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HOME > ARTIGOS > DESENVOLVIMENTO DIGITAL: DECISIVO PARA OS RESULTADOS DOS NEGÓCIOS ONLINE

Em Marketing Online

Desenvolvimento digital: decisivo para os resultados dos negócios online

18/06/2007 - 15:03

Por Maria Elisa Miranda

A indústria da internet evolui e muda de direção em alta velocidade. É vital adaptar-se ao futuro. Neste universo, atender os objetivos e metas de cada negócio e cliente, passa a ser mais um dos desafios dos desenvolvedores digitais.

A web, como veículo de comunicação e vendas, é uma forma de negócio rentável e segmentado, uma via factível de crescimento que vem sendo percorrida, experimentada e inovada. Uma mídia que está crescentemente sendo contemplada e integrada com os demais canais de marketing e como parte do planejamento estratégico do negócio.

Como ela é totalmente mensurável, a partir das análises e interpretações dos indicadores de performance das ações online, fica evidente que, ter participação nesta mídia, representa importante diferencial competitivo para as empresas. Ou seja, companhias que buscam inovação, mídias diferenciadas e alternativas que permitam captar a atenção do consumidor com envolvimento, interatividade, colaboração, relevância e resultados via aumento de receita e lucro.

Assim, quanto mais estratégico torna-se o marketing digital, mais importante passa a ser a área de desenvolvimento web com foco no resultado. As pessoas, os projetos, os métodos e as etapas de desenvolvimento digital devem ser dinâmicos, aperfeiçoados e adaptados às mudanças da internet, tendo como premissa ou espinha dorsal, a mensuração final como busca da melhor performance do negócio online do cliente.

Aqui, entende-se por projeto web, a construção de portais, sites, hotsites, intranets, e-learning, internet banking, blogs, podcast, jogos, videologs, campanhas online (banners, links patrocinados, e-mail marketing, concursos culturais) e o comércio eletrônico.

Hoje, os requisitos para um novo projeto web vão muito além de uma comunicação eficiente ao consumidor. Projetos web passam por padrões de qualidade como arquitetura de informação, usabilidade e navegação, compatibilidade com navegadores e sistemas, funcionalidade, performance e carga, conteúdo e segurança.

Todos estes padrões somados aos do comportamento de navegação, interação e consumo do usuário podem ser monitorados via métricas e análises dos resultados web. O entendimento e a interpretação destes resultados são as ferramentas para processos de melhorias e ajustes do desenvolvimento web e, conseqüentemente, dos investimentos online.

Aqui, o gerenciamento é determinante para o sucesso de um projeto web que é de natureza multidisciplinar. Equipes com base em tecnologia (TI) e internet formadas por profissionais de várias áreas como: gerente de projeto, analista de produto, arquiteto de informação, designer, desenvolvedor, programador de interface, homologador, analista de sistemas, analista de banco de dados, analista de infra-estrutura, jornalista, revisor ortográfico, etc. precisam de muita comunicação e interação para absorver as mudanças, os novos ventos na velocidade da internet e ajustar a cada nova necessidade.

Para garantir o retorno sobre os investimentos dos projetos web de seus clientes, estas equipes multidisciplinares precisam possuir alta performance, estarem comprometidas e focadas no desempenho e obtenção de resultados com qualidade e, cientes da importância de suas contribuições em cada projeto.

Neste contexto, o valor atribuído aos desenvolvedores web é inestimável.

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