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O Grau de Atividade do Consumidor e seu impacto na economia digital

Que o mundo mudou, todos nós já sabemos e isso até se tornou chavão corporativo, a pergunta, porém, é: mudou para onde?

A principal mudança se deu devido à mudança no próprio comportamento do consumidor. Ele se tornou mais ativo e exigente, contudo, as empresas não estão sabendo lidar com isso devidamente.

Imaginando que exista um Grau de Atividade das empresas, que se traduz em investimento em mídia, ele só fez aumentar ao longo dos últimos anos.

Da mesma maneira, podemos raciocinar com relação ao Grau de Atividade do Consumidor, que se traduz em uma atitude pró-ativa perante o mercado – esse também aumentou muito ao longo dos últimos anos, principalmente depois do advento da internet.

Antes, o consumidor era passivo e a atividade de divulgar produtos ficava por conta única e exclusivamente das empresas. As corporações sempre investiram muito dinheiro na divulgação de suas marcas e produtos e ainda o fazem, porém, o mercado pede outra dinâmica.

Imaginemos que, para acontecer uma transação comercial, precise haver um valor mínimo para o Grau de Atividade em torno de uma marca. Tal atividade pode ser investimento em mídia ou uma publicidade boca a boca realizada pelo próprio consumidor.

Com um consumidor mais ativo, as empresas precisam investir muito menos na atividade de comunicar marcas para o mercado porque o próprio consumidor faz parte desse trabalho.

Defendo que existe uma equação que traduz tal argumento: GAC + GAE ≥ K.

Em outras palavras, o Grau de atividade do consumidor (GAC) somado ao grau de atividade das empresas no mercado (GAE) devem ser maior ou igual do que um coeficiente “K” para que ocorra uma transação comercial.

Tal coeficiente é uma combinação do preço do produto, custos de aquisição, reputação da empresa, falta de informações a respeito do produto e outros fatores que prejudicam a venda.

Toda compra é uma relação de perdas e ganhos, ou, em termos mais claros, de preço e valor. O marketing apóia-se nesse tênue equilíbrio. É preciso um mínimo de atividade em torno da marca no processo de comunicação para que o consumidor perceba que está levando mais valor do que o preço pelo qual está pagando.

Nas últimas décadas, toda a atividade se concentrava praticamente na comunicação da empresa. Era dela o papel de comunicar as marcas, gerar movimento no ponto de venda, fazer promoções, falar bem do produto e fechar a maior quantidade de vendas que conseguisse.

A quantidade de verba investida nesse processo era proibitiva para pequenas empresas e definia os vencedores do mercado, em que só as grandes sobreviviam por terem ganhos de escala muito maiores. O investimento em publicidade era obsceno e se concentrava basicamente em três ou quatro meios.

Hoje, é o consumidor que participa com a maior parte dessa atividade. É ele que pesquisa no Google a empresa que deseja, é ele que produz parte do produto quando escolhe a cor de seu carro e os acessórios no site da montadora, é ele que dirige todo o processo de compra em um comércio eletrônico, é ele que indica o produto por e-mail ou o critica em um site, como o ReclameAqui.

Se somarmos todo o tempo de atividade dos consumidores em procurar no Google, avaliar opções, avaliar as informações no site da empresa, pesquisar por opiniões de terceiros, escolher a empresa, tirar dúvidas, fazer o pedido, receber o produto, blogar e twittar a respeito da experiência de compra, vamos ver que a parte que cabe à empresa é cada vez menor.

Isso muda o mercado.

O barateamento do chip de silício e toda a tecnologia que ficou acessível a qualquer consumidor e empresa, seja pequena, média ou grande, fez com que alguns abismos entre corporações globais e botequins de bairro desaparecessem.

Nesse novo cenário, empresas que continuam investindo verbas multimilionárias começam a dividi-las entre os diversos canais em que os consumidores se encontram comunicando-se entre si. Pode ser no Orkut, pode ser nas resenhas da Amazon, mas pode ser em um Messenger ou chat do UOL.

Não é preciso ir muito longe para perceber que não há verba que chegue para cobrir todos os canais possíveis. E para piorar a situação, a cada dia surgem novos canais. Poucos imaginariam que um microblog chamado Twitter seria uma ferramenta de comunicação entre empresas e consumidores.

Nesse novo mundo plano, em que o consumidor tem boa parte da atividade de comunicação na relação cliente-empresa, as pequenas empresas, pela primeira vez, têm uma chance de virar a mesa do mercado, ao passo que não precisam investir os milhões que as grandes despendem.

Basta que invistam o mínimo necessário para aproveitar essa atividade do usuário, deixando para ele a maior parte do trabalho. Basta que se alavanquem nessa atividade do próprio consumidor para que cresçam. Praticamente nenhuma empresa faz isso tão bem quanto a Camiseteria.

Qualquer “atividade” aqui falada no mercado representa dinheiro e tempo sendo gasto. Quanto mais a empresa puxa para si o papel ativo na relação com o mercado, mais ela tem que investir. Por outro lado, quanto mais ela delega tal papel para o consumidor, menos ela tem que investir.

O aparente paradoxo é que o retorno das empresas que delegam o papel ativo para o usuário é, em média, maior do que as que investem milhões para comunicar suas marcas. Tome como exemplo o site de buscas do Google.

Quanto mais o consumidor é ativo, menos a empresa precisa ser, e vice-versa. Entender isso pode mudar o direcionamento do marketing de uma organização.

Em vez de “fazer o trabalho” por todos os consumidores, é mais sensato fazer com que esses milhões investidos em comunicação acabem sendo produzidos pelos mouses de mais de um bilhão de usuários.

As empresas devem repensar suas estratégias e aproveitar essa alavanca que o consumidor fornece às instituições em função dessa mudança no seu índice de atividade. Ter consciência desse aumento de atividade pode representar uma tremenda economia na verba de comunicação das empresas.

Como disse McLuhan, o meio é a mensagem, mas atualmente, o consumidor é o meio.

Conrado Adolpho

Minha missão no mundo: "Construir um mundo melhor por meio da internet". Autor do livro "Os 8Ps do Marketing Digital" e entusiasta da internet como fenômeno social.

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