Authors
Advisor(s)
Abstract(s)
O presente trabalho de investigação tem como objectivo compreender em que medida o sector financeiro está a aproveitar a aproximação do consumidor através da envolvente online. De facto, vários estudos demonstram a adesão ao canal de distribuição online na banca, e a importância da internet no processo de decisão de consumo. Assim, nesta investigação, pretende-se analisar detalhadamente a estratégia de comunicação online das instituições financeiras – e em particular da GoBulling - e compreender se estas estão a tirar partido de todo o potencial que a internet lhes oferece.
Neste contexto, constatou-se que a publicidade paga por clique, bem como a exploração do Google Adwords (técnicas de SEA) são práticas comuns no sector financeiro. Por outro lado, as ferramentas das relações públicas online não são ainda suficientemente exploradas pelas marcas do sector da corretagem, que não utilizam meios próprios para divulgar press releases. No contexto das promoções de vendas, destacam-se as amostras online das plataformas de negociação. Por sua vez, o email marketing, sendo uma das ferramentas preferidas pelos consumidores, é já bastante utilizado neste sector. Quanto à venda pessoal, surgiu recentemente o conceito de linguagem corporal digital mas esta ferramenta é ainda pouco explorada, negligenciando-se dados que poderiam ser essenciais para a definição das estratégias de comunicação futuras.
Por fim, conclui-se que, apesar da internet ter despoletado uma revolução no marketing financeiro, existe ainda uma ampla margem de evolução, nomeadamente no que diz respeito à prática de um marketing mais personalizado (através dos dados aos quais as corretoras têm acesso), e à exploração da celeridade que a internet oferece através de ferramentas como os feeds de notícias.
This research aims to understand how financial sector is taking advantage of the consumers approach to online universe. In fact, several studies demonstrate adherence to online banking (distribution channel), and the importance that the internet has in consumer decision-making process. Thus, in this investigation, we will analyze in detail the online communication strategy of financial institutions – particularly of GoBulling brand – and understand if they are taking advantage of the full potential that the internet offers them. In this context, we found that pay per click advertising, and exploitation of Google Adwords (SEA techniques) are common practices in the financial sector. On the other hand, online public relations tools are not sufficiently exploited yet by brokerage brands, which do not use their own means for disseminating press releases. Online sales promotions offer the use of online trading platforms samples. Regarding email marketing – one of the tools being preferred by costumers - is already used more frequently in this sector. In respect to personal selling, the concept of digital body language has recently emerged but this tool is still underused, neglecting data that could be important for defining key strategies for future communications. Finally, it is concluded that despite the revolution of internet in financial marketing, there still exists a wide margin to improvement in regard to the practice of a more personalized marketing (using data to which the brokers have access), and the exploitation of the speed the internet offers operation speed of the internet provides through tools such as new feeds.
This research aims to understand how financial sector is taking advantage of the consumers approach to online universe. In fact, several studies demonstrate adherence to online banking (distribution channel), and the importance that the internet has in consumer decision-making process. Thus, in this investigation, we will analyze in detail the online communication strategy of financial institutions – particularly of GoBulling brand – and understand if they are taking advantage of the full potential that the internet offers them. In this context, we found that pay per click advertising, and exploitation of Google Adwords (SEA techniques) are common practices in the financial sector. On the other hand, online public relations tools are not sufficiently exploited yet by brokerage brands, which do not use their own means for disseminating press releases. Online sales promotions offer the use of online trading platforms samples. Regarding email marketing – one of the tools being preferred by costumers - is already used more frequently in this sector. In respect to personal selling, the concept of digital body language has recently emerged but this tool is still underused, neglecting data that could be important for defining key strategies for future communications. Finally, it is concluded that despite the revolution of internet in financial marketing, there still exists a wide margin to improvement in regard to the practice of a more personalized marketing (using data to which the brokers have access), and the exploitation of the speed the internet offers operation speed of the internet provides through tools such as new feeds.
Description
Keywords
Comunicação online Corretagem Marketing financeiro Estratégia online Estudo de caso Online communication Brokerage Financial marketing Online strategy Case study