{"id":8976,"date":"2026-04-23T09:00:37","date_gmt":"2026-04-23T08:00:37","guid":{"rendered":"https:\/\/bluemarketing.com\/?p=8976"},"modified":"2026-04-22T17:34:56","modified_gmt":"2026-04-22T16:34:56","slug":"world-book-day-retargeting","status":"publish","type":"post","link":"https:\/\/bluemarketing.com\/pt-br\/world-book-day-retargeting\/","title":{"rendered":"Dia Mundial do Livro, Retargeting e o Novo Comprador de Livros"},"content":{"rendered":"<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Livros f\u00edsicos ainda lideram, enquanto ebooks e audiolivros continuam ampliando as formas de leitura.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">O TikTok afirma que existem quase 53 milh\u00f5es de posts do BookTok, e cerca de 59 milh\u00f5es de vendas de livros impressos em 2024 podem estar ligadas a criadores ou conte\u00fados relacionados ao BookTok.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Em 2024, 14,7% dos residentes da Uni\u00e3o Europeia compraram material de leitura impresso online, em compara\u00e7\u00e3o com 6,8% que baixaram ebooks ou audiolivros.<\/span><\/li>\n<\/ul>\n<h2><b>Dia Mundial do Livro, Retargeting e o Novo Comprador de Livros<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O Dia Mundial do Livro n\u00e3o \u00e9 apenas uma celebra\u00e7\u00e3o da leitura. Tamb\u00e9m \u00e9 um lembrete de que capturar aten\u00e7\u00e3o nunca foi t\u00e3o desafiador.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No Reino Unido, 40% dos brit\u00e2nicos disseram n\u00e3o ter lido ou ouvido nenhum livro no \u00faltimo ano. Entre crian\u00e7as e jovens, apenas 32,7% afirmaram gostar de ler no tempo livre em 2025, o n\u00edvel mais baixo registrado em duas d\u00e9cadas. (Fonte: National Literacy Trust, <\/span><i><span style=\"font-weight: 400;\">Children and young people\u2019s reading in 2025<\/span><\/i><span style=\"font-weight: 400;\">, junho de 2025.)<\/span><\/p>\n<h2><b>A descoberta mudou. A demanda n\u00e3o desapareceu<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Os formatos digitais expandiram o mercado em vez de substituir o impresso.Entre leitores do Reino Unido, 40% usam ebooks, 30% escutam audiolivros e os livros f\u00edsicos ainda s\u00e3o o formato principal para 61%. Entre os leitores de ebooks, dispositivos dedicados como o Kindle s\u00e3o o principal meio de leitura para 59%, mostrando que a conveni\u00eancia \u00e9 relevante. Ainda assim, o livro f\u00edsico mant\u00e9m forte valor emocional e comercial.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> (Fonte: YouGov, <\/span><i><span style=\"font-weight: 400;\">40% of Britons haven\u2019t read a single book in the last 12 months<\/span><\/i><span style=\"font-weight: 400;\">, mar\u00e7o de 2025.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essa mudan\u00e7a tamb\u00e9m aparece na receita do setor. A receita de audiolivros no Reino Unido chegou a \u00a3268 milh\u00f5es em 2024, a receita digital cresceu 17%, e o faturamento de fic\u00e7\u00e3o ultrapassou \u00a31 bilh\u00e3o pela primeira vez. O mercado cresce justamente pela diversidade de formatos, criando mais caminhos de compra para marcas editoriais e livrarias online. (Fonte: Publishers Association, <\/span><i><span style=\"font-weight: 400;\">Audiobooks and fiction drove growth in 2024<\/span><\/i><span style=\"font-weight: 400;\">, junho de 2025.)<\/span><\/p>\n<h2><b>As redes sociais tornaram a leitura vis\u00edvel novamente<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As plataformas sociais transformaram a leitura de um h\u00e1bito privado em um sinal compartilhado socialmente. O TikTok reporta quase 53 milh\u00f5es de posts com a hashtag BookTok e afirma que cerca de 59 milh\u00f5es de vendas de livros impressos em 2024 podem estar ligadas a criadores ou conte\u00fados associados ao movimento.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A descoberta de novos livros agora \u00e9 mais r\u00e1pida, mais social e mais emocional do que o browsing tradicional em livrarias ou e-commerces.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">(Fonte: TikTok Newsroom, #BookTok, abril de 2025.)<\/span><\/p>\n<h2><b>Por que o <\/b><a href=\"https:\/\/bluemarketing.com\/pt-br\/o-que-fazemos\/retargeting\/\"><b>retargeting<\/b><\/a><b> importa para marcas de livros\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Hoje a descoberta de um livro acontece em m\u00faltiplos pontos de contato.<\/span><\/p>\n<div class=\"\" data-turn-id-container=\"request-WEB:92017790-6640-497c-b81c-0c33bf218ee9-0\" data-is-intersecting=\"true\">\n<section class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"request-WEB:92017790-6640-497c-b81c-0c33bf218ee9-0\" data-testid=\"conversation-turn-2\" data-scroll-anchor=\"false\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:var(--thread-content-margin-xs,calc(var(--spacing)*4))] @w-sm\/main:[--thread-content-margin:var(--thread-content-margin-sm,calc(var(--spacing)*6))] @w-lg\/main:[--thread-content-margin:var(--thread-content-margin-lg,calc(var(--spacing)*16))] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex max-w-full flex-col gap-4 grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal outline-none keyboard-focused:focus-ring [.text-message+&amp;]:mt-1\" dir=\"auto\" tabindex=\"0\" data-message-author-role=\"assistant\" data-message-id=\"55d1eb43-8aeb-4e07-b8e5-fd6c43914aba\" data-message-model-slug=\"gpt-5-3\" data-turn-start-message=\"true\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden\">\n<div class=\"markdown prose dark:prose-invert w-full wrap-break-word dark markdown-new-styling\">\n<p data-start=\"83\" data-end=\"419\">O TikTok afirma que o BookTok est\u00e1 ligado a quase 53 milh\u00f5es de posts. Tamb\u00e9m est\u00e1 associado a cerca de 59 milh\u00f5es de vendas de livros impressos em 2024. Ao mesmo tempo, dados da Eurostat mostram que 14,7% dos residentes da Uni\u00e3o Europeia compraram livros impressos online. Outros 6,8% baixaram ebooks ou audiolivros no mesmo per\u00edodo.