{"id":118098,"date":"2015-07-21T00:00:00","date_gmt":"2015-07-20T22:00:00","guid":{"rendered":"https:\/\/www.mdirector.com\/2016\/03\/14\/as-principais-metricas-de-rich-sms\/"},"modified":"2022-04-19T13:47:28","modified_gmt":"2022-04-19T11:47:28","slug":"principais-metricas-rich-sms","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/pt\/blog\/principais-metricas-rich-sms\/","title":{"rendered":"As principais m\u00e9tricas de rich SMS"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><link rel=\"preload\" as=\"image\" href=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/metricas-rich-sms-marketing-01-01.png\" imagesizes=\"(max-width: 1100px) 100vw, 1100px\" \/><img decoding=\"async\" class=\"aligncenter size-full wp-image-5121\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/metricas-rich-sms-marketing-01-01.png\" alt=\"m\u00e9tricas rich sms\" \/><\/p>\n<p><strong>O que n\u00e3o \u00e9 medido n\u00e3o \u00e9 poss\u00edvel melhorar<\/strong>. A vantagem das campanhas de marketing digital \u00e9 que tudo \u00e9 poss\u00edvel ser medido. Outra coisa \u00e9 <strong>decidir quais as m\u00e9tricas essenciais<\/strong> que voc\u00ea vai ter em conta na hora de extrair conhecimento de suas a\u00e7\u00f5es digitais.<\/p>\n<p>Se sobre os e-mails e as landing pages as diferentes m\u00e9tricas s\u00e3o de uso generalizado, na hora de trabalhar com as m\u00e9tricas de rich sms marketing entram em jogo diferentes vari\u00e1veis: por um lado as m\u00e9tricas pr\u00f3prias dos sms, por outro as m\u00e9tricas que \u00e9 poss\u00edvel obter dos espa\u00e7os aos que \u00e9 direcionado os links que pode incorporar nos rich sms.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDICE DE CONTE\u00daDOS<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/principais-metricas-rich-sms\/#Metricas_de_SMS_marketing\" >M\u00e9tricas de SMS marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mdirector.com\/pt\/blog\/principais-metricas-rich-sms\/#Metricas_de_Internet_movel_e_apps\" >M\u00e9tricas de Internet m\u00f3vel e apps<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Metricas_de_SMS_marketing\"><\/span>M\u00e9tricas de SMS marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Os sms s\u00e3o uma das ferramentas de maior valor para os respons\u00e1veis de marketing, fundamentalmente porque <strong>as porcentuaiss de abertura e leitura de sms s\u00e3o geralmente superiores do restante dos canais digitais<\/strong>.<\/p>\n<p>As principais m\u00e9tricas que pode ter em conta para campanhas baseadas em SMS s\u00e3o:<\/p>\n<ol>\n<li><strong>Taxa de envio<\/strong>: \u00c9 o <strong>porcentual de mensagens que tenham enviado com sucesso sobre o total de assinantes<\/strong> aos que se realizou o envio. O normal \u00e9 que essa porcentagem seja alta ainda que depende de como limpa esteja sua base de dados j\u00e1 que fatores como o tamanho da lista ou a frequ\u00eancia de mensagens que voc\u00ea envia podem incidir.<\/li>\n<li><strong>Taxa de abertura\/leitura<\/strong>: Mostra o porcentual de usu\u00e1rios que abriram o sms ap\u00f3s receb\u00ea-lo. Os porcentuais de aberturas de campanhas de sms normalmente s\u00e3o superiores a 98% , o que \u00e9 um dos elementos a valorizar na hora de tomar decis\u00f5es sobre os canais a utilizar em campanhas de marketing digital.<\/li>\n<li><strong>Taxa de abandonos<\/strong>: Indica o porcentual de usu\u00e1rios que tenham decidido deixar de receber mensagens. Se a campanha n\u00e3o est\u00e1 adequadamente segmentada ou o conte\u00fado n\u00e3o \u00e9 de valor para os assinantes este porcentual pode aumentar. O porcentual m\u00e9dio de abandonos em campanhas de sms marketing \u00e9 inferior a 5%.<\/li>\n<li><strong>Taxa de resposta<\/strong>: Em muitas campanhas \u00e9 oferecido a possibilidade de responder com uma palavra-chave que servir\u00e1 para obter maior informa\u00e7\u00e3o. Hoje em dia, com o auge dos rich sms, as chamadas a a\u00e7\u00e3o mais habituais s\u00e3o os links a landing pages ou bem para chamar diretamente a partir deles.<\/li>\n<li><strong>Taxa de clickthrough<\/strong>: Faz refer\u00eancia a propor\u00e7\u00e3o de usu\u00e1rios que clicam sobre os links que aparecem nos rich sms e que levam a landing pages ou bem download direto de apps. A taxa m\u00e9dia de clickthrough \u00e9 de 19%, muito superior ao CTR de 4,2% dos e-mails.<\/li>\n<li><strong>Taxa de convers\u00e3o<\/strong>: \u00c9 a propor\u00e7\u00e3o de usu\u00e1rios que realizam uma a\u00e7\u00e3o. No caso dos sms pode tratar-se de uma compra, uma chamada de telefone ou a pr\u00f3pria visita a landing page. Este porcentual normalmente anda de m\u00e3os dadas as taxas de resposta e de clickthrough.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Metricas_de_Internet_movel_e_apps\"><\/span>M\u00e9tricas de Internet m\u00f3vel e apps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Al\u00e9m das m\u00e9tricas anteriores em campanhas de rich sms marketing \u00e9 importante ter em conta outros indicadores mais habituais como s\u00e3o:<\/p>\n<ol>\n<li><strong>Internet m\u00f3vel<\/strong>: Ao conseguir ingressar a uma landing page m\u00f3vel nas m\u00e9tricas de rich sms marketing, s\u00e3o aplic\u00e1veis todos os<strong> indicadores habituais de p\u00e1ginas web m\u00f3veis<\/strong>, desde p\u00e1ginas vista ao tempo de vista ou a taxa de rebotes, sem esquecer o tipo de terminal ou o navegador do dispositivo de consulta.<\/li>\n<li><strong>Apps<\/strong>: No caso em que os links motivem o download, \u00e9 poss\u00edvel analisar o n\u00famero de downloads ou o tempo e a frequ\u00eancia de uso. Se desde a aplica\u00e7\u00e3o podem realizar compras tamb\u00e9m ser\u00e1 necess\u00e1rio medir o volume de vendas induzidas por estes downloads.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>O que n\u00e3o \u00e9 medido n\u00e3o \u00e9 poss\u00edvel melhorar. A vantagem das campanhas de marketing digital \u00e9 que tudo \u00e9 poss\u00edvel ser medido. Outra coisa \u00e9 decidir quais as m\u00e9tricas essenciais que voc\u00ea vai ter [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","rating_form_position":"","rating_results_position":"","mr_structured_data_type":"","footnotes":""},"categories":[1894],"tags":[],"class_list":["post-118098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mdirector"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>As principais m\u00e9tricas de rich SMS<\/title>\n<meta name=\"description\" content=\"O que n\u00e3o \u00e9 medido n\u00e3o \u00e9 poss\u00edvel melhorar. A vantagem das campanhas de marketing digital \u00e9 que tudo \u00e9 poss\u00edvel ser medido. 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