\":\"span\",\"marks\":[],\"text\":\" ganhou ainda mais força. Afinal, desde os tempos das propagandas impressas em jornais e revistas, o objetivo das marcas sempre foi aproximar o consumidor e levá-lo à compra.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b488b1e50db9\",\"_type\":\"block\",\"children\":[{\"_key\":\"19771bd11c72\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"626d3466d9bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"de65abb1e9cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Porém, ter clientes satisfeitos com a experiência de venda da empresa já não é o bastante. 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Trata-se de uma prática focada em ações e análises que ajudam a entender os compradores e envolvê-los ao longo da jornada\"},{\"_key\":\"972185fcc488\",\"_type\":\"span\",\"marks\":[],\"text\":\", de modo a entregar o valor prometido pela marca.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83b275bab975\",\"_type\":\"block\",\"children\":[{\"_key\":\"942c951613b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bec73c965dc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e08151d0118\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ou seja, é uma relação que não termina no fechamento da compra. Pelo contrário, continua no pós-venda, com o acompanhamento de todas as etapas até a entrega ao cliente.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a5030faf355\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1a93eaf59d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b9b252036ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"daa7e0902d80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dessa forma, o marketing consegue avaliar a satisfação com a experiência de compra por meio de métricas como o Net Promoter Score, a logística de entrega e a qualidade do produto ou serviço.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a748ef554c22\",\"_type\":\"block\",\"children\":[{\"_key\":\"26eaaa6775d6\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0fdb78926858\",\"_type\":\"block\",\"children\":[{\"_key\":\"a58589632881\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além dos dados quantitativos, a equipe coleta informações qualitativas por meio de pesquisas nas quais o cliente pode fornecer um feedback mais elaborado.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eca0440a2053\",\"_type\":\"block\",\"children\":[{\"_key\":\"655e218d0c2c\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c95582395c17\",\"_type\":\"block\",\"children\":[{\"_key\":\"4aa1ee3fddd7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Segundo o relatório \"},{\"_key\":\"a13a6aa89131\",\"_type\":\"span\",\"marks\":[\"f4c391240175\",\"em\"],\"text\":\"Customer Centricity\"},{\"_key\":\"ba334c969f3b\",\"_type\":\"span\",\"marks\":[],\"text\":\", da Gallup, ao aumentar o engajamento do cliente, as empresas entrevistadas obtiveram resultados positivos em diversas 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\"},{\"_key\":\"894371b228d1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"25%\"},{\"_key\":\"a39149e88bb1\",\"_type\":\"span\",\"marks\":[],\"text\":\" na fidelização de clientes;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"07d08dacb148\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e77f55cfcdb\",\"_type\":\"span\",\"marks\":[],\"text\":\"crescimento de \"},{\"_key\":\"b2b8c8396050\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"10%\"},{\"_key\":\"fb87f43926d3\",\"_type\":\"span\",\"marks\":[],\"text\":\" no lucro líquido;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4f7006bf6d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"847e6ed0e95c\",\"_type\":\"span\",\"marks\":[],\"text\":\"aumento de \"},{\"_key\":\"467561daa8fa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"20%\"},{\"_key\":\"a16050d5382e\",\"_type\":\"span\",\"marks\":[],\"text\":\" na confiança do cliente.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"07533515c5d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"613e8ae04a85\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c82a8df6129b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b1703f24d10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao dedicar tempo para entender as necessidades, o \"},{\"_key\":\"881e580adb41\",\"_type\":\"span\",\"marks\":[\"18703b2cc630\"],\"text\":\"comportamento de compra\"},{\"_key\":\"a188c734cb4b\",\"_type\":\"span\",\"marks\":[],\"text\":\" e as preferências do consumidor, as empresas podem alcançar resultados significativamente melhores.\"}],\"markDefs\":[{\"_key\":\"18703b2cc630\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/pt-br/resources/articles/guide-to-behavioral-segmentation\"}],\"style\":\"normal\"},{\"_key\":\"68c7e6f2c951\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c71cd2a12e9\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54727b3e5a43\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef5e899340da\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agora que você já sabe o que é engajamento de clientes, confira as estratégias mais eficazes para aproximar os consumidores da sua marca.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b284922e299d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e43f078100a5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como engajar clientes 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A seguir, veja os principais meios utilizados:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b4a8dc1f145\",\"_type\":\"block\",\"children\":[{\"_key\":\"5010c5554c88\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4f1e58ca0f1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"e832bfb004f2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aplicativos de mensagens\"},{\"_key\":\"37b27632b332\",\"_type\":\"span\",\"marks\":[],\"text\":\": ferramentas como WhatsApp, Discord e Telegram permitem o contato direto, individual ou em grupo, com os consumidores. Esses canais fortalecem a comunidade em torno da marca e favorecem a criação de vínculos;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a01820f102a\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd6ad91ccf0a\",\"_type\":\"span\",\"marks\":[\"strong\",\"a6c1cd1e51f5\"],\"text\":\"e-mail\"},{\"_key\":\"1caf51f9866f\",\"_type\":\"span\",\"marks\":[],\"text\":\": apesar de ser um dos canais mais antigos, continua altamente eficaz para o engajamento do cliente. Utilize-o para enviar mensagens mais longas ou com design elaborado, como newsletters e campanhas promocionais;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a6c1cd1e51f5\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/pt-br/product/email\"}],\"style\":\"normal\"},{\"_key\":\"38462ed93b3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b09ac2dbada\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"landing pages\"},{\"_key\":\"2a527c8441d2\",\"_type\":\"span\",\"marks\":[],\"text\":\": páginas criadas para campanhas específicas (como divulgação de e-books, webinars ou promoções), com foco em converter visitantes em leads ou clientes por meio de ações direcionadas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96987788058f\",\"_type\":\"block\",\"children\":[{\"_key\":\"facb42b18f16\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"mídia paga\"},{\"_key\":\"a9e2eeeca647\",\"_type\":\"span\",\"marks\":[],\"text\":\": são anúncios veiculados em plataformas como Google Ads, Facebook, Instagram e outras redes sociais. A mídia paga ajuda a promover conteúdos específicos, gerar conversões e aumentar o engajamento do cliente com mais alcance e precisão;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d62aa18cb65\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d05d04e0e43\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"notificação de push\"},{\"_key\":\"ae3addeb6ff6\",\"_type\":\"span\",\"marks\":[],\"text\":\": é um \"},{\"_key\":\"5d9f89ac257b\",\"_type\":\"span\",\"marks\":[\"95ed6e80a76b\"],\"text\":\"alerta enviado por aplicativos e sites\"},{\"_key\":\"c2bfe566a39d\",\"_type\":\"span\",\"marks\":[],\"text\":\" para chamar a atenção dos consumidores diretamente na tela inicial do celular ou de outros dispositivos móveis. Funcionam bem para mensagens curtas e com chamadas para ação;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"95ed6e80a76b\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/pt-br/product/mobile-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"dfb1198000ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a9e5bc4e55c\",\"_type\":\"span\",\"marks\":[\"strong\",\"af5d86483ccf\"],\"text\":\"SMS\"},{\"_key\":\"b348c952071c\",\"_type\":\"span\",\"marks\":[],\"text\":\": mensagens de texto enviadas por meio de serviços integrados à base de contatos da marca. É um canal direto, ideal para comunicações urgentes ou ofertas relâmpago.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"af5d86483ccf\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/pt-br/product/sms\"}],\"style\":\"normal\"},{\"_key\":\"be1a9608a4ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"c56052696e9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b44ab8f2664\",\"_type\":\"block\",\"children\":[{\"_key\":\"a53e881f6556\",\"_type\":\"span\",\"marks\":[],\"text\":\"A escolha dos canais ideais para engajamento do cliente depende do perfil do público e de suas preferências de comunicação. Por isso, é fundamental analisar esses aspectos antes de implementar uma estratégia, o que garante assertividade e melhores resultados.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6aeac5cd4f62\",\"_type\":\"block\",\"children\":[{\"_key\":\"903a1a9e4d0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9aaa062265c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"3227388fbe31\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Leia também\"},{\"_key\":\"a761519f258d\",\"_type\":\"span\",\"marks\":[],\"text\":\": \"},{\"_key\":\"c05878b61ced\",\"_type\":\"span\",\"marks\":[\"5607cc2d5ae6\"],\"text\":\"Mensagens RCS: o próximo grande canal de marketing\"},{\"_key\":\"7a7acc01f375\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"5607cc2d5ae6\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/pt-br/resources/articles/future-of-rcs-vs-sms\"}],\"style\":\"normal\"},{\"_key\":\"83b13c902303\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fb59b35aa7e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como aumentar o engajamento?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2bf930d77c24\",\"_type\":\"block\",\"children\":[{\"_key\":\"064b39f09811\",\"_type\":\"span\",\"marks\":[],\"text\":\"Após entender o que é engajamento de clientes e conhecer os canais ideais para engajá-los digitalmente, é hora de aprender como aumentar o engajamento da sua marca com as dicas a seguir.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bb5d20fa3de8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca29af28f175\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Valorize a conexão humana\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4483a7b1f18b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bd8c50a7309\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clientes, sejam novos ou recorrentes, são pessoas — e esperam ser tratados como tal. Para aumentar o engajamento, \"},{\"_key\":\"1d280c3d372d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"utilize recursos que valorizem essa conexão\"},{\"_key\":\"79d037cb23b5\",\"_type\":\"span\",\"marks\":[],\"text\":\", como personalização de mensagens com o nome do cliente, envio de notificações baseadas em pedidos anteriores, além de sugestões de ofertas e eventos relevantes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"382d1d4c9b98\",\"_type\":\"block\",\"children\":[{\"_key\":\"2833baad02d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Invista na experiência multicanal\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d1f3921b5594\",\"_type\":\"block\",\"children\":[{\"_key\":\"0630440359e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"A estratégia de engajamento do cliente pode — e deve — envolver \"},{\"_key\":\"72caba7b539a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"múltiplos canais\"},{\"_key\":\"b4b591b87804\",\"_type\":\"span\",\"marks\":[],\"text\":\", o que possibilita alcançá-lo nos momentos mais oportunos. O uso de mensagens multicanal demonstrou ser altamente eficaz: aumentou em \"},{\"_key\":\"b1c4723586a0\",\"_type\":\"span\",\"marks\":[\"654015b2bae4\"],\"text\":\"cinco vezes o valor do ciclo de vida do cliente (CLTV)\"},{\"_key\":\"8c5ef0068d87\",\"_type\":\"span\",\"marks\":[],\"text\":\" e em 6,4 vezes a média de compras por usuário.\"}],\"markDefs\":[{\"_key\":\"654015b2bae4\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/the-cross-channel-marketing-difference-report\"}],\"style\":\"normal\"},{\"_key\":\"cb6ba31a5e67\",\"_type\":\"block\",\"children\":[{\"_key\":\"d25026086ba1\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Use dados para personalizar experiências\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3044676d7563\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9a50f6ad55f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Saber como aumentar o engajamento também passa pelo \"},{\"_key\":\"388d62b2a435\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"uso inteligente de dados\"},{\"_key\":\"81c1525081bf\",\"_type\":\"span\",\"marks\":[],\"text\":\". Com informações adequadas, é possível criar campanhas personalizadas conforme os diferentes perfis de consumidor. Porém, é fundamental respeitar as leis e regulamentações de privacidade vigentes, como a LGPD no Brasil e o GDPR na Europa.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4e08496384d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"47b8ee19b978\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad3ca0bb1aa3\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce9b85c6f5e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Acompanhe as métricas de engajamento\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b95ed12953d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"876ae84b1ca8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Medir os resultados é essencial para entender como aumentar o engajamento de forma contínua. 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O crescimento acontece por ajustes inteligentes, decisões baseadas em dados e uso estratégico de tecnologia, o que cria um ciclo de evolução constante, e não picos pontuais de resultados.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0a4d6c3bdfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"653df83fb5b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Neste conteúdo, você aprende como a estratégia funciona na prática. Continue a leitura!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbba7113f288\",\"_type\":\"block\",\"children\":[{\"_key\":\"f771b9ffaa00\",\"_type\":\"span\",\"marks\":[],\"text\":\"O que é Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"af7e3f3748b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b61738a4becd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trata-se de uma abordagem orientada por dados que busca crescimento contínuo por meio de testes, experimentos e otimizações em toda a \"},{\"_key\":\"f14c92cb0753\",\"_type\":\"span\",\"marks\":[\"cdb6215f456d\"],\"text\":\"jornada do cliente\"},{\"_key\":\"3ad3f441cf2b\",\"_type\":\"span\",\"marks\":[],\"text\":\". A estratégia integra aquisição, ativação, retenção e monetização, guiada por métricas, aprendizado rápido, hipóteses validadas e decisões consistentes baseadas em evidências.\"}],\"markDefs\":[{\"_key\":\"cdb6215f456d\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"1a8177bc-42eb-4306-9992-5c945f5bb72b\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"a88592b20722\",\"_type\":\"block\",\"children\":[{\"_key\":\"6040fe85c2d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao contrário do marketing tradicional, essa metodologia não se limita à atração de novos públicos. A abordagem analisa comportamento, identifica gargalos e estrutura experimentos para aprimorar cada ponto de contato. Do primeiro acesso ao relacionamento de longo prazo, o foco equilibra aquisição e retenção de clientes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d2da9e63626\",\"_type\":\"block\",\"children\":[{\"_key\":\"56d66589f66a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agora que você já entende\"},{\"_key\":\"49f3180efc08\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"e2fa93abb0ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"o que é Growth Marketing, fica mais fácil avançar para o próximo passo: compreender como essa estratégia funciona na prática e como os testes estruturados sustentam decisões mais inteligentes em ciclos contínuos de otimização.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ed3bfe9de43\",\"_type\":\"block\",\"children\":[{\"_key\":\"7473f5e71d7c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como funciona uma estratégia de Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"85cacc61a419\",\"_type\":\"block\",\"children\":[{\"_key\":\"25b1049e8ad1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Essa estratégia opera por ciclos estruturados de análise, experimentação e otimização. 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A estratégia cria um ciclo de aprendizado constante que sustenta crescimento previsível e escalável. 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A estratégia prioriza canais mensuráveis, ajustáveis e integrados à jornada, o que permite identificar fontes mais eficientes, comparar desempenho com precisão e sustentar decisões orientadas por resultados consistentes e aprendizado baseado em métricas confiáveis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6adc2f5f8b7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dd1dd3b83b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Na prática, entram nesse mix mídia paga, SEO, conteúdo, redes sociais, e-mail, parcerias e canais proprietários. Cada um é testado, comparado e otimizado conforme comportamento, custo e impacto real na aquisição de clientes ao longo do funil.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f71271adeb7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f67ded22a7ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mais do que escolher canais isolados, a estratégia estrutura testes e decisões inteligentes sobre os canais de aquisição do Growth Marketing, o que favorece ajustes contínuos e uso mais eficiente dos recursos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"713bd6bbd0dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"141e7beb2929\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Se quiser avançar para a execução prática dessa estratégia, recomendamos a leitura do artigo: \"},{\"_key\":\"5be6f27f6228\",\"_type\":\"span\",\"marks\":[\"strong\",\"ceda5d3a681d\"],\"text\":\"Canais de comunicação: o que são, quais os tipos e exemplos\"},{\"_key\":\"68bb6f8ae7d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\", com uma visão precisa sobre como estruturar pontos de contato de forma integrada e eficiente.\"}],\"markDefs\":[{\"_key\":\"ceda5d3a681d\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"fec3a60b-6dc2-44f6-b3ff-bd24c537ac52\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"2a4705e50725\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec4e0c317dd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os termos de Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"eccffd4c85e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b135bcd91a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"A padronização de análises, experimentos e decisões orientadas por dados depende de um vocabulário comum entre marketing, produto e times analíticos. Veja os principais termos:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1cd3d0581fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"7eb9b471f5a6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"CAC (Custo de Aquisição de Clientes):\"},{\"_key\":\"ded1dcfb9c3d\",\"_type\":\"span\",\"marks\":[],\"text\":\" valor investido para conquistar novos clientes por período;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a6df14c5418\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5ebd8455126\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"LTV (Lifetime Value):\"},{\"_key\":\"2b635fb298a8\",\"_type\":\"span\",\"marks\":[],\"text\":\" receita gerada por um cliente ao longo do relacionamento;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"429036f6d98f\",\"_type\":\"block\",\"children\":[{\"_key\":\"76a9e1dc0c7b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Funil AARRR:\"},{\"_key\":\"f04d487e7643\",\"_type\":\"span\",\"marks\":[],\"text\":\" modelo que analisa aquisição, ativação, retenção, receita e recomendação;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"36dfce33769a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e965a3be6038\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Experimentação:\"},{\"_key\":\"a13b2ede984e\",\"_type\":\"span\",\"marks\":[],\"text\":\" testes estruturados para validar hipóteses baseadas em dados;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53eab5c9195d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9192771f9c7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"North Star Metric:\"},{\"_key\":\"5b407a5116f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" métrica que orienta decisões de crescimento.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fd1c4b721188\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c565694b426\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esses termos de Growth Marketing facilitam a leitura de métricas, a formulação de hipóteses e a avaliação de resultados.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"82559703a61e\",\"_type\":\"block\",\"children\":[{\"_key\":\"6dc43f8aa8c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"O que faz um profissional de Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3c337a1d2df4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecffe6b12eb4\",\"_type\":\"span\",\"marks\":[],\"text\":\"O profissional dessa área identifica oportunidades a partir de dados, testes e otimizações contínuas. Além disso, atua de forma analítica e estratégica, integra marketing, produto e tecnologia, define hipóteses, mede resultados e orienta as decisões que impactam aquisição, engajamento, monetização e retenção com previsibilidade e escala operacional.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67def2652a3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"00d7c3b18eca\",\"_type\":\"span\",\"marks\":[],\"text\":\"No dia a dia, esse perfil analisa métricas, cria hipóteses, estrutura experimentos e acompanha resultados de ponta a ponta. O trabalho exige visão sistêmica da jornada, leitura de comportamento e capacidade de transformar dados em ações práticas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1e8ff82a7ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"2046ae80a5d8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse conjunto de responsabilidades ajuda a compreender, na prática, o que faz um profissional de Growth Marketing e por que esse papel se tornou central em estratégias orientadas por dados.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3dd3aa445da5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f7ee4a7e3b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as métricas-chave de Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b09f12b65339\",\"_type\":\"block\",\"children\":[{\"_key\":\"2dd502569e3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"As métricas-chave de Growth Marketing indicam se os experimentos geram crescimento real e sustentável. Tais indicadores acompanham o desempenho em todo o funil, conectam ações a resultados mensuráveis e ainda orientam decisões com base em dados, o que evita análises isoladas e métricas de vaidade.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"738c3c05882b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b560d4933849\",\"_type\":\"span\",\"marks\":[],\"text\":\"Na prática, essas métricas revelam eficiência na aquisição de clientes e mostram custo, conversão e qualidade do público atraído. Ao mesmo tempo, permitem avaliar \"},{\"_key\":\"4d9468042174\",\"_type\":\"span\",\"marks\":[\"3203f31bf1bb\"],\"text\":\"engajamento\"},{\"_key\":\"3b331aca1d30\",\"_type\":\"span\",\"marks\":[],\"text\":\", recorrência e valor gerado ao longo do relacionamento.\"}],\"markDefs\":[{\"_key\":\"3203f31bf1bb\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"df5fc958-814d-4467-8226-75f9b58726eb\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"530451de8c64\",\"_type\":\"block\",\"children\":[{\"_key\":\"cec3572f8131\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse acompanhamento contínuo também fortalece estratégias de retenção de clientes e cria a base ideal para avançar ao próximo nível: a estruturação do processo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b350c060799\",\"_type\":\"block\",\"children\":[{\"_key\":\"4730a1b60ac2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como estruturar um processo de experimentação em Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9ec92be01d96\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b7467734dd8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Um processo de experimentação se estrutura a partir de hipóteses precisas, métricas bem definidas e ciclos curtos de teste. A lógica prioriza aprendizado validado por dados, reduz riscos operacionais, organiza comparações consistentes e orienta decisões mais assertivas nas mais diferentes etapas do funil de vendas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0e63cfe8ba4\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9ebafbe847c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Na prática, a experimentação começa com a identificação de oportunidades a partir de dados de comportamento. Em seguida, hipóteses são formuladas, testes são planejados com critérios objetivos e métricas relevantes, o que evita análises baseadas apenas em intuição ou indicadores de vaidade.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df03d9a051ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a9ed6e3680b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com esse método, o Growth Marketing transforma testes em conhecimento acionável. A documentação dos aprendizados, a comparação de resultados e a aplicação dos insights fortalecem decisões estratégicas e tornam o crescimento mais previsível, consistente e alinhado à evolução do público.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6323c8c332b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"36cfb307b8ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Exemplos práticos de experimentos e testes em Growth Marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"86ec22898c38\",\"_type\":\"block\",\"children\":[{\"_key\":\"3cd307bfc0f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Experimentos transformam dados em aprendizado acionável, partem de hipóteses objetivas, têm métricas definidas e são avaliados rapidamente. Abaixo, exemplos práticos de testes comuns nessa abordagem:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5570c8afe6b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea2c20c9ffc\",\"_type\":\"span\",\"marks\":[\"dc65e68045ff\"],\"text\":\"teste A/B\"},{\"_key\":\"75b2f59a8ad3\",\"_type\":\"span\",\"marks\":[],\"text\":\" de mensagens e CTAs em \"},{\"_key\":\"d7be04dd9aec\",\"_type\":\"span\",\"marks\":[\"63af0ae8fb59\"],\"text\":\"e-mails\"},{\"_key\":\"b4a5188dba24\",\"_type\":\"span\",\"marks\":[],\"text\":\" e \"},{\"_key\":\"be7a9eff2a00\",\"_type\":\"span\",\"marks\":[\"4cb9b21fef05\"],\"text\":\"push notifications\"},{\"_key\":\"2a91d5beb2c8\",\"_type\":\"span\",\"marks\":[],\"text\":\";\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"dc65e68045ff\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"9e4ce431-21ea-4102-8f8b-e28d6789ea1e\",\"_type\":\"reference\"}},{\"_key\":\"63af0ae8fb59\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"46bd9d54-8fc0-49b7-8de8-68f711e2ef66\",\"_type\":\"reference\"}},{\"_key\":\"4cb9b21fef05\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"d117d865-9d12-4e26-ae58-029db4d93e87\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"66d2f315e0a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"82c448f5c525\",\"_type\":\"span\",\"marks\":[],\"text\":\"variação de landing pages para aumentar conversão na aquisição de clientes;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e97605892f6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"86eb4f7f2509\",\"_type\":\"span\",\"marks\":[],\"text\":\"ajustes de onboarding para reduzir fricções iniciais;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29d12dd6079c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b49a65dfb1c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"experimentos de timing e frequência de comunicação para melhorar engajamento;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e454a4f00df\",\"_type\":\"block\",\"children\":[{\"_key\":\"2062380be70e\",\"_type\":\"span\",\"marks\":[],\"text\":\"personalização de ofertas com base em comportamento para ampliar retenção de clientes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fcc9c93a4ba4\",\"_type\":\"block\",\"children\":[{\"_key\":\"d91b46e3ac3a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esses testes ajudam a identificar padrões, eliminar achismos e criar ciclos contínuos de otimização em todas as etapas do funil.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"696bc7043d94\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d1ec144c50e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"E, por falar em decisões orientadas por dados e relacionamento consistente, leia também: \"},{\"_key\":\"cfc662090850\",\"_type\":\"span\",\"marks\":[\"strong\",\"65411d95172b\"],\"text\":\"Ferramentas que geram confiança e engajamento do cliente\"},{\"_key\":\"8c6d4dd9194d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\", um conteúdo que mostra como tecnologia e estratégia fortalecem vínculos ao longo da jornada.\"}],\"markDefs\":[{\"_key\":\"65411d95172b\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"c1792608-e68b-473c-889e-0acfdd23db17\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"01a91d7f3c36\",\"_type\":\"block\",\"children\":[{\"_key\":\"b546c2da4127\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quando o Growth Marketing começa a gerar resultados?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8ceb54f05f00\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b4bdeb2fbf4\",\"_type\":\"span\",\"marks\":[],\"text\":\"A estratégia começa a gerar resultados quando passa a operar com dados consistentes, hipóteses bem definidas e ciclos regulares de teste. Os primeiros impactos aparecem em eficiência operacional, maior transparência nas decisões e melhoria gradual de indicadores relevantes em diferentes etapas do funil de vendas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09fc6500e762\",\"_type\":\"block\",\"children\":[{\"_key\":\"f891e4c608c5\",\"_type\":\"span\",\"marks\":[],\"text\":\"A curto prazo, os resultados surgem como aprendizados validados, redução de desperdícios e ajustes mais precisos em canais, mensagens e experiências. Essa fase fortalece a base analítica e prepara o terreno para decisões mais seguras e escaláveis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"773d708a02a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5f15ce0144b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com maior maturidade de dados e consistência nos experimentos, os ganhos se tornam mais visíveis em aquisição, engajamento, retenção e monetização. Nesse estágio, o Growth Marketing deixa de ser pontual e passa a sustentar crescimento previsível e estruturado.