{"id":22153,"date":"2023-12-18T21:56:08","date_gmt":"2023-12-18T21:56:08","guid":{"rendered":"https:\/\/club.involves.com\/?p=22153"},"modified":"2023-12-18T21:56:47","modified_gmt":"2023-12-18T21:56:47","slug":"tendencias-trade-marketing-2024","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/tendencias-trade-marketing-2024\/","title":{"rendered":"Tend\u00eancias de Trade Marketing para 2024: o que dizem os especialistas na \u00e1rea?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Recursos de intelig\u00eancia artificial, ferramentas que integram equipes a partir da comunica\u00e7\u00e3o assertiva e a cria\u00e7\u00e3o de estrat\u00e9gias para trazer mais felicidade para os times: do back-office aos PDVs. Estes s\u00e3o s\u00f3 alguns exemplos de\u00a0 iniciativas e tecnologias apontadas como <\/span><b><a href=\"https:\/\/content.involves.com\/relatorio-trade-marketing-2024\">Tend\u00eancias de Trade Marketing para 2024<\/a>.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">No entanto, mais do que conhecer listas de tend\u00eancias, \u00e9 essencial compreender como coloc\u00e1-las em pr\u00e1tica. Isso porque tomar decis\u00f5es a respeito de como realizar o melhor planejamento para o pr\u00f3ximo ano \u00e9 um desafio para equipes de ind\u00fastrias, ag\u00eancias e distribuidoras.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Afinal, absorver tantas informa\u00e7\u00f5es a respeito do mercado pode se tornar um desafio e at\u00e9 um ingrediente complicador no momento de decidir a respeito de qual caminho seguir.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por essa raz\u00e3o, \u00e9 t\u00e3o importante acompanhar tend\u00eancias de trade marketing para 2024 apontadas por especialistas na \u00e1rea. Profissionais que vivem o setor e, a partir de sua experi\u00eancia, conseguem determinar as a\u00e7\u00f5es que n\u00e3o podem ser exclu\u00eddas do planejamento das \u00e1reas para o pr\u00f3ximo ano.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acompanhar fontes confi\u00e1veis, que realizam uma boa leitura do mercado para apontar o que deve ser observado. Em um mundo VUCA [sigla para volatility (volatilidade), uncertainty (incerteza), complexity (complexidade) e ambiguity (ambiguidade)] as informa\u00e7\u00f5es chegam com muita rapidez.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E, nesse cen\u00e1rio, o que pode ser muito positivo torna-se o grande desafio: <strong>compreender quais s\u00e3o as melhores fontes de informa\u00e7\u00e3o<\/strong> para compreender as tend\u00eancias e, a partir de dados confi\u00e1veis, estabelecer o melhor <a href=\"https:\/\/club.involves.com\/planejamento-de-trade-marketing-2024\/\">planejamento de trade marketing para 2024<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O Involves Club carrega esse prop\u00f3sito e, por isso, ouviu os principais especialistas do setor para encontrar as tend\u00eancias de trade marketing que n\u00e3o podem ser esquecidas no pr\u00f3ximo ano.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Tend\u00eancias de Trade Marketing para 2024: especialistas falam o que deve ser acompanhado<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para tangibilizar as tend\u00eancias e proporcionar o melhor guia para equipes de trade marketing em 2024, a Involves ouviu 4 especialistas na \u00e1rea para <\/span><b>o <a href=\"https:\/\/content.involves.com\/relatorio-trade-marketing-2024\">relat\u00f3rio oficial que est\u00e1 dispon\u00edvel para download<\/a>. <\/b><span style=\"font-weight: 400;\">Conhe\u00e7a:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Andr\u00e9 Krummenauer, CEO da Involves<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lindiane Baisch, trade marketing manager da PepsiCo<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rutherford Morais, s\u00f3cio fundador da Geniale Trade Innovated<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cesar Duro, CEO da Sellers<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A partir da vis\u00e3o dos especialistas, de diferentes \u00e1reas do trade marketing, torna-se mais f\u00e1cil entender quais das tend\u00eancias apontadas talvez j\u00e1 fa\u00e7am parte das estrat\u00e9gias mapeadas e tamb\u00e9m aquelas que precisam entrar no radar das equipes de ind\u00fastrias, ag\u00eancias e distribuidoras.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Tend\u00eancias de Trade Marketing 2024: eliminando a subjetividade<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para dar um <\/span><i><span style=\"font-weight: 400;\">spoiler<\/span><\/i><span style=\"font-weight: 400;\"> do relat\u00f3rio <\/span><b>(dispon\u00edvel aqui para download)<\/b><span style=\"font-weight: 400;\">, muitas das entrevistas com os especialistas ouvidos pelo Involves Club, passaram por deixar a subjetividade de lado e ter uma <a href=\"https:\/\/club.involves.com\/comunicacao-com-equipes-de-campo\/\">comunica\u00e7\u00e3o adequada na empresa<\/a>: de ponta a ponta, para evitar ru\u00eddos que podem fazer com que as estrat\u00e9gias n\u00e3o sejam conhecidas por todos os envolvidos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por essa raz\u00e3o, especialistas apontam que em 2024 o uso de ferramentas