{"id":10586,"date":"2023-12-20T07:40:37","date_gmt":"2023-12-20T10:40:37","guid":{"rendered":"https:\/\/4tuneagencia.digital\/blog\/orcamento-de-marketing-digital-2024-reducao-de-cac-e-aumento-de-roi-e-commerce-brasil\/"},"modified":"2023-12-20T07:40:37","modified_gmt":"2023-12-20T10:40:37","slug":"orcamento-de-marketing-digital-2024-reducao-de-cac-e-aumento-de-roi-e-commerce-brasil","status":"publish","type":"post","link":"https:\/\/4tuneagencia.digital\/blog\/orcamento-de-marketing-digital-2024-reducao-de-cac-e-aumento-de-roi-e-commerce-brasil\/","title":{"rendered":"Or\u00e7amento de Marketing Digital 2024: redu\u00e7\u00e3o de CAC e aumento de ROI &#8211; E-Commerce Brasil"},"content":{"rendered":"<p><small class=\"text-light\">menu<\/small><br \/><small>fechar<\/small><br \/>Equipe de jornalismo E-Commerce Brasil<br \/>Segundo&nbsp;<a target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/www.searchenginejournal.com\/what-is-a-good-ctr-for-google-ads\/492785\/\">dados do Seach Engine Journal<\/a>, o custo por clique (CPC) nos an\u00fancios do Google teve um aumento de 5% em rela\u00e7\u00e3o ao ano anterior, enquanto o custo de aquisi\u00e7\u00e3o&nbsp;<strong>(CAC) cresceu 20%<\/strong>&nbsp;no mesmo per\u00edodo. Um aumento de custos similar \u00e9 encontrado em outras plataformas de an\u00fancios, impactando significativamente os resultados de marketing.<br \/>Em paralelo, observa-se uma redu\u00e7\u00e3o relativa no investimento das empresas em marketing. Atualmente o or\u00e7amento de marketing corresponde a um&nbsp;<strong>percentual menor da receita<\/strong>&nbsp;quando comparado ao per\u00edodo pr\u00e9-pandemia, segundo dados da&nbsp;<a target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/www.gartner.com\/en\/articles\/what-marketing-budgets-look-like-in-2022\">Gartner<\/a>. O investimento que antes correspondia a mais de 11% da receita total das empresas, em 2022 girou em torno de 9,5%.<br \/>Em um ano cuja palavra de ordem \u00e9<strong>&nbsp;efici\u00eancia em rela\u00e7\u00e3o aos investimentos<\/strong>, o aumento no custo da m\u00eddia paga somado a um or\u00e7amento mais enxuto se torna um problema para gestores de marketing. Em muitos casos, o planejamento para 2024 possui o desafio de investir de maneira respons\u00e1vel e otimizar a\u00e7\u00f5es priorizando a&nbsp;<strong>redu\u00e7\u00e3o de CAC<\/strong>&nbsp;e&nbsp;<strong>aumento de ROI<\/strong>.<br \/>A grande diversidade de canais e de a\u00e7\u00f5es poss\u00edveis dificulta o planejamento do or\u00e7amento de marketing. \u00c9 necess\u00e1rio compreender as op\u00e7\u00f5es para distribuir o or\u00e7amento da forma mais eficiente poss\u00edvel.<br \/>Um dos canais que se destaca em termos de redu\u00e7\u00e3o de CAC \u00e9 o&nbsp;<a target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/webestrategica.com.br\/investir-em-canal-organico\/\">canal org\u00e2nico<\/a>. Contando com&nbsp;<strong>custos fixos e previs\u00edveis<\/strong>, este canal vem ganhando mais espa\u00e7o no mix de marketing das empresas que buscam ser menos dependentes de an\u00fancios e procuram resultados sustent\u00e1veis ao longo do tempo.<br \/>Segundo Anderson Fagundes, CCO na Web Estrat\u00e9gica, \u201cest\u00e1 acontecendo um aumento gradual da participa\u00e7\u00e3o do canal org\u00e2nico nos or\u00e7amentos de marketing das empresas. Aos poucos os gestores est\u00e3o percebendo as vantagens que este canal traz para a gera\u00e7\u00e3o de receita\u201d.