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Abstract(s)
Numa altura em que as redes sociais têm uma presença relevante no mundo e
consequentemente, no mundo empresarial, o desafio assenta em tirar o melhor partido
delas. O Marketing Digital tem vindo a oferecer novas estratégias e ferramentas que
permitem às marcas aumentar a sua pegada digital e construir uma comunidade online
fiel, mas é o Real Time Marketing, uma estratégia onde o Marketing é feito em tempo
real e os conteúdos se relacionam com assuntos de momento, que ganha destaque
enquanto uma das estratégias que procura melhorar a relação entre marca-seguidores.
Ao alinhar as mensagens com acontecimentos da atualidade e assuntos virais do
momento, as marcas encontram uma oportunidade para comunicar e criar uma conexão
significativa com o seu target, sendo a Control uma marca relevante da estratégia de Real
Time Marketing e por isso escolhida para caso de estudo. Nesse sentido, a presente
dissertação procurou compreender de que forma é que o Real Time Marketing aumenta o
engagment da Control no Instagram sendo que, após uma revisão da literatura existente
sobre a evolução do Marketing até ao Real Time Marketing, sobre o panorama atual das
redes sociais e do seu aproveitamento por parte de marcas e consumidores, foi feita uma
investigação para se poder validar as hipóteses que a orientavam.
Para esse feito, foi realizada uma análise de conteúdo às publicações da Control onde se
compararam estatísticas e reações das que resultaram de Real Time Marketing e das que
não usam esta estratégia. Foram também realizadas duas entrevistas, uma à Diretora de
Marketing da Control e outra ao Head of Digital da agência criativa da marca, e,
seguidamente, aplicado um inquérito por questionário aos seus seguidores para conhecer
as suas perceções relativamente ao Real Time Marketing. Com base nos resultados
apurados perante os exemplos escolhidos, foi possível concluir que o Real Time
Marketing aumenta o engagement da Control no Instagram, sendo que os seguidores
valorizam mais e interagem mais aquando da publicação deste tipo de conteúdos, do que
com outros. Ainda assim, a hipótese que defendia a ideia de que o Real Time Marketing
atrai novos consumidores para a marca não se verificou, abrindo assim uma possibilidade
de investigação para o futuro.
At a time when social media have a relevant presence in the world and, consequently, the business world, the challenge is to make the best use of it. Digital Marketing has been offering new strategies and tools that allow brands to increase their digital footprint and build a loyal online community, but it is Real-Time Marketing, a strategy where Marketing is done in real time and the contents are related to current issues, that gain prominence as one of the strategies that seeks to improve the relationship between brandfollowers. By aligning messages with current events and hot-topics, brands find an opportunity to communicate and create a significant connection with their target, with Control being a relevant brand in the Real-Time Marketing universe and therefore chosen as a case study. This dissertation pretends to understand how Real-Time Marketing increases Control's engagement on Instagram and, after a review of the existing literature on the evolution of Marketing to Real-Time Marketing, on the current panorama of social media and its use by brands and consumers, an investigation was carried out to validate the hypotheses that guided it. For this purpose, a content analysis of Control publications was carried out, where statistics and reactions from those resulting from Real-Time Marketing and others were compared. Interviews with the Marketing Director of Control and the Head of Digital of the brand's creative agency were conducted, and then a questionnaire was carried out to their followers to learn about their perceptions of Real-Time Marketing. Applying all methods and based on the examples demonstrated, it was possible to conclude that RealTime Marketing increases Control's engagement on Instagram, and followers value it more and interact more when publishing this type of content than others. Even so, the hypothesis that defended the idea that Real-Time Marketing attracts new consumers to the brand was not verified, thus opening a possibility of investigation for the future.
At a time when social media have a relevant presence in the world and, consequently, the business world, the challenge is to make the best use of it. Digital Marketing has been offering new strategies and tools that allow brands to increase their digital footprint and build a loyal online community, but it is Real-Time Marketing, a strategy where Marketing is done in real time and the contents are related to current issues, that gain prominence as one of the strategies that seeks to improve the relationship between brandfollowers. By aligning messages with current events and hot-topics, brands find an opportunity to communicate and create a significant connection with their target, with Control being a relevant brand in the Real-Time Marketing universe and therefore chosen as a case study. This dissertation pretends to understand how Real-Time Marketing increases Control's engagement on Instagram and, after a review of the existing literature on the evolution of Marketing to Real-Time Marketing, on the current panorama of social media and its use by brands and consumers, an investigation was carried out to validate the hypotheses that guided it. For this purpose, a content analysis of Control publications was carried out, where statistics and reactions from those resulting from Real-Time Marketing and others were compared. Interviews with the Marketing Director of Control and the Head of Digital of the brand's creative agency were conducted, and then a questionnaire was carried out to their followers to learn about their perceptions of Real-Time Marketing. Applying all methods and based on the examples demonstrated, it was possible to conclude that RealTime Marketing increases Control's engagement on Instagram, and followers value it more and interact more when publishing this type of content than others. Even so, the hypothesis that defended the idea that Real-Time Marketing attracts new consumers to the brand was not verified, thus opening a possibility of investigation for the future.
Description
Keywords
Real Time Marketing Social media Instagram Engagement Marketing Marketing digital Comportamento do consumidor Digital marketing Consumer behavior