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A presente dissertação visa estabelecer a importância da utilização de publicidades personalizadas em media sociais, como estratégia de marketing digital. Foi possível compreender o impacto das evoluções tecnológicas na mudança de comportamento dos consumidores e na sua adesão a novas plataformas de comunicação, assentes em meios digitais.
O objetivo da investigação baseia-se no estudo da perspetiva dos consumidores face à crescente utilização de publicidades personalizadas, por parte das empresas, em plataformas de media sociais. Para o efeito, foi realizado um estudo de caso da marca TAP, comparando a sua presença no Facebook e no Instagram, de forma a assimilar as tendências de consumo dos públicos e o tipo de comunicação mais relevante, em cada uma das plataformas. Para avaliar o impacto da publicidade personalizada, foi realizado um estudo empírico, composto por uma entrevista dois elementos do departamento de marketing da TAP: Joana Barbosa, Gestora de Media Sociais e Carlos Falcato, Diretor de Marketing e Media Sociais. Adicionalmente foram realizados dois focus groups a consumidores da marca TAP.
Com os resultados adquiridos, compreendeu-se a influência da conexão emocional na aceitação de publicidades da marca, face ao fenómeno de invasão de privacidade, a que a personalização de anúncios, está associada. Concluiu-se que o Instagram é a rede de impacto para o primeiro contacto com os consumidores, através da partilha de imagens chamativas e frases inspiradoras. Já o Facebook é ideal na concretização da compra, por ser uma rede mais focada na partilha de informação entre marcas e utilizadores e transmitindo, por isto, mais credibilidade.
The current project aims to stablish the importance of personalized advertisement on social media, has a strategy of digital marketing. It was possible to understand the impact of technological evolutions on consumer’s behavior changes and use of social platforms. The investigation’s goal is to study consumer’s perspective regarding the growth of personalized advertisement on social platforms. For this purpose, a TAP case study was conducted to compare the brand’s presence on Facebook and Instagram, in order to assimilate consumer’s consumption trends on each one, and what type of communication to use to make it relevant. The empirical study was composed by an interview to two members of TAP’s marketing department: Joana Barbosa, Social Media Manager e Carlos Falcato, Marketing and Social Media CEO. Additionally, were developed two focus groups to TAP’s consumers. The results showed the influence of emotional connections on TAP’s advertisement acceptance, given the effect of privacy invasion, to which is connected. It was concluded that Instagram is the ideal network to stablish the first contact between consumers and brands, through sharing images and inspirational phrases. Facebook is better used to generate leads, because of its information-centered focus, conveying more credibility
The current project aims to stablish the importance of personalized advertisement on social media, has a strategy of digital marketing. It was possible to understand the impact of technological evolutions on consumer’s behavior changes and use of social platforms. The investigation’s goal is to study consumer’s perspective regarding the growth of personalized advertisement on social platforms. For this purpose, a TAP case study was conducted to compare the brand’s presence on Facebook and Instagram, in order to assimilate consumer’s consumption trends on each one, and what type of communication to use to make it relevant. The empirical study was composed by an interview to two members of TAP’s marketing department: Joana Barbosa, Social Media Manager e Carlos Falcato, Marketing and Social Media CEO. Additionally, were developed two focus groups to TAP’s consumers. The results showed the influence of emotional connections on TAP’s advertisement acceptance, given the effect of privacy invasion, to which is connected. It was concluded that Instagram is the ideal network to stablish the first contact between consumers and brands, through sharing images and inspirational phrases. Facebook is better used to generate leads, because of its information-centered focus, conveying more credibility
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Marketing digital Publicidade personalizada Media sociais Digital marketing Personalized advertisement Social media