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67c28bcea87b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac18f44b4327\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como integrar Growth Marketing a uma plataforma de engajamento do cliente?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6b156e0366bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"88d2a56b915d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Integrar Growth Marketing a uma plataforma de engajamento do cliente transforma dados em decisões coordenadas ao longo de toda a jornada. Em vez de testes isolados, a estratégia passa a operar com visão unificada, conectando canais, mensagens, timing e comportamento em ciclos contínuos de aprendizado.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67bbbdbcb772\",\"_type\":\"block\",\"children\":[{\"_key\":\"977d56cb0339\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nesse contexto, a Braze oferece soluções que viabilizam a aplicação prática ao centralizar dados de primeira parte, ativar públicos dinâmicos e permitir experimentação em escala. Essa abordagem amplia a eficiência na aquisição de clientes e fortalece estratégias de retenção de clientes baseadas em comportamento real.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c28d6349bed5\",\"_type\":\"block\",\"children\":[{\"_key\":\"359db6d52d62\",\"_type\":\"span\",\"marks\":[],\"text\":\"A integração faz com que o crescimento não dependa de ações pontuais e passe a ser sustentado por inteligência, personalização e decisões orientadas por dados.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc2b592cc19b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4db6a6e68865\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conecte dados, experimentação e ações relevantes em uma estratégia contínua. Solicite a demonstração da \"},{\"_key\":\"60b1e3307533\",\"_type\":\"span\",\"marks\":[\"480b4497f50b\"],\"text\":\"plataforma de engajamento do cliente da Braze\"},{\"_key\":\"dba707a72b93\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"480b4497f50b\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"4f880891-fccb-465a-a8e1-e79547726d72\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"60b6ad985609\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2e9dc170514\",\"_type\":\"span\",\"marks\":[],\"text\":\"FAQ\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"88dd19f62547\",\"_type\":\"block\",\"children\":[{\"_key\":\"df355f95ac4e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Growth Marketing substitui o marketing tradicional?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"eeb25a9bd8e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee391a00ab97\",\"_type\":\"span\",\"marks\":[],\"text\":\"Não. O Growth Marketing complementa o marketing tradicional ao aplicar dados, testes e métricas de forma contínua. Enquanto campanhas clássicas geram picos de visibilidade, o Growth Marketing organiza aprendizados e otimizações que sustentam decisões mais eficientes em diferentes etapas do funil e ampliam a previsibilidade dos resultados.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"899231a431c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"639e87de19ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"O Growth Marketing funciona para empresas de qualquer porte?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"8eb50431b3ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"504cd05c227e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sim. A abordagem se adapta a diferentes níveis de maturidade organizacional. Empresas menores aplicam o Growth Marketing com testes simples e métricas essenciais, enquanto as organizações maiores utilizam dados, automação e tecnologia para escalar experimentos, padronizar decisões e ampliar resultados em diferentes etapas do funil.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a949971dff43\",\"_type\":\"block\",\"children\":[{\"_key\":\"55f4dcc9d2b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Qual é a diferença entre Growth Marketing e marketing de performance?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e16fb7646de2\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9d7fb1acaf7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Growth Marketing amplia a visão do marketing de performance ao analisar impacto em todo o funil. Enquanto o marketing de performance prioriza cliques e conversões imediatas, o Growth Marketing conecta aquisição, engajamento, retenção e monetização para estruturar decisões baseadas em dados e ciclos contínuos de aprendizado para estratégias mais escaláveis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"025914edeed7\",\"_type\":\"block\",\"children\":[{\"_key\":\"88fe07a1d397\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como saber se uma empresa está pronta para aplicar Growth Marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cb012e23002f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d255948e3af4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Uma empresa está pronta quando apresenta dados mínimos sobre comportamento, metas definidas e abertura para testar hipóteses. 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As \"},{\"_key\":\"381f426a191b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"mensagens no Dia do Cliente\"},{\"_key\":\"02e61065915c\",\"_type\":\"span\",\"marks\":[],\"text\":\" surgem como uma oportunidade de fortalecer vínculos, gerar valor e reforçar a experiência ao longo da jornada. Não se trata apenas de vender mais, mas de mostrar presença e atenção no momento certo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"501552cd3a32\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f3b96c1290a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse cenário se reflete nos dados. Segundo uma \"},{\"_key\":\"ee261218bc4f\",\"_type\":\"span\",\"marks\":[\"f91c8510a348\"],\"text\":\"pesquisa do Opinion Box\"},{\"_key\":\"cd6d67cc545d\",\"_type\":\"span\",\"marks\":[],\"text\":\", a escolha do público vai além do produto. A confiança construída com a marca representa cerca de \"},{\"_key\":\"7bd4cec56127\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"9%\"},{\"_key\":\"d6c894c82bca\",\"_type\":\"span\",\"marks\":[],\"text\":\" do peso na decisão, enquanto incentivos como descontos respondem por aproximadamente \"},{\"_key\":\"22e46ab0158b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5%\"},{\"_key\":\"14d92af175d2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"f91c8510a348\",\"_type\":\"link\",\"href\":\"https://blog.opinionbox.com/tendencias-de-customer-experience/\"}],\"style\":\"normal\"},{\"_key\":\"fb6a6ac6b8ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab4e2bc1cc17\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além disso, condições de pagamento e programas de fidelidade também influenciam a percepção de valor. No fim, a escolha envolve não apenas o que comprar, mas quem entrega a melhor experiência. Nesse contexto, enviar mensagens personalizadas reforça cuidado, proximidade e reconhecimento em uma data simbólica.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09822a3d3001\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a2d01ccb86b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Continue a leitura e saiba:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66ad22af7688\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b1abe7039ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"qual é o Dia do Cliente e como aproveitar a data;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f0953c5b2dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0652bb782a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"quais são as melhores ideias para o Dia do Cliente com foco em resultados;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4ee74043cb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"83ea8b5c04e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"qual é a diferença entre Dia do Cliente e Dia do Consumidor;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16f552e66c41\",\"_type\":\"block\",\"children\":[{\"_key\":\"28986fa22f8e\",\"_type\":\"span\",\"marks\":[],\"text\":\"como ativar campanhas de mensagens do Dia do Cliente com uma plataforma de engajamento?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"819291fc8d31\",\"_type\":\"block\",\"children\":[{\"_key\":\"220ccd731dfa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Qual é o Dia do Cliente e como aproveitar a data?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"13631435a7aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"d37f896b6be2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Celebrado em 15 de setembro, o Dia do Cliente é uma oportunidade para ativar promoções, benefícios exclusivos e ações especiais que valorizam quem já escolheu a marca. Aproveitar a data envolve planejamento comercial aliado a uma comunicação precisa, capaz de transformar ofertas em experiências positivas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"735899b595e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"22b8b518e64c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nesse cenário, as mensagens do Dia do Cliente cumprem um papel central. Quando personalizadas e bem \"},{\"_key\":\"0715b22e7765\",\"_type\":\"span\",\"marks\":[\"90e890e58afe\"],\"text\":\"segmentadas\"},{\"_key\":\"6acd0f83d2d7\",\"_type\":\"span\",\"marks\":[],\"text\":\", conectam promoções ao histórico e às preferências do público. Assim, a marca não apenas divulga vantagens, mas cria interações relevantes que reforçam relacionamento e percepção de valor.\"}],\"markDefs\":[{\"_key\":\"90e890e58afe\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"48633227-0954-46ef-8ee7-cfce0430ced8\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"ec09ef9a3fdf\",\"_type\":\"block\",\"children\":[{\"_key\":\"a82a0157ad2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd7508a143ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"331996ac60d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"O que são mensagens do Dia do Cliente e por que importam?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b7e9934731b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4da8a477218\",\"_type\":\"span\",\"marks\":[],\"text\":\"Trata-se de comunicações planejadas para reconhecer, agradecer e engajar o público em uma data simbólica do calendário comercial. Essas ações reforçam a relação entre a marca e o consumidor, ampliam a percepção de valor e criam oportunidades reais de interação, além do estímulo imediato à compra.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"616ad05c6ca5\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2e9b06d5562\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quando bem estruturadas, as mensagens do Dia do Cliente contribuem diretamente para a retenção e receita. Ao fortalecer o vínculo, a marca aumenta a recorrência, reduz churn, estimula novas compras ao longo do tempo e transforma a data em um ponto estratégico dentro da jornada de relacionamento.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d70c0e89b04\",\"_type\":\"block\",\"children\":[{\"_key\":\"dabfe8b26e3c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mensagens relevantes nascem de decisões orientadas por dados e contexto. Para aprofundar como estruturar essa lógica na prática, leia também: \"},{\"_key\":\"52180194a657\",\"_type\":\"span\",\"marks\":[\"strong\",\"842be8a91582\"],\"text\":\"Personalização em escala: o que é, por que e como implementar\"},{\"_key\":\"f53751ce6428\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"842be8a91582\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"bac43782-058b-4b96-aa58-53378b39675a\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"b32a4cfb327a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e24fdf1a0e0b\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05befdcc01bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"cfb77cbc4590\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as melhores frases para o Dia do Cliente?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3df7b31f81e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c20e6cd6f2cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"As melhores comunicações usam linguagem simples, próxima e coerente com a identidade da marca. O reconhecimento da relação acontece sem exageros, apoiado em convites ou benefícios sutis. Para gerar impacto, a mensagem precisa conversar com o momento e as expectativas do cliente em cada interação.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"810e99bd90fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"fabe0c4dbf2b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nesse tipo de comunicação, a marca pode destacar gratidão, parceria ou pertencimento, com:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83ab320bfd30\",\"_type\":\"block\",\"children\":[{\"_key\":\"91cdfb4cb94c\",\"_type\":\"span\",\"marks\":[],\"text\":\"“obrigado por escolher a nossa marca”;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c14cb11660cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"949074cb6687\",\"_type\":\"span\",\"marks\":[],\"text\":\"“você faz parte da nossa história”;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9b8591b961f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a2a245580a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"“celebrar essa data é reconhecer quem confia na gente”.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21dcbc628e14\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca29d3c7ec37\",\"_type\":\"span\",\"marks\":[],\"text\":\"Essas frases para o Dia do Cliente funcionam mesmo sem incentivo comercial. Em contrapartida, também servem como base para campanhas promocionais. Quando combinadas com benefícios ou condições especiais, mantêm o tom de reconhecimento e ajudam a introduzir ofertas sem quebrar a lógica da experiência.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0764d0aa77eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"d927ad57379b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A aplicação dessas ideias no dia a dia permite transformar intenção em ação. A seguir, veja exemplos de mensagens do Dia do Cliente que podem ser adaptadas a diferentes segmentos e estratégias.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e7ce045294e\",\"_type\":\"block\",\"children\":[{\"_key\":\"87abcee80991\",\"_type\":\"span\",\"marks\":[],\"text\":\"Exemplos de mensagens de promoções para o Dia do Cliente\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"2cfe88568bfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3b88d5af003\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"“Hoje é o seu dia. Aproveite as condições especiais pensadas para você.” \"},{\"_key\":\"1aeb826f8353\",\"_type\":\"span\",\"marks\":[],\"text\":\"Funciona porque reforça reconhecimento imediato e cria sensação de exclusividade. A mensagem é direta, acolhedora e posiciona o benefício pensado para um público específico.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02261cdfc1c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb32c7990e62\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"“Agradecemos a sua escolha com um benefício exclusivo.” \"},{\"_key\":\"be0c9ace9793\",\"_type\":\"span\",\"marks\":[],\"text\":\"Essa abordagem conecta a gratidão à vantagem concreta. O tom valoriza a relação construída e transforma o agradecimento em um estímulo direto, sem parecer uma promoção genérica.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7230c029ce4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3faff397fbd1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"“Clientes como você merecem vantagens diferenciadas.” \"},{\"_key\":\"95593ced96aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"O destaque está na personalização implícita. Ao reconhecer o perfil do público, a mensagem reforça pertencimento e aumenta o valor percebido da oferta apresentada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"41fd4f16c2f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f84168c7dd2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"“Para celebrar a data, preparamos uma oferta especial.” \"},{\"_key\":\"64b205ac7b73\",\"_type\":\"span\",\"marks\":[],\"text\":\"A comunicação associa o benefício ao contexto da data e cria coerência. Funciona bem para campanhas amplas, mantendo a precisão sem perder o caráter comemorativo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3beca14a660d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6b9574338d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"“Reconhecer a sua preferência faz parte da nossa experiência.” \"},{\"_key\":\"34deb4c6547f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse exemplo reforça posicionamento e relacionamento. A mensagem conecta a ação promocional à proposta de valor da marca e fortalece a confiança e a sensação de cuidado.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9812b46c0fe0\",\"_type\":\"block\",\"children\":[{\"_key\":\"8761f82ab0a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nesses exemplos, o reconhecimento permanece, mas passa a dividir espaço com o incentivo comercial. As mensagens do Dia do Cliente destacam vantagens, condições especiais ou ofertas exclusivas, sempre conectadas à data e ao relacionamento já existente com o público.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2a6963c774d\",\"_type\":\"richImage\",\"alt\":\"Um smartphone exibindo mensagens do Dia do Cliente via notificações do WhatsApp, e-mail e SMS, com o texto: \\\"As mensagens do Dia do Cliente criam conexões em todos os canais.\\\"\",\"asset\":{\"_ref\":\"image-18632c05f1276bb06bf8d843b41066c5d0d1e335-828x599-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e2989f11365c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d37ff527ad89\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd228d1168b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"26f83e6e2040\",\"_type\":\"span\",\"marks\":[],\"text\":\"Por que mensagens de promoções ganham força no Dia do Cliente?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1f12ea597903\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4ac23bbed93\",\"_type\":\"span\",\"marks\":[\"fde4fc7e4af2\"],\"text\":\"Dados\"},{\"_key\":\"55d1f4d3057f\",\"_type\":\"span\",\"marks\":[],\"text\":\" recentes da Serasa Experian mostram que uma parcela relevante do público adota um comportamento mais atento às oportunidades. Cerca de \"},{\"_key\":\"983c693b9e70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"34,4 milhões de brasileiros\"},{\"_key\":\"ee5abd545761\",\"_type\":\"span\",\"marks\":[],\"text\":\" apresentam um perfil conhecido como “caçadores de desconto”, grupo que busca pagar menos sem abrir mão da qualidade percebida.\"}],\"markDefs\":[{\"_key\":\"fde4fc7e4af2\",\"_type\":\"link\",\"href\":\"https://www.serasaexperian.com.br/sala-de-imprensa/servicos-de-marketing/dia-do-cliente-344-milhoes-de-brasileiros-tem-perfil-cacadores-de-desconto-revela-estudo-da-serasa-experian/\"}],\"style\":\"normal\"},{\"_key\":\"6517c1995551\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c79655720ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dentro desse comportamento, aproximadamente \"},{\"_key\":\"0d85da73d243\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"20%\"},{\"_key\":\"11cb66e31763\",\"_type\":\"span\",\"marks\":[],\"text\":\" dos consumidores utilizam estratégias criativas para economizar, avaliar condições, comparar ofertas e escolher marcas que entregam melhor custo-benefício. As mulheres lideram esse perfil, representando cerca de \"},{\"_key\":\"58762837324e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"55,2%\"},{\"_key\":\"578cd7f74cbf\",\"_type\":\"span\",\"marks\":[],\"text\":\" do total.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"409804b58542\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1179597a4c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"O ambiente digital também exerce papel central nessa dinâmica. Cerca de 78,2% dos consumidores com esse perfil realizam compras online. Esse comportamento reforça a importância de mensagens de promoções para o Dia do Cliente bem posicionadas em canais digitais.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b9ce488fd731\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a64f394021a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as melhores ideias para o Dia do Cliente?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fb399129f73f\",\"_type\":\"block\",\"children\":[{\"_key\":\"15df8cc21db1\",\"_type\":\"span\",\"marks\":[],\"text\":\"As melhores ações vão além do desconto pontual e priorizam reconhecimento, valor percebido e continuidade do relacionamento. Boas ideias consideram o histórico do público, oferecem benefícios relevantes e utilizam a data como ponto de contato estratégico para reforçar a experiência ao longo da \"},{\"_key\":\"0605bd9881db\",\"_type\":\"span\",\"marks\":[\"b15e17c29231\"],\"text\":\"jornada do cliente\"},{\"_key\":\"f01a3ecff5a1\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"b15e17c29231\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"1a8177bc-42eb-4306-9992-5c945f5bb72b\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"0921867486fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"47bba9acbefd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao planejar mensagens do Dia do Cliente, é importante pensar em iniciativas que façam sentido para diferentes perfis. Algumas ideias funcionam melhor para engajamento, outras para conversão ou fidelização. 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Para criar mensagens do Dia do Cliente, é essencial usar dados de comportamento, segmentar audiências e definir objetivos claros. A escolha correta dos canais e um tom humano ajudam a fortalecer o relacionamento e estimular engajamento ao longo da jornada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"72d76b9d983c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b80ce5114fdf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quando é o Dia do Cliente?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"66763add8fb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"940eec453e64\",\"_type\":\"span\",\"marks\":[],\"text\":\"A data é celebrada em 15 de setembro e foi criada para reconhecer a importância de quem se relaciona com as marcas. 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Cada vez mais as empresas percebem as vantagens dessa tecnologia e investem em soluções inteligentes para otimizar processos que antes poderiam tomar muito tempo, mas agora, levam apenas segundos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4598a5dab31\",\"_type\":\"block\",\"children\":[{\"_key\":\"b122d031b9be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prova dessa afirmação está no \"},{\"_key\":\"20ba8f17e175\",\"_type\":\"span\",\"marks\":[\"bc7ae6791129\"],\"text\":\"levantamento da Mordor Intelligence\"},{\"_key\":\"9367f524e1f2\",\"_type\":\"span\",\"marks\":[],\"text\":\", que avaliou o mercado de IA em 306,04 bilhões de dólares em 2025. A expectativa, segundo o estudo, é de que o setor avance 41,95% até 2031. Dentre os motivos para esse avanço estão, principalmente, os benefícios da inteligência artificial em inúmeros campos, como marketing e atendimento ao cliente.\"}],\"markDefs\":[{\"_key\":\"bc7ae6791129\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.mordorintelligence.com/industry-reports/global-artificial-intelligence-market\"}],\"style\":\"normal\"},{\"_key\":\"a53ee936f816\",\"_type\":\"block\",\"children\":[{\"_key\":\"d208fa5ec7f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"É inegável o quanto a tecnologia já faz parte dos negócios e, para muitos gestores, não saber quais são os tipos de inteligência artificial ou o que cada uma faz pode custar caro. Afinal, cada modelo serve a um propósito e oferece resultados completamente diferentes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"19f5d146f795\",\"_type\":\"block\",\"children\":[{\"_key\":\"43b15ebea0db\",\"_type\":\"span\",\"marks\":[],\"text\":\"Se você quer saber mais sobre o tema, continue a leitura. Hoje, mais do que falar sobre os tipos de inteligência artificial, vamos explicar alguns conceitos por trás dessa tecnologia, como as diferenças entre IA forte e IA fraca, seus benefícios e, claro, como usar a Braze AI Decisioning Studio no marketing da sua empresa.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"caf7091e2f24\",\"_type\":\"block\",\"children\":[{\"_key\":\"aab03eaf90d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Vamos lá?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fcf10d157a5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f8ed6615171\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7deff18c3aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"048b20c5debb\",\"_type\":\"span\",\"marks\":[],\"text\":\"O que é inteligência artificial?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"116de6de3394\",\"_type\":\"block\",\"children\":[{\"_key\":\"40e7bc3b17a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"É uma tecnologia que cria sistemas capazes de realizar tarefas que normalmente exigiriam ação humana, como aprender, raciocinar, tomar decisões, reconhecer padrões e se comunicar. A \"},{\"_key\":\"54dea12f6866\",\"_type\":\"span\",\"marks\":[\"a1dec387ea00\"],\"text\":\"IA\"},{\"_key\":\"a98e46b1a651\",\"_type\":\"span\",\"marks\":[],\"text\":\" permite que máquinas observem, analisem, aprendam e ajam de maneira parecida ou até melhor do que as pessoas.\"}],\"markDefs\":[{\"_key\":\"a1dec387ea00\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.gartner.com/en/information-technology/glossary/artificial-intelligence\"}],\"style\":\"normal\"},{\"_key\":\"34a6584ebc30\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a4e6facf633\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2cf49484a5ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa08c39f0e12\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os tipos de inteligência artificial?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"49c8017b57c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"44af2168c29a\",\"_type\":\"span\",\"marks\":[],\"text\":\"A principal forma de diferenciar os tipos de IA é com base no nível de capacidade, funcionalidade e abordagem. Explicamos cada um na tabela abaixo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60d30234c714\",\"_type\":\"richImage\",\"alt\":\"Infográfico que classifica os tipos de Inteligência Artificial por capacidade, funcionalidade e abordagem técnica, com descrições para cada um.\",\"asset\":{\"_ref\":\"image-9e735dcee54824cda13b1e315f7e4f7bffdb77c9-828x1836-jpg\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e620ba86f5ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fee78684103\",\"_type\":\"span\",\"marks\":[],\"text\":\"Entenda mais sobre cada um dos tipos de inteligência artificial.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bea48a36f846\",\"_type\":\"block\",\"children\":[{\"_key\":\"2739f0e627a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c410b084276c\",\"_type\":\"block\",\"children\":[{\"_key\":\"551078300448\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tipos de inteligência artificial por capacidade\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e8e9fed4d0dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"20c6bd3b9eab\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse modelo considera o nível de inteligência e abrange os seguintes tipos:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b01200c6b03\",\"_type\":\"block\",\"children\":[{\"_key\":\"1be95c8038dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA fraca: o modelo atual, especializado em uma única tarefa, como chatbots ou reconhecimento facial;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef21ecb3bcb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"1be95c8038dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA forte: é a inteligência ao nível humano, capaz de entender, aprender e executar qualquer tarefa cognitiva. Não existe atualmente;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c950d249d886\",\"_type\":\"block\",\"children\":[{\"_key\":\"1be95c8038dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA superinteligente: superaria todas as capacidades humanas (raciocínio, criatividade, decisão). É apenas teórica.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bfdce3dc7e58\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b559ee4413e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tipos de inteligência artificial por funcionalidade\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d3805bbd0ed3\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0d8f8bb408d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse modelo considera a forma como a IA funciona e seus resultados. Os principais tipos são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08ed5a9ddaa1\",\"_type\":\"block\",\"children\":[{\"_key\":\"640c6a3ba69f\",\"_type\":\"span\",\"marks\":[],\"text\":\"reativa: não aprende e não utiliza memória, apenas responde ao estímulo inicial;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"90a1199148c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"640c6a3ba69f\",\"_type\":\"span\",\"marks\":[],\"text\":\"com memória limitada: aprende com dados passados. É o modelo que conhecemos atualmente;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2076b510d683\",\"_type\":\"block\",\"children\":[{\"_key\":\"640c6a3ba69f\",\"_type\":\"span\",\"marks\":[],\"text\":\"teoria da mente: seria capaz de entender emoções, intenções e comportamentos humanos de forma profunda. Está em estudo;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54d37f5d776d\",\"_type\":\"block\",\"children\":[{\"_key\":\"640c6a3ba69f\",\"_type\":\"span\",\"marks\":[],\"text\":\"autoconsciente: tem consciência própria. É apenas hipotética, ou seja, não existe atualmente.