Advisor(s)
Abstract(s)
As ferramentas de comunicação digital ocupam o lugar de destaque na comunicação,
de uma forma geral, e no marketing, em particular, uma vez que estes constituem
instrumentos que facilitam todo o processo comunicacional. Estas encurtam distâncias e
permitem não só a comunicação entre dois intervenientes, mas também o diálogo de um para
muitos.
A cidade de Lisboa tem vindo, ao longo dos anos, a ser trabalhada como marca, por
forma a ganhar visibilidade no exterior. Numa vertente específica, a imagem da cidade tem
vindo a ser desenvolvida no sentido de se promover enquanto Startup City, tendo sido, para
isso, utilizados, diferentes meios de comunicação digital.
Nesse sentido, e aliando a disciplina do marketing digital à nossa curiosidade,
despoletada pelo crescente interesse dos estrangeiros não só em visitar, mas também em
fixar-se em Portugal, considerando-o um bom país para trabalhar, viver e abrir a sua
empresa, a realização deste trabalho procurou, precisamente, perceber de que forma a
comunicação digital foi relevante na estratégia da Câmara Municipal de Lisboa (CML) que
teve como objetivo transformar a cidade num local direcionado para o empreendedorismo,
tornando-a numa Startup City.
Para tal entrevistámos a Dr.ª Ana Margarida Figueiredo, Diretora do Departamento
de Emprego, Empreendedorismo e Empresa, na Direção Municipal de Economia e Inovação
da CML. Analisámos também uma amostra noticiosa online, nacional e internacional, na
tentativa de perceber de que forma os meios de comunicação retratam o crescimento do
entrepreneurship em Portugal e qual o impacto que isso tem dentro e fora do país.
Procedemos, igualmente, à análise dos organismos que são apontados pela própria CML
como sendo os pilares de desenvolvimento da cidade no que respeita ao empreendedorismo.
As conclusões desta investigação permitem-nos perceber que as ferramentas de
comunicação digitais funcionaram como facilitadores de comunicação entre as entidades e
a CML, o que resultou na constituição de parcerias nacionais e internacionais. O uso das
referidas ferramentas contribuiu igualmente para informar e promover, interna e
externamente, as iniciativas e eventos que foram acontecendo na cidade.
The digital communications tools have a very important role in what communication concerns in a general way and in marketing in particular, as they facilitate the whole communication process. The digital communication channels shorten the distance and allow not only for the communication between two agents but also the dialogue from one to many. Lisbon has been worked as a brand, for the past few years, in order to improve its visibility internationally. The image of the city has been developed through many different digital communication channels, in a very particular way in order to promote it as a Startup City. In that sense, as a growing number of foreigners look to Portugal not only as a place to visit but also as one to live in, work and start their own businesses. The purpose of this work is to investigate how relevant the digital communication was in the Câmara Municipal de Lisboa’s (CML) strategy, which was to transform the city into a place in which entrepreneurship could thrive, a Startup City. With that in mind, we interviewed Dr. ª Ana Margarida Figueiredo, director of the Emprego, Empreendorismo e Empresa department of the Direção Municipal de Economia e Inovação of CML. We also have analysed some online, national and international news, to try to understand the way the communication channels picture the growth of entrepreneurship in Portugal and its impact inside and outside of the country. Then we also analysed other institutions mentioned by CML as being crucial in the entrepreneurial development of the city. The conclusion of this investigation allows us to understand that the tools of digital communication worked as communication facilitators between the institutions and CML, which resulted in the creation of national and international partnerships. The use of the referred tools also contributed to inform and promote, inside and outside of the country, the initiatives and events that were organized in the city.
The digital communications tools have a very important role in what communication concerns in a general way and in marketing in particular, as they facilitate the whole communication process. The digital communication channels shorten the distance and allow not only for the communication between two agents but also the dialogue from one to many. Lisbon has been worked as a brand, for the past few years, in order to improve its visibility internationally. The image of the city has been developed through many different digital communication channels, in a very particular way in order to promote it as a Startup City. In that sense, as a growing number of foreigners look to Portugal not only as a place to visit but also as one to live in, work and start their own businesses. The purpose of this work is to investigate how relevant the digital communication was in the Câmara Municipal de Lisboa’s (CML) strategy, which was to transform the city into a place in which entrepreneurship could thrive, a Startup City. With that in mind, we interviewed Dr. ª Ana Margarida Figueiredo, director of the Emprego, Empreendorismo e Empresa department of the Direção Municipal de Economia e Inovação of CML. We also have analysed some online, national and international news, to try to understand the way the communication channels picture the growth of entrepreneurship in Portugal and its impact inside and outside of the country. Then we also analysed other institutions mentioned by CML as being crucial in the entrepreneurial development of the city. The conclusion of this investigation allows us to understand that the tools of digital communication worked as communication facilitators between the institutions and CML, which resulted in the creation of national and international partnerships. The use of the referred tools also contributed to inform and promote, inside and outside of the country, the initiatives and events that were organized in the city.
Description
Keywords
Lisboa Comunicação digital Marketing digital Empreendedorismo Cidades criativas Lisbon Digital communication Digital marketing Entrepreneurship Creative cities