{"id":2351,"date":"2021-07-19T14:09:32","date_gmt":"2021-07-19T13:09:32","guid":{"rendered":"https:\/\/procenter.habitissimo.pt\/?p=2351"},"modified":"2024-12-19T12:46:38","modified_gmt":"2024-12-19T12:46:38","slug":"a-importancia-da-reputacao-digital-no-pos-pandemia","status":"publish","type":"post","link":"https:\/\/www.habitissimo.pt\/procenter\/marketing\/a-importancia-da-reputacao-digital-no-pos-pandemia\/","title":{"rendered":"A import\u00e2ncia da reputa\u00e7\u00e3o digital no p\u00f3s-pandemia"},"content":{"rendered":"\n

Por Clara Sacrist\u00e1n, directora global de Marketing e Comunica\u00e7\u00e3o da\u00a0habitissimo<\/em>.<\/p>\n\n\n\n

\u00c0 medida que as vacinas de resposta \u00e0 pandemia de Covid-19 s\u00e3o distribu\u00eddas em todo o mundo, eis que preparamos um \u201cnovo normal\u201d. O \u00faltimo ano e meio for\u00e7ou as empresas e as marcas a um salto qu\u00e2ntico no que diz respeito \u00e0 transforma\u00e7\u00e3o digital e nada ser\u00e1 como antes. Agora, mais do que nunca, a curadoria da presen\u00e7a online vai ser fundamental.<\/p>\n\n\n\n

Todas as formas de fazer neg\u00f3cio foram dramaticamente alteradas e est\u00e3o a adoptar uma mentalidade de digital first<\/a>, pelo que, quando se trata de garantir uma boa reputa\u00e7\u00e3o, as primeiras impress\u00f5es digitais v\u00e3o ter um peso bastante significativo.<\/p>\n\n\n\n

Reabilitar uma imagem de marca (a percep\u00e7\u00e3o que uma empresa deseja que tenhamos dela) e gerir a sua reputa\u00e7\u00e3o (a considera\u00e7\u00e3o que a marca procura nos outros) ganharam toda uma nova escala (e alcance) na sequ\u00eancia da pandemia, constituindo hoje um dos principais desafios dos gestores de Marketing.<\/p>\n\n\n\n

Sendo fundamentais para o crescimento de qualquer neg\u00f3cio, a qualidade da experi\u00eancia e o feedback dos clientes constituem importantes pilares da reputa\u00e7\u00e3o digital. E se pensarmos que os colaboradores das empresas s\u00e3o os seus primeiros embaixadores, tamb\u00e9m eles t\u00eam uma palavra a dizer na diferencia\u00e7\u00e3o do servi\u00e7o que prestam, logo, na reputa\u00e7\u00e3o das empresas. Por excelente que um produto ou servi\u00e7o seja, se a reputa\u00e7\u00e3o digital \u00e9 fraca, dificilmente h\u00e1 sucesso \u2013 a confian\u00e7a est\u00e1 na base das rela\u00e7\u00f5es de todas as marcas com os seus territ\u00f3rios e p\u00fablicos.<\/p>\n\n\n\n

Nunca como agora o feedback do cliente foi t\u00e3o valorizado e preponderante no crescimento dos neg\u00f3cios, da\u00ed que as experi\u00eancias e as opini\u00f5es andem de m\u00e3os dadas com o sucesso ou destrui\u00e7\u00e3o da reputa\u00e7\u00e3o. Trabalhar reputa\u00e7\u00e3o digital significa analisar continuamente todos os pontos de contacto existentes com o p\u00fablico e, em especial, os pontos que geram fric\u00e7\u00e3o. Implica tamb\u00e9m seguir as tend\u00eancias, fazer com que a imagem da marca acompanhe os tempos e saiba posicionar-se, com a reputa\u00e7\u00e3o a acompanhar o processo.<\/p>\n\n\n\n

Tal como nenhum cliente entra no website de um hotel para reservar um quarto sem ter lido as cr\u00edticas desse hotel em locais onde outros h\u00f3spedes tenham deixado a sua opini\u00e3o, ningu\u00e9m contrata uma renova\u00e7\u00e3o ou repara\u00e7\u00e3o sem se ter informado sobre o que dizem sobre o profissional ou empresa a contratar. Gerir a considera\u00e7\u00e3o por uma marca \u00e9 hoje sin\u00f3nimo de moldar positivamente as primeiras impress\u00f5es, medir constantemente o pulso da rela\u00e7\u00e3o e orientar as estrat\u00e9gias de Marketing tendo a reputa\u00e7\u00e3o como um farol que guia as marcas na direc\u00e7\u00e3o certa.<\/p>\n\n\n\n

Publicado em: https:\/\/marketeer.sapo.pt\/como-a-reputacao-digital-se-tornou-ainda-mais-importante-no-pos-pandemia<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Por Clara Sacrist\u00e1n, directora global de Marketing e Comunica\u00e7\u00e3o da\u00a0habitissimo. \u00c0 medida que as vacinas de resposta \u00e0 pandemia de Covid-19 s\u00e3o distribu\u00eddas em todo o mundo, eis que preparamos...<\/p>\n","protected":false},"author":20,"featured_media":2353,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[158,80,157,120,155,156],"class_list":["post-2351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brand","tag-clientes","tag-digitalizacao-do-setor-da-construcao","tag-marketing-digital","tag-redes-sociais","tag-reputacao"],"acf":[],"yoast_head":"\nA import\u00e2ncia da reputa\u00e7\u00e3o digital no p\u00f3s-pandemia<\/title>\n<meta name=\"description\" content=\"A directora de Marketing e Comunica\u00e7\u00e3o da habitissimo, Clara Sacrist\u00e1n, opina sobre a 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