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"abf3274d1c1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6ff45269d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tipos de inteligência artificial por abordagem\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"4d57012aa451\",\"_type\":\"block\",\"children\":[{\"_key\":\"e99d435ce8ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse modelo considera a forma como a IA é construída e suas aplicações. Os principais tipos são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d23b154de435\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8a19877bf57\",\"_type\":\"span\",\"marks\":[],\"text\":\"machine learning (ML), ou aprendizado de máquina: aprende padrões a partir de dados;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54eedc81811c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8a19877bf57\",\"_type\":\"span\",\"marks\":[],\"text\":\"deep learning (DL), ou aprendizado profundo: baseado em regras neurais profundas para reconhecimento de voz, imagens, vídeos ou textos;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"157b4d36e8ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8a19877bf57\",\"_type\":\"span\",\"marks\":[],\"text\":\"NLP, ou processamento de linguagem natural: compreensão e geração de linguagem humana para tradutores, por exemplo;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3430739f1ba4\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8a19877bf57\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA simbólica: baseada em regras lógicas, é amplamente usada em sistemas especialistas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"481587445405\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8a19877bf57\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA híbrida: combina machine learning + IA simbólica + modelos generativos;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"502138c9e16d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8a19877bf57\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA generativa: gera conteúdos (textos, imagens, áudios, vídeos) a partir de dados.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0015625b4370\",\"_type\":\"block\",\"children\":[{\"_key\":\"f76ab631dbdc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Repare que cada um dos modelos acima apresenta características diversas, tanto para uso quanto para os resultados que oferece. Por este motivo, é especialmente importante conhecer quais são os tipos de inteligência artificial. Assim, você consegue escolher aquele que mais se adequa às suas necessidades.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5814474b63f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"ceedf6c06161\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais as diferenças entre IA forte e IA fraca?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a4c87504c5d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0176db7d31e\",\"_type\":\"span\",\"marks\":[],\"text\":\"A IA fraca é projetada para executar funções específicas, como recomendar conteúdos, gerar textos ou reconhecer imagens. Não tem capacidade interpretativa nem entende contexto de forma ampla. Já a IA forte poderia aprender, raciocinar e resolver qualquer problema como um ser humano, com capacidade de adaptação às situações se existisse.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b3872446703d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7010ecb7fd22\",\"_type\":\"span\",\"marks\":[],\"text\":\"Em resumo, as principais diferenças entre IA forte e IA fraca são o nível de compreensão e capacidade de cada uma. Porém, no momento, ainda não temos acesso à versão melhorada da tecnologia.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a56878a04e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8da3eeb8f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais as diferenças entre inteligência artificial, machine learning e deep learning?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"54140677ace1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad3e614c059b\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA é a tecnologia que desenvolve sistemas capazes de realizar tarefas inteligentes. Machine Learning é um subconjunto da inteligência artificial que permite o aprendizado a partir de dados. Já o Deep Learning é um tipo avançado de ML, voltado para tarefas complexas, como reconhecimento de imagem, texto, voz e padrões.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87bde9bffa2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ec26cc2eae7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ou seja, a diferença entre inteligência artificial, machine learning e deep learning está no nível de atuação de cada uma. É como se a IA fosse o sistema principal, enquanto ML é um acessório de otimização primária e o DL fosse uma melhoria ainda mais sofisticada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"06edff320e37\",\"_type\":\"block\",\"children\":[{\"_key\":\"133556bb8838\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os benefícios da inteligência artificial para empresas?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3d26de7c3226\",\"_type\":\"block\",\"children\":[{\"_key\":\"92494e73dee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As principais vantagens dessa tecnologia são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b11b0c454a93\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[],\"text\":\"aumento da eficiência 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decisões\"},{\"_key\":\"23bad91c94e3\",\"_type\":\"span\",\"marks\":[],\"text\":\";\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1704d3b7e2ba\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"a95fca2d-23c5-4999-ba7e-8e7375becb39\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e1b0886a2e75\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[],\"text\":\"análise de grandes volumes de dados;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7aa453b50870\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[],\"text\":\"redução de custos operacionais;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d47d8dcee54\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[],\"text\":\"aumento na produtividade;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"33ac67ed67a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[\"e98552c50163\"],\"text\":\"personalização\"},{\"_key\":\"7d63323b49f5\",\"_type\":\"span\",\"marks\":[],\"text\":\" em larga escala;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e98552c50163\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"6f22ec12-4e3b-4343-86b4-0dd1411e0ddc\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3c164885ce9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[],\"text\":\"melhoria na experiência do usuário;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec6d927ffe2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"41af53986d53\",\"_type\":\"span\",\"marks\":[],\"text\":\"identificação de padrões complexos.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cbb36912f3e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"32e2cd5b670a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os benefícios da inteligência artificial são praticamente intermináveis, especialmente quando você compreende como essa tecnologia impacta positivamente as áreas de um negócio de forma isolada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66d0f7cc74db\",\"_type\":\"block\",\"children\":[{\"_key\":\"72a800502bdc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para exemplificar, veja abaixo os tipos de inteligência artificial por funcionalidade aplicados no contexto do marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6a1c080b6c25\",\"_type\":\"block\",\"children\":[{\"_key\":\"729988f10960\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tipos de inteligência artificial por funcionalidade aplicados ao marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1d618829fccf\",\"_type\":\"block\",\"children\":[{\"_key\":\"e64dd39e9c2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os tipos de IA categorizados conforme suas funcionalidades, como já vimos anteriormente, são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d5b86a0691d\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aa936fb619f\",\"_type\":\"span\",\"marks\":[],\"text\":\"reativa: apenas responde ao estímulo, sem aprendizado;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b215b1b6ca17\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aa936fb619f\",\"_type\":\"span\",\"marks\":[],\"text\":\"com memória limitada: o modelo que temos atualmente, com capacidade de aprendizado;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"defab1cec095\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aa936fb619f\",\"_type\":\"span\",\"marks\":[],\"text\":\"teoria da mente (ainda em estudo);\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"915668ef5f2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6aa936fb619f\",\"_type\":\"span\",\"marks\":[],\"text\":\"autoconsciente (modelo completamente hipotético, portanto, não existe).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55fd4d244f3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"2009e52fd0b7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nos exemplos a seguir, aplicamos cada um dos tipos de inteligência artificial por funcionalidade existentes em situações comuns no setor de marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b3f0e7ec95c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad6a46014a5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA reativa:\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9391a1d925eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"8dd72a00c33e\",\"_type\":\"span\",\"marks\":[],\"text\":\"chatbots simples;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a59689ac276\",\"_type\":\"block\",\"children\":[{\"_key\":\"8dd72a00c33e\",\"_type\":\"span\",\"marks\":[],\"text\":\"sistemas de recomendação estáticos;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"311d36eb3ad6\",\"_type\":\"block\",\"children\":[{\"_key\":\"8dd72a00c33e\",\"_type\":\"span\",\"marks\":[],\"text\":\"motores de regras de exibição de pop-ups ou banners.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89fb11897a9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"88321a46a045\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA com memória limitada:\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"df0818f3c657\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d88d1b5362\",\"_type\":\"span\",\"marks\":[],\"text\":\"modelos de segmentação que analisam histórico para personalizar campanhas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"565ea4f3acf0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d88d1b5362\",\"_type\":\"span\",\"marks\":[],\"text\":\"anúncios dinâmicos com ajuste de criativos e ofertas com base no comportamento;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5de45e8c9a3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d88d1b5362\",\"_type\":\"span\",\"marks\":[],\"text\":\"sistemas preditivos de propensão à compra ou churn;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1cc86dde2fdd\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8d88d1b5362\",\"_type\":\"span\",\"marks\":[\"4774c550825d\"],\"text\":\"testes A/B automatizados\"},{\"_key\":\"0224d167004e\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4774c550825d\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"9e4ce431-21ea-4102-8f8b-e28d6789ea1e\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e80f9f803e4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0f2207d3561\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cada tipo de inteligência artificial por funcionalidade serve a um propósito, com uma profundidade específica e, portanto, a definição dos seus objetivos é crucial para determinar qual o melhor modelo para a sua necessidade.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0eba025a62de\",\"_type\":\"block\",\"children\":[{\"_key\":\"31bc2a216997\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aliás, este não é o único tipo que você pode adotar. A seguir, falamos mais sobre os outros tipos de inteligência artificial aplicados no marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"65c8e0171590\",\"_type\":\"block\",\"children\":[{\"_key\":\"86a37b6c41bd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Principais tipos de inteligência artificial aplicados no marketing\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0af6c0bec4f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ea3368db34f\",\"_type\":\"span\",\"marks\":[],\"text\":\"No marketing, os principais tipos e funções da IA são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46619a3efd56\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"preditiva: prevê comportamento do consumidor, demandas e chances de compra;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba71748d677c\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"prescritiva: recomenda ações automáticas, como melhores canais, ofertas e horários;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62f0da0f07c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"generativa: cria textos, imagens, áudios, vídeos e anúncios personalizados em escala;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"23194df6b703\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"conversacional: chatbots e assistentes para atendimento e qualificação de leads;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a945668d568d\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"personalização: adapta conteúdos e recomendações para usuários;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0746e4348298\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"automação: otimiza campanhas, fluxos de \"},{\"_key\":\"6d5b98b25ba9\",\"_type\":\"span\",\"marks\":[\"3760f071807f\"],\"text\":\"e-mail\"},{\"_key\":\"1f4e7e4e608f\",\"_type\":\"span\",\"marks\":[],\"text\":\" e processos de marketing;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3760f071807f\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"fbc974fb-6ea7-432e-9535-be718d9cd20f\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"9b4a9cf0f3b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"926e9b8687cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"multimodal: combina texto, imagem, áudio e dados para criar campanhas mais ricas.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9790381e199e\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cc8edaf38a9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Repare que, novamente, cada tipo de inteligência artificial aplicado no marketing tem sua própria função e, consequentemente, resultado próprio.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f3f119fe81b\",\"_type\":\"block\",\"children\":[{\"_key\":\"616e43430b3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Por esta razão, dentre outras, é especialmente importante saber quais são os tipos de inteligência artificial existentes e suas aplicações. Afinal, sem saber a que função cada um se propõe, é fácil escolher um modelo que não necessariamente atende ao que você precisa.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4e9abe5cc134\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f0e7768ae48\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"328f41b69dec\",\"_type\":\"block\",\"children\":[{\"_key\":\"0402f76c8b9b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como usar decisão por IA no marketing para personalização e orquestração?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"396c0e243729\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0474192998c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tomar decisões por IA no contexto do marketing exige algoritmos de análise de dados em tempo real e seleção automática da melhor ação, mensagem ou oferta para cada cliente no momento e canal adequados. Essa ação impulsiona a personalização avançada e a orquestração inteligente de jornadas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98beda546fdc\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d250555e196\",\"_type\":\"span\",\"marks\":[],\"text\":\"Em termos práticos, a aplicação determina como, quando e por qual meio entrar em contato (orquestração) com base em comportamentos, históricos e intenções dos usuários (\"},{\"_key\":\"6e2b822c5de2\",\"_type\":\"span\",\"marks\":[\"cce945522258\"],\"text\":\"personalização\"},{\"_key\":\"77faa8cc4888\",\"_type\":\"span\",\"marks\":[],\"text\":\"). 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Caso a pessoa não interaja com esse primeiro contato, a IA muda a jornada para o \"},{\"_key\":\"8c7b30dbe9a7\",\"_type\":\"span\",\"marks\":[\"157cfb3fabe5\"],\"text\":\"WhatsApp\"},{\"_key\":\"3325f247fc1f\",\"_type\":\"span\",\"marks\":[],\"text\":\", por exemplo, para melhorar a chance de resposta.\"}],\"markDefs\":[{\"_key\":\"0898a78b88a1\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"e796f998-7092-4ee4-8ac3-c7bff0de7cba\",\"_type\":\"reference\"}},{\"_key\":\"157cfb3fabe5\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"28fd6892-e911-4818-b060-6a6da071e616\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"9ad8faacbe50\",\"_type\":\"block\",\"children\":[{\"_key\":\"a675f05e6236\",\"_type\":\"span\",\"marks\":[],\"text\":\"Essa é uma das principais formas a partir das quais os tipos de inteligência artificial atuam na orquestração e personalização do marketing da sua empresa. Porém, está longe de ser a única!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5fbc6713b5e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0e79e8f873c\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ff457ac1f6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"797dc602d4be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como implementar inteligência artificial em estratégias de engajamento?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"33a898983b54\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc3e9ece7a39\",\"_type\":\"span\",\"marks\":[],\"text\":\"A implementação da inteligência artificial para estratégias de engajamento e conversão envolve, basicamente, 6 passos principais:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bccef99de6b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef7cc12c932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Definir os objetivos das campanhas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e2362a99d21\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef7cc12c932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Integrar e centralizar os dados;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"657e3b543493\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef7cc12c932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Usar IA para recomendação, personalização e decisão;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a228ff260b75\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef7cc12c932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Criar jornadas dinâmicas e automatizadas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d90380bebcd8\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef7cc12c932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Testar e \"},{\"_key\":\"94f0c499260a\",\"_type\":\"span\",\"marks\":[\"4d662cf288da\"],\"text\":\"melhorar continuamente\"},{\"_key\":\"d3fc91c73462\",\"_type\":\"span\",\"marks\":[],\"text\":\";\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4d662cf288da\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.lecom.com.br/blog/melhoria-continua-processos/\"}],\"style\":\"normal\"},{\"_key\":\"aa97a07461af\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef7cc12c932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Manter a governança ética.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05f02b30a06b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4287b39f41bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Implementar algum dos tipos de inteligência artificial nas estratégias de engajamento envolve entregar tecnologias para personalizar interações, automatizar as comunicações e melhorar a experiência do cliente em todos os pontos de contato.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b745fcb4e85e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a1cc1dc55d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Também é crucial compreender as diferenças entre inteligência artificial, machine learning e deep learning, bem como o que cada uma dessas tecnologias faz. E, agora que você já sabe todas essas informações, precisamos falar de outro ponto muito importante: os benefícios da inteligência artificial da Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b4de2f369f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"154c129aaa81\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fcbec71d77aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"66c31975d158\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja como usar a Braze AI Decisioning Studio no marketing da sua empresa\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"5cbdba342f74\",\"_type\":\"block\",\"children\":[{\"_key\":\"707cf90c477c\",\"_type\":\"span\",\"marks\":[],\"text\":\"A Braze AI Decisioning Studio é um conjunto avançado de ferramentas de inteligência artificial que permite criar jornadas totalmente personalizadas e tomar decisões automáticas em tempo real sobre as melhores decisões para cada cliente. Essa ferramenta reúne IA generativa, machine learning, decisioning e automação multicanal para facilitar todo o processo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0c3e7a05ebf\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4dd1ddb0932\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dentre as principais funções da Braze AI Decisioning Studio, destacamos:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1da2197be222\",\"_type\":\"block\",\"children\":[{\"_key\":\"1752a987ae10\",\"_type\":\"span\",\"marks\":[],\"text\":\"orquestração de jornadas automatizadas e inteligentes;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2250ae05f56\",\"_type\":\"block\",\"children\":[{\"_key\":\"1752a987ae10\",\"_type\":\"span\",\"marks\":[],\"text\":\"personalização de comunicação em escala;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e18f0fe599e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1752a987ae10\",\"_type\":\"span\",\"marks\":[],\"text\":\"previsibilidade de comportamentos e tomada de ações proativas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec5c22adec63\",\"_type\":\"block\",\"children\":[{\"_key\":\"1752a987ae10\",\"_type\":\"span\",\"marks\":[],\"text\":\"recomendação de produtos e conteúdos com mais precisão;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc8ff63e937b\",\"_type\":\"block\",\"children\":[{\"_key\":\"1752a987ae10\",\"_type\":\"span\",\"marks\":[],\"text\":\"uso de IA generativa para acelerar a criação de mensagens;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef3d012abfbe\",\"_type\":\"block\",\"children\":[{\"_key\":\"1752a987ae10\",\"_type\":\"span\",\"marks\":[],\"text\":\"aumento no engajamento, \"},{\"_key\":\"fde1a5e920fa\",\"_type\":\"span\",\"marks\":[\"f493c41ec315\"],\"text\":\"retenção\"},{\"_key\":\"9b56755370c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" e conversão.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"f493c41ec315\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"c92a8f0c-ed43-4e8c-a372-f7b9be3465a9\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"7c1a4ad55426\",\"_type\":\"block\",\"children\":[{\"_key\":\"46ab2854b1c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"São diversas funções focadas em gerar experiências excepcionais e altamente personalizadas para seus clientes, independentemente do tamanho da cartela. Chega de trabalhar o engajamento do seu público manualmente: confie na tecnologia e desfrute dos benefícios da inteligência artificial da Braze no seu negócio!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20225902cb8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"11eb790fb8bc\",\"_type\":\"span\",\"marks\":[\"27825555a9c3\"],\"text\":\"Fale com nossos vendedores\"},{\"_key\":\"17a00a4d2f97\",\"_type\":\"span\",\"marks\":[],\"text\":\" e veja, na prática, como os tipos de inteligência artificial impactam positivamente suas estratégias.\"}],\"markDefs\":[{\"_key\":\"27825555a9c3\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"811ff355-774e-4bf5-9cff-89f800473e32\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"33935928d233\",\"_type\":\"block\",\"children\":[{\"_key\":\"72b04d0e2e1c\",\"_type\":\"span\",\"marks\":[],\"text\":\"FAQ\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"99fca01764f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a6b0245c323\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os tipos de inteligência artificial?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ca8489dacbcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"0239ff32fdcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os principais tipos de IA são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17e38b9fb8ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"0239ff32fdcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA Fraca (ou Narrow AI), que foca tarefas específicas e não tem capacidade de aprendizagem;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6afeda8a12b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0239ff32fdcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA Forte (ou AGI), que teoricamente executaria qualquer tarefa cognitiva humana;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d0996d1b0c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0239ff32fdcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA Superinteligente (ou ASI), que superaria a inteligência humana, ainda apenas conceitual.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2925a36c6c72\",\"_type\":\"block\",\"children\":[{\"_key\":\"212e2d542fb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os tipos de inteligência artificial por funcionalidade?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f3a2608de4fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8e51260924\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os tipos de IA, categorizados por funcionalidade, são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b34236c764b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8e51260924\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA reativa, que não usa memória;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ea8773944b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8e51260924\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA de memória limitada, que aprende com dados passados;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60fe42b0f261\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8e51260924\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA baseada em teoria da mente, projetada para entender emoções e intenções humanas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3baddd9a0f65\",\"_type\":\"block\",\"children\":[{\"_key\":\"af8e51260924\",\"_type\":\"span\",\"marks\":[],\"text\":\"IA autoconsciente, um conceito hipotético de máquinas com consciência própria.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"653b155800a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9cbe2412a993\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as diferenças entre IA forte e IA fraca?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cbb0e6506a20\",\"_type\":\"block\",\"children\":[{\"_key\":\"71989f2bbb03\",\"_type\":\"span\",\"marks\":[],\"text\":\"A IA fraca executa tarefas específicas e não possui capacidade interpretativa. É a tecnologia usada hoje em chatbots, recomendações e automações mais simplificadas. Já a IA forte seria capaz de aprender, raciocinar e resolver qualquer problema como um ser humano, mas ainda não existe; é apenas um conceito teórico.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bbdf28229215\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8c8844c9d69\",\"_type\":\"span\",\"marks\":[],\"text\":\"Qual é a diferença entre Inteligência Artificial, Machine Learning e Deep Learning?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"32481dee2374\",\"_type\":\"block\",\"children\":[{\"_key\":\"aeda7026d145\",\"_type\":\"span\",\"marks\":[],\"text\":\"A Inteligência Artificial é o campo geral que cria sistemas capazes de realizar tarefas inteligentes. Machine Learning é um subconjunto da IA que permite o aprendizado a partir de dados. 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Saiba adotar e aplicar!\",\"pageTitle\":\"Tipos de inteligência artificial e as funções de cada uma [GUIA]\",\"slug\":{\"_type\":\"slug\",\"current\":\"tipos-de-inteligencia-artificial\"}},\"showTableOfContents\":true,\"title\":\"Tipos de inteligência artificial e as funções de cada uma [GUIA]\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-03-06T20:56:35Z\",\"_id\":\"fe0ef992-d4c2-4789-82fd-7be45cec0ab8\",\"_rev\":\"tcLWso1xYETIkKdT9vqkyo\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-06T21:09:54Z\",\"author\":[{\"_id\":\"e8005de1-ed47-4a55-b635-23e7e8fa294c\",\"bio\":[{\"_key\":\"ee3660e69b0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6048215604c\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Equipe\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-996fade8959b68154f6f6557bc3b643f2a9e241d-641x641-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"cc1b88a0bf1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"87cdb122306c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalização omnichannel: saiba como aplicar no seu negócio\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d5d1b7bb3cdd\",\"_type\":\"block\",\"children\":[{\"_key\":\"259a22cb98ba\",\"_type\":\"span\",\"marks\":[],\"text\":\"A personalização omnichannel deixou de ser apenas uma tendência e se consolidou como uma estratégia de marketing que veio para ficar.\\nE os números comprovam esta afirmativa: seis em cada 10 pessoas responderam que experiências individualizadas com as marcas aumentam a intenção de compra e recompra. Os dados são do Mapa do Engajamento em Apps no Brasil, uma parceria entre a Braze e o Mundo do Marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d276352c5f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"27e93e04427a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além disso, 67% dos usuários que participaram do levantamento declaram que se sentem “valorizados” quando percebem a personificação das mensagens. Ofertas e descontos exclusivos são as abordagens preferidas, segundo 68% das pessoas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3628cbb27594\",\"_type\":\"block\",\"children\":[{\"_key\":\"d532be833564\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ainda que o foco da pesquisa sejam os aplicativos de celular, esses insights podem ser aplicados a todos os demais canais de contato. Afinal, entender o comportamento de compra, antecipar necessidades e customizar a jornada dos consumidores é um diferencial competitivo para se destacar, seja no meio físico ou digital.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8adcb5acfe74\",\"_type\":\"block\",\"children\":[{\"_key\":\"57732d7fb306\",\"_type\":\"span\",\"marks\":[],\"text\":\"Neste artigo, você vai entender melhor o que é personalização omnichannel, como implementar e o potencial positivo desta prática para os resultados do seu negócio.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9059fda2bc48\",\"_type\":\"block\",\"children\":[{\"_key\":\"88ef1bb843e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a02b662b62e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"35f83f2f6573\",\"_type\":\"span\",\"marks\":[],\"text\":\"O que é personalização omnichannel?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"af8ae0921a4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"fcec9725c010\",\"_type\":\"span\",\"marks\":[],\"text\":\"É uma estratégia de marketing que visa proporcionar uma experiência personalizada para cada cliente em tempo real, independentemente da forma de contato escolhida por ele. Essa customização ocorre por meio do uso de dados e da integração entre os canais. Assim, é possível construir uma jornada única e consistente.