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Abstract(s)
O poder da internet nos dias de hoje é inegável.
O mundo digital é atualmente algo indispensável, não só a nível pessoal, mas também
profissional, relevando-se assim essencial para empresas e negócios. Com a migração dos
consumidores para o digital, as organizações sentem a necessidade de ter uma presença digital
para serem mais competitivas no mercado.
Perante a concorrência e quantidade de informação disponível online, é essencial que as
empresas se destaquem, sendo a comunicação estratégica um meio fundamental para esse
efeito. A comunicação está a evoluir cada vez mais e o conteúdo adquire constantemente
novas formas e ferramentas para crescer e se difundir. A ferramenta que se destaca entre
estratégias de comunicação é o marketing de conteúdo, que diz respeito à criação e
distribuição de conteúdo relevante e de qualidade para a atração de potenciais clientes. Para a
implementação das estratégias e divulgação do conteúdo, é habitual usar como veículo as
redes sociais.
Este Relatório de Estágio procura saber e compreender de que forma o marketing de
conteúdo é eficaz nas estratégias de comunicação de organizações do setor turístico, sendo
atualmente uma ferramenta empregue em estratégias de comunicação desenvolvidas por
profissionais da área. Foi feito um Estudo de Caso da empresa Douro Boats explora e aplica
os temas de comunicação estratégica, marketing de conteúdo, marketing turístico, redes
sociais e copywriting. A partir da análise dos dados retirados de seis relatórios finais de
performance dos perfis sociais da empresa referentes aos três meses em estudo, os principais
indicadores de atividade mostram que o marketing de conteúdo é eficaz nas estratégias de
comunicação ligadas ao setor do turismo. No caso da Douro Boats, entende-se que houve o
crescimento generalizado e uma evolução dos perfis sociais ao longo dos meses analisados.
The power of the internet these days is undeniable. The digital world is nowadays indispensable not only on a personal level, but also professionally, thus creating a need for companies to understand and develop new methods capable of efficaciously communicating with their target audience and the public at large, thus maximizing the internet’s potential as profit driving tool. With the migration of consumers to digital, organizations feel the need to have a digital presence to be more competitive in the market. It’s essential that companies stand out against the competition and the amount of information available online, being that strategic communication a fundamental means for this purpose. Communication is exponentially evolving, and content is constantly acquiring new forms and tools to grow and spread. The tool that stands out among communication strategies is content marketing, which concerns the creation and distribution of relevant and quality content to attract potential customers. Social networks are often used for the implementation of communication strategies and the dissemination of content. This Internship Report seeks to analyze and understand how content marketing affects companies that operate in the tourism sector, currently being a tool used in communication strategies developed by professionals in the area. A Case Study of the company Douro Boats explores and applies the themes of strategic communication, content marketing, tourism marketing, social networks and copywriting. Based on the analysis of data taken from six final performance reports of the company's social profiles for the three months under study, the main activity indicators show that content marketing is effective in communication strategies linked to the tourism sector. In the case of Douro Boats, it’s understood that there was a generalized growth and an evolution of the social profiles over the months analyzed.
The power of the internet these days is undeniable. The digital world is nowadays indispensable not only on a personal level, but also professionally, thus creating a need for companies to understand and develop new methods capable of efficaciously communicating with their target audience and the public at large, thus maximizing the internet’s potential as profit driving tool. With the migration of consumers to digital, organizations feel the need to have a digital presence to be more competitive in the market. It’s essential that companies stand out against the competition and the amount of information available online, being that strategic communication a fundamental means for this purpose. Communication is exponentially evolving, and content is constantly acquiring new forms and tools to grow and spread. The tool that stands out among communication strategies is content marketing, which concerns the creation and distribution of relevant and quality content to attract potential customers. Social networks are often used for the implementation of communication strategies and the dissemination of content. This Internship Report seeks to analyze and understand how content marketing affects companies that operate in the tourism sector, currently being a tool used in communication strategies developed by professionals in the area. A Case Study of the company Douro Boats explores and applies the themes of strategic communication, content marketing, tourism marketing, social networks and copywriting. Based on the analysis of data taken from six final performance reports of the company's social profiles for the three months under study, the main activity indicators show that content marketing is effective in communication strategies linked to the tourism sector. In the case of Douro Boats, it’s understood that there was a generalized growth and an evolution of the social profiles over the months analyzed.
Description
Keywords
Marketing de conteúdo Marketing turístico Redes sociais Comunicação estratégica Content marketing Tourist marketing Social networks Strategic communication