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Abstract(s)
A transformação digital impacta não só as relações e vivências pessoais, como também provoca grandes mudanças nas organizações, na forma como as mesmas comunicam os seus produtos ou serviços e na forma como os consumidores processam as informações. Por consequência, verifica-se uma tendência para a criação e desenvolvimento de marcas no ambiente digital, as denominadas marcas nativas digitais. Nesse sentido, o marketing digital tem vindo a revelar-se uma área fundamental no crescimento e desenvolvimento das organizações e marcas, independentemente da área de negócio, na medida em que permite definir estratégias de comunicação que contribuem para potenciar o reconhecimento e o envolvimento dos consumidores com as mesmas. A presente investigação teve como principal objetivo compreender de que forma as marcas utilizam o marketing digital como parte integrante das suas estratégias de comunicação, mais especificamente, como é que a MPL’beauty, uma marca nativa digital, utiliza as plataformas digitais para o fortalecimento da marca e da sua relação com os consumidores. A revisão de literatura, que sustenta os conceitos de marketing digital e de marca, bem como o impacto do marketing digital na indústria da cosmética e, de forma complementar, a análise de conteúdo e da entrevista realizada sustentam a importância da presença online como um fator diferenciador para as marcas atualmente. Para além disso, constatou-se que, quando bem definidas e implementadas, as estratégias de marketing digital são fundamentais para o crescimento e sucesso das marcas, bem como para o estabelecimento de relações de confiança com os consumidores.
Digital transformation impacts not only personal relationships and experiences, but also causes major changes in organizations, in the way they communicate their products or services and, in the way consumers process information. As a result, there is a trend towards the creation and development of brands in the digital environment, the digital native brands. In this sense, digital marketing has been proving to be a fundamental area in the grow and development of organizations and brands, regardless of the business area, once allow the definition of communications strategies that contribute to enhancing the recognition and involvement of consumers with them. The main objective of this research was to understand how brands use digital marketing as an integral part of their communication strategies, more specifically, how MPL’beauty, a digital native brand, uses digital platforms to strengthen the bran and its relationship with consumers. The literature review, which underpins the concepts of digital and brand marketing, as well as the impact of digital marketing on the cosmetics industry and, in a complementary way, the content analysis and the interview carried out support the importance of online presence as a differentiating factor for brands at the moment. In addition, it was found that, when well defined and implemented, digital marketing strategies are fundamental to the grow and success of brands, as well as for the establishment of relationships of trust with consumers.
Digital transformation impacts not only personal relationships and experiences, but also causes major changes in organizations, in the way they communicate their products or services and, in the way consumers process information. As a result, there is a trend towards the creation and development of brands in the digital environment, the digital native brands. In this sense, digital marketing has been proving to be a fundamental area in the grow and development of organizations and brands, regardless of the business area, once allow the definition of communications strategies that contribute to enhancing the recognition and involvement of consumers with them. The main objective of this research was to understand how brands use digital marketing as an integral part of their communication strategies, more specifically, how MPL’beauty, a digital native brand, uses digital platforms to strengthen the bran and its relationship with consumers. The literature review, which underpins the concepts of digital and brand marketing, as well as the impact of digital marketing on the cosmetics industry and, in a complementary way, the content analysis and the interview carried out support the importance of online presence as a differentiating factor for brands at the moment. In addition, it was found that, when well defined and implemented, digital marketing strategies are fundamental to the grow and success of brands, as well as for the establishment of relationships of trust with consumers.
Description
Keywords
Transformação digital Marketing digital Estratégias de comunicação Marca nativa digital Plataformas digitais Digital transformations Digital marketing Communication strategies Digital native brand Digital platforms