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27cf635beb81\",\"_type\":\"block\",\"children\":[{\"_key\":\"a50fbe606761\",\"_type\":\"span\",\"marks\":[],\"text\":\"O conceito remodela a maneira com que as empresas se relacionam com a audiência e é um recurso poderoso para atrair, reter e fidelizar consumidores. Afinal, tem como foco fazer com que cada pessoa se sinta tratada de forma especial e receba comunicações exclusivas, atrativas e alinhadas aos seus interesses.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bf45385e15e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d292adda6a03\",\"_type\":\"span\",\"marks\":[],\"text\":\"Desta forma, é possível transformar interações isoladas em experiências conectadas e repletas de significado. 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Relatórios de compras na loja física, engajamento nas redes sociais e chamadas feitas para a Central de Atendimento são alguns exemplos;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3fda034c5717\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9625f3fe191\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Análise e uso de IA:\"},{\"_key\":\"a32cb897e0bc\",\"_type\":\"span\",\"marks\":[],\"text\":\" tecnologias de \"},{\"_key\":\"f672872bf7b0\",\"_type\":\"span\",\"marks\":[\"4c2097442492\"],\"text\":\"inteligência artificial\"},{\"_key\":\"9c71d36230d4\",\"_type\":\"span\",\"marks\":[],\"text\":\" e aprendizado de máquina mapeiam os comportamentos, segmentam perfis de usuários e apresentam tendências em tempo real;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4c2097442492\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"01d377f0-0983-472f-881c-30648efc3d3b\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e5bfec98cf33\",\"_type\":\"block\",\"children\":[{\"_key\":\"c92a2d95db7f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Tomada de decisão:\"},{\"_key\":\"7e5c08e0748a\",\"_type\":\"span\",\"marks\":[],\"text\":\" a partir desse monitoramento contínuo, é possível disparar uma oferta ou definir a próxima ação que o consumidor deve executar. 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É por meio desse entendimento que você identifica do que os consumidores gostam e quais as melhores formas de se comunicar e lidar com as necessidades de quem compra sua marca.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a92fa9cd3305\",\"_type\":\"block\",\"children\":[{\"_key\":\"db80824f3c59\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prova dessa afirmação está no levantamento da \"},{\"_key\":\"0955e1f26489\",\"_type\":\"span\",\"marks\":[\"57caac6c3029\"],\"text\":\"TopBrands\"},{\"_key\":\"0eebc656a7f5\",\"_type\":\"span\",\"marks\":[],\"text\":\". Segundo o estudo, baseado na percepção de 249 profissionais de marketing, os principais insights sobre a análise de perfil comportamental são:\"}],\"markDefs\":[{\"_key\":\"57caac6c3029\",\"_type\":\"link\",\"href\":\"http://topbrands.com.br/wp-content/uploads/2025/07/PesquisaTendenciasMKT-2025-07-02.pdf\"}],\"style\":\"normal\"},{\"_key\":\"21ed3afa6461\",\"_type\":\"block\",\"children\":[{\"_key\":\"10a1d4c045a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"a compreensão profunda do comportamento do consumidor é central para criar conexões e experiências personalizadas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4c74eb98891e\",\"_type\":\"block\",\"children\":[{\"_key\":\"8119d7d1019e\",\"_type\":\"span\",\"marks\":[],\"text\":\"a análise detalhada da jornada do cliente e sua forma de interagir com a marca é uma das principais estratégias dos gestores;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27d006608018\",\"_type\":\"block\",\"children\":[{\"_key\":\"14b54fa8c763\",\"_type\":\"span\",\"marks\":[],\"text\":\"a experiência em gestão de dados e capacidade de personalização em escala, frequentemente via inteligência artificial (IA), está entre as competências de maior valor para futuros profissionais de marketing.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f1d7476fda7\",\"_type\":\"block\",\"children\":[{\"_key\":\"99d8f7a878ad\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aliás, essa percepção de valor real é apenas um dos benefícios da análise comportamental no marketing. 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[GUIA]\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-03-06T20:22:41Z\",\"_id\":\"44b3f078-db83-4a40-9fd1-a5918b021046\",\"_rev\":\"qeLMasgZqasyXrz4txxWYk\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-06T20:33:10Z\",\"author\":[{\"_id\":\"e8005de1-ed47-4a55-b635-23e7e8fa294c\",\"bio\":[{\"_key\":\"ee3660e69b0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6048215604c\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Equipe\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-996fade8959b68154f6f6557bc3b643f2a9e241d-641x641-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"04ae144815e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7630796f8cd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Criar textos personalizados: guia para engajar e gerar resultados\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e82a237a80c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"31825a118834\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Criar textos personalizados\"},{\"_key\":\"b416876a0b9f\",\"_type\":\"span\",\"marks\":[],\"text\":\" é um dos principais desafios do marketing atual. Afinal, as empresas hoje disputam a atenção de consumidores mais informados, com pouco tempo e cada vez mais seletivos sobre quais marcas merecem resposta. Em meio a tantos estímulos, mensagens genéricas se perdem, não geram conexão e raramente produzem resultado.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c1453cc5b08\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0ac71f0f96f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mas quando a comunicação considera contexto, comportamento e momento da jornada, a relação muda. O conteúdo deixa de soar como propaganda e passa a funcionar como diálogo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"899c013fcea9\",\"_type\":\"block\",\"children\":[{\"_key\":\"faa1578ad1db\",\"_type\":\"span\",\"marks\":[],\"text\":\"É por essa razão que investir na criação de mensagens personalizadas ganhou espaço nas estratégias de empresas que buscam mais engajamento, conversão e relevância ao longo do tempo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"102c97981448\",\"_type\":\"block\",\"children\":[{\"_key\":\"567f4c6795fc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mas o que explica essa mudança de foco? Por que criar textos personalizados se tornou tão estratégico para quem precisa gerar impacto real? Continue a leitura e entenda mais sobre esse movimento e veja dicas práticas para implementar no seu negócio.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ef5ff201ce2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ebb18452774\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f09cfe5e70a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1db39532dd84\",\"_type\":\"span\",\"marks\":[],\"text\":\"O que são textos personalizados?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9015aae5607d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fe642f5fe4c\",\"_type\":\"span\",\"marks\":[],\"text\":\"São conteúdos adaptados a partir de dados, comportamentos, preferências e contexto de cada pessoa ou grupo. Em vez de mensagens genéricas, a marca entrega comunicações com linguagem, oferta e timing alinhados à jornada do cliente. 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Quando o texto faz sentido para quem recebe, a comunicação deixa de ser invasiva e passa a agregar valor, o que tende a tornar a interação mais próxima e significativa.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc48fe766f69\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffed39b50d01\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse impacto também aparece nos dados mais recentes. 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Não se trata de criar mensagens únicas manualmente, mas de estruturar processos que permitam adaptar conteúdos automaticamente para diferentes públicos. 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Visitas recorrentes, abandono de carrinho, consumo de conteúdo ou inatividade são ações que indicam momentos específicos da jornada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbcb5094ae3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"209652c1cb70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Portanto, criar textos a partir desses sinais permite entregar conteúdos mais oportunos. Em vez de \"},{\"_key\":\"a64cc4b0fdb2\",\"_type\":\"span\",\"marks\":[\"f7aeb94d367e\"],\"text\":\"mensagens em massa\"},{\"_key\":\"ff915a8a2abf\",\"_type\":\"span\",\"marks\":[],\"text\":\", a marca conversa com pessoas em situações semelhantes e usa argumentos alinhados ao contexto de cada grupo.\"}],\"markDefs\":[{\"_key\":\"f7aeb94d367e\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"28fd6892-e911-4818-b060-6a6da071e616\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"2b6ec76e1928\",\"_type\":\"block\",\"children\":[{\"_key\":\"36fb15ea806f\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"879cfcc6a284\",\"_type\":\"block\",\"children\":[{\"_key\":\"f20d807a92d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Automatize a personalização sem perder relevância\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e72b596c5c52\",\"_type\":\"block\",\"children\":[{\"_key\":\"07d4f750c73e\",\"_type\":\"span\",\"marks\":[],\"text\":\"A automação é uma ferramenta indispensável para a \"},{\"_key\":\"279bbbbf98d1\",\"_type\":\"span\",\"marks\":[\"91a43c9151dd\"],\"text\":\"personalização em escala\"},{\"_key\":\"1b439d58720b\",\"_type\":\"span\",\"marks\":[],\"text\":\", sem comprometer a qualidade. Com fluxos definidos, é possível entregar textos com gatilhos, frequência e em canais adequados.\"}],\"markDefs\":[{\"_key\":\"91a43c9151dd\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"bac43782-058b-4b96-aa58-53378b39675a\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"5473449a2fc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a28394070f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"O segredo está em combinar automação com inteligência, já que as mensagens automáticas precisam responder a comportamentos reais e se adaptar conforme novas interações acontecem, para manter a comunicação relevante ao longo do tempo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c76ea5162c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd5b1ab5d11e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Teste continuamente para aprender com o público\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7ba6daa67928\",\"_type\":\"block\",\"children\":[{\"_key\":\"2b4142ece47c\",\"_type\":\"span\",\"marks\":[\"30e37b33f124\"],\"text\":\"Testes A/B\"},{\"_key\":\"d537d95ece6d\",\"_type\":\"span\",\"marks\":[],\"text\":\" ajudam a entender quais abordagens funcionam melhor. Uma dica é testar títulos, CTAs, tons de voz e diferentes formatos para identificar padrões de resposta.\"}],\"markDefs\":[{\"_key\":\"30e37b33f124\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"9e4ce431-21ea-4102-8f8b-e28d6789ea1e\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"3fd1a6b6567d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9fcea561ca7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao usar os textos personalizados de forma contínua, a marca aprende com o próprio público e refina sua estratégia. Logo, esse processo transforma dados em insights práticos e melhora os resultados ao longo do tempo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e13527c795b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"db592a3829cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7255f6f71c32\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b05b2dbedc2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use inteligência artificial para ganhar escala e precisão\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"bb688ddd774e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a027926cba62\",\"_type\":\"span\",\"marks\":[],\"text\":\"A \"},{\"_key\":\"ab8c465d9e5c\",\"_type\":\"span\",\"marks\":[\"fa307a3cdce5\"],\"text\":\"inteligência artificial\"},{\"_key\":\"84f1d26b0566\",\"_type\":\"span\",\"marks\":[],\"text\":\" acelera a personalização, pois permite analisar grandes volumes de dados e identificar padrões invisíveis ao olhar humano. Com a ferramenta, é possível ajustar conteúdo, canal, horário e frequência de forma dinâmica.\"}],\"markDefs\":[{\"_key\":\"fa307a3cdce5\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"fefb0dae-1ca4-483a-841c-999131bb138d\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e4cdd8889bb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"28301c402e4e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse apoio tecnológico ajuda a criar textos em grande escala sem perder a relevância individual, com uma comunicação adaptada à evolução do comportamento do cliente.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7e498ecd7aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7126e6441df\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além de saber como criar textos personalizados em grande escala, é importante entender como adaptar as mensagens para cada canal. Confira!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3888f97945d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"fefaab05c75e\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bbbb2ce293d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"14c47bb8ea8d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como criar textos personalizados de acordo com o canal?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7d08c82d3b18\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3c5db51cb7c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cada \"},{\"_key\":\"454b638852d8\",\"_type\":\"span\",\"marks\":[\"705b24caa093\"],\"text\":\"canal\"},{\"_key\":\"1b3460b92312\",\"_type\":\"span\",\"marks\":[],\"text\":\" exige linguagem, formato e abordagem específicos. Ou seja, criar uma mensagem personalizada passa por entender como o público se comporta em cada ponto de contato, para então adaptar seu conteúdo ao contexto de uso, seja via e-mail, notificações push, SMS, WhatsApp ou mensagens in-app, por exemplo.\"}],\"markDefs\":[{\"_key\":\"705b24caa093\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"fec3a60b-6dc2-44f6-b3ff-bd24c537ac52\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"158ec1c860a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4ff32cdfe00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja como adaptar os textos em cada formato.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"43c35bad64b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"89e2f1855d0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4eda688051b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc8b9d2a890d\",\"_type\":\"span\",\"marks\":[],\"text\":\"E-mail\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a54910fd64f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1def409feef5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Um e-mail personalizado começa pelo assunto e se estende ao conteúdo. 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Afinal, o aplicativo de mensagens móveis já é considerado o mais utilizado do mundo dentro de sua categoria e soma cerca de \"},{\"_key\":\"7cde4adaca1f\",\"_type\":\"span\",\"marks\":[\"931a55c85245\"],\"text\":\"3 bilhões de usuários\"},{\"_key\":\"ad37dfeb7397\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"931a55c85245\",\"_type\":\"link\",\"href\":\"https://www.whatsapp.com/about\"}],\"style\":\"normal\"},{\"_key\":\"0c5ec7afa65e\",\"_type\":\"block\",\"children\":[{\"_key\":\"04a4bcf1917a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para as marcas, a ferramenta se tornou um canal de impacto, que serve para\"},{\"_key\":\"b68908f7781c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" construir relacionamentos de longo prazo, fortalecer o engajamento e impulsionar as conversões\"},{\"_key\":\"0eedddcc4106\",\"_type\":\"span\",\"marks\":[],\"text\":\". E os dados comprovam essa tendência: no Brasil, 82% das pessoas afirmaram já ter interagido com empresas por este meio. Aproximadamente 60% compraram produtos ou serviços. As estatísticas são de um levantamento da \"},{\"_key\":\"f8cda82007f9\",\"_type\":\"span\",\"marks\":[\"522fc8eb6ff8\"],\"text\":\"Opinion Box\"},{\"_key\":\"45455f4975bd\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"522fc8eb6ff8\",\"_type\":\"link\",\"href\":\"https://materiais.opinionbox.com/pesquisa-whatsapp-no-brasil\"}],\"style\":\"normal\"},{\"_key\":\"35eb8b00e6b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2d8a4048222\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além da abrangência mundial, também é possível citar as altas taxas de leitura e a possibilidade de envio de mensagens interativas como os principais benefícios do marketing digital para WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6cbd7381127\",\"_type\":\"block\",\"children\":[{\"_key\":\"61f4d6e8fcb4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Se a sua empresa considera aliar a ferramenta às outras formas de contato com o consumidor, como e-mail, push e mídias sociais, este artigo é para você! 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É uma \"},{\"_key\":\"b7af15377e3b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"forma de promover a marca, alcançar um público massivo e construir relacionamentos\"},{\"_key\":\"ba4211764b26\",\"_type\":\"span\",\"marks\":[],\"text\":\" reais a partir de diálogos bidirecionais autênticos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77c428260160\",\"_type\":\"block\",\"children\":[{\"_key\":\"2db8430a34ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"O aplicativo viabiliza experiências personalizadas e interativas para os compradores. Os botões de resposta rápida, por exemplo, facilitam o retorno do cliente com apenas um toque. Já as chamadas à ação servem para garantir conduzir os usuários de volta para o aplicativo ou site da empresa e garantir que eles realizem ações de alto valor, como o preenchimento de dados pessoais.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"261285e73364\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4e177eb49ca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Confira as ações que a organização pode propor dentro da conversa do WhatsApp:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4fd57087e71\",\"_type\":\"block\",\"children\":[{\"_key\":\"9320410e4b31\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"WhatsApp Flows\"},{\"_key\":\"de7302137591\",\"_type\":\"span\",\"marks\":[],\"text\":\", por meio do qual é possível conduzir pesquisas, recomendar produtos, ajudar os clientes a reservar serviços, capturar leads e muito mais;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6730e8e5e7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d015837f748\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"WhatsApp Commerce, para mostrar produtos e serviços\"},{\"_key\":\"4665153900c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" por meio do catálogo da Meta;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"094ac84a1d13\",\"_type\":\"block\",\"children\":[{\"_key\":\"324d95ebe7b8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"mensagens em carrossel\"},{\"_key\":\"67ab0899cff9\",\"_type\":\"span\",\"marks\":[],\"text\":\", que maximizam o espaço da comunicação, com a possibilidade de incluir imagens e botões;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d677dabb533\",\"_type\":\"block\",\"children\":[{\"_key\":\"204f22f6e56f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"mensagens de oferta por tempo limitado \"},{\"_key\":\"d9ca97054ca7\",\"_type\":\"span\",\"marks\":[],\"text\":\"para despertar senso de urgência.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21876c90db0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"058748126186\",\"_type\":\"span\",\"marks\":[],\"text\":\"Assim, o objetivo é que a experiência seja fluida e relevante, independentemente da área de atuação da empresa.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1bba75c8efc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf30cdcd24ab\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef53a5a489f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1137e2ef1585\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais os segmentos que mais usam marketing digital para WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f63d2dbc65d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"bd44bf962b82\",\"_type\":\"span\",\"marks\":[],\"text\":\"O aplicativo é altamente eficaz para que marcas de todos os setores se conectem com seus clientes. Mas alguns segmentos têm um potencial ainda mais forte, como:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4676eb704641\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e8abcf02e42\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"varejo e comércio eletrônico;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2094a3b1565\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c13ede1dba3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"serviços financeiros;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0d030530c87\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e46317b640b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"viagens e hotelaria;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb5945fb3a53\",\"_type\":\"block\",\"children\":[{\"_key\":\"65db8cc9ca6f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"mídia e entretenimento;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bd600fb6597\",\"_type\":\"block\",\"children\":[{\"_key\":\"7afc92985c03\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"restaurantes e serviços sob demanda;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6644d7e10909\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ee4ba05a2f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"saúde e bem-estar.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"baf924005398\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1849fa4e3d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agora que você já entende o que é o marketing digital para WhatsApp, vale checar o ramo de atuação do seu negócio e aprender a explorar as possibilidades do canal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2f822455177\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6e9c2584d74\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8b019973367\",\"_type\":\"block\",\"children\":[{\"_key\":\"60a1cb712ba5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Varejo e comércio eletrônico\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6b12e00c69e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"29dd5a5704d7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Envie promoções personalizadas, mensagens de carrinho abandonado e descontos exclusivos. Crie experiências de compra no próprio chat com o WhatsApp Commerce.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"740731733353\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fb00222a38a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Serviços financeiros\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"dcc9883a27c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cdfdf80d68a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Forneça alertas de transações em tempo real, notificações de fraude e atualizações importantes da conta. Essas são iniciativas interessantes de marketing digital para o WhatsApp que funcionam bem para os clientes do setor.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e79c777acc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a3a77f23609\",\"_type\":\"span\",\"marks\":[],\"text\":\"Viagens e hotelaria\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1b4673f7125d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8cbf6d3197b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Envie confirmações de reservas, atualizações de voos e ofertas personalizadas. Use o WhatsApp Flows para ajudar os clientes a registrar pedidos, datas de viagem e hospedagens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f2884b47de41\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9512e1df97b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mídia e entretenimento\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e3eba4a95014\",\"_type\":\"block\",\"children\":[{\"_key\":\"1df8c4aeef23\",\"_type\":\"span\",\"marks\":[],\"text\":\"Compartilhe recomendações de conteúdo personalizadas, lembretes de eventos e alertas de renovação de assinaturas. Use mensagens de lista interativas para perguntar aos clientes sobre suas preferências para personalização futura.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"734cbdad23b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"97706853c774\",\"_type\":\"span\",\"marks\":[],\"text\":\"Restaurantes e serviços sob demanda\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3baa0f70ae98\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f720a25eecd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aposte em estratégias de marketing digital para WhatsApp focadas na automatização dos pedidos, rastreamento de entregas e recompensas de fidelidade.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc9e6f3ee12c\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ee1c6818a31\",\"_type\":\"span\",\"marks\":[],\"text\":\"Saúde e bem-estar\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"93f516057aa4\",\"_type\":\"block\",\"children\":[{\"_key\":\"deb5bc68756e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ofereça lembretes de consultas, notificações de resultados de exames e suporte de telessaúde.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e32fbf98992b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb9a10e3c609\",\"_type\":\"span\",\"marks\":[],\"text\":\"Por fim, cabe pontuar que empresas de mídia e entretenimento, serviços financeiros ou viagens e hospitalidade percebem impactos reais em seus resultados. As estatísticas demonstram que o uso do WhatsApp \"},{\"_key\":\"a19795bac36b\",\"_type\":\"span\",\"marks\":[\"9e5e43d46927\"],\"text\":\"aumenta as taxas de retenção\"},{\"_key\":\"bf21e5ffa677\",\"_type\":\"span\",\"marks\":[],\"text\":\" em seis meses em 42% e amplia o tempo de vida útil do consumidor em 70% em comparação aos demais meios.\"}],\"markDefs\":[{\"_key\":\"9e5e43d46927\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"0e52287f-eb3c-4116-908c-805641fa34f3\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"157c362c1a64\",\"_type\":\"block\",\"children\":[{\"_key\":\"96c30e234ede\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ficou claro que a ferramenta disponibiliza múltiplas formas para que organizações de qualquer área lucrem mais? Então, continue em frente para descobrir como você também pode crescer por este canal.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"124c29240912\",\"_type\":\"richImage\",\"alt\":\"Estratégias de marketing digital para WhatsApp impulsionam métricas como retenção, sessões e vida útil do consumidor\",\"asset\":{\"_ref\":\"image-598d4df95955a3cb9022d150d40ae499e5bacc03-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5c5d5f72fe99\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c9b4f0ec7bf\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5466551c5237\",\"_type\":\"block\",\"children\":[{\"_key\":\"20943f3621ee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como fazer marketing digital para o WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2561de2211d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"078d7bffd0f9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Por meio de funcionalidades como as mídias interativas, botões de resposta rápida e chamadas à ação dinâmicas\"},{\"_key\":\"f3bd8274d098\",\"_type\":\"span\",\"marks\":[],\"text\":\". Além disso, o WhatsApp Commerce e o WhatsApp Flows criam experiências atrativas e integradas, que permitem aos clientes fazer compras e outras tarefas sem sair da plataforma e interromper a conversa.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffacb1541638\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac2bcaa10d41\",\"_type\":\"span\",\"marks\":[],\"text\":\"O aplicativo se destaca como um canal de marketing porque, embora seja mais conhecido como um aplicativo de mensagens ponta a ponta, é capaz de muitas outras atividades. É um\"},{\"_key\":\"18894450cfd5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" meio poderoso que ajuda as marcas a se aproximarem de seus clientes\"},{\"_key\":\"20d2f4e43a4b\",\"_type\":\"span\",\"marks\":[],\"text\":\" de uma forma mais envolvente e exclusiva.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"efc3f978e0a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a9bc3ca016a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para as organizações de comércio eletrônico, por exemplo, que estão entre os segmentos que mais usam marketing digital para WhatsApp, a apresentação dos produtos ou serviços fica muito mais atraente visualmente. Também é possível responder às perguntas frequentes instantaneamente, cumprimentar novos clientes e enviar atualizações importantes mesmo quando estiver offline.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77b3e82e1433\",\"_type\":\"block\",\"children\":[{\"_key\":\"c60c76d5bc55\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esses são somente alguns exemplos de marketing digital para WhatsApp, que podem se estender a vários outros setores, como citamos anteriormente. Com sua capacidade de facilitar interações significativas em tempo real, a plataforma é uma importante \"},{\"_key\":\"93a8d75deb6a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aliada das empresas na construção de relacionamentos mais fortes\"},{\"_key\":\"b4f0d194ffb8\",\"_type\":\"span\",\"marks\":[],\"text\":\" e engajados com os clientes ao longo do tempo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8226452cd4e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a1b2caff0ba\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6cdf8cf4951f\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e9ca42a0637\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como começar com marketing digital para o WhatsApp em 5 passos?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2a45c789d2d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2bd8c891329\",\"_type\":\"span\",\"marks\":[],\"text\":\"Campanhas promocionais simples são o ponto de partida para quem ainda está aprendendo como fazer marketing digital para o WhatsApp. Siga as etapas abaixo:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"deb27963e10b\",\"_type\":\"block\",\"children\":[{\"_key\":\"47f9abb5b36a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Crie sua conta comercial no WhatsApp;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"157f7fb4fbcd\",\"_type\":\"block\",\"children\":[{\"_key\":\"62d3089ec9d7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Obtenha a adesão dos clientes;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54403d43917e\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdce8477ff3a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segmente seu público;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c984750b637\",\"_type\":\"block\",\"children\":[{\"_key\":\"87f918406518\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Configure mensagens automatizadas e personalizadas;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e09cac2a692a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a48b9176ab11\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Avalie o desempenho da estratégia e otimize.