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Authors
Advisor(s)
Abstract(s)
A disciplina marketing tem sido alvo de mudanças que acompanham, entre muitos
fatores, a evolução tecnológica, as alterações nos comportamentos dos consumidores
como partes integrantes da sociedade e o fenómeno da globalização.
O marketing, como um estudo constante de um estado evolutivo, compreende uma
imensidão de termos, estratégias e até géneros.
Com o aparecimento da internet e o desenvolvimento das tecnologias de
informação, o termo “marketing digital” popularizou-se, tanto numa ótica teórica - sendo
alvo de estudo do mundo académico - como prática, sendo implementado, como um plano
estratégico, por várias empresas, a nível mundial. A acompanhar esta vulgarização, e
ainda numa perspetiva digital, surge o termo “marketing de conteúdo”, que, caracterizado
como parte arte, parte ciência, proporciona uma segmentação minuciosa, e, através da
recolha de dados sobre o consumidor-alvo, permite às empresas acrescentar valor à sua
imagem e contar histórias com as quais o consumidor se identifica, contribuindo,
consequentemente, para o estabelecimento de uma relação entre empresa e cliente.
Propicia ainda um aumento na credibilidade da marca e contribui diretamente para o
posicionamento da mesma.
Uma estratégia de marketing de conteúdo revela-se impactante e eficaz no sucesso
de uma marca, nesse sentido, o presente trabalho debruça-se, principalmente sobre os
procedimentos, ferramentas e estratégias do marketing de conteúdo. De entre os
resultados obtidos, é de ressalvar a importância da segmentação e o auxílio que
ferramentas como Google Analytics Audience podem prestar. São várias as ferramentas
que assistem o marketer na delineação de uma estratégia de marketing de conteúdo e na
criação do mesmo, como o Google Trends, SimilarWeb, Google Adwords’ Keyword Tool,
entre outras. O objeto de estudo adveio de um estágio curricular na agência digital
Vitamina., cuja duração foi de quatro meses, e onde a investigadora do vigente trabalho
de investigação trabalhou exclusivamente com a produção, gestão e distribuição de
conteúdo.
The discipline of marketing has been undergoing changes that accompany, among many factors, the technological evolution, changes in the behaviour of consumers as integral parts of society, and the phenomenon of globalization. Marketing, as a constant study of an evolving state, comprises an enormous pool of terms, strategies and even genres. With the emergence of the internet and the development of information technologies, the term "digital marketing" became popular, both from a theoretical point of view - being studied by the academic world - and from a practical point of view, being implemented as a strategic plan by several companies worldwide. Following this popularization, and also in a digital perspective, the term "content marketing" emerged, which, characterized as part art, part science, provides a detailed segmentation, and, through the collection of data on the target consumer, allows companies to add value to their image and tell stories with which the consumer identifies, thus contributing to the establishment of a relationship between company and customer. It also provides an increase in brand credibility and contributes directly to brand positioning. A content marketing strategy proves to be impactful and effective in the success of a brand, in this sense, this work focuses mainly on the procedures, tools and strategies of content marketing. Among the results obtained, it is worth mentioning the importance of segmentation and the help that tools like Google Analytics Audience can provide. There are several tools that assist the marketer in outlining a content marketing strategy and creating it, such as Google Trends, SimilarWeb, Google Adwords' Keyword Tool, among others. The object of study came from a curricular internship at Vitamina Digital Agency, which lasted four months, and where the researcher of this project worked exclusively with content production, management and distribution.
The discipline of marketing has been undergoing changes that accompany, among many factors, the technological evolution, changes in the behaviour of consumers as integral parts of society, and the phenomenon of globalization. Marketing, as a constant study of an evolving state, comprises an enormous pool of terms, strategies and even genres. With the emergence of the internet and the development of information technologies, the term "digital marketing" became popular, both from a theoretical point of view - being studied by the academic world - and from a practical point of view, being implemented as a strategic plan by several companies worldwide. Following this popularization, and also in a digital perspective, the term "content marketing" emerged, which, characterized as part art, part science, provides a detailed segmentation, and, through the collection of data on the target consumer, allows companies to add value to their image and tell stories with which the consumer identifies, thus contributing to the establishment of a relationship between company and customer. It also provides an increase in brand credibility and contributes directly to brand positioning. A content marketing strategy proves to be impactful and effective in the success of a brand, in this sense, this work focuses mainly on the procedures, tools and strategies of content marketing. Among the results obtained, it is worth mentioning the importance of segmentation and the help that tools like Google Analytics Audience can provide. There are several tools that assist the marketer in outlining a content marketing strategy and creating it, such as Google Trends, SimilarWeb, Google Adwords' Keyword Tool, among others. The object of study came from a curricular internship at Vitamina Digital Agency, which lasted four months, and where the researcher of this project worked exclusively with content production, management and distribution.
Description
Keywords
Marketing digital Marketing de conteúdo Segmentação do público alvo Digital marketing Content marketing Target audience segmentation