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Advisor(s)
Abstract(s)
O presente trabalho de projeto consiste na criação de uma estratégia de marketing
transmedia para a marca Quinta do Arneiro, com o intuito de compreender que impacto esta
teria no relacionamento entre marca e consumidor.
O enquadramento teórico da investigação foi feito através do levantamento acerca das
estratégias atuais na área do marketing, mais concretamente marketing 360º, marketing de
conteúdos e marketing nos media sociais, de forma a compreender qual o seu contributo e
evolução até ao transmedia.
Já o transmedia surge como uma nova forma de contar e viver histórias, nomeadamente no
mundo das marcas. Trata-se da expansão do produto que vai ser alterado e complementado
por outros conteúdos e consequentemente pelos consumidores. A utilização dos diferentes
media permite desenvolver uma experiência de entretenimento e consumo de conteúdos
altamente diferenciadora no que toca a envolver o consumidor com a marca. A narrativa
torna-se tão ampla que não pode ser contida numa única plataforma. São diversas histórias
que compõem um único universo, onde cada uma é contada de forma independente e se
complementam entre si dando forma a uma única (mas complexa) narrativa.
O trabalho empírico baseou-se numa abordagem qualitativa. Foi realizado um protótipo da
estratégia e de seguida foi elaborado um guião para se proceder à realização de um grupo de
foco, que permitiu uma maior compreensão do pretendido aos participantes e um
entendimento aprofundado sobre as opiniões e visões dos participantes em relação ao projeto
e estratégia realizada.
A análise permitiu concluir que as estratégias de transmedia são uma mais-valia para as
marcas no sentido em que favorecem o seu relacionamento com o público de forma
apelativa, dinâmica e interativa, na medida em que responde às necessidades, desejos e capta
a atenção do consumidor atual, um consumidor cada vez mais exigente.
The current work project intends to develop a marketing strategy for Quinta do Arneiro and with that, explore the impact that such strategy could create in the existing relationship between a brand and its consumers. The theoretical background of this investigation was based on the current marketing strategies in force today. A deep dive analysis was conducted on concepts like marketing 360, media marketing and marketing of contents, in order to better understand all the steps that guided to the notion of transmedia. Transmedia emerged as a new way of telling stories in the corporate world, especially for brands. It’s an expansion of the product itself, that will be changed and supplemented by other contents and therefore by consumers. The use of different media allows for the development of entertainment experiences, wile relying on an increasing pool of differentiated contents in what concerns the relationship between brand and costumers. The narrative becomes so wide-ranging that cannot be restrained to a single platform. Several stories make up a single universe, where each story is told in an independently manner, but with high degrees of complementarity, creating a single (but complex) narrative. The empirical work was based on qualitative approach. On a first stage, a prototype of the referred strategy was designed and afterwards the applicability of such strategy was tested through a focus group session, which allowed for a better understanding of the main thoughts shared by the participants regarding the notion of transmedia. This analysis made it clear that transmedia strategies are a valuable and appealing tool that brands can rely to improve their relationships with consumers. These strategies are dynamic and interactive in the sense that they allows companies to draw the public’s attention and to face the increasingly demanding and multiple faced costumers.
The current work project intends to develop a marketing strategy for Quinta do Arneiro and with that, explore the impact that such strategy could create in the existing relationship between a brand and its consumers. The theoretical background of this investigation was based on the current marketing strategies in force today. A deep dive analysis was conducted on concepts like marketing 360, media marketing and marketing of contents, in order to better understand all the steps that guided to the notion of transmedia. Transmedia emerged as a new way of telling stories in the corporate world, especially for brands. It’s an expansion of the product itself, that will be changed and supplemented by other contents and therefore by consumers. The use of different media allows for the development of entertainment experiences, wile relying on an increasing pool of differentiated contents in what concerns the relationship between brand and costumers. The narrative becomes so wide-ranging that cannot be restrained to a single platform. Several stories make up a single universe, where each story is told in an independently manner, but with high degrees of complementarity, creating a single (but complex) narrative. The empirical work was based on qualitative approach. On a first stage, a prototype of the referred strategy was designed and afterwards the applicability of such strategy was tested through a focus group session, which allowed for a better understanding of the main thoughts shared by the participants regarding the notion of transmedia. This analysis made it clear that transmedia strategies are a valuable and appealing tool that brands can rely to improve their relationships with consumers. These strategies are dynamic and interactive in the sense that they allows companies to draw the public’s attention and to face the increasingly demanding and multiple faced costumers.
Description
Keywords
Marketing Convergência Transmedia storytelling Transmedia branding Quinta do Arneiro Convergence