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"06b86165ca81\",\"_type\":\"block\",\"children\":[{\"_key\":\"3264d6ec9519\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja abaixo as principais orientações para não errar nesse passo a passo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f77d51862874\",\"_type\":\"block\",\"children\":[{\"_key\":\"28059731cb77\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Crie sua conta comercial no WhatsApp\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b80f71aff2eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"acda6525e26f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Escolha uma ferramenta que ofereça um fluxo de inscrição integrado e conveniente, como a \"},{\"_key\":\"65bf0b2eb68e\",\"_type\":\"span\",\"marks\":[\"e4e581952104\"],\"text\":\"Braze\"},{\"_key\":\"01d02b7c5bde\",\"_type\":\"span\",\"marks\":[],\"text\":\". Crie seu perfil, conclua a verificação da empresa e torne-se uma conta comercial oficial pelo aplicativo.\"}],\"markDefs\":[{\"_key\":\"e4e581952104\",\"_type\":\"link\",\"href\":\"https://www.braze.com/pt-br\"}],\"style\":\"normal\"},{\"_key\":\"580dd1dc1b89\",\"_type\":\"block\",\"children\":[{\"_key\":\"5da4f7348c1b\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Obtenha a adesão dos clientes\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"2749844ad4b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"add06fa66da6\",\"_type\":\"span\",\"marks\":[],\"text\":\"O WhatsApp exige consentimento explícito antes de enviar mensagens de marketing. Portanto, é importante promover o perfil da marca e coletar adesões por meio de seu site, \"},{\"_key\":\"eea7a13723b0\",\"_type\":\"span\",\"marks\":[\"a915e3408116\"],\"text\":\"página de destino\"},{\"_key\":\"56e8bfdac117\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"5504b86c59aa\",\"_type\":\"span\",\"marks\":[\"bad22f3136a9\"],\"text\":\"formulário de captura de número de telefone\"},{\"_key\":\"9a3617c8c08c\",\"_type\":\"span\",\"marks\":[],\"text\":\" ou links de mídia social.\"}],\"markDefs\":[{\"_key\":\"a915e3408116\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/pt-br/user_guide/engagement_tools/landing_pages\"},{\"_key\":\"bad22f3136a9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/pt-br/user_guide/message_building_by_channel/in-app_messages/traditional/customize/email_capture_form\"}],\"style\":\"normal\"},{\"_key\":\"0007c4cf92f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"aed49be23ff3\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Segmente seu público\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"003694ae3f58\",\"_type\":\"block\",\"children\":[{\"_key\":\"94691bbb3539\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use o histórico de compras, os níveis de engajamento, os dados demográficos e outras informações primárias dos clientes para segmentar os usuários. Exemplo: envie ofertas exclusivas para consumidores recorrentes e mensagens de boas-vindas aos novos usuários.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"075c3f69cc99\",\"_type\":\"block\",\"children\":[{\"_key\":\"c5f7c9dc0f71\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Configure mensagens automatizadas e personalizadas\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"09f9d75eb632\",\"_type\":\"block\",\"children\":[{\"_key\":\"c878ea3bf360\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use respostas rápidas e chamadas à ação para criar mensagens interativas e otimizar a comunicação. Exemplo: se um cliente abandonar o carrinho, acione um lembrete automatizado com um desconto e um link que o leve de volta à página específica do produto.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d37d3f38e449\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf32a9302f41\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Avalie o desempenho e otimize\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"643f957c5721\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee69b74afab4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Acompanhe métricas importantes, como taxas de leitura, taxas de cliques e conversões. \"},{\"_key\":\"91622e224bfb\",\"_type\":\"span\",\"marks\":[\"1e9204e5cc7d\",\"strong\"],\"text\":\"Faça testes A/B\"},{\"_key\":\"2cf13c4094f1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" com o tempo de envio das mensagens, formatos e posicionamento das CTAs\"},{\"_key\":\"d0c86001dba1\",\"_type\":\"span\",\"marks\":[],\"text\":\" para melhorar o engajamento.\"}],\"markDefs\":[{\"_key\":\"1e9204e5cc7d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/pt-br/user_guide/engagement_tools/campaigns/testing_and_more\"}],\"style\":\"normal\"},{\"_key\":\"1575637080ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee05b6bcd574\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quer aprender por meio de exemplos de empresas reais? Assista ao \"},{\"_key\":\"11a199167efb\",\"_type\":\"span\",\"marks\":[\"a57440827b1b\"],\"text\":\"podcast da Braze\"},{\"_key\":\"b24b3fa4dac2\",\"_type\":\"span\",\"marks\":[],\"text\":\" em parceria com o Mundo do Marketing e veja como grandes marcas entregam experiências únicas para milhões de clientes com foco na personalização em tempo real!\"}],\"markDefs\":[{\"_key\":\"a57440827b1b\",\"_type\":\"link\",\"href\":\"https://www.youtube.com/watch?v=YPdOg144Qvw\u0026list=PL0sQjr2_4ndtkFBnvMkJCd1E4BAGshrh-\u0026index=6\"}],\"style\":\"normal\"},{\"_key\":\"16fc6501611f\",\"_type\":\"block\",\"children\":[{\"_key\":\"1929638a6845\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os principais benefícios do marketing digital para WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"44829552dbf3\",\"_type\":\"block\",\"children\":[{\"_key\":\"492270e210e9\",\"_type\":\"span\",\"marks\":[],\"text\":\"O aplicativo agrega vários diferenciais à estratégia de relacionamento digital com o consumidor, mas vamos listar 5 principais:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c84605199ab8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c4eabaebf4a4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conectar-se com os clientes onde eles estão;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de09942d9980\",\"_type\":\"block\",\"children\":[{\"_key\":\"5abc330ac71a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Criar conversas significativas;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d23975d482b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"23cbc4abfcd2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Expandir globalmente os esforços de marketing;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a70fb427652\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5550b581f5d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Impulsionar conversões e aumentar o tempo de vida útil dos clientes;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e7860887e8fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"548322c02a01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Otimizar o orçamento de marketing.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3789959d8553\",\"_type\":\"block\",\"children\":[{\"_key\":\"f499e56a8f57\",\"_type\":\"span\",\"marks\":[],\"text\":\"Entenda melhor por que a plataforma é uma parte essencial da estratégia do seu negócio.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6df57d9f5dc6\",\"_type\":\"block\",\"children\":[{\"_key\":\"6161afe84d13\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Conectar-se com os clientes onde eles estão\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"edaa643c6ab8\",\"_type\":\"block\",\"children\":[{\"_key\":\"350fea26faa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Um dos maiores desafios para os profissionais de marketing é conquistar e manter o engajamento dos clientes. A melhor maneira de fazer isso? Encontre-os onde eles já passam a maioria do tempo. No Brasil, já são \"},{\"_key\":\"d05b98af7185\",\"_type\":\"span\",\"marks\":[\"ac71af64c1f6\"],\"text\":\"147 milhões de usuários\"},{\"_key\":\"b3e17eaeff16\",\"_type\":\"span\",\"marks\":[],\"text\":\" do WhatsApp e cerca de\"},{\"_key\":\"5b6a3e968809\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"bcdf7e4e0a07\",\"_type\":\"span\",\"marks\":[\"ff83967833d0\"],\"text\":\"61% checam o aplicativo mais de uma vez por dia\"},{\"_key\":\"3c213c7eca0c\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"ac71af64c1f6\",\"_type\":\"link\",\"href\":\"https://blog.opinionbox.com/pesquisa-whatsapp-no-brasil/\"},{\"_key\":\"ff83967833d0\",\"_type\":\"link\",\"href\":\"https://materiais.opinionbox.com/pesquisa-whatsapp-no-brasil\"}],\"style\":\"normal\"},{\"_key\":\"865bda8144cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cd1aa3d037b\",\"_type\":\"span\",\"marks\":[],\"text\":\"E este movimento ocorre de forma global: já são 3 bilhões de pessoas ativas na plataforma que interagem diariamente com as empresas, seja para esclarecer dúvidas, navegar por perfis comerciais ou solicitar ajuda. Portanto, a chance é grande de que seus clientes também estejam presentes neste ambiente.Por que não facilitar a proximidade deles com a sua marca?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce977734fb71\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cc1ee409135\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28787901915d\",\"_type\":\"block\",\"children\":[{\"_key\":\"776ecbcc6aa4\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Criar conversas significativas\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"5c22ff7cd267\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7c2ad27a3b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Um bom marketing não se resume a enviar mensagens, mas é sobre iniciar diálogos. \"},{\"_key\":\"9dad9a94935f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"O WhatsApp foi criado para a comunicação bidirecional\"},{\"_key\":\"ae2ca1a6c28c\",\"_type\":\"span\",\"marks\":[],\"text\":\", o que o torna perfeito para empresas que desejam envolver o público de uma forma mais interativa e humanizada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ccdf90613ade\",\"_type\":\"block\",\"children\":[{\"_key\":\"98dfc8bf2b55\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao contrário dos canais de marketing tradicionais, como SMS ou e-mail, o WhatsApp permite conversas dinâmicas em tempo real. Esta possibilidade contribui para que as organizações conheçam melhor seus consumidores, respondam perguntas instantaneamente e criem experiências personalizadas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fd8196a59d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"58c448b2edc8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seja para coletar feedback, recomendar produtos ou fornecer suporte personalizado, o marketing digital para WhatsApp \"},{\"_key\":\"f5777bedf7ff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ajuda a construir relações mais sólidas e autênticas com seu público\"},{\"_key\":\"12a8824c5f36\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d4b1c714d6e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0709ca421cfd\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"522672f821e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"eed7bb6fd0c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Expandir globalmente os esforços de marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9aa39350a792\",\"_type\":\"block\",\"children\":[{\"_key\":\"63f0b144df3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para marcas globais, escolher os canais de comunicação certos pode ser complicado. Algumas plataformas funcionam melhor em determinadas regiões do que em outras, o que dificulta o alcance de públicos em todo o mundo. \"},{\"_key\":\"ae996fb9badf\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mas o WhatsApp é diferente: é uma das poucas plataformas com alcance mundial massivo\"},{\"_key\":\"1772611792a1\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8457be3d3aa5\",\"_type\":\"block\",\"children\":[{\"_key\":\"888beedfc020\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com uma \"},{\"_key\":\"bc4fcb17daab\",\"_type\":\"span\",\"marks\":[\"d735dc42adba\"],\"text\":\"taxa de penetração de mais de 85%\"},{\"_key\":\"4c9cc87e3f5e\",\"_type\":\"span\",\"marks\":[],\"text\":\" em regiões como Ásia-Pacífico, partes da Europa e América Latina, é o canal ideal para empresas que desejam se conectar com públicos internacionais \"},{\"_key\":\"887cd92e1379\",\"_type\":\"span\",\"marks\":[\"701964665420\"],\"text\":\"fora dos EUA\"},{\"_key\":\"36c5a0ed7bdb\",\"_type\":\"span\",\"marks\":[],\"text\":\". Não importa onde seus clientes estejam, o WhatsApp oferece uma maneira consistente e eficaz de interagir com eles.\"}],\"markDefs\":[{\"_key\":\"d735dc42adba\",\"_type\":\"link\",\"href\":\"https://www.statista.com/statistics/1311229/whatsapp-usage-messaging-app-users-by-country/?utm_source=braze\u0026utm_medium=guide\u0026utm_campaign=fy24-q1-global-whatsapp_inspiration_guide\"},{\"_key\":\"701964665420\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-evolutions-2025-three-key-updates\"}],\"style\":\"normal\"},{\"_key\":\"aace59fd525f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e43298aa023\",\"_type\":\"span\",\"marks\":[],\"text\":\"Vale lembrar que, desde abril de 2025,\"},{\"_key\":\"f48b71cfb918\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" o envio de mensagens de marketing está suspenso no WhatsApp dos EUA\"},{\"_key\":\"c6237c307959\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98fc5ca6077c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e4c8374fe95\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6f8abbead8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"472eaa1c2742\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Impulsionar conversões e aumentar o tempo de vida útil dos clientes\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"d8c85ed1f93e\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d4018f2c3ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"O WhatsApp também é forte na conversão de clientes. Os recursos avançados da plataforma, que incluem botões de resposta rápida, mensagens multimídia e chamadas à ação interativas, \"},{\"_key\":\"933de4136827\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"permitem que as marcas criem campanhas altamente envolventes que capturam a atenção\"},{\"_key\":\"679c95a6b353\",\"_type\":\"span\",\"marks\":[],\"text\":\" e impulsionam a ação.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d66929f0d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"a38fd107170c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com a abordagem certa, o WhatsApp pode ser usado para:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5dab254010b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3c4889f1d62\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"criar campanhas de integração\"},{\"_key\":\"1f8750188d60\",\"_type\":\"span\",\"marks\":[],\"text\":\" atrativas para ativar mais clientes;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"726ba9857bac\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ee07eef971f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"impulsionar vendas adicionais e vendas cruzadas\"},{\"_key\":\"0878dcb18746\",\"_type\":\"span\",\"marks\":[],\"text\":\" com mensagens que mostram seus produtos e serviços;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f13f3ff3cc25\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ab646ad8183\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"recuperar vendas perdidas\"},{\"_key\":\"0adb529dea4a\",\"_type\":\"span\",\"marks\":[],\"text\":\" com lembretes de \"},{\"_key\":\"26974f573da1\",\"_type\":\"span\",\"marks\":[\"4e89670b4363\"],\"text\":\"carrinhos abandonados\"},{\"_key\":\"7c2d3d801d82\",\"_type\":\"span\",\"marks\":[\"strong\",\"underline\"],\"text\":\";\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4e89670b4363\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"2b17140d-e445-4791-a783-3a424596c6a3\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"74b1d1496297\",\"_type\":\"block\",\"children\":[{\"_key\":\"97b811b1685d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"coletar feedback valioso\"},{\"_key\":\"8851fc8bfa64\",\"_type\":\"span\",\"marks\":[],\"text\":\" com pesquisas rápidas no próprio diálogo;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c72d47b3e271\",\"_type\":\"block\",\"children\":[{\"_key\":\"3163015acc51\",\"_type\":\"span\",\"marks\":[],\"text\":\"incentivar referências com \"},{\"_key\":\"df5d09e5f10d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"opções fáceis de compartilhamento\"},{\"_key\":\"639a512778aa\",\"_type\":\"span\",\"marks\":[],\"text\":\";\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d528a5f957bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"bde0575208d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aumentar a fidelidade\"},{\"_key\":\"cbab1f4a5cb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" do cliente com lembretes transacionais úteis;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37939e8b0f09\",\"_type\":\"block\",\"children\":[{\"_key\":\"a794e82df3be\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"recuperar clientes inativos\"},{\"_key\":\"490ed1d54c29\",\"_type\":\"span\",\"marks\":[],\"text\":\" com mensagens interessantes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"915f9ae03ecc\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2265afc71b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quando combinado com otimização \"},{\"_key\":\"f6c082a9621f\",\"_type\":\"span\",\"marks\":[\"9ed0ee2c4b08\"],\"text\":\"baseada em IA\"},{\"_key\":\"3f1a1995b424\",\"_type\":\"span\",\"marks\":[],\"text\":\" e segmentação avançada, faz com que as marcas entreguem a mensagem certa para o usuário adequado, no momento ideal. Assim, aumentam as taxas de conversão e o valor da vida útil do cliente.\"}],\"markDefs\":[{\"_key\":\"9ed0ee2c4b08\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"phrase.ptd.pt_br--e9be54d7\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"e17a6c63344d\",\"_type\":\"block\",\"children\":[{\"_key\":\"6821b0245ad3\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dea5da26a45\",\"_type\":\"block\",\"children\":[{\"_key\":\"612d8f323a2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Otimizar o orçamento de marketing\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"88e7e38929fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6145bbc0b9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os orçamentos de marketing estão frequentemente sob pressão, e as marcas precisam maximizar o ROI, por meio da concentração em canais mais econômicos e de alto impacto. \"},{\"_key\":\"cdeb0f8663af\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"O WhatsApp permite que as empresas otimizem seus esforços de engajamento\"},{\"_key\":\"114cdd2bb931\",\"_type\":\"span\",\"marks\":[],\"text\":\" com o cliente ou anúncios pagos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be8a46dfd8d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5b3bd6ae665\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao integrar o aplicativo à sua estratégia de marketing multicanal, você pode:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d27f5312091\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b7610789804\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"reduzir os custos de aquisição de clientes\"},{\"_key\":\"faaa6e4e1566\",\"_type\":\"span\",\"marks\":[],\"text\":\", aproveitando as mensagens diretas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5efba6757700\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddaa79b4304d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"melhorar o engajamento\"},{\"_key\":\"d0b1e1e13958\",\"_type\":\"span\",\"marks\":[],\"text\":\", por meio de um canal com o qual as pessoas realmente querem interagir.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b214692d013a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ab3b15560f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Em resumo, o WhatsApp ajuda as empresas a se destacarem, conectarem-se com os consumidores de forma eficiente e obterem o maior retorno de seus investimentos em marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb076bb35df2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9b397f5aa48\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e2289042ff4\",\"_type\":\"block\",\"children\":[{\"_key\":\"17a4bbcddc5f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as melhores estratégias de marketing digital para o WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7e6916871fa7\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c6b3411086b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja como configurar e otimizar o uso da ferramenta para abordar seus clientes:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"138da7844373\",\"_type\":\"block\",\"children\":[{\"_key\":\"2781b8dfc252\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Aumente sua lista de assinantes;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fc8df196723e\",\"_type\":\"block\",\"children\":[{\"_key\":\"103b7a1faee8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Siga as regras de adesão do aplicativo;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f94781f2734\",\"_type\":\"block\",\"children\":[{\"_key\":\"756ecbed275f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Expanda suas mensagens de forma eficaz;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0b119ff4bc0\",\"_type\":\"block\",\"children\":[{\"_key\":\"d118e88333d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Integra o WhatsApp à estratégia multicanal;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"90cddaa4346b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b390704f0f21\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalize suas campanhas para gerar o maior impacto.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35fc9138d529\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecdef10bf0df\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para envolver os usuários, impulsionar conversões e explorar ao máximo o uso do aplicativo, é recomendável implementar boas práticas em cada um desses aspectos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7dd9a7d92cee\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ddad08cc4e9\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac57eaa1db75\",\"_type\":\"block\",\"children\":[{\"_key\":\"c3b05c4595be\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Aumente sua lista de assinantes\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"199692a7b215\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d0c42206780\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Antes de enviar mensagens de marketing pelo WhatsApp, você precisa da autorização explícita dos clientes\"},{\"_key\":\"e999d0083b34\",\"_type\":\"span\",\"marks\":[],\"text\":\". Ou seja, sua primeira prioridade deve ser construir uma base sólida de assinantes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d13249c73cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b5ebfded7a5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja algumas maneiras eficazes de promover sua presença na plataforma e incentivar as autorizações:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39530ef41994\",\"_type\":\"block\",\"children\":[{\"_key\":\"842b00a93861\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"use as ferramentas integradas do WhatsApp\"},{\"_key\":\"39e7f3b79000\",\"_type\":\"span\",\"marks\":[],\"text\":\", por meio do compartilhamento de códigos QR e links curtos em seu site, e-mails, redes sociais e displays na loja para facilitar a inscrição;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a497fd037cdf\",\"_type\":\"block\",\"children\":[{\"_key\":\"456f94e29a0a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aproveite as redes sociais\"},{\"_key\":\"bbe65b28c780\",\"_type\":\"span\",\"marks\":[],\"text\":\" e adicione botões de ação do WhatsApp aos seus perfis e lojas no Facebook e Instagram;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"68a7329bc9f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e89a4f3313c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"exiba anúncios pagos que\"},{\"_key\":\"cab94e70419e\",\"_type\":\"span\",\"marks\":[],\"text\":\" podem ajudar a atrair novos clientes ou consumidores recorrentes que ainda não se inscreveram.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8deffca519aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"596c50aecac3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além disso, ofereça benefícios aos usuários para estimular o consentimento, como acesso antecipado às promoções, atualizações de pedido ou outras vantagens exclusivas. Um desconto, teste gratuito ou oferta especial também podem ser bons motivadores.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb76f227ac7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d5fd6bb042a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Lembre-se ainda de que posicionar sua experiência no WhatsApp como um canal único e valioso pode aumentar significativamente o número de assinantes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9840dd145e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"690be9a72aed\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bcbf1a949e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"679094688581\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Siga as regras de adesão do WhatsApp\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"9aeaba9fdf13\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c8bbacd89b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"O WhatsApp tem \"},{\"_key\":\"0c066410f697\",\"_type\":\"span\",\"marks\":[\"d0ee7bbb21be\",\"strong\"],\"text\":\"diretrizes rígidas\"},{\"_key\":\"4aa161ce40cb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" sobre como as empresas coletam adesões\"},{\"_key\":\"64f7a174d442\",\"_type\":\"span\",\"marks\":[],\"text\":\", e o não cumprimento pode limitar sua capacidade de enviar mensagens. Aqui está o que você deve ter em mente:\"}],\"markDefs\":[{\"_key\":\"d0ee7bbb21be\",\"_type\":\"link\",\"href\":\"https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in/\"}],\"style\":\"normal\"},{\"_key\":\"3842036ef0c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e6b3d5536d9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"obtenha consentimento explícito: \"},{\"_key\":\"1dba7aed96b2\",\"_type\":\"span\",\"marks\":[],\"text\":\"os usuários devem concordar claramente em receber mensagens da sua marca. Observação: embora o WhatsApp tenha recentemente removido esta autorização específica para o canal, é uma prática recomendada para obter o máximo engajamento;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ae14209fde6\",\"_type\":\"block\",\"children\":[{\"_key\":\"588cd23a0faa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"seja transparente e \"},{\"_key\":\"2ba42690d4f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"declare quem você é e que tipo de mensagens eles podem esperar;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf3b9128e66f\",\"_type\":\"block\",\"children\":[{\"_key\":\"379dafcd74f6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"siga os requisitos legais\"},{\"_key\":\"9529306ee2d3\",\"_type\":\"span\",\"marks\":[],\"text\":\", ou seja, cumpra todas as leis regionais de privacidade de dados.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b6f9110ec15\",\"_type\":\"block\",\"children\":[{\"_key\":\"b947ecd1ffae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao aderir a essas diretrizes, você manterá a confiança e o engajamento para usar o aplicativo de forma segura e sustentável.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5357006b209b\",\"_type\":\"block\",\"children\":[{\"_key\":\"110cfb84a4c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62f8c2559b6b\",\"_type\":\"block\",\"children\":[{\"_key\":\"df803c42d183\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Expanda suas mensagens de forma eficaz\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"782024602449\",\"_type\":\"block\",\"children\":[{\"_key\":\"180e3f0c2e55\",\"_type\":\"span\",\"marks\":[],\"text\":\"O WhatsApp restringe a quantidade de conversas de marketing que a empresa pode iniciar em um período de 24 horas. Mas esses limites aumentam com o tempo, à medida que você estabelece uma boa reputação de envio. Veja como expandir sua capacidade de disparo de mensagens:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16a1c1ac2b1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"97d8e104120a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"conclua a verificação comercial da Meta\"},{\"_key\":\"9c415529bf6d\",\"_type\":\"span\",\"marks\":[],\"text\":\" porque esta atitude assegura a identidade da sua empresa e desbloqueia limites mais altos de envio de mensagens;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d251486323d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"d65d5f32c6b3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"mantenha uma classificação de qualidade forte\"},{\"_key\":\"2e2bd825bfd4\",\"_type\":\"span\",\"marks\":[],\"text\":\" dentro dos critérios do WhatsApp. Uma classificação mais baixa (causada quando muitos usuários bloqueiam o número ou denunciam suas mensagens) pode limitar sua capacidade de escalonamento;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"741422c6d9b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"afd5f511eb6a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"garanta que o status do seu número de telefone permaneça como “conectado”. \"},{\"_key\":\"a3a51e9d7c32\",\"_type\":\"span\",\"marks\":[],\"text\":\"Se sua classificação cair muito, seu número pode ser sinalizado, o que impedirá o aumento dos seus limites.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"03cd915b08ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6a44324a9b7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seguindo as práticas recomendadas e mantendo altos níveis de engajamento, você pode elevar gradualmente de mil mensagens para 10 mil, 100 mil e, eventualmente, capacidade ilimitada de envio.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bbb747be665\",\"_type\":\"block\",\"children\":[{\"_key\":\"86b3d65ef27a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40cc22f89905\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ff31754a19e\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Integre o WhatsApp à estratégia multicanal\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"456a29823f93\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5419cf0eb5d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os benefícios do marketing digital para WhatsApp são potencializados quando o canal se integra a uma estratégia ampla de engajamento do cliente, em vez de atuar como um meio isolado.