Optimizing the infoproduct launch process: integrating the communication macrostrategy and paid traffic key performance indicators through the VERSALTO method

Abstract

The global market, especially in the Digital Marketing area, has experienced enormous growth and a high degree of impact due to advances in technology, the growing number of smartphone users and the daily time spent using smartphones by these users. Within this market, the infoproducts sector has emerged as a specific and high-potential segment, directly connecting end consumers with information products, such as courses, mentoring, training, e-books and much more. The unique potential of this sector lies in its ability to overcome barriers that exist in other markets, making it possible to reach niche audiences and audiences on a global scale, often with low-cost operations and high return on investment (ROI). Despite the enormous potential of this emerging market, it lacks consolidated research on macro performance indicators in infoproduct operations, particularly the interaction between indicators of paid traffic operations and communication strategies, which directly affect the financial results of digital launches. In this context, this study aims to present the VERSALTO method, a framework designed to plan and analyze communication macro strategies and paid traffic indicators for infoproduct launches, demonstrating the interrelationship between these KPIs and the communication macro strategy, in addition to developing knowledge academic on the topic. To develop the method and demonstrate its practical application, this research analyzes two case studies with revenues exceeding 100 thousand Brazilian reais (20 thousand American dollars). Through this analysis, the interrelationship between paid traffic indicators and the communication macro strategy used in infoproduct launches was visualized. In this way, this study provides crucial insights for optimizing strategies and generating more profitable results in the dynamic digital marketing landscape.