\u00a0<br \/>O executivo ainda ressalta alguns pontos que vem chamando a aten\u00e7\u00e3o dos gestores de marketing. \u201c\u00c9 um canal que n\u00e3o possui um custo incremental por resultado e cujo\u00a0<strong>ROI aumenta consistentemente ap\u00f3s o ponto de equil\u00edbrio<\/strong>\u00a0(break-even). Al\u00e9m disso, existe a receita residual que \u00e9 enorme. Quando voc\u00ea para de investir em an\u00fancios, voc\u00ea deixa de ter retorno imediatamente, mas quando voc\u00ea para de investir no canal org\u00e2nico, voc\u00ea\u00a0<strong>continua tendo retorno<\/strong>\u00a0at\u00e9 que seus concorrentes tomem o seu lugar\u201d, afirma Anderson.<br \/>Com o objetivo de ajudar gestores a planejar seus or\u00e7amentos de marketing para 2024, a Web Estrat\u00e9gica ir\u00e1 realizar a masterclass \u201c<strong>Or\u00e7amento de Marketing 2024: reduzindo o CAC com o canal org\u00e2nico<\/strong>\u201d.<br \/>Durante a masterclass ser\u00e3o apresentados os principais fundamentos do investimento no canal org\u00e2nico, desde quais empresas possuem maior potencial de ganho at\u00e9 a forma correta de iniciar o investimento. Os participantes ver\u00e3o dicas sobre&nbsp;<strong>quanto investir, como estimar o retorno e dicas para aumentar a efici\u00eancia deste canal<\/strong>.&nbsp;<br \/>A masterclass ser\u00e1 ministrada por Anderson Fagundes e Rafael Rez (CCO e CMO na Web Estrat\u00e9gica, respectivamente) e ocorrer\u00e1 no dia 10 de outubro \u00e0s 16h. As inscri\u00e7\u00f5es s\u00e3o gratuitas e podem ser realizadas diretamente na&nbsp;<a target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/events\/or-amentodemarketingdigital20247109938004021927937\/about\/\">p\u00e1gina do evento no Linkedin<\/a>.<br \/>Equipe de jornalismo E-Commerce Brasil<br \/>O Olist lan\u00e7ou o Calend\u00e1rio do E-commerce 2024, material que re\u00fane as datas comemorativas mais importantes para quem vende online. Confira aqui<br \/>Reda\u00e7\u00e3o E-Commerce Brasil<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-20T04:15:00-03:00\">H\u00e1 3 horas&#8230;<\/time>                         <br \/>Compreender as nuances deste momento torna-se essencial para empresas que buscam n\u00e3o apenas sobreviver, mas prosperar no mercado atual<br \/>Reda\u00e7\u00e3o E-Commerce Brasil<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-20T04:00:00-03:00\">H\u00e1 3 horas&#8230;<\/time>                         <br \/>O podcast Entre Amigos desta ter\u00e7a-feira (19), que encerra a temporada 2023 dos programas, fala sobre a uni\u00e3o de tecnologia \u00e0 log\u00edstica nos processos do cotidiano e na gera\u00e7\u00e3o de neg\u00f3cios<br \/>Lucas Kina<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-19T16:00:00-03:00\">H\u00e1 15 horas&#8230;<\/time>                         <br \/>Governo estuda estender o imposto \u00e0s compras com valor inferior a US$ 50; varejo nacional e consumidores podem ser impactados de formas distintas<br \/>Giuliano Gon\u00e7alves<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-20T06:28:00-03:00\">H\u00e1 1 hora&#8230;<\/time>                         <br \/>Mesmo com certo cen\u00e1rio positivo para o Natal de 2023, levantamento da Ibevar-FIA espera retra\u00e7\u00e3o em dezembro nos varejos ampliado e restrito<br \/>Lucas Kina<br \/>                              \t\t\t\t\t <time pubdate datetime=\"2023-12-20T07:25:00-03:00\">Agora<\/time>                         <br \/>A 134\u00aa edi\u00e7\u00e3o da Canton Fair, realizada entre outubro e novembro de 2023, foi um evento marcante para os empres\u00e1rios brasileiros<br \/>Reda\u00e7\u00e3o E-Commerce Brasil<br \/>                                  <time pubdate datetime=\"2023-11-17T04:00:00-03:00\">17\/11\/2023<\/time>                         <br \/>O Wake Retail Summit ser\u00e1 um evento com grande imers\u00e3o no mundo do varejo<br \/>Reda\u00e7\u00e3o E-Commerce Brasil<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-20T04:30:00-03:00\">H\u00e1 3 horas&#8230;<\/time>                         <br \/>O Olist lan\u00e7ou o Calend\u00e1rio do E-commerce 2024, material que re\u00fane as datas comemorativas mais importantes para quem vende online. Confira aqui<br \/>Reda\u00e7\u00e3o E-Commerce Brasil<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-20T04:15:00-03:00\">H\u00e1 3 horas&#8230;<\/time>                         <br \/>Compreender as nuances deste momento torna-se essencial para empresas que buscam n\u00e3o apenas sobreviver, mas prosperar no mercado atual<br \/>Reda\u00e7\u00e3o E-Commerce Brasil<br \/>                              \t\t\t\t\t\t\t <time pubdate datetime=\"2023-12-20T04:00:00-03:00\">H\u00e1 3 horas&#8230;<\/time>                         <br \/>O Portal E-Commerce Brasil atua desde 2011 com produ\u00e7\u00e3o di\u00e1ria e especializada de artigos t\u00e9cnicos e not\u00edcias sobre o com\u00e9rcio eletr\u00f4nico no Brasil, cursos e workshops e cat\u00e1logo de fornecedores.  Al\u00e9m disso, disponibiliza as not\u00edcias mais quentes sobre marketplaces e lojas virtuais bem como realiza os principais eventos de neg\u00f3cios do setor de e-commerce do pa\u00eds. \t\t\t\t\t<br \/>Aqui no E-Commerce Brasil voc\u00ea encontra novidades sobre: neg\u00f3cios, startups, plataformas online, canais de distribui\u00e7\u00e3o, vendas e log\u00edstica, redes sociais, meios de pagamento e muito mais \t\t\t\t\t<br \/>S\u00e3o mais de 2,5 mil textos publicados por ano sobre o panorama do com\u00e9rcio eletr\u00f4nico no Brasil, com uma audi\u00eancia entre 600 e 700 mil acessos mensais, sendo o maior portal de not\u00edcias da am\u00e9rica latina no segmento de e-commerce. \t\t\t\t\t<br \/>Ou seja, no portal E-Commerce Brasil voc\u00ea tem informa\u00e7\u00f5es confi\u00e1veis e de \u00faltima hora para uma performance muito mais ligada \u00e0s necessidades dos seus clientes. \t\t\t\t\t<br \/>Ag\u00eancia de Performance, UX e SEO<br \/>Hospedagem<br \/>Uma empresa iMasters<\/p>\n<p><a href=\"https:\/\/news.google.com\/rss\/articles\/CBMiV2h0dHBzOi8vd3d3LmVjb21tZXJjZWJyYXNpbC5jb20uYnIvbm90aWNpYXMvbWFya2V0aW5nLWRpZ2l0YWwtcmVkdWNhby1jYWMtZS1hdW1lbnRvLXJvadIBAA?oc=5\">source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>menufecharEquipe de jornalismo E-Commerce BrasilSegundo&nbsp;dados do Seach Engine Journal, o custo por clique (CPC) nos an\u00fancios do Google teve um aumento de 5% em rela\u00e7\u00e3o ao ano anterior, enquanto o custo de aquisi\u00e7\u00e3o&nbsp;(CAC) cresceu 20%&nbsp;no mesmo per\u00edodo. Um aumento de custos similar \u00e9 encontrado em outras plataformas de an\u00fancios, impactando significativamente os resultados de marketing.Em&#8230;<\/p>\n","protected":false},"author":1,"featured_media":10587,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[36],"class_list":["post-10586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.1 (Yoast SEO v22.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Or\u00e7amento de Marketing Digital 2024: redu\u00e7\u00e3o de CAC e aumento de ROI - E-Commerce Brasil - 4tuneagencia.digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/4tuneagencia.digital\/blog\/orcamento-de-marketing-digital-2024-reducao-de-cac-e-aumento-de-roi-e-commerce-brasil\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Or\u00e7amento de Marketing Digital 2024: redu\u00e7\u00e3o de CAC e aumento de ROI - E-Commerce Brasil\" \/>\n<meta property=\"og:description\" content=\"menufecharEquipe de jornalismo E-Commerce BrasilSegundo&nbsp;dados do Seach Engine Journal, o custo por clique (CPC) nos an\u00fancios do Google teve um aumento de 5% em rela\u00e7\u00e3o ao ano anterior, enquanto o custo de aquisi\u00e7\u00e3o&nbsp;(CAC) cresceu 20%&nbsp;no mesmo per\u00edodo. 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