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"264e8edbc7be\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c2b5d614100\",\"_type\":\"span\",\"marks\":[],\"text\":\"Portanto, é recomendável combinar sua utilização com outros pontos de contato mais econômicos, como notificações push e mensagens no aplicativo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f96c4a9dfe64\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdb55de376c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Neste sentido, os negócios podem ter atitudes como:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25ae430e79d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"10d2cea028cb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"usar o WhatsApp para um engajamento interativo\"},{\"_key\":\"16dd8cda88c6\",\"_type\":\"span\",\"marks\":[],\"text\":\" e rápido, enquanto o e-mail fornece conteúdo mais aprofundado;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4033bd4cfad4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e02aae9ebd3f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"enviar mensagens personalizadas pelo WhatsApp após interações importantes\"},{\"_key\":\"2c9815c01069\",\"_type\":\"span\",\"marks\":[],\"text\":\", como compras ou carrinhos abandonados. Combine-as com e-mails que recomendam itens inspirados nessas compras ou notificações push que informam aos clientes quando os produtos de que eles podem gostar entram em promoção;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e5498161426\",\"_type\":\"block\",\"children\":[{\"_key\":\"ceb67c227274\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"criar uma campanha de integração de alto contato para coletar informações e orientar os consumidores sobre os valores e benefícios\"},{\"_key\":\"a5ed4a2c66cf\",\"_type\":\"span\",\"marks\":[],\"text\":\" do seu produto ou serviço, por meio dos canais que fazem mais sentido para a sua marca, como uma mescla de e-mail, WhatsApp e mensagens no aplicativo.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35930ddf0811\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8aa479a0266\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao priorizar uma abordagem integrada, você aumenta seu alcance, melhora a retenção de clientes e maximiza as conversões.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"393f241b37ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"21a451a3935b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Quer saber como turbinar o engajamento, a monetização e a retenção com experiências integradas entre canais? \"},{\"_key\":\"fc88083b7ad4\",\"_type\":\"span\",\"marks\":[\"strong\",\"5ab27b42000b\"],\"text\":\"Confira nosso guia!\"}],\"markDefs\":[{\"_key\":\"5ab27b42000b\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"68984a92-9f68-49bf-afc1-f13c92e0adb0\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"723e0db13609\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6f8b208d84d\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b1fa935f6c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"7eb5bdb0b7b9\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Personalize suas campanhas no WhatsApp para obter o máximo impacto\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7a14fd33f452\",\"_type\":\"block\",\"children\":[{\"_key\":\"5174ab8e5de3\",\"_type\":\"span\",\"marks\":[],\"text\":\"A personalização é fundamental para um maior envolvimento e resultados mais sólidos. Os clientes esperam mensagens relevantes, oportunas e adaptadas aos seus interesses, preferências e comportamentos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c61be5b28f8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5dd8837608ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja como tornar suas campanhas no WhatsApp mais pessoais:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1cdd019257fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"b674e761d1bf\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aproveite os dados dos clientes\"},{\"_key\":\"3ce698fa455c\",\"_type\":\"span\",\"marks\":[],\"text\":\" e use insights de interações, preferências e comportamentos anteriores para enviar mensagens mais relevantes;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9804c87353ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd2786633f68\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"segmente seu público\"},{\"_key\":\"2313a3e83b67\",\"_type\":\"span\",\"marks\":[],\"text\":\" com base em fatores como histórico de compras, localização ou níveis de engajamento para enviar campanhas mais direcionadas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47f53e883c22\",\"_type\":\"block\",\"children\":[{\"_key\":\"1765812f36c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"use conteúdo dinâmico \"},{\"_key\":\"c26566b68dc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"e personalize mensagens com recomendações de produtos, ofertas especiais, pontos de fidelidade ou outros elementos adaptados a cada usuário;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fe26d5bfa669\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d330e6247ee\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"envie notificações oportunas\"},{\"_key\":\"3c68c6f6b340\",\"_type\":\"span\",\"marks\":[],\"text\":\" pelo WhatsApp para coisas como atualizações de pedidos, lembretes de eventos ou ofertas exclusivas.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9baff494830\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb126ba0f21b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Essas dicas garantem às marcas a criação de experiências no WhatsApp mais humanas, proveitosas e engajantes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bb55b6a6029\",\"_type\":\"block\",\"children\":[{\"_key\":\"46ebcf86fa2a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Veja como é possível conduzir essa personalização em escala: \"},{\"_key\":\"282c4b43a092\",\"_type\":\"span\",\"marks\":[\"strong\",\"461537d42bbe\"],\"text\":\"leia nosso artigo completo\"},{\"_key\":\"8d647696a3e3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" sobre o assunto.\"}],\"markDefs\":[{\"_key\":\"461537d42bbe\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"bac43782-058b-4b96-aa58-53378b39675a\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"03f83bd553a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f11b26ff700\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71cea092fcf6\",\"_type\":\"block\",\"children\":[{\"_key\":\"14ac64049bf1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais os casos de uso de marketing digital para o WhatsApp mais comuns?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"196811a33583\",\"_type\":\"block\",\"children\":[{\"_key\":\"9022c0b219ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Empresas de setores diversos já exploram a plataforma para estimular ações importantes de seus clientes. As principais campanhas de incentivo desenvolvidas pelas marcas são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4216cb029dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"566e7de3886a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Campanhas de incorporação de novos clientes;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f56fd3073b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"f21a24c38297\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Campanhas de incentivo à finalização das compras;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebc1f124ad44\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc90eafcf4fa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Campanha de recuperação de consumidores, por meio da fidelização.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf7c5814a993\",\"_type\":\"block\",\"children\":[{\"_key\":\"759f191ef116\",\"_type\":\"span\",\"marks\":[],\"text\":\"Entenda como aplicar no dia a dia do seu negócio essas táticas de abordagem dos usuários pelo WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ed5e86739229\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b2851c18052\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e895f130e2d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"441810369728\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Campanhas de incorporação de novos clientes\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"3c893ba57c58\",\"_type\":\"richImage\",\"alt\":\"Marketing digital para WhatsApp é essencial para incentivar o processo de configuração de novos clientes\",\"asset\":{\"_ref\":\"image-37c52fb52d69089cd7d58776230d4a6721cf417a-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"6890c67415b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dd5cd18c776\",\"_type\":\"span\",\"marks\":[],\"text\":\"Você sabe como é: alguém baixa seu aplicativo ou se inscreve em seu site, mas depois nada acontece. A pessoa não conclui a configuração da conta, o que significa que não pode aproveitar todo o valor do seu produto ou serviço. Frustrante, não é? Bem, é neste momento que o marketing digital para o WhatsApp surge para reverter esse cenário.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f31c49953ad8\",\"_type\":\"block\",\"children\":[{\"_key\":\"97ff52142736\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine que você esteja executando o programa de engajamento do cliente para uma startup de viagens chamada “Upon Voyage”. Você poderia enviar uma mensagem amigável pelo aplicativo para esses clientes em potencial da seguinte forma: “Olá! Percebemos que você não concluiu a configuração da sua conta. Não se preocupe, aqui está um link rápido para continuar de onde você parou!”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1920f21b034\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0bf771f6834\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Também é possível usar botões de resposta rápida para coletar informações diretamente no chat \"},{\"_key\":\"2d21a483c507\",\"_type\":\"span\",\"marks\":[],\"text\":\"e reduzir a desistência. Você pode conversar com cada cliente, mas de uma maneira muito mais eficiente.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8821dd86c51\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f1504c1cbbe\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Dica profissional:\"},{\"_key\":\"c101c705cb89\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"d6934bfe0986\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"fazer com que as pessoas concluam a inscrição pode realmente economizar dinheiro em custos de aquisição de consumidores\"},{\"_key\":\"94584645febc\",\"_type\":\"span\",\"marks\":[],\"text\":\". Além disso, coletar mais preferências do público antecipadamente ajuda a criar uma experiência mais personalizada no futuro. É uma situação em que todos ganham!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cf35ec9209d\",\"_type\":\"block\",\"children\":[{\"_key\":\"89e3e3c78b2d\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ad0207df298\",\"_type\":\"block\",\"children\":[{\"_key\":\"a464fd60d675\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Campanhas de incentivo à finalização das compras\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6af6359fe261\",\"_type\":\"richImage\",\"alt\":\"Campanhas de carrinhos abandonados são boas estratégias de marketing digital para WhatsApp\",\"asset\":{\"_ref\":\"image-1cce2e0a39fc25f457eb421191e40aca4d6553f4-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"326fdaec4c1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d2bb7d9f885\",\"_type\":\"span\",\"marks\":[],\"text\":\"Todos nós já fizemos isso: fomos às compras online, adicionamos itens ao carrinho e depois ficamos entediados, distraídos ou mudamos de ideia. Então, saímos do site e esquecemos tudo. Mais uma vez, as mensagens pelo WhatsApp se destacam.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"650285a428fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dae12df79a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Digamos que você faça parte da equipe de CRM de um serviço de entrega de comida chamado “Calorie Rocket”. Sua equipe percebe que houve um aumento nos carrinhos abandonados no último mês e você é encarregado de resolver essa questão. Sem problema! Você pode automatizar o envio de uma mensagem como: “Ei! Salvamos suas seleções recentes para você. Quer concluir seu pedido agora? Se você fizer o pedido na próxima hora, ainda oferecemos entrega gratuita.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"295034592593\",\"_type\":\"block\",\"children\":[{\"_key\":\"24d16914bc09\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"O diferencial do WhatsApp é que você pode adicionar um botão de “concluir pedido” diretamente na mensagem\"},{\"_key\":\"6307e5d7a20d\",\"_type\":\"span\",\"marks\":[],\"text\":\". Um toque e os clientes voltam ao seu aplicativo ou site para finalizar a compra. Fácil, não é mesmo?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b593bfcb543\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3f21a48d0bb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Dica profissional:\"},{\"_key\":\"1fc6bde8bd1a\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"dd37ceb766fa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"tente fazer testes variados com o tempo de envio da mensagem de carrinho abandonado \"},{\"_key\":\"e61d1b41609b\",\"_type\":\"span\",\"marks\":[],\"text\":\"(neste exemplo de entrega de comida, pode ser 15 minutos, 30 minutos ou 1 hora após o abandono) para maximizar o desempenho.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0b1f42dd0a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f996de4e20e\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c8402ea13998\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab70a4432079\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Campanha de recuperação de consumidores, por meio da fidelização\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b76757bc24ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"8662c794d37c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hoje em dia, há muitas opções para tudo. Como fazer com que seus clientes retornem ao seu negócio? \"},{\"_key\":\"8dc08d1ff645\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Convide-os para fazer parte do programa de fidelidade\"},{\"_key\":\"127b52f77f42\",\"_type\":\"span\",\"marks\":[],\"text\":\": este é um dos casos de uso de marketing digital para WhatsApp mais relevantes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ab7fe16bcf3\",\"_type\":\"block\",\"children\":[{\"_key\":\"cee901ef453f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine que você faça parte da equipe de marketing de uma loja de roupas online chamada “Flash \u0026 Thread”. Você poderia configurar uma mensagem como: “Olá, VIP! Quer acesso exclusivo a novas coleções e descontos especiais? Participe do nosso programa de fidelidade com apenas um toque!”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01e8b9921c39\",\"_type\":\"richImage\",\"alt\":\"Convites para clubes de fidelidade são medidas interessantes para abordar consumidores via WhatsApp\",\"asset\":{\"_ref\":\"image-4e220c042421b5b2dc6fe996040ac2dfb3eac1ef-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"5802ef985809\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5109113caa6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao facilitar a adesão e mostrar benefícios claros, é mais provável que seus clientes voltem ao site para novas compras. Além disso, consumidores fiéis costumam gastar mais com o tempo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96704d19822d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a9266886652\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Dica profissional: considere oferecer algumas ofertas exclusivas apenas para seus assinantes do WhatsApp\"},{\"_key\":\"2c808d7c8e7b\",\"_type\":\"span\",\"marks\":[],\"text\":\". É uma ótima maneira de recompensá-los e talvez até mesmo fazer com que divulguem a marca para seus amigos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c97eca5fc5a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f40649618db1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Lembre-se de que o aplicativo tem tudo a ver com estabelecer bons diálogos. Seja amigável, prestativo e você estará no caminho certo para construir ótimos relacionamentos com o público. Foi assim que quatro clientes da Braze reverteram situações complexas e colheram excelentes resultados. Continue sua leitura para se inspirar!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1bfc3e2f67f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e247664cc0b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"12dd4cb91603\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4e8a5cb08cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conheça 4 exemplos de marketing digital para WhatsApp com empresas reais\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6d2db3ca79d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"04339936b72a\",\"_type\":\"span\",\"marks\":[],\"text\":\"O suporte nativo para WhatsApp da Braze viabiliza a criação de conexões reais e que realmente convertem. Nos próximos parágrafos, você vai descobrir como as empresas \"},{\"_key\":\"a59d69bd9755\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Floward, Rappi, Styli e Stori\"},{\"_key\":\"5c19ac0fde29\",\"_type\":\"span\",\"marks\":[],\"text\":\" exploraram as funcionalidades da nossa ferramenta para atingir grandes objetivos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a689e1f3e6d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4417beaefd5d\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e0ea28d5753\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d559849bd64\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conquistando corações e engajando com a Floward\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"cd7de6cd09a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"0f04d2ef2490\",\"_type\":\"span\",\"marks\":[\"9dc7a333fe30\",\"strong\"],\"text\":\"A Floward\"},{\"_key\":\"39a45910c96f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" é o lugar certo para solicitar a entrega online de flores e presentes no Oriente Médio, norte da África e Reino Unido\"},{\"_key\":\"799c7258f7fb\",\"_type\":\"span\",\"marks\":[],\"text\":\". É conhecida por seu serviço excepcional, produtos de alta qualidade e experiência online descomplicada. Mas, além de buquês lindos e presentes atenciosos, o engajamento do cliente está no centro do sucesso da Floward.\"}],\"markDefs\":[{\"_key\":\"9dc7a333fe30\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/floward-case-study\"}],\"style\":\"normal\"},{\"_key\":\"1e034de2bdea\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef357e64834f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quando os consumidores se sentem conectados, eles voltam, compartilham suas histórias e confiam na marca para seus momentos mais significativos. Ao criar experiências personalizadas e promover conexões emocionais genuínas, a Floward constrói lealdade, aumenta a satisfação e mantém os usuários engajados a longo prazo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22ad3adc71b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e64499d63796\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"O Dia dos Namorados é um dos momentos mais importantes do ano para a empresa\"},{\"_key\":\"4620e0734a03\",\"_type\":\"span\",\"marks\":[],\"text\":\". Afinal, é quando as emoções estão à flor da pele e os presentes ganham destaque. Foi justamente para solucionar desafios deste período que a Floward se uniu à Braze.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b469061ce2f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"1191ba1c656c\",\"_type\":\"span\",\"marks\":[],\"text\":\"O desafio: manter o amor em flor\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"039083690444\",\"_type\":\"block\",\"children\":[{\"_key\":\"19d57181c2a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com o baixo fluxo de novos clientes e uma onda de usuários inativos, \"},{\"_key\":\"2dd5f3935d2a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"a empresa precisava maximizar o engajamento e as conversões e, ao mesmo tempo, reduzir a rotatividade de compradores\"},{\"_key\":\"7bb716eba71b\",\"_type\":\"span\",\"marks\":[],\"text\":\". As altas taxas de abandono entre consumidores iniciantes e a dificuldade de reconquistar aqueles mais antigos estavam afetando as vendas e a visibilidade geral da marca.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f1a20ff7c4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad2ae631a858\",\"_type\":\"span\",\"marks\":[],\"text\":\"A Floward precisava de uma estratégia que não apenas conquistasse corações, mas também os mantivesse voltando para mais.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e114655af32\",\"_type\":\"block\",\"children\":[{\"_key\":\"53a974627c78\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00aadde634a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"37ad391f4caa\",\"_type\":\"span\",\"marks\":[],\"text\":\"A estratégia: uma abordagem inteligente e baseada em dados para o engajamento\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"c4a4d62daf26\",\"_type\":\"block\",\"children\":[{\"_key\":\"d259d570ef42\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Com Braze Canvas, foi possível criar jornadas personalizadas para os clientes\"},{\"_key\":\"e36d9bd8192b\",\"_type\":\"span\",\"marks\":[],\"text\":\" no WhatsApp, notificações push, mensagens no aplicativo e e-mail, o que garantiu que a mensagem certa chegasse à pessoa certa no momento perfeito.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"458773856a24\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcc60340059e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aproveitando a análise de Recência, Frequência e Monetária (RFM), a Floward segmentou seu público para personalizar as campanhas com base no comportamento do cliente. \"},{\"_key\":\"25e1809ffe52\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Essa abordagem baseada em dados permitiu que a empresa enviasse mensagens altamente relevantes que chamavam a atenção dos usuários, incentivando-os a agir\"},{\"_key\":\"95786972e970\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7269a75328c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9faca114bdb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além disso, com insights de dados em tempo real, foi possível mensurar continuamente o desempenho e refinar a estratégia para obter o máximo impacto.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2739840a528b\",\"_type\":\"richImage\",\"alt\":\"Floward investiu no marketing digital para WhatsApp para reativar consumidores e adquirir novos clientes no Dia dos Namorados\",\"asset\":{\"_ref\":\"image-232e1981e90c53d30595dcbb671728712d551948-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"23f85752dfee\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd067e3a464e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os resultados: conexões mais fortes, conversões mais altas\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"55891f54daf8\",\"_type\":\"block\",\"children\":[{\"_key\":\"94e339374c81\",\"_type\":\"span\",\"marks\":[],\"text\":\"A abordagem multicanal cuidadosa da Floward valeu muito a pena. As taxas de engajamento e conversão dispararam e o WhatsApp se destacou com as maiores taxas de receita e reengajamento entre todos os canais de marketing. 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A Rappi precisava de um canal direto e de alto impacto para se reconectar com quem estava ausente e incentivar compras mais frequentes de sua base de clientes ativos.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a89db8ca6cb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"589ba2f77137\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24d69bf1a1d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"e329a54b5b2b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A estratégia: expandir para o WhatsApp para um alcance mais inteligente e eficaz\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"16fcd9ae0cc9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b98aae11bf52\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para resolver essa questão, a Rappi se tornou parceira da Braze e reforçou seu marketing digital para o WhatsApp. Afinal, o aplicativo é um canal amplamente adotado e altamente confiável na América Latina. Essa mudança permitiu que a marca:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ed5b83b2062\",\"_type\":\"block\",\"children\":[{\"_key\":\"052d0b6f2b51\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"engajasse usuários inativos com ofertas personalizadas\"},{\"_key\":\"052ba7088ba7\",\"_type\":\"span\",\"marks\":[],\"text\":\" e direcionadas que os trouxeram de volta à plataforma;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31a0b5dfc50c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c13947f2b503\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"incentivasse compras repetidas de clientes ativos\"},{\"_key\":\"fd4adda17945\",\"_type\":\"span\",\"marks\":[],\"text\":\" por meio de ofertas exclusivas diretamente em seus dispositivos móveis;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d014ca087e81\",\"_type\":\"block\",\"children\":[{\"_key\":\"acceccfc7dfa\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aproveitasse dados e insights para otimizar as campanhas \"},{\"_key\":\"a46c4e4ba0bf\",\"_type\":\"span\",\"marks\":[],\"text\":\"e garantir que as mensagens fossem oportunas, relevantes e eficazes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bbe4ad168122\",\"_type\":\"richImage\",\"alt\":\"Parceria da Rappi com a Braze visa engajar usuários inativos com ofertas e incentivar novas compras de clientes frequentes\",\"asset\":{\"_ref\":\"image-45a120c93a24bcd53af5ab23846bdcf9e11c2832-1920x968-webp\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f3964a756213\",\"_type\":\"block\",\"children\":[{\"_key\":\"232f3b53c9a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os resultados: um grande aumento no engajamento e nas vendas\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"5bf046ff776c\",\"_type\":\"block\",\"children\":[{\"_key\":\"749e7e62fc8a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao encontrar os clientes em uma plataforma altamente familiar e frequentemente usada, a estratégia do Rappi no WhatsApp proporcionou resultados excelentes:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6cce63817df9\",\"_type\":\"block\",\"children\":[{\"_key\":\"22a509fbece4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aumento de 80% de usuários que fizeram uma compra\"},{\"_key\":\"b977a33e8180\",\"_type\":\"span\",\"marks\":[],\"text\":\";\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e06a0beea62a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed0d2212987e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aumento de 28% de clientes ausentes que retornaram\"},{\"_key\":\"727d9c48a7c4\",\"_type\":\"span\",\"marks\":[],\"text\":\" e fizeram uma compra em 30 dias;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d6d01d81314\",\"_type\":\"block\",\"children\":[{\"_key\":\"693e9f26fc01\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"aumento de 43% de consumidores reativados\"},{\"_key\":\"ae6a30e4acc9\",\"_type\":\"span\",\"marks\":[],\"text\":\" que fizeram duas ou mais compras em 30 dias.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"211a3607aa96\",\"_type\":\"block\",\"children\":[{\"_key\":\"684d2dfb0f96\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com a Braze e o WhatsApp, a Rappi conseguiu reacender o engajamento, impulsionar as vendas, aprofundar o relacionamento com o público e reforçar sua posição como parte indispensável da vida cotidiana das pessoas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46b9b80eda18\",\"_type\":\"block\",\"children\":[{\"_key\":\"d83cd9f75890\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fb48914f73c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e605113d72d\",\"_type\":\"span\",\"marks\":[],\"text\":\"O segredo da Styli para manter o engajamento dos compradores de moda\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"1408f2f50475\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2d9cb27a95d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lançada em 2019, a \"},{\"_key\":\"74b434c7aa9e\",\"_type\":\"span\",\"marks\":[\"46422f6b0ddc\",\"strong\"],\"text\":\"Styli\"},{\"_key\":\"b8b9b3918d9d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" rapidamente se tornou um destino de comércio eletrônico obrigatório para compradores antenados nas tendências da Arábia Saudita, dos Emirados Árabes Unidos e arredores\"},{\"_key\":\"700c0887c24b\",\"_type\":\"span\",\"marks\":[],\"text\":\". Com uma abordagem que prioriza os dispositivos móveis e foco em moda acessível, mas de alta qualidade, a marca ganhou participação de mercado de forma constante e atraiu uma base crescente de clientes jovens e nativos digitais.\"}],\"markDefs\":[{\"_key\":\"46422f6b0ddc\",\"_type\":\"link\",\"href\":\"https://stylishop.com/ae/en\"}],\"style\":\"normal\"},{\"_key\":\"21155230becf\",\"_type\":\"block\",\"children\":[{\"_key\":\"b062b61f73c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para manter esses compradores engajados durante toda a sua jornada, \"},{\"_key\":\"6cf7a6190a81\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"a Styli prioriza três etapas principais do engajamento do cliente\"},{\"_key\":\"48c336d0f373\",\"_type\":\"span\",\"marks\":[],\"text\":\":\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7549133bec85\",\"_type\":\"block\",\"children\":[{\"_key\":\"28a382bf05e3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ativação de novos clientes\"},{\"_key\":\"9dc53b79f9de\",\"_type\":\"span\",\"marks\":[],\"text\":\" para garantir que eles experimentem imediatamente o valor da Styli;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ce5b8d19742\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a264afacea2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"engajamento do usuário para incentivar visitas\"},{\"_key\":\"ebd3d859117e\",\"_type\":\"span\",\"marks\":[],\"text\":\" repetidas e interações mais profundas com a marca;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ab1194ef3de\",\"_type\":\"block\",\"children\":[{\"_key\":\"622fd0faf393\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"retenção de consumidores\"},{\"_key\":\"bd100a827f09\",\"_type\":\"span\",\"marks\":[],\"text\":\", com foco na construção de lealdade no longo prazo por meio de experiências relevantes e personalizadas.