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Abstract(s)
A área do marketing evolui à medida que a tecnologia evolui, tornando o mercado
cada vez mais competitivo e exigente por parte dos consumidores, mais atentos e
informados, apresentando constantes mudanças de comportamento. Desde o aparecimento
da internet e das tecnologias de informação, o termo de marketing digital ganhou força,
sendo uma área reconhecida a nível académico e ao nível profissional, implementada, na
prática, como plano estratégico de vários negócios. Dentro da disciplina do marketing
existem outras vertentes que reforçam o valor e a imagem da empresa perante os
consumidores, nomeadamente o marketing de conteúdo, capaz de estabelecer uma relação
emocional entre marca e cliente, propiciando a total confiança na marca. Por vezes, não só
a apresentação do produto em si pode ser suficiente, mostrar um cuidado especial por
determinadas causas sociais ou até mesmo dias celebrativos, pode criar uma imagem positiva
de quem vê e se envolve emocionalmente com a marca.
Tendo em conta esta vertente do marketing, o presente trabalho debruça-se sobre a
estratégia digital nas redes sociais, um veículo capaz de chegar a todos, envolvendo todos
os procedimentos, ferramentas e técnicas exploradas no contexto de estágio curricular. De
ressalvar o apoio de ferramentas digitais como Meta Business Suite nas redes sociais, para a
obtenção de resultados e ajuda na segmentação do mercado digital de um negócio,
produzindo também matéria para este projeto ser possível. Toda a matéria foi extraída
através da experiência de estágio curricular na Lacatoni, com duração de quatro meses, onde
as técnicas aprendidas em teoria, foram postas em pratica, no toca que a gestão de conteúdos.
The marketing area evolves as technology evolves, making the market increasingly competitive and demanding by consumers, more attentive and informed, with constant changes in behavior. Since the emergence of the internet and information technologies, the term digital marketing has gained strength, being an area recognized at an academic and professional level, being implemented, in practice, as a strategic plan for several businesses. Within the discipline of marketing, there are other aspects that reinforce the value and image of the company before consumers, namely content marketing, capable of establishing an emotional relationship between brand and customer, providing total trust in the brand. Sometimes, not only the presentation of the product itself can be enough, showing special care for certain social causes or even celebratory days, it can create a positive image of those who see it and become emotionally involved with the brand. Considering this aspect of marketing, the present work focuses on the digital strategy in social networks, a vehicle capable of reaching everyone, involving all the procedures, tools and techniques explored in the context of curricular internship. It should be noted the support of digital tools such as Meta Business Suite on social networks, to obtain results and help in the segmentation of the digital market of a business, also producing material for this project to be possible. All the material was extracted through the experience of a curricular internship at Lacatoni, lasting four months, where the techniques learned in theory were put into practice, in terms of content management.
The marketing area evolves as technology evolves, making the market increasingly competitive and demanding by consumers, more attentive and informed, with constant changes in behavior. Since the emergence of the internet and information technologies, the term digital marketing has gained strength, being an area recognized at an academic and professional level, being implemented, in practice, as a strategic plan for several businesses. Within the discipline of marketing, there are other aspects that reinforce the value and image of the company before consumers, namely content marketing, capable of establishing an emotional relationship between brand and customer, providing total trust in the brand. Sometimes, not only the presentation of the product itself can be enough, showing special care for certain social causes or even celebratory days, it can create a positive image of those who see it and become emotionally involved with the brand. Considering this aspect of marketing, the present work focuses on the digital strategy in social networks, a vehicle capable of reaching everyone, involving all the procedures, tools and techniques explored in the context of curricular internship. It should be noted the support of digital tools such as Meta Business Suite on social networks, to obtain results and help in the segmentation of the digital market of a business, also producing material for this project to be possible. All the material was extracted through the experience of a curricular internship at Lacatoni, lasting four months, where the techniques learned in theory were put into practice, in terms of content management.
Description
Keywords
Marketing de conteúdo Marketing digital Facebook ads Inteligência artificial Content marketing Digital marketing Artificial intelligence