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Publication
Marketing cloud e inteligência artificial - potencialização da jornada do consumidor
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| 2.04 MB | Adobe PDF |
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Abstract(s)
O Marketing Cloud (MC) e a Inteligência Artificial (IA) emergem como tecnologias disruptivas que têm redefinido fundamentalmente a Jornada do Consumidor (JC) contemporânea, estabelecendo novos paradigmas na interação consumidor-marca e na gestão da estratégia do relacionamento com o público-alvo.
O Marketing Cloud constitui uma plataforma integrada de marketing digital baseada em computação em nuvem, que disponibiliza soluções abrangentes para criação, automação e gestão de campanhas multicanal, abrangendo desde comunicação por correio eletrónico até estratégias de marketing em redes sociais. Paralelamente, a Inteligência Artificial capacita as organizações com ferramentas analíticas avançadas para extração de insights comportamentais detalhados, personalização algorítmica de mensagens e desenvolvimento de modelos preditivos de médio e longo prazo.
A convergência sinérgica destas tecnologias tem potencializado a capacidade empresarial de desenvolver experiências hiperpersonalizadas e centradas no consumidor. Mediante a aplicação de algoritmos de análise de dados e técnicas de machine learning, as organizações conseguem implementar estratégias de segmentação comportamental sofisticadas e personalizar comunicações com base em perfis psicográficos e preferências individuais, resultando em campanhas de marketing com maior eficiência e eficácia mensurável.
O objetivo central desta investigação consiste em compreender os processos adaptativos dos profissionais de marketing face às transformações digitais emergentes e quantificar o impacto do Marketing Cloud e da Inteligência Artificial na otimização da Jornada do Consumidor.
A metodologia utilizada neste trabalho envolveu a aplicação de um inquérito estruturado e uma amostra de aproximadamente 100 profissionais da área, cujos resultados evidenciaram que estes investimentos tecnológicos exercem um efeito proativo significativo na automação de processos operacionais e na otimização sistemática de estratégias de marketing, facilitando a identificação de padrões comportamentais e tendências de mercado emergentes.
Os resultados obtidos sublinham igualmente a importância crítica da implementação ética e transparente do Marketing Cloud e da Inteligência Artificial, enfatizando a necessidade de promover a confiança do consumidor através da manutenção rigorosa da segurança e privacidade dos dados pessoais. A integração estratégica do Marketing Cloud e da Inteligência Artificial nas práticas organizacionais demonstra potencial para impulsionar o crescimento empresarial, promover a diferenciação através da inovação tecnológica e fortalecer a posição competitiva no mercado contemporâneo.
Marketing Cloud (MC) and Artificial Intelligence (AI) emerges as disruptive technologies that have fundamentally redefined the contemporary Customer Journey (CJ), establishing new paradigms in brand-consumer interaction and strategic management of target audience relationships. Marketing Cloud constitutes an integrated digital marketing platform based on cloud computing, which provides comprehensive solutions for creation, automation, and management of multichannel campaigns, spanning from email communication to social media marketing strategies. Concurrently, Artificial Intelligence empowers organizations with advanced analytical tools for extracting detailed behavioral insights, algorithmic message personalization, and development of medium and long-term predictive models. The synergistic convergence of these technologies has enhanced organizational capacity to develop hyper-personalised and consumer-centric experiences. Through the application of data analysis algorithms and machine learning techniques, organizations can implement sophisticated behavioral segmentation strategies and perosnalize communications based on psychographic profiles and individual preferences, resulting in marketing campaigns with greater measurable efficiency and effectiveness. The central objective of this investigation consists in understanding the adaptive processes of marketing professionals in response to emerging digital transformation and quantifying the impact of Marketing Cloud and Artificial Intelligence on Customer Journey optimization. The methodology employed involved the application of a structured survey to a sample of approximately 100 professionals in the field, whose results demonstrated that these technological investments exert a significant proactive effect on operational process automation and systematic optimization of marketing strategies, facilitating the identification of behavioral patterns and emerging market trends. The obtained results equally underscore the critical importance of ethical and transparent implementation of Marketing Cloud and Artificial Intelligence, emphasizing the necessity of promoting consumer trust through rigorous maintenance of personal data security and privacy. The strategic integration of Marketing Cloud and Artificial Intelligence in organizational practices demonstrates potential to drive business growth, promote differentiation through technological innovation and strengthen competitive positioning in the contemporary market.
Marketing Cloud (MC) and Artificial Intelligence (AI) emerges as disruptive technologies that have fundamentally redefined the contemporary Customer Journey (CJ), establishing new paradigms in brand-consumer interaction and strategic management of target audience relationships. Marketing Cloud constitutes an integrated digital marketing platform based on cloud computing, which provides comprehensive solutions for creation, automation, and management of multichannel campaigns, spanning from email communication to social media marketing strategies. Concurrently, Artificial Intelligence empowers organizations with advanced analytical tools for extracting detailed behavioral insights, algorithmic message personalization, and development of medium and long-term predictive models. The synergistic convergence of these technologies has enhanced organizational capacity to develop hyper-personalised and consumer-centric experiences. Through the application of data analysis algorithms and machine learning techniques, organizations can implement sophisticated behavioral segmentation strategies and perosnalize communications based on psychographic profiles and individual preferences, resulting in marketing campaigns with greater measurable efficiency and effectiveness. The central objective of this investigation consists in understanding the adaptive processes of marketing professionals in response to emerging digital transformation and quantifying the impact of Marketing Cloud and Artificial Intelligence on Customer Journey optimization. The methodology employed involved the application of a structured survey to a sample of approximately 100 professionals in the field, whose results demonstrated that these technological investments exert a significant proactive effect on operational process automation and systematic optimization of marketing strategies, facilitating the identification of behavioral patterns and emerging market trends. The obtained results equally underscore the critical importance of ethical and transparent implementation of Marketing Cloud and Artificial Intelligence, emphasizing the necessity of promoting consumer trust through rigorous maintenance of personal data security and privacy. The strategic integration of Marketing Cloud and Artificial Intelligence in organizational practices demonstrates potential to drive business growth, promote differentiation through technological innovation and strengthen competitive positioning in the contemporary market.
Description
Keywords
Marketing cloud Inteligência artificial Jornada do consumidor Personalização Artificial intelligence Customer journey Personalization