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Em contexto empresarial, a utilização de tecnologias associadas ao desempenho de tarefas de marketing é cada vez mais importante e crucial para alcançar os objetivos propostos pelas organizações. Apesar de ser um conceito relativamente recente, muitas das novas formas de gestão das grandes empresas já reconhecem as vantagens da sua utilização no seu trabalho diário, que para além de facilitarem a análise do comportamento dos consumidores e o processo de tomada de decisão, são também fundamentais para aumentar a eficiência das campanhas de marketing e conversão de novos clientes. Embora já existam na literatura diversas análises aos fatores que levam as empresas a adotar alguns softwares de marketing, ainda não existem dados relevantes quanto ao impacto que estes têm no desempenho organizacional, o que por sua vez dificulta a sua aceitação por parte de decisores mais conservadores, tornando-se um obstáculo à sua implementação. Desta forma, o presente estudo visa identificar e descrever os principais fatores que conduzem diferentes organizações a adotar estas ferramentas na sua estratégia global, e ao mesmo tempo, analisar a sua importância para o desempenho e para os resultados das empresas. Para este efeito, através de uma investigação exploratória, recorrendo a entrevistas e questionários com diferentes organizações portuguesas, foi possível identificar que os Benefícios Percebidos, a Estratégia Organizacional e a Compatibilidade entre ferramentas, refletem as principais motivações dos empresários. Verificou-se também a grande influência que estas exercem no desempenho das empresas, sendo o Aumento de Vendas, o Aumento de novos clientes e a melhor Eficiência Organizacional, os principais contributos associados à adoção destas tecnologias.
In the business context, the use of technologies for marketing purposes is a fast-growing solution for companies, in order to achieve business objectives and sustainable growth in the market. Despite being a recent concept, many firms around the globe already recognize the advantages and the potential of these technologies, that are fundamental to the consumer behavior analysis, the decision-making process and the efficiency of marketing campaigns. Moreover, there are several studies in the literature that aim to analyze the factors that lead companies to adopt some Marketing software’s, however, these prove to be very limited regarding the impact on the organizational performance, which makes the acceptance of these technologies an obstacle for more conservative decision-makers. Thereby, this investigation aims to identify and describe the main factors that lead to the adoption of Marketing Technologies in different organizations, and simultaneously, prove the impact that they have in business performance. For this purpose, using an exploratory study, through interviews and online questionnaires with Portuguese companies, it was possible to identify that Perceived Benefits, Business Strategy and Compatibility between different software’s, represents the main motivations of the decision-makers in order to adopt Marketing Technologies. Furthermore, we were able to conclude that these technologies have also a positive impact on firm performance. The increase in sales, the new customer base and the better organizational efficiency, were the most important outcomes stated by the interviewed managers.
In the business context, the use of technologies for marketing purposes is a fast-growing solution for companies, in order to achieve business objectives and sustainable growth in the market. Despite being a recent concept, many firms around the globe already recognize the advantages and the potential of these technologies, that are fundamental to the consumer behavior analysis, the decision-making process and the efficiency of marketing campaigns. Moreover, there are several studies in the literature that aim to analyze the factors that lead companies to adopt some Marketing software’s, however, these prove to be very limited regarding the impact on the organizational performance, which makes the acceptance of these technologies an obstacle for more conservative decision-makers. Thereby, this investigation aims to identify and describe the main factors that lead to the adoption of Marketing Technologies in different organizations, and simultaneously, prove the impact that they have in business performance. For this purpose, using an exploratory study, through interviews and online questionnaires with Portuguese companies, it was possible to identify that Perceived Benefits, Business Strategy and Compatibility between different software’s, represents the main motivations of the decision-makers in order to adopt Marketing Technologies. Furthermore, we were able to conclude that these technologies have also a positive impact on firm performance. The increase in sales, the new customer base and the better organizational efficiency, were the most important outcomes stated by the interviewed managers.
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Tecnologias de marketing CRM Automação de marketing Analítica Desempenho empresarial Adoção de tecnologias de marketing Marketing technologies Marketing automation Analytics Business performance Marketing technologies adoption