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Abstract(s)
O crescente número de opões de canais digitais, aliado a um novo paradigma de
consumo que tem evoluído com a acessibilidade da informação e a agilidade de
comunicação, resulta numa necessidade de evolução também das estratégias de marketing.
Deste modo, novas abordagens que colocam o consumidor no centro de todas as ações têm
sido adotadas, o que resulta uma nova era, na qual o marketing deixa de estar focado
apenas no produto e passa a estar focado, essencialmente, nas necessidades do cliente.
É no âmbito deste processo que surge o Inbound Marketing como resposta a um
consumidor que assume, cada vez mais, o controlo do processo de marketing, procurando,
de forma ativa, as informações que considera úteis.
Por essa razão, e no desenrolar de um estágio curricular na empresa PRIMAVERA
Business Software Solutions, uma tecnológica especializada no desenvolvimento de
software de gestão, procurou-se desenvolver um estudo sobre o impacto do Inbound
Marketing e estratégias de comunicação da marca na atração e retenção de clientes, no
sentido de perceber de que forma uma gestão sólida de métodos e técnicas de comunicação
promovem uma diferenciação eficaz no desenvolvimento da relação com os consumidores.
Para tal, foi analisada uma campanha em específico, “Ser Empreendedor”, desenvolvida no
âmbito de um dos produtos da PRIMAVERA, o Jasmin Software, no sentido de explorar as
estratégias de comunicação da marca e os resultados indicam que houve, efetivamente,
uma interação positiva, resultado das ações desenvolvidas.
The growing number of digital channel options, combined with a new consumer paradigm, which has evolved with information accessibility and communication agility, results in a need for the evolution of marketing strategies as well. In this way, new approaches that put the consumer at the center of all actions have been adopted. A new era emerges, in which marketing ceases to be focused only on the product and becomes focused, essentially, on the customer's needs. It is in the scope of this process that Inbound Marketing emerges as a response to a consumer who increasingly assumes control of the marketing process, actively seeking information that he considers useful. For this reason, and during the course of a curricular internship at PRIMAVERA Business Software Solutions, a technology company specialized in the development of management software, we sought to develop a study on the impact of Inbound Marketing and brand communication strategies in attracting and retaining customers., in order to understand how a solid management of communication methods and techniques promote an effective differentiation in the development of the relationship with consumers. To this end, a specific campaign, “Being an Entrepreneur”, developed within the scope of one of PRIMAVERA's products, Jasmin Software, was analyzed in order to explore the brand's communication strategies and the results indicate that there was, effectively, a positive interaction as a result of the developed actions.
The growing number of digital channel options, combined with a new consumer paradigm, which has evolved with information accessibility and communication agility, results in a need for the evolution of marketing strategies as well. In this way, new approaches that put the consumer at the center of all actions have been adopted. A new era emerges, in which marketing ceases to be focused only on the product and becomes focused, essentially, on the customer's needs. It is in the scope of this process that Inbound Marketing emerges as a response to a consumer who increasingly assumes control of the marketing process, actively seeking information that he considers useful. For this reason, and during the course of a curricular internship at PRIMAVERA Business Software Solutions, a technology company specialized in the development of management software, we sought to develop a study on the impact of Inbound Marketing and brand communication strategies in attracting and retaining customers., in order to understand how a solid management of communication methods and techniques promote an effective differentiation in the development of the relationship with consumers. To this end, a specific campaign, “Being an Entrepreneur”, developed within the scope of one of PRIMAVERA's products, Jasmin Software, was analyzed in order to explore the brand's communication strategies and the results indicate that there was, effectively, a positive interaction as a result of the developed actions.
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Keywords
Inbound marketing Marketing digital Canais de atração Marketing de conteúdo Inbound marketing Digital marketing Attraction channels Content marketing