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Abstract(s)
O advento do digital possibilitou que muitas empresas e organizações aumentassem o seu alcance, comunicassem melhor com a sua audiência e se destacassem num contexto competitivo. Nos últimos anos, observamos o setor social a enfrentar um mercado competitivo com um aumento das organizações sem fins lucrativos e com o surgimento das empresas sociais. E este é o ontexto das Instituições Particulares de Solidariedade Social (IPSS) em Portugal.
A presente dissertação tem como objetivo avaliar o desenvolvimento e a implementação de estratégias de marketing digital de IPSS em Portugal, como forma de se destacarem num setor competitivo e caraterizado pela escassez de recursos. Para o efeito, foi adotada uma abordagem metodológica de natureza qualitativa, com o estudo demúltiplos casos de 7 IPSS portugueses, com
recolha de dados de entrevistas semidiretivas aos responsáveis de marketing e comunicação, dados provenientes das plataformas de redes sociais Instagram e Facebook, assim como dos sites das organizações em estudo. De seguida, foi efetuada a análise de conteúdo dos dados recolhidos com base nos modelos desenvolvidos por Miller (2010), Coutinho (2014), Marques (2016), Chaffey &
Ellis-Chadwick (2016) e Kotler et al. (2017). Os principais resultados obtidos revelam que o marketing digital tem um papel relevante nas estratégias de comunicação das IPSS, estando estas organizações presentes nas plataformas
digitais e realizando diversas ações nesse contexto no período em análise. Foi também observadoque nos últimos anos, as IPSS têm investido mais marketing digital. Por outro lado, observou-se que as ações digitais implementadas pelas IPSS carecem de uma abordagem estratégica, uma vez que não possuem objetivos específicos e não são feitas avaliações frequentes dos resultados das
ações. A investigação revelou ainda que alguns dos desafios na gestão da estratégia de marketing digital de IPSS em Portugal resultam de responsabilidades pouco claras e grande variedade de atividades para exercer, falta de objetivos específicos na sua estratégia, não atribuição de um orçamento 4 suficiente para o marketing e comunicação digital e a falta de companhamento e análise dos resultados.
The advent of the digital era has enabled many companies and organizations to expand their reach, communicate more effectively with their audience, and stand out in a competitive context. In recent years, we have witnessed the social sector facing a competitive market, marked by the rise of nonprofit organizations and the emergence of social enterprises. This is the context of Private Institutions of Social Solidarity (IPSS) in Portugal. The present dissertation aims to assess the development and implementation of digital marketing strategies by IPSS in Portugal, to excel in a competitive sector characterized by resource scarcity. To achieve this, a qualitative methodological approach was adopted, focusing on multiple case studies of 7 Portuguese IPSS. Data was collected through semi-structured interviews with marketing and communication managers, data from social media platforms like Instagram and Facebook, and information from the organizations' websites. Subsequently, content analysis was conducted on the collected data based on models developed by Miller (2010), Coutinho (2014), Marques (2016), Chaffey & Ellis-Chadwick (2016), and Kotler et al. (2017). The main findings reveal that digital marketing plays a significant role in the communication strategies of IPSS, with these organizations being present on digital platforms and undertaking various actions in that context during the analyzed period. It was also observed that in recent years, IPSS has invested more in digital marketing. On the other hand, it was noted that the digital actions implemented by IPSS lack a strategic approach, as they lack specific objectives and frequent evaluations of action results. The research further revealed that some challenges in managing the digital marketing strategy of IPSS in Portugal stem from unclear responsibilities and a wide range of activities to manage, a lack of specific objectives in their strategy, insufficient budget allocation for digital marketing and communication, and a lack of monitoring and results analysis.
The advent of the digital era has enabled many companies and organizations to expand their reach, communicate more effectively with their audience, and stand out in a competitive context. In recent years, we have witnessed the social sector facing a competitive market, marked by the rise of nonprofit organizations and the emergence of social enterprises. This is the context of Private Institutions of Social Solidarity (IPSS) in Portugal. The present dissertation aims to assess the development and implementation of digital marketing strategies by IPSS in Portugal, to excel in a competitive sector characterized by resource scarcity. To achieve this, a qualitative methodological approach was adopted, focusing on multiple case studies of 7 Portuguese IPSS. Data was collected through semi-structured interviews with marketing and communication managers, data from social media platforms like Instagram and Facebook, and information from the organizations' websites. Subsequently, content analysis was conducted on the collected data based on models developed by Miller (2010), Coutinho (2014), Marques (2016), Chaffey & Ellis-Chadwick (2016), and Kotler et al. (2017). The main findings reveal that digital marketing plays a significant role in the communication strategies of IPSS, with these organizations being present on digital platforms and undertaking various actions in that context during the analyzed period. It was also observed that in recent years, IPSS has invested more in digital marketing. On the other hand, it was noted that the digital actions implemented by IPSS lack a strategic approach, as they lack specific objectives and frequent evaluations of action results. The research further revealed that some challenges in managing the digital marketing strategy of IPSS in Portugal stem from unclear responsibilities and a wide range of activities to manage, a lack of specific objectives in their strategy, insufficient budget allocation for digital marketing and communication, and a lack of monitoring and results analysis.
Description
Keywords
IPSS Organizações sem fins lucrativos Setor social Marketing digital Marketing social Estratégias de marketing Non-profit organizations Social sector Digital marketing Social marketing Marketing strategies