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c23736db8b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"46bd74971444\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao entregar mensagens direcionadas e personalizadas, a Styli buscava gerar mais sessões, maior engajamento e aumento nas vendas, mas precisava de uma maneira escalável e eficiente de fazer isso acontecer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be6ed1eae126\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5816824692f\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54fbec7902ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"da6a187d4c45\",\"_type\":\"span\",\"marks\":[],\"text\":\"O desafio: criar jornadas personalizadas para os clientes em escala\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"051f2914bf95\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff098bbcc2e9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A Styli queria fortalecer o relacionamento com os clientes e aumentar o valor de longo prazo\"},{\"_key\":\"5fa57bb17962\",\"_type\":\"span\",\"marks\":[],\"text\":\", mas sem sobrecarregar suas equipes técnicas. O objetivo era claro: oferecer experiências mais relevantes e envolventes em vários pontos de contato para tornar seus esforços de marketing mais eficientes e escaláveis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"beb03da706e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"fec28bf23790\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c6437867d96\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2381f98fb63\",\"_type\":\"span\",\"marks\":[],\"text\":\"A estratégia: engajamento mais inteligente com a Braze\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"f2d5118debe3\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a67e2bfc59\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para dar vida a essa visão, a \"},{\"_key\":\"7c47439f45a1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Styli fez uma parceria com a Braze e aprimorou sua estratégia de engajamento\"},{\"_key\":\"67e09ff82165\",\"_type\":\"span\",\"marks\":[],\"text\":\". Ao apostar em uma combinação de ferramentas dinâmicas, a marca conseguiu:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8a651b65c2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e89deb8dde78\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"expandir sua combinação de canais\"},{\"_key\":\"91407fa41771\",\"_type\":\"span\",\"marks\":[],\"text\":\" e incorporar mensagens no aplicativo, cartões de conteúdo e WhatsApp para se conectar com os clientes de maneiras significativas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0450ccd1ea75\",\"_type\":\"block\",\"children\":[{\"_key\":\"db596ecc018f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"entregar campanhas mais relevantes\"},{\"_key\":\"360c4c560fb4\",\"_type\":\"span\",\"marks\":[],\"text\":\" com catálogos da Braze para enriquecer as mensagens com recomendações de produtos 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inscrições\"},{\"_key\":\"15726cd6d081\",\"_type\":\"span\",\"marks\":[],\"text\":\", com expansão da sua base de clientes mais rapidamente;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"962ddf47aed2\",\"_type\":\"block\",\"children\":[{\"_key\":\"79cc3ab0a23b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"redução de 40% no tempo de criação de campanhas\"},{\"_key\":\"02ce7b49593a\",\"_type\":\"span\",\"marks\":[],\"text\":\", o que permite que a equipe execute com mais eficiência.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf577e17b2ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"c54daa61a544\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao combinar automação estratégica com engajamento personalizado, a Styli não apenas aumentou as vendas, mas também construiu conexões mais fortes e duradouras com seus clientes e garantiu que a marca permaneça em destaque em um mercado de moda em 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rendimento de 15% em contas de depósito.\"}],\"markDefs\":[{\"_key\":\"cb2527edd065\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"ddcc06b6-1d54-465b-9f75-8a00903823ac\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"42e26b06e9d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"872be239dbf6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comprometida em empoderar as pessoas, a Stori adota uma abordagem centrada no cliente, por meio da projeção de produtos em colaboração com os usuários e atenção aos seus feedbacks, necessidades e pontos fracos. Essa dedicação à satisfação do consumidor é fundamental para o objetivo da Stori de consolidar sua posição como a principal fintech da região.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec8dbc523645\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c8e0e1b5c62\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"52303fa45423\",\"_type\":\"block\",\"children\":[{\"_key\":\"f07c25e259fd\",\"_type\":\"span\",\"marks\":[],\"text\":\"O desafio: melhorar a experiência do cliente.\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"6dcf2425c1f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4ff8bdd1b23\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A Stori reconheceu que alguns de seus processos, como atualizar perfis de usuários e acessar informações de contas, eram difíceis para os clientes navegarem\"},{\"_key\":\"443dd28586df\",\"_type\":\"span\",\"marks\":[],\"text\":\". 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Em seguida, é enviada uma mensagem direta pelo WhatsApp que solicita os detalhes necessários. Assim, as revisões são feitas de forma ágil.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b744fb4fafbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"6005d65c1a32\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ao aproveitar o aplicativo como um canal pessoal e de alto contato, a Stori alcançou altas taxas de conversão e melhorou sua capacidade de atender os consumidores de forma eficaz.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1c2557e9339\",\"_type\":\"block\",\"children\":[{\"_key\":\"19028a5e2c69\",\"_type\":\"span\",\"marks\":[],\"text\":\"Na prática, essa estratégia aparece em mensagens automáticas simples e objetivas no WhatsApp, que ajudam o cliente a atualizar seus dados ou acessar informações da conta com poucos cliques.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d25e2ce54a8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c84f395d3147\",\"_type\":\"span\",\"marks\":[],\"text\":\"A seguir, você confere um exemplo visual dessa comunicação. O vídeo está em espanhol, mas representa os mesmos fluxos usados em português.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2cc00fa7afff\",\"_type\":\"block\",\"children\":[{\"_key\":\"701e05442b4d\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b3ec7d23154f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2d3d4a6793f\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f62056089780\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca23ed1a54dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os resultados — maior engajamento e conversões mais altas\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6bd384c9aec7\",\"_type\":\"block\",\"children\":[{\"_key\":\"23b24c5b37bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"A campanha direcionada da Stori teve sucesso e mostrou a eficácia de sua abordagem centrada no cliente:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"611b92b90e0a\",\"_type\":\"block\",\"children\":[{\"_key\":\"018a27846847\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3 vezes mais engajamento \"},{\"_key\":\"03daffbea7ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"(taxa de resposta) com o WhatsApp em comparação com notificações push;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"112a32852e1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"fcc5f59f7202\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"26% mais conversões \"},{\"_key\":\"d6b7a0c2ddcb\",\"_type\":\"span\",\"marks\":[],\"text\":\"em comparação com o processo no aplicativo (usuários que atualizam seus endereços).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d53b256021a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d1f0fb05032\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"074a8eb52cbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"b463220ab207\",\"_type\":\"span\",\"marks\":[],\"text\":\"Potencialize seus resultados de marketing digital para o WhatsApp com a Braze\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"72a0821d25d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"09db282e153e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os relatos de empresas reais que trouxemos neste artigo demonstram que o marketing digital para WhatsApp é uma oportunidade incrível para organizações de todos os tamanhos e setores se relacionarem com seus clientes de forma mais profunda e verdadeira.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"33ea5aa22f15\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a2adf32d838\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seja para a aquisição de novos usuários, aumento das vendas por meio de promoções direcionadas, fidelização ou reconquista, o aplicativo proporciona um conjunto de recursos avançados e versáteis que ajudam o seu negócio a conquistar resultados expressivos. E se você planeja adotar o WhatsApp como parte de uma estratégia multicanal, precisa de uma plataforma como a Braze!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d147dceee26f\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbe5774818c6\",\"_type\":\"span\",\"marks\":[],\"text\":\"A Braze te ajuda a elaborar campanhas relevantes, com conteúdos que refletem as preferências e comportamentos das pessoas. 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Para medir o sucesso geral do seu programa no WhatsApp, também verifique indicadores como aumento nas sessões, compras, retenção e valor da vida útil do cliente. Este monitoramento pode nortear ajustes na estratégia.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a60fdd72d34\",\"_type\":\"block\",\"children\":[{\"_key\":\"c27b0256063f\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0704c77f987e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3399b81dc2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Posso enviar mensagens em massa no WhatsApp?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"80d3f06f303b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fcb472290d79\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sim, usando a API WhatsApp Business Platform Cloud, hospedada pela Meta para mensagens em grande escala, você pode enviar mensagens em massa no WhatsApp. No entanto, fique atento aos critérios específicos para cada região do mundo e eventuais limites estabelecidos pela plataforma, que podem ser modificados a qualquer momento.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e368e5b938c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"767d0843a2c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cda081adf795\",\"_type\":\"block\",\"children\":[{\"_key\":\"df4517971840\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como configurar uma conta comercial do WhatsApp para fins de marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"a1f8824a29e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9b5f7b46cb5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veja como começar:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"714c3f917893\",\"_type\":\"block\",\"children\":[{\"_key\":\"339979843ca1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conecte o WhatsApp à sua plataforma de engajamento do cliente;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f38ff5bf2da9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e1df620cb51\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conclua a verificação da empresa;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c96858586e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"90db6c86ad9a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Torne-se uma conta comercial oficial;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"750c80662f98\",\"_type\":\"block\",\"children\":[{\"_key\":\"dab3d5b7661f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Aumente seus limites de envios;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c2858919d36\",\"_type\":\"block\",\"children\":[{\"_key\":\"93b6e24b040c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Colete consentimentos explícitos dos clientes;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4142d2ffb37\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0eb29d02076\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Crie seus modelos para aprovação no WhatsApp Manager;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a0952a9d829\",\"_type\":\"block\",\"children\":[{\"_key\":\"08dd5383c400\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalize e organize suas campanhas pelo WhatsApp.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28d4505eb049\",\"_type\":\"block\",\"children\":[{\"_key\":\"da1c4d075234\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as principais vantagens de adicionar o WhatsApp ao meu mix de marketing?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"719887bdf7b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb407372d7bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os principais benefícios de incluir o WhatsApp em seu mix de marketing incluem altas taxas de engajamento, mensagens personalizadas, interações eficientes e simplificadas com os clientes, custo-benefício, recursos de mídia avançados, rede mundial e a capacidade de construir confiança e relacionamentos mais fortes com os usuários.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54c66f529a72\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae718ed0463c\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7aa5aaf83817\",\"_type\":\"block\",\"children\":[{\"_key\":\"f20b680e1dc5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são alguns casos de uso de alto impacto para o WhatsApp no marketing empresarial?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"56884e723fe0\",\"_type\":\"block\",\"children\":[{\"_key\":\"c999ae7be7fe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Os principais são:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9fa11666000f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9370db7b81d8\",\"_type\":\"span\",\"marks\":[],\"text\":\"registro abandonado, inscrição ou desistência de integração;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"175e84260e62\",\"_type\":\"block\",\"children\":[{\"_key\":\"931a0d40f489\",\"_type\":\"span\",\"marks\":[],\"text\":\"carrinho abandonado;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d468e9692f7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a2ea3cf889a\",\"_type\":\"span\",\"marks\":[],\"text\":\"inscrição em programa de fidelidade;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f740c63ffd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"42aff057e70e\",\"_type\":\"span\",\"marks\":[],\"text\":\"vendas e promoções;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d39810e0727\",\"_type\":\"block\",\"children\":[{\"_key\":\"47e5a82a7275\",\"_type\":\"span\",\"marks\":[],\"text\":\"alertas de reposição de estoque;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8b5762963c9\",\"_type\":\"block\",\"children\":[{\"_key\":\"3477469c3b5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"vendas adicionais e vendas cruzadas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4cdc1b0d941\",\"_type\":\"block\",\"children\":[{\"_key\":\"0adfc787e82f\",\"_type\":\"span\",\"marks\":[],\"text\":\"atualizações e confirmação de 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Trata-se de entregar conteúdo certo, no momento ideal, pelo \"},{\"_key\":\"4863933dd77c\",\"_type\":\"span\",\"marks\":[\"f1a3df556f8b\"],\"text\":\"canal de comunicação\"},{\"_key\":\"30b27bcdf724\",\"_type\":\"span\",\"marks\":[],\"text\":\" que o público já usa diariamente.\"}],\"markDefs\":[{\"_key\":\"f1a3df556f8b\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"fec3a60b-6dc2-44f6-b3ff-bd24c537ac52\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"f3700d8f289c\",\"_type\":\"block\",\"children\":[{\"_key\":\"dad14f35f5c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agora que o conceito está preciso, vamos conhecer os principais formatos dessa abordagem.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"329b633880d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1148f4325507\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98ac912af4f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2bf5849f98a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os tipos de mensagens personalizadas para WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b0f41bd09c6f\",\"_type\":\"block\",\"children\":[{\"_key\":\"321778494934\",\"_type\":\"span\",\"marks\":[],\"text\":\"Na prática, a personalização no WhatsApp pode assumir diferentes formatos, definidos pelo contexto da jornada, pelo tipo de dado disponível e pelo objetivo da interação. Entre os principais estão:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9e6403061f41\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b7a40e19147\",\"_type\":\"span\",\"marks\":[],\"text\":\"mensagens baseadas em comportamento de navegação ou compra;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d785a3919bb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"92af91dface3\",\"_type\":\"span\",\"marks\":[],\"text\":\"comunicações acionadas por eventos da jornada do cliente;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"074eb251a204\",\"_type\":\"block\",\"children\":[{\"_key\":\"e353ffd9f295\",\"_type\":\"span\",\"marks\":[],\"text\":\"mensagens segmentadas por perfil, interesse ou localização;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4587258e139\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9a2dc8a4db5\",\"_type\":\"span\",\"marks\":[],\"text\":\"notificações transacionais com conteúdo contextual;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"690380268e83\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ec521f188fc\",\"_type\":\"span\",\"marks\":[],\"text\":\"campanhas recorrentes adaptadas ao histórico de interação.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e9466973186e\",\"_type\":\"block\",\"children\":[{\"_key\":\"88ab03943760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esses formatos mostram como os tipos de mensagens personalizadas para WhatsApp podem acompanhar desde a descoberta até a recompra e manter a comunicação não invasiva.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ccd21983daa\",\"_type\":\"block\",\"children\":[{\"_key\":\"fec9e529eee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c608983c84d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f18938ed371\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os principais exemplos de mensagens personalizadas para WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b81a47665a77\",\"_type\":\"block\",\"children\":[{\"_key\":\"11d308b5d808\",\"_type\":\"span\",\"marks\":[],\"text\":\"A personalização no WhatsApp se materializa em aplicações concretas orientadas por dados e padrões de comportamento. Veja, a seguir, exemplos que ilustram esse tipo de abordagem:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2310883f2de\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a6dd6784463\",\"_type\":\"span\",\"marks\":[],\"text\":\"lembrete de produto visualizado recentemente;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"68e56f5a9396\",\"_type\":\"block\",\"children\":[{\"_key\":\"145f95e433ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"oferta relacionada a uma compra anterior;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f31b314bff2a\",\"_type\":\"block\",\"children\":[{\"_key\":\"93d14960d6aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"aviso de reposição de estoque de um item favorito;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"419fb7d799f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"703414938242\",\"_type\":\"span\",\"marks\":[],\"text\":\"mensagem pós-compra com dicas de uso personalizadas;\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5f57f2b031a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a76abda448c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"convite para ação baseado em interações recentes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d8f65a26c8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"502efd7eaf00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agora, imagine receber uma notificação assim: \"},{\"_key\":\"72762badf280\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"“[seu nome], aquele tênis branco que você salvou voltou ao estoque. Seu número ainda está disponível” ou “Para conservar o seu novo tênis branco, a recomendação é evitar máquina de lavar e usar escova macia na limpeza.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2eb77074108b\",\"_type\":\"block\",\"children\":[{\"_key\":\"60943d2adfb9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esses exemplos de mensagens personalizadas para WhatsApp mostram como contexto e timing transformam uma simples notificação em um convite natural à ação.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e149010f05e\",\"_type\":\"block\",\"children\":[{\"_key\":\"90c08d986fca\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ec1db18bf24b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e3e1d5d9a39\",\"_type\":\"span\",\"marks\":[],\"text\":\"Por que mensagens personalizadas para WhatsApp elevam o engajamento do cliente?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6eff8bfec182\",\"_type\":\"block\",\"children\":[{\"_key\":\"db2a5af01b6c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mensagens personalizadas aumentam o engajamento porque capturam atenção, reduzem ruído e entregam valor imediato. Quando o conteúdo faz sentido para o cliente, a comunicação deixa de ser ignorada e passa a gerar respostas, cliques, continuidade de conversa e ações concretas ao longo da jornada.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c94a43d7ff5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"def935ae4c4e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse efeito é sustentado por dados. Um \"},{\"_key\":\"1388e25ed4b9\",\"_type\":\"span\",\"marks\":[\"cdd9108ebfae\"],\"text\":\"levantamento da Havas Media Network\"},{\"_key\":\"ba2a1ca365ce\",\"_type\":\"span\",\"marks\":[],\"text\":\", baseado na análise de 9.000 estudos de brand lift, aponta a relevância da atenção na comunicação. Interações que capturam atenção de forma qualificada tendem a influenciar a preferência de marca e a intenção de compra.\"}],\"markDefs\":[{\"_key\":\"cdd9108ebfae\",\"_type\":\"link\",\"href\":\"https://havasmedianetwork.com/news/link-between-attention-and-drivers-of-brand-outcomes-revealed-in-new-research/\"}],\"style\":\"normal\"},{\"_key\":\"9534479366c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8bd2b422e72\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nesse contexto, quando o conteúdo considera o momento e o perfil do cliente, o WhatsApp deixa de atuar apenas como meio de contato. O aplicativo passa a exercer influência direta nas decisões de compra.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0fbd04fa8d26\",\"_type\":\"block\",\"children\":[{\"_key\":\"f313554f6e7d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Quer aprofundar a estratégia além do WhatsApp? Confira o conteúdo: \"},{\"_key\":\"baf186c6c3a8\",\"_type\":\"span\",\"marks\":[\"strong\",\"92f30528a3fd\"],\"text\":\"Engajamento do cliente: o que é, como engajar + dicas práticas\"},{\"_key\":\"c1bba52d64c6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" e entenda como criar conexões consistentes ao longo de toda a experiência.\"}],\"markDefs\":[{\"_key\":\"92f30528a3fd\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"df5fc958-814d-4467-8226-75f9b58726eb\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"0dc34a8b39de\",\"_type\":\"block\",\"children\":[{\"_key\":\"cee59d91cfb5\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7baa72881f9b\",\"_type\":\"block\",\"children\":[{\"_key\":\"81c6161a180c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as boas práticas para personalização de mensagens no WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"333b89c3cdba\",\"_type\":\"block\",\"children\":[{\"_key\":\"a800d6df0dd8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalizar mensagens no WhatsApp exige equilíbrio entre dados, contexto e frequência. Boas práticas preservam a experiência do cliente, evitam excesso de contato e ampliam o impacto das interações ao longo do relacionamento. Para orientar essa abordagem, as seguintes diretrizes se destacam:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5411361410fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed2b83458d22\",\"_type\":\"span\",\"marks\":[],\"text\":\"Utilizar dados de primeira parte de forma inteligente;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cca57836ef4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1010bb59d9bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Respeitar timing e estágio da jornada;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc47c7e3a643\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd43f7292f99\",\"_type\":\"span\",\"marks\":[],\"text\":\"Manter mensagens precisas, curtas e objetivas;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be42e5f5e359\",\"_type\":\"block\",\"children\":[{\"_key\":\"47324239c013\",\"_type\":\"span\",\"marks\":[],\"text\":\"Testar variações de conteúdo e abordagem;\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77ed9716cd5f\",\"_type\":\"block\",\"children\":[{\"_key\":\"e4cf328a5d6b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Monitorar respostas para ajustes contínuos.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f96f829a4d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0a6f77dbeeb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seguir essas orientações consolida as boas práticas para personalização de mensagens no WhatsApp e prepara a estratégia para crescer com consistência.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32c0f2820aae\",\"_type\":\"block\",\"children\":[{\"_key\":\"f23ea9c031af\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Para expandir essa lógica para outros pontos de contato, leia: \"},{\"_key\":\"296ecc1f3673\",\"_type\":\"span\",\"marks\":[\"strong\",\"b6119768618f\"],\"text\":\"O que é personalização da experiência do cliente? Guia! e veja como dados e contexto moldam experiências mais relevantes\"},{\"_key\":\"4a45b45f4801\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"b6119768618f\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"6f22ec12-4e3b-4343-86b4-0dd1411e0ddc\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"ad33e0c72209\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec240d66ed45\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01fb8a8a5518\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bf6c15c377a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Por que usar a Braze para personalização de mensagens no WhatsApp?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7a936653752f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cfcae67fae8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Personalizar em escala exige mais do que boas intenções. Requer dados integrados, decisões inteligentes e capacidade de adaptação contínua. É exatamente nesse ponto que a Braze se diferencia.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7ca4d35b2486\",\"_type\":\"block\",\"children\":[{\"_key\":\"5474e244f9e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com a Braze, empresas conseguem orquestrar mensagens personalizadas para WhatsApp a partir de dados de primeira parte, combinando comportamento, preferências e contexto em tempo real.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ae73d4ddb07\",\"_type\":\"block\",\"children\":[{\"_key\":\"414b64189394\",\"_type\":\"span\",\"marks\":[],\"text\":\"A plataforma permite executar \"},{\"_key\":\"a8ca90e4d134\",\"_type\":\"span\",\"marks\":[\"strong\",\"2a8268c7b598\"],\"text\":\"teste A/B\"},{\"_key\":\"35c9b4f22ebc\",\"_type\":\"span\",\"marks\":[],\"text\":\", realizar otimização em tempo real e ajustar mensagens conforme a resposta de cada usuário, mantendo o foco no engajamento do cliente ao longo de toda a jornada.\"}],\"markDefs\":[{\"_key\":\"2a8268c7b598\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"9e4ce431-21ea-4102-8f8b-e28d6789ea1e\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"40c79c2d0a07\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd96985ab4de\",\"_type\":\"span\",\"marks\":[],\"text\":\"Se você busca transformar um simples aplicativo em um canal estratégico de relacionamento e conversão, este é o próximo passo: \"},{\"_key\":\"e28852b3df66\",\"_type\":\"span\",\"marks\":[\"strong\",\"bf87906b724b\"],\"text\":\"agendar sua demonstração\"},{\"_key\":\"70e9e878b775\",\"_type\":\"span\",\"marks\":[],\"text\":\" da plataforma de engajamento do cliente e personalização de mensagens no WhatsApp!\"}],\"markDefs\":[{\"_key\":\"bf87906b724b\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"27957059-5d2b-4ef1-8c6e-78759d42d28e\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"adfa1e74bade\",\"_type\":\"block\",\"children\":[{\"_key\":\"338ffc75e807\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8130097c665\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a7744f6519b\",\"_type\":\"span\",\"marks\":[],\"text\":\"FAQ\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"52c62de7be8f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c57885ab1bc4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Como aplicar teste A/B e otimização em tempo real em mensagens personalizadas para WhatsApp?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"0da577677e90\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5b78d0a257e\",\"_type\":\"span\",\"marks\":[],\"text\":\"A aplicação de teste A/B envolve comparar variações de conteúdo, timing ou abordagem para identificar o que gera mais resposta. Com otimização em tempo real, os resultados ajustam automaticamente as próximas mensagens, o que garante aprendizado contínuo e melhoria constante na performance das mensagens personalizadas para WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5926543988ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"159388e9b7af\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fede393c4362\",\"_type\":\"block\",\"children\":[{\"_key\":\"75c5ddfa6144\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais métricas de engajamento do cliente acompanhar no WhatsApp?\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"e9c4099eea31\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f4beb8a2a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"As principais métricas de engajamento do cliente no WhatsApp incluem taxa de leitura, resposta, cliques, continuidade de conversa e conversão associada. 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Uma configuração bem estruturada garante envios oportunos, reduz abordagens descontextualizadas, organiza fluxos de contato e preserva a experiência ao longo das interações, mesmo em operações com grande volume de mensagens.\"}],\"markDefs\":[{\"_key\":\"0c5fc0e0c8a7\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"1a8177bc-42eb-4306-9992-5c945f5bb72b\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"23ad88e69cd1\",\"_type\":\"block\",\"children\":[{\"_key\":\"31c95add5519\",\"_type\":\"span\",\"marks\":[],\"text\":\"Antes de colocar a estratégia em prática, é importante validar se a operação atende aos requisitos básicos que sustentam esse tipo de envio. 