que permitam a integra\u00e7\u00e3o dos dados e a distribui\u00e7\u00e3o do plano a partir de um \u00fanico ambiente, que favore\u00e7a a troca e reduza as d\u00favidas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quando toda a opera\u00e7\u00e3o de uma ind\u00fastria, por exemplo, sabe quais os indicadores de Loja Perfeita, fica muito mais f\u00e1cil para que diferentes setores possam enxergar se as a\u00e7\u00f5es previstas est\u00e3o acontecendo na ponta, <a href=\"https:\/\/club.involves.com\/importancia-da-personalizacao-na-experiencia-do-shopper\/\">encantando os shoppers<\/a> e aumentando o sell-out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m disso, o uso cada vez mais profissional e adequado dos dados gerados por recursos de intelig\u00eancia artificial tamb\u00e9m s\u00e3o tend\u00eancia para 2024. Afinal, se em 2023 muito se falou a <strong>respeito das <a href=\"https:\/\/club.involves.com\/como-a-ia-pode-beneficiar-o-varejo-e-a-industria\/\">ferramentas inteligentes<\/a><\/strong>, agora chegou o momento de utiliz\u00e1-las da melhor maneira.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sendo assim, a indica\u00e7\u00e3o de muitos dos especialistas \u00e9 ter consci\u00eancia dos dados, receb\u00ea-los em tempo real e, com isso, tomar as decis\u00f5es mais assertivas a partir dos indicadores que fa\u00e7am sentido para cada opera\u00e7\u00e3o.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cH\u00e1 muitos dados, mas muita demanda de interpreta\u00e7\u00e3o e an\u00e1lise deles para tomada de decis\u00e3o. A IA j\u00e1 \u00e9 capaz de tomar algumas decis\u00f5es e cortar caminho. A ideia n\u00e3o \u00e9 substituir o ser humano, mas sim cobrir uma propor\u00e7\u00e3o maior da opera\u00e7\u00e3o com an\u00e1lise automatizada e recomenda\u00e7\u00e3o. Um exemplo: voc\u00ea j\u00e1 parou para se perguntar como um promotor identifica a ruptura em uma loja? A IA j\u00e1 \u00e9 capaz de recomendar o caminho das pedras em que ele deve checar esse indicador.\u201d Andr\u00e9 Krummenauer, CEO da Involves.\u00a0<\/span><\/p><\/blockquote>\n<h2><span style=\"font-weight: 400;\">Relat\u00f3rio Tend\u00eancias de Trade Marketing para 2024: fa\u00e7a o download e receba um material b\u00f4nus gratuito<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ao fazer o download do Relat\u00f3rio Tend\u00eancias de Trade Marketing para 2024, produzido com exclusividade pela Involves, voc\u00ea ainda recebe um material gratuito para facilitar o planejamento da sua \u00e1rea de trade marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Produzimos um guia edit\u00e1vel que vai conduzir o planejamento e as a\u00e7\u00f5es da \u00e1rea no pr\u00f3ximo ano: come\u00e7ando por uma matriz SWOT para que voc\u00ea mapeie suas for\u00e7as, amea\u00e7as e oportunidades. E, na sequ\u00eancia, um planner trimestral para as anota\u00e7\u00f5es do que \u00e9 prioridade em cada per\u00edodo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Baixe agora mesmo!<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-257d3aa8-2ebe-488d-8c36-8dbd46ae0c94\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-257d3aa8-2ebe-488d-8c36-8dbd46ae0c94\" class=\"hs-cta-node hs-cta-257d3aa8-2ebe-488d-8c36-8dbd46ae0c94\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/257d3aa8-2ebe-488d-8c36-8dbd46ae0c94\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-257d3aa8-2ebe-488d-8c36-8dbd46ae0c94\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/257d3aa8-2ebe-488d-8c36-8dbd46ae0c94.png\" alt=\"Quero receber o infogr\u00e1fico\" \/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">ag\u00eancias<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ind\u00fastria<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Intelig\u00eancia Artificial<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Relat\u00f3rio Trade Marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">tend\u00eancias<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Varejo<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Quais as tend\u00eancias de trade marketing para 2024? Neste conte\u00fado, especialistas apontam o que est\u00e1 em alta no mercado.<\/p>\n","protected":false},"author":23,"featured_media":23296,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[422],"tags":[369,38,176,392,130,40],"class_list":["post-22153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias-e-mercado","tag-agencias","tag-industria","tag-inteligencia-artificial","tag-relatorio-trade-marketing","tag-tendencias","tag-varejo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tend\u00eancias de Trade Marketing 2024: o que dizem os especialistas<\/title>\n<meta name=\"description\" content=\"Quais as tend\u00eancias de trade marketing para 2024? Neste conte\u00fado, especialistas apontam o que est\u00e1 em alta no mercado.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/club.involves.com\/pt-br\/tendencias-trade-marketing-2024\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tend\u00eancias de Trade Marketing 2024: o que dizem os especialistas\" \/>\n<meta property=\"og:description\" content=\"Quais as tend\u00eancias de trade marketing para 2024? 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