<\/p>\n<p data-start=\"421\" data-end=\"655\" data-is-last-node=\"\" data-is-only-node=\"\">Isso significa que um leitor pode descobrir um t\u00edtulo nas redes sociais. Em seguida, pode visitar uma livraria online e comparar formatos. Tamb\u00e9m pode checar a vers\u00e3o no Kindle. Ainda assim, \u00e9 comum sair do site sem concluir a compra. (Fonte: Eurostat, <i>Online shopping: more people buying print than e books<\/i>, abril de 2025.)<\/p>\n<div class=\"\" data-turn-id-container=\"5abb4e8f-010d-4dd3-bbfe-29569cead171\" data-is-intersecting=\"true\"><\/div>\n<div class=\"\" data-turn-id-container=\"request-WEB:92017790-6640-497c-b81c-0c33bf218ee9-1\" data-is-intersecting=\"true\">\n<section class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"request-WEB:92017790-6640-497c-b81c-0c33bf218ee9-1\" data-testid=\"conversation-turn-4\" data-scroll-anchor=\"false\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:var(--thread-content-margin-xs,calc(var(--spacing)*4))] @w-sm\/main:[--thread-content-margin:var(--thread-content-margin-sm,calc(var(--spacing)*6))] @w-lg\/main:[--thread-content-margin:var(--thread-content-margin-lg,calc(var(--spacing)*16))] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex max-w-full flex-col gap-4 grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal outline-none keyboard-focused:focus-ring [.text-message+&amp;]:mt-1\" dir=\"auto\" tabindex=\"0\" data-message-author-role=\"assistant\" data-message-id=\"a71cb20a-870b-4515-9d91-9d869a03c16a\" data-message-model-slug=\"gpt-5-3\" data-turn-start-message=\"true\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden\">\n<div class=\"markdown prose dark:prose-invert w-full wrap-break-word dark markdown-new-styling\">\n<p data-start=\"0\" data-end=\"428\">Para a <a href=\"https:\/\/bluemarketing.com\/pt-br\/\">Blue Marketing,<\/a> \u00e9 exatamente nesse ponto que o <a href=\"https:\/\/bluemarketing.com\/pt-br\/o-que-fazemos\/retargeting\/\">retargeting<\/a> se torna \u00fatil. Um usu\u00e1rio que visualizou um livro em capa dura pode ser reimpactado com criativos focados em presente ou valor de cole\u00e7\u00e3o. Algu\u00e9m que conferiu a vers\u00e3o no Kindle pode receber mensagens sobre acesso imediato, portabilidade ou pre\u00e7o. J\u00e1 quem abandonou um carrinho em uma livraria online pode ser trazido de volta com um lembrete no momento certo.<\/p>\n<p data-start=\"430\" data-end=\"779\" data-is-last-node=\"\" data-is-only-node=\"\">Com a configura\u00e7\u00e3o adequada de pixel e uma segmenta\u00e7\u00e3o de audi\u00eancia bem estruturada, marcas de livros conseguem se comunicar de forma diferente com compradores de impressos, leitores digitais e visitantes de alta inten\u00e7\u00e3o, em vez de exibir o mesmo an\u00fancio para todos. (Fonte: DemandSage, 70+ Retargeting Statistics and Trends of 2026, maio de 2025.)<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<h2><b>Inova\u00e7\u00e3o sem perder o apelo anal\u00f3gico<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Essa \u00e9 a verdadeira oportunidade por tr\u00e1s do Dia Mundial do Livro. A inova\u00e7\u00e3o no mercado editorial n\u00e3o est\u00e1 apenas em novos formatos. Est\u00e1 tamb\u00e9m em estrat\u00e9gias de marketing mais inteligentes, que respeitam como as pessoas descobrem, comparam e compram. Para a <\/span><a href=\"https:\/\/bluemarketing.com\/pt-br\/\"><span style=\"font-weight: 400;\">Blue Marketing<\/span><\/a><span style=\"font-weight: 400;\">, o retargeting ajuda marcas de livros a permanecer vis\u00edveis ao longo dessa jornada, mantendo a mensagem relevante para o formato que cada leitor tem mais probabilidade de comprar.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Livros f\u00edsicos ainda lideram, enquanto ebooks e audiolivros continuam ampliando as formas de leitura. O TikTok afirma que existem quase 53 milh\u00f5es de posts do BookTok, e cerca de 59 milh\u00f5es de vendas de livros impressos em 2024 podem estar ligadas a criadores ou conte\u00fados relacionados ao BookTok. Em 2024, 14,7% dos residentes da Uni\u00e3o [&hellip;]<\/p>\n","protected":false},"author":265752824,"featured_media":8974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1450],"tags":[2012,2005,1783,2010,1734,2006,2013,2007,1802,2011,1686],"class_list":["post-8976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retargeting","tag-audiolivros","tag-booktok","tag-comportamento-do-consumidor","tag-dia-mundial-do-livro","tag-digital-marketing","tag-ebooks","tag-inovacao","tag-kindle","tag-marketing-digital","tag-mercado-de-livros","tag-retargeting"],"acf":[],"yoast_head":"<!-- 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