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Descubra quando o envio em grande volume faz sentido. Leia o nosso artigo: \"},{\"_key\":\"ea05319d5649\",\"_type\":\"span\",\"marks\":[\"strong\",\"5d510c862103\"],\"text\":\"Mensagem em massa no WhatsApp: funcionamento + benefícios\"},{\"_key\":\"71d723d495b1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"5d510c862103\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"28fd6892-e911-4818-b060-6a6da071e616\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"2fd6c184340f\",\"_type\":\"block\",\"children\":[{\"_key\":\"58701d3d7398\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d82464f75921\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bf93f87db95\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são as boas práticas de envio de mensagem automática de WhatsApp para clientes?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3bd59018cd47\",\"_type\":\"block\",\"children\":[{\"_key\":\"904d9f15199b\",\"_type\":\"span\",\"marks\":[],\"text\":\"As boas práticas de envio começam pela personalização baseada em dados, avançam pelo envio no momento adequado da jornada e se consolidam em uma linguagem objetiva. O respeito às regras do WhatsApp e à LGPD completa a estratégia e garante a segurança jurídica e a preservação da confiança nas interações.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"804940a5c9f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"35631cac04bc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além disso, é importante mensurar resultados que vão além do volume enviado. A taxa de entrega indica saúde do canal, a leitura mostra a aderência do conteúdo e a resposta revela engajamento real, e a conversão conecta automação a resultado de negócio. A análise conjunta dessas métricas orienta ajustes contínuos e decisões mais precisas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f50d5418cbff\",\"_type\":\"block\",\"children\":[{\"_key\":\"c31a4340cd61\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personalizar não é só chamar pelo nome. Entenda como dados, contexto e jornada se conectam para criar experiências realmente relevantes. Leia também: \"},{\"_key\":\"198239fbf9c0\",\"_type\":\"span\",\"marks\":[\"strong\",\"a786aab95d87\"],\"text\":\"O que é personalização da experiência do cliente? Guia!\"}],\"markDefs\":[{\"_key\":\"a786aab95d87\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"6f22ec12-4e3b-4343-86b4-0dd1411e0ddc\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"ba62ba39f561\",\"_type\":\"block\",\"children\":[{\"_key\":\"e051217d254f\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd9950f903a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e725ec9a4dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quais são os benefícios do uso de mensagem automática de WhatsApp para clientes?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"137235b20722\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a54191cfe16\",\"_type\":\"span\",\"marks\":[],\"text\":\"A automação no WhatsApp gera ganhos operacionais e estratégicos. O uso estruturado desse recurso reduz tempo de resposta, organiza fluxos de contato e sustenta a comunicação contínua entre marcas e consumidores, mesmo em operações com grande volume de interações simultâneas e múltiplos pontos de contato digitais.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"33a4ccce29dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"facc2955642f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Esse impacto se conecta ao comportamento do público. De acordo com o \"},{\"_key\":\"0a59c0d2c3bb\",\"_type\":\"span\",\"marks\":[\"12cacb3d658d\"],\"text\":\"estudo\"},{\"_key\":\"11f59f8a4f3e\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"f6286fb46870\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"WhatsApp Consumer Behaviour\"},{\"_key\":\"054677012a63\",\"_type\":\"span\",\"marks\":[],\"text\":\", encomendado pela Meta, \"},{\"_key\":\"34b02e81569e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"76%\"},{\"_key\":\"3386c3984d35\",\"_type\":\"span\",\"marks\":[],\"text\":\" dos consumidores que usam o WhatsApp para falar com empresas chegam a esses negócios via Facebook e Instagram.\"}],\"markDefs\":[{\"_key\":\"12cacb3d658d\",\"_type\":\"link\",\"href\":\"https://drive.google.com/file/d/1eBKfNY0TGVUh7EB8Y-fXI_ticHm9sNTa/view\"}],\"style\":\"normal\"},{\"_key\":\"3ea8fc6d9da6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6199ad66f84\",\"_type\":\"span\",\"marks\":[],\"text\":\"O dado evidencia como canais sociais e conversacionais atuam de forma integrada na descoberta e no relacionamento entre marcas e consumidores.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5cc976ab4e96\",\"_type\":\"block\",\"children\":[{\"_key\":\"6cda84780c01\",\"_type\":\"span\",\"marks\":[],\"text\":\"A seguir, veja como esses benefícios se distribuem por área e impactam atendimento, marketing e retenção de formas distintas.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d268b842320\",\"_type\":\"block\",\"children\":[{\"_key\":\"7dd8837c2d3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Benefícios para atendimento\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"09a933e233c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e3e29b0edd6\",\"_type\":\"span\",\"marks\":[],\"text\":\"No atendimento, a automação reduz filas, acelera respostas iniciais e organiza demandas recorrentes. 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Atualizações sobre pagamento, envio e entrega reduzem incertezas, reforçam confiança e mantêm o relacionamento ativo após a conversão, fortalecendo a experiência no pós-venda.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f7589564c2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ac280313ed4\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"620600c1eafa\",\"_type\":\"block\",\"children\":[{\"_key\":\"a822b925b3e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Por que usar a Braze para enviar mensagem automática no WhatsApp para clientes?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"095050c73eec\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8a2af212040\",\"_type\":\"span\",\"marks\":[],\"text\":\"Usar o WhatsApp como \"},{\"_key\":\"161d529f4857\",\"_type\":\"span\",\"marks\":[\"aa86442cacd1\"],\"text\":\"canal de comunicação\"},{\"_key\":\"46cbdf733863\",\"_type\":\"span\",\"marks\":[],\"text\":\" estratégico exige mais do que simples disparos automáticos. Nesse contexto, a Braze se destaca ao viabilizar as decisões baseadas em dados, jornadas bem orquestradas e personalização em escala com informações de primeira parte para orientar cada interação enviada.\"}],\"markDefs\":[{\"_key\":\"aa86442cacd1\",\"_type\":\"internalLink\",\"blank\":false,\"reference\":{\"_ref\":\"fec3a60b-6dc2-44f6-b3ff-bd24c537ac52\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"decd34570594\",\"_type\":\"block\",\"children\":[{\"_key\":\"45058f41cdcd\",\"_type\":\"span\",\"marks\":[],\"text\":\"A plataforma conecta eventos, comportamento e preferências em tempo real e contribui para que cada mensagem seja enviada no momento certo, pelo motivo certo e com conteúdo alinhado ao contexto do cliente.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f620aeab812f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddbe5b646eef\",\"_type\":\"span\",\"marks\":[],\"text\":\"O caminho começa com fluxos simples, como mensagens de confirmação ou atualizações transacionais. 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Com a missão de empoderar consumidores da América Latina, a Stori se dedica a romper os limites do setor bancário convencional, com uma taxa de aceitação de crédito de 99% e um rendimento de 15% em contas de depósito.\"}],\"markDefs\":[{\"_key\":\"db3e37b87629\",\"_type\":\"link\",\"href\":\"https://www.storicard.com/\"}],\"style\":\"normal\"},{\"_key\":\"4054659ce0d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"4054659ce0d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"O sucesso da Stori está em seu foco no cliente, com o desenvolvimento de produtos em conjunto com os usuários. Isso foi fundamental para moldar a estratégia de \"},{\"_key\":\"4054659ce0d21\",\"_type\":\"span\",\"marks\":[\"f728654ccb31\"],\"text\":\"engajamento do cliente\"},{\"_key\":\"4054659ce0d22\",\"_type\":\"span\",\"marks\":[],\"text\":\", que se concentra em ouvir o feedback dos usuários, entender as necessidades deles e solucionar os problemas. 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O trabalho começou com \"},{\"_key\":\"b360b4f9f71e1\",\"_type\":\"span\",\"marks\":[\"3c1b5b09c624\"],\"text\":\"e-mail\"},{\"_key\":\"b360b4f9f71e2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"b360b4f9f71e3\",\"_type\":\"span\",\"marks\":[\"a14ff13dbbd1\"],\"text\":\"SMS\"},{\"_key\":\"b360b4f9f71e4\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"b360b4f9f71e5\",\"_type\":\"span\",\"marks\":[\"1692aee3e3b3\"],\"text\":\"mensagens no app\"},{\"_key\":\"b360b4f9f71e6\",\"_type\":\"span\",\"marks\":[],\"text\":\" e \"},{\"_key\":\"b360b4f9f71e7\",\"_type\":\"span\",\"marks\":[\"0ef74a2e3ffb\"],\"text\":\"notificações por push\"},{\"_key\":\"b360b4f9f71e8\",\"_type\":\"span\",\"marks\":[],\"text\":\", até que eles expandiram para o \"},{\"_key\":\"b360b4f9f71e9\",\"_type\":\"span\",\"marks\":[\"0d98b2d4ad47\"],\"text\":\"WhatsApp\"},{\"_key\":\"b360b4f9f71e10\",\"_type\":\"span\",\"marks\":[],\"text\":\", um canal \"},{\"_key\":\"b360b4f9f71e11\",\"_type\":\"span\",\"marks\":[\"ac948f83da41\"],\"text\":\"muito popular entre os clientes\"},{\"_key\":\"b360b4f9f71e12\",\"_type\":\"span\",\"marks\":[],\"text\":\" na América Latina. 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A Stori migrou para a Braze atraída pelos recursos de integração entre canais, confiabilidade e orquestração.\"}],\"markDefs\":[{\"_key\":\"3c1b5b09c624\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-765\",\"_type\":\"reference\"}},{\"_key\":\"a14ff13dbbd1\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-768\",\"_type\":\"reference\"}},{\"_key\":\"1692aee3e3b3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages\"},{\"_key\":\"0ef74a2e3ffb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/push\"},{\"_key\":\"0d98b2d4ad47\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-623397\",\"_type\":\"reference\"}},{\"_key\":\"ac948f83da41\",\"_type\":\"link\",\"href\":\"https://www.pewresearch.org/short-reads/2024/03/22/whatsapp-and-facebook-dominate-the-social-media-landscape-in-middle-income-nations/#:~:text=Across%20these%20eight%20countries%20in,%25)%20or%20Telegram%20(15%25).\"}],\"style\":\"normal\"},{\"_key\":\"4769a582ba21\",\"_type\":\"block\",\"children\":[{\"_key\":\"4769a582ba210\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além disso, a Stori usa o \"},{\"_key\":\"4769a582ba211\",\"_type\":\"span\",\"marks\":[\"eeb7b71d792a\"],\"text\":\"Amplitude\"},{\"_key\":\"4769a582ba212\",\"_type\":\"span\",\"marks\":[],\"text\":\", parceiro de tecnologia Braze Alloy, para monitorar análises de dados, a fim de otimizar continuamente o desempenho das campanhas.\"}],\"markDefs\":[{\"_key\":\"eeb7b71d792a\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-18010\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"85f532166dc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"85f532166dc10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Melhoria da experiência dos clientes com o WhatsApp\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d0052ea7387\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d0052ea73870\",\"_type\":\"span\",\"marks\":[],\"text\":\"Embora a Stori se comunique com os clientes em todos os estágios do ciclo de vida, o objetivo atual da fintech é focar em aquisição e retenção. Em suas campanhas iniciais do WhatsApp com a Braze, a Stori identificou dois pontos cruciais na jornada do cliente: uma campanha de atualização de endereços para o envio de novos cartões de crédito e um chatbot projetado para transformar um lembrete de pagamento potencialmente frustrante em uma experiência de mensagens divertida e interessante.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7344e7983fed\",\"_type\":\"block\",\"children\":[{\"_key\":\"7344e7983fed0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para a primeira campanha, a Stori \"},{\"_key\":\"7344e7983fed1\",\"_type\":\"span\",\"marks\":[\"d411a8356628\"],\"text\":\"segmentou o público\"},{\"_key\":\"7344e7983fed2\",\"_type\":\"span\",\"marks\":[],\"text\":\" identificando os usuários que precisavam atualizar suas informações de endereço para o envio de novos cartões de crédito. A partir daí, foi possível enviar uma simples mensagem de WhatsApp para solicitar as informações e atualizar os perfis dos usuários. Ao utilizar um canal menos impessoal e de alta interação como o WhatsApp, a Stori alcançou altas taxas de conversão e melhorou o atendimento aos clientes.\"}],\"markDefs\":[{\"_key\":\"d411a8356628\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/segments\"}],\"style\":\"normal\"},{\"_key\":\"ef_-nhB1jJlFaxFKSR-9B\",\"_ref\":\"imported-craft-akeup9agm2\",\"_type\":\"videoReference\"},{\"_key\":\"7c29d4bb2e70\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c29d4bb2e700\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para a segunda campanha, a Stori se concentrou em como poderia transformar uma comunicação capciosa em uma oportunidade de conexão com os clientes. O sucesso da campanha dependia de uma estratégia de execução bem pensada, que foi orquestrada usando os \"},{\"_key\":\"7c29d4bb2e701\",\"_type\":\"span\",\"marks\":[\"5c42fee548ea\"],\"text\":\"canvas da Braze\"},{\"_key\":\"7c29d4bb2e702\",\"_type\":\"span\",\"marks\":[],\"text\":\", nosso criador de jornadas no code. Usando webhooks e lógica Liquid, a Stori passou os dados de clientes e as respostas rápidas da Braze para sua ferramenta de chatbot para facilitar um bate-papo interativo no WhatsApp. Assim, foi possível criar um lembrete de pagamento que também cumprimentava os clientes de forma personalizada e com curiosidades divertidas. A fintech conduziu \"},{\"_key\":\"7c29d4bb2e703\",\"_type\":\"span\",\"marks\":[\"c4ffb233b3b0\"],\"text\":\"testes A/B\"},{\"_key\":\"7c29d4bb2e704\",\"_type\":\"span\",\"marks\":[],\"text\":\" nos conteúdos e nos horários de envio das mensagens para maximizar as taxas de engajamento e de resposta, além de garantir que as mensagens tivessem o tom certo.\"}],\"markDefs\":[{\"_key\":\"5c42fee548ea\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas\"},{\"_key\":\"c4ffb233b3b0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing/\"}],\"style\":\"normal\"},{\"_key\":\"a664124afad2\",\"_type\":\"block\",\"children\":[{\"_key\":\"a664124afad20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Com a Braze, a Stori conseguiu configurar as duas campanhas de forma rápida e fácil, desde a concepção até a iteração, envolvendo a equipe técnica apenas para lidar com o chatbot. A fintech está disposta a expandir ambas as iniciativas para continuar fortalecendo seu compromisso com o sucesso dos clientes em sua estratégia de engajamento.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"V2Ia50LZGF-ddSKSVxMCr\",\"_ref\":\"imported-craft-testimonial-from-doc-1060680-block-3\",\"_type\":\"testimonialReference\"},{\"_key\":\"6a3d64fdefb3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a3d64fdefb30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Grandes avanços na conversão e na satisfação dos clientes\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2f93c276f33\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2f93c276f330\",\"_type\":\"span\",\"marks\":[],\"text\":\"A campanha direcionada da Stori gerou resultados impressionantes, que ressaltaram a eficácia de sua abordagem centrada no cliente. A campanha de atualização de endereços enviada pelo WhatsApp melhorou significativamente as taxas de conversão, enquanto o inovador chatbot de lembrete de pagamento transformou uma mensagem capciosa em uma conversa envolvente e interativa. Por fim, a fintech conseguiu proporcionar uma experiência mais agradável para os clientes, aumentando as taxas de retenção e, ao mesmo tempo, simplificando as operações e aumentando a eficiência geral das operações.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50b7220bbc17\",\"_type\":\"block\",\"children\":[{\"_key\":\"50b7220bbc170\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Principais conclusões\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1f8bef6e157\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1f8bef6e1570\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Adote uma postura de foco no cliente: \"},{\"_key\":\"b1f8bef6e1571\",\"_type\":\"span\",\"marks\":[],\"text\":\"a Stori conquistou o sucesso porque colocou os clientes em primeiro lugar. Ao entender as necessidades dos clientes e se concentrar em resolver os problemas deles, a Stori consegue melhorar o engajamento e criar relacionamentos de longo prazo.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05385fc0226a\",\"_type\":\"block\",\"children\":[{\"_key\":\"05385fc0226a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Não é preciso fazer mais esforço para melhorar: \"},{\"_key\":\"05385fc0226a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"com a Braze, a Stori conseguiu conceber, lançar e testar campanhas com facilidade para ter certeza de que estava superando seus desafios, sem depender de equipes técnicas.\"},{\"_key\":\"05385fc0226a2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Procure oportunidades para conversar: \"},{\"_key\":\"05385fc0226a3\",\"_type\":\"span\",\"marks\":[],\"text\":\"com o WhatsApp, a Stori conseguiu transformar uma interação potencialmente negativa com os clientes em uma interação envolvente usando mensagens bidirecionais.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_ref\":\"imported-craft-1060721\",\"_type\":\"reference\"},\"excerpt\":null,\"featuredImage\":{\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-c25d45e6d0fb7161f052eb910412bc4e222f6878-900x1220-png\",\"_type\":\"reference\"},\"caption\":null},\"keyTakeaways\":null,\"metrics\":[{\"_key\":\"WMEhelK3\",\"description\":\"mais engajamento com o WhatsApp do que com notificações por push (taxa de resposta)\",\"value\":\"3x\"},{\"_key\":\"mVzaP2nE\",\"description\":\"mais conversão em relação ao processo no app (usuários que atualizam o endereço)\",\"value\":\"26%\"}],\"problem\":\"A fintech identificou que alguns de seus processos eram complexos para os clientes, como fazer alterações no perfil de usuário ou acessar informações da conta.\",\"publicationDates\":{\"publishedAt\":\"2024-07-17T11:37:39-04:00\",\"updatedAt\":\"2024-07-29T13:26:36-04:00\"},\"results\":\"Ao adotar uma estratégia de comunicação direcionada e personalizada em vários canais, a Stori não apenas melhorou o relacionamento com os clientes, como também reforçou sua posição como líder em inclusão financeira na América Latina. A fintech conquistou um aumento significativo nas taxas de conversão e, ao mesmo tempo, simplificou as operações.\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-6112423956ecd32c42b7e4099076130de77f7206-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"A Stori, uma fintech em rápido crescimento que oferece produtos de cartão de crédito para pessoas sem acesso aos bancos tradicionais na América Latina, queria transformar sua estratégia de engajamento para enviar mensagens com mais facilidade e eficácia ao longo do ciclo de vida dos clientes. Com a Braze, foi possível orquestrar campanhas no WhatsApp, e-mail, SMS, mensagens no app e notificações por push para aumentar o engajamento, a retenção e a eficiência operacional.\",\"pageTitle\":\"A Stori melhora a experiência dos clientes com mensagens interativas do WhatsApp\",\"slug\":{\"current\":\"stori-case-study\"}},\"strategy\":\"Com a Braze, a Stori conseguiu aprimorar as experiências dos clientes, possibilitando a atualização de endereços com um clique em uma mensagem do WhatsApp. A fintech também lançou uma campanha no WhatsApp que deu aos clientes acesso fácil a informações importantes da conta, como saldo e datas de vencimento de pagamentos.\",\"title\":\"A Stori melhora a experiência dos clientes com mensagens interativas do WhatsApp\"},{\"_id\":\"695baa97-3b4c-4dcc-8b88-0938c7ebfbf0\",\"body\":[{\"_key\":\"8e50b9c5d963\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e50b9c5d9630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Eles recorreram à Braze para alcançar melhor os clientes nos principais estágios do ciclo de vida. Além disso, por ser uma equipe pequena, eles precisavam de ferramentas que lhes permitissem fazer mais com menos, especialmente para acompanhar as expectativas de uma marca reconhecida mundialmente. Agora, eles conseguiram aumentar o LTV do cliente em 21 vezes (em comparação com os usuários que não receberam nenhuma mensagem) com uma estratégia robusta que se baseia na segmentação profunda do usuário e na iteração orientada por dados. Sua \"},{\"_key\":\"8e50b9c5d9632\",\"_type\":\"span\",\"marks\":[],\"text\":\" estratégia de\"},{\"_key\":\"8e50b9c5d9631\",\"_type\":\"span\",\"marks\":[\"4204c7cf67d7\"],\"text\":\"envolvimento do cliente\"},{\"_key\":\"8e50b9c5d9632\",\"_type\":\"span\",\"marks\":[],\"text\":\" gera mais vendas, mas também aumenta a presença e a visibilidade da marca no mercado.\"}],\"markDefs\":[{\"_key\":\"4204c7cf67d7\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"e343d556-bdf9-4e26-9f11-2fb2b64bc486\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"ef1f4a65ac2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef1f4a65ac2c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Aproveitamento de dados para saber mais sobre os clientes\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"33e91c26d28e\",\"_type\":\"block\",\"children\":[{\"_key\":\"33e91c26d28e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A KFC Trinidad e Tobago utiliza o Braze para enfrentar vários desafios específicos em seus KPIs de ativação, monetização e retenção. Para atingir melhor essas metas, a KFC decidiu reformular uma série de jornadas do cliente destinadas a estágios específicos do ciclo de vida do cliente. Os novos clientes entraram no grupo a partir de diferentes canais e com vários relacionamentos com a marca KFC, portanto, eles precisavam adaptar as mensagens de acordo com isso.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de2aeb4ca7ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"de2aeb4ca7ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para atingir suas metas de ativação, a KFC decidiu reformular sua série de integração com uma melhor compreensão das necessidades e preferências de seus clientes. Com uma introdução mais envolvente e informativa à sua marca, eles poderiam começar a promover a fidelidade de longo prazo desde a primeira interação. Eles também acreditavam que poderiam acelerar o ciclo de vida do cliente e aumentar a frequência das compras, reduzindo o tempo entre a primeira e a segunda compra. Por fim, eles sabiam que poderiam aproveitar o Braze para fazer testes A/B e encontrar a frequência correta de mensagens e a abordagem de segmentação, o que ajudaria a reter mais clientes e aumentar o LTV.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5afc7688fd8a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5afc7688fd8a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Usando \"},{\"_key\":\"5afc7688fd8a1\",\"_type\":\"span\",\"marks\":[\"ef85ef0052ff\"],\"text\":\"o Braze Canvas\"},{\"_key\":\"5afc7688fd8a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", nosso ambiente de desenvolvimento visual que os profissionais de marketing podem usar como uma ferramenta de orquestração de jornada sem código, eles criaram uma série de boas-vindas para dispositivos móveis que envolveu os usuários por e-mail, mensagens no aplicativo (IAM) e notificações push. A jornada começa com um IAM pedindo aos usuários que se inscrevam para ganhar recompensas, antes de enviar promoções para exclusividades on-line, como a oferta \\\"Online Bucket\\\". Além disso, se o usuário não fizer uma compra dentro de três dias, ele receberá uma notificação por push com um código promocional para batatas fritas grátis. O Canvas de boas-vindas para celular tem como alvo usuários com cinco sessões ou menos.\"}],\"markDefs\":[{\"_key\":\"ef85ef0052ff\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-315568\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"146f9be9b976\",\"_type\":\"block\",\"children\":[{\"_key\":\"146f9be9b9760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para aumentar a eficácia dessas mensagens, a KFC usa o \"},{\"_key\":\"146f9be9b9761\",\"_type\":\"span\",\"marks\":[\"4abc624d418a\"],\"text\":\"Braze Experiment Path\"},{\"_key\":\"146f9be9b9762\",\"_type\":\"span\",\"marks\":[],\"text\":\" para determinar qual texto atrai melhor os usuários a começar a usar o aplicativo, bem como o \"},{\"_key\":\"146f9be9b9763\",\"_type\":\"span\",\"marks\":[\"7c3bddee01ff\"],\"text\":\"Decision Split\"},{\"_key\":\"146f9be9b9764\",\"_type\":\"span\",\"marks\":[],\"text\":\" para segmentar as mensagens por aqueles que têm e-mail ativado. Se um usuário tiver optado pelo e-mail, ele receberá um e-mail para a oferta \\\"Online Bucket\\\", enquanto aqueles que tiverem o push ativado receberão um push com um link direto para a oferta. Eles também usam o \"},{\"_key\":\"146f9be9b9765\",\"_type\":\"span\",\"marks\":[\"ff3cac0e8f98\"],\"text\":\"Braze Action Paths\"},{\"_key\":\"146f9be9b9766\",\"_type\":\"span\",\"marks\":[],\"text\":\"- que permite que os mercados criem, definam e acionem experiências de usuário com base nas ações realizadas pelos clientes durante um período de tempo designado - para avaliar estrategicamente se os usuários fizeram uma compra.\"}],\"markDefs\":[{\"_key\":\"4abc624d418a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/\"},{\"_key\":\"7c3bddee01ff\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/decision_split/\"},{\"_key\":\"ff3cac0e8f98\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-565394\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"ji7JblHr\",\"_type\":\"richImage\",\"alt\":\"a phone screen that says welcome to kfc on it\",\"asset\":{\"_ref\":\"image-54130fb6edf0b67282ff5254e6f068749f85dec3-2400x1200-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"cacaf1f27c1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"cacaf1f27c1e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Além da série de boas-vindas para dispositivos móveis, há um Canvas de uma etapa criado para fazer com que \"},{\"_key\":\"cacaf1f27c1e1\",\"_type\":\"span\",\"marks\":[\"d59dcf2e4176\"],\"text\":\"usuários anônimos\"},{\"_key\":\"cacaf1f27c1e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" se cadastrem em uma conta e/ou assinem um e-mail. A mensagem no aplicativo tem como alvo os usuários sem uma ID externa, que não estão no aplicativo iOS ou Android. Em outubro, quase 13% dos usuários que receberam a mensagem registraram uma conta e/ou assinaram o e-mail - tudo isso sem a necessidade de uma oferta de desconto especial!\"}],\"markDefs\":[{\"_key\":\"d59dcf2e4176\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"00819a88-644d-483a-991a-b25fb92cccb1\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"BeEHT61V\",\"_type\":\"richImage\",\"alt\":\"a phone with a kfc advertisement on it\",\"asset\":{\"_ref\":\"image-e30addeecc85c2d7d1d99109489efa0633114257-2400x1200-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"518c113946d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"518c113946d40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para melhorar os esforços de monetização e retenção, a KFC Trinidad e Tobago queria atualizar o Canvas \\\"Terrific Tuesday\\\", que foi projetado para impulsionar as vendas oferecendo promoções e ofertas atraentes. A promoção já era muito lucrativa, e a KFC viu várias oportunidades de aumentar esse sucesso. Eles começaram delineando suas metas, que eram:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bfda448a4974\",\"_type\":\"block\",\"children\":[{\"_key\":\"bfda448a49740\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para aumentar a conscientização sobre as ofertas do Terrific Tuesday\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5008d54e249f\",\"_type\":\"block\",\"children\":[{\"_key\":\"5008d54e249f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para aumentar as vendas on-line do Terrific Tuesday\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3761b3e64c45\",\"_type\":\"block\",\"children\":[{\"_key\":\"3761b3e64c450\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para usar as mensagens FOMO para impulsionar as vendas\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e02a4e3555e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"e02a4e3555e80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para aumentar o valor médio do pedido\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2668c72bd9f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"2668c72bd9f50\",\"_type\":\"span\",\"marks\":[],\"text\":\"O novo e aprimorado \\\"Terrific Tuesday\\\" envolve os usuários por e-mail, IAM e notificações push com uma incrível oferta de desconto todas as terças-feiras - 50% mais frango pelo mesmo preço se eles fizerem o pedido no aplicativo (aplicável somente a determinados combos). Usando o Braze Intelligent Channel, a promoção é enviada por meio do canal com o qual os usuários têm maior probabilidade de se envolver. Eles têm como alvo todos os usuários de aplicativos iOS e Android que não resgataram a oferta nas últimas duas semanas. Além disso, eles reformularam uma campanha separada, a \\\"Terrific Tuesday\\\", e alternaram entre as duas. Com essas campanhas automatizadas e permanentes, a KFC Trinidad e Tobago pode envolver os usuários com conteúdo personalizado sem tempo ou esforço adicional.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7dQllE9h\",\"_type\":\"richImage\",\"alt\":\"a phone with a chicken lovers rejoice advertisement on it\",\"asset\":{\"_ref\":\"image-2e5ef2bd1387f56f70080e5d6bd1b7406cc2e8f7-2400x1200-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"f5f3294a10cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5f3294a10cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Para garantir que sua estratégia de mensagens gere o máximo de valor, a KFC Trinidad e Tobago tem uma sincronização semanal com seu \"},{\"_key\":\"f5f3294a10cd1\",\"_type\":\"span\",\"marks\":[\"f082bc5f00b3\"],\"text\":\"Gerente de Sucesso do Cliente Braze\"},{\"_key\":\"f5f3294a10cd2\",\"_type\":\"span\",\"marks\":[],\"text\":\" (CSM). Durante essas sincronizações semanais e com a orientação do CSM, a equipe da KFC Trinidad e Tobago aprimora e repete um Canvas para ajudar a lidar com diferentes métricas e metas e discutir estratégias de teste para melhorar as conversões e o envolvimento com base em insights recentes. Especificamente, o KFC utiliza o recurso do Canvas \\\"Salvar como rascunho\\\", pois qualquer modificação requer aprovação. Posteriormente, sua agência parceira - Braze Alloys Solutions Partner \"},{\"_key\":\"f5f3294a10cd3\",\"_type\":\"span\",\"marks\":[\"7c3a443375e9\"],\"text\":\"Cognizant\"},{\"_key\":\"f5f3294a10cd4\",\"_type\":\"span\",\"marks\":[],\"text\":\"- codifica o e-mail. 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