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Abstract(s)
Ao longo dos tempos, tem-se assistido a uma influência crescente das tecnologias na
sociedade, que teve como consequência uma alteração significativa na forma como as
pessoas se relacionam entre si e com as empresas. A explosão de opções de produtos e canais
digitais, tem revelado implicações no processo de compra e no marketing. Cada vez mais, o
consumidor assume o controlo do processo e procura ativamente as informações que
considera úteis para o seu processo de decisão de consumo (Court, Elzinga, Mulder, &
Vetvik, 2009).
Este consumidor mais atento e informado, compeliu as organizações a adaptarem as
estratégias de marketing e a encontrar novas metodologias num mundo digital e mais
complexo. Foi neste sentido, que a Seprem sentiu a necessidade de se integrar no mundo
online, valorizando as estratégias de marketing de conteúdo.
Deste modo, ao longo do presente Relatório, exploramos e cruzamos os temas do
marketing de conteúdos e do marketing dos social media como auxiliares de sucesso para a
Comunicação da Seprem, empresa que acolheu o estágio. Este estudo, permitiu evidenciar a
importância da incorporação do marketing de conteúdos nas suas estratégias, sendo o
objetivo atrair o consumidor, e despertar neste o interesse de procurar pela marca. Verificouse, ainda, que as ferramentas de interação com o consumidor nas redes sociais que mais
resultam para a organização em estudo são: mensagens privadas, vídeos, campanhas dos
equipamentos (em promoção ou com algumas ofertas adicionais) e stories.
Over time, there has been an increasing influence of technologies in society, which has resulted in a significant change in the way people relate to each other and to companies. The explosion of product options and digital channels has revealed implications for the purchasing process and marketing. Increasingly, the consumer takes control of the process and actively seeks information that he considers useful for his consumption decision process (Court, Elzinga, Mulder, & Vetvik, 2009). This more attentive and informed consumer compelled organizations to adapt their marketing strategies and find new methodologies in a more complex and digital world. It was in this sense that Seprem felt the need to integrate itself into the online world, valuing content marketing strategies. Thus, throughout this Report, we explored and crossed the topics of content marketing and social media marketing as successful auxiliaries for Seprem Communication, the company that hosted the internship. This study made it possible to highlight the importance of incorporating content marketing in its strategies, with the aim of attracting consumers, and awakening in them the interest of looking for the brand. It was also found that the consumer interaction tools on social networks that work best for the organization under study are: private messages, videos, equipment campaigns (on sale or with some additional offers) and stories.
Over time, there has been an increasing influence of technologies in society, which has resulted in a significant change in the way people relate to each other and to companies. The explosion of product options and digital channels has revealed implications for the purchasing process and marketing. Increasingly, the consumer takes control of the process and actively seeks information that he considers useful for his consumption decision process (Court, Elzinga, Mulder, & Vetvik, 2009). This more attentive and informed consumer compelled organizations to adapt their marketing strategies and find new methodologies in a more complex and digital world. It was in this sense that Seprem felt the need to integrate itself into the online world, valuing content marketing strategies. Thus, throughout this Report, we explored and crossed the topics of content marketing and social media marketing as successful auxiliaries for Seprem Communication, the company that hosted the internship. This study made it possible to highlight the importance of incorporating content marketing in its strategies, with the aim of attracting consumers, and awakening in them the interest of looking for the brand. It was also found that the consumer interaction tools on social networks that work best for the organization under study are: private messages, videos, equipment campaigns (on sale or with some additional offers) and stories.
Description
Keywords
Comunicação digital Marketing de conteúdos Marketing dos social media Redes sociais Online Digital communication Content marketing Social media marketing Social networks