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Authors
Advisor(s)
Abstract(s)
Com o digital surgiram novos meios e ferramentas de marketing que permitiram às
organizações uma maior autonomia e capacidade para realizar e gerir as suas próprias
comunicações. Através dessas ferramentas, a comunicação com o consumidor tornou-se
mais rápida, fácil e sem o ruído gerado por intermediários. O presente relatório resulta
de uma análise e reflexão sobre o papel que o marketing digital vem desempenhando na
promoção dos eventos, mais propriamente dos eventos desportivos nacionais. Todo o
relatório foca-se, especialmente, no estudo de caso sobre o R10 Street Futsal, o maior
torneio de futsal de rua, em Portugal.
Sendo o desporto um fenómeno social capaz de mobilizar culturas, economias e
políticas de um país, é de extrema relevância acompanhar e adaptar a comunicação
desportiva aos meios digitais existentes, sem, no entanto, deixar a comunicação
tradicional para trás. O mundo desportivo torna-se, portanto, o exemplo perfeito do que
Kotler intitulou de Marketing 4.0, caracterizado pela convergência de meios. Com isto,
a análise desenvolvida relaciona vários pontos de discussão em redor do mundo
desportivo e das possíveis estratégias de marketing digital e tradicional que podem ser
aplicadas para uma melhor promoção do evento.
Ao longo da investigação será possível concluir que a prática desportiva em
Portugal ainda encontra inúmeros obstáculos, principalmente devido aos baixos
recursos disponíveis, o que resulta numa classificação bastante baixa no índice de
participação desportiva da sociedade. No entanto, denota-se que, com o passar dos anos,
o investimento em atividades de lazer tem aumentado na sociedade ocidental, o que
levou as organizações a encarar os eventos como ferramentas vantajosas para a sua
estratégia de comunicação. Posto isto, foi estruturado um plano de comunicação
omnicanal com o intuito de alargar a presença do evento a mais meios e canais, de
modo a alcançar todos os segmentos de mercado e proporcionar uma melhor
experiência em todo o percurso do consumidor.
With digital, new media and marketing tools have emerged that have empowered organizations to have greater autonomy and the ability to conduct and manage their own communications. Through these tools, communication with the consumer has become faster, easier and without the noise generated by intermediaries. This report results from an analysis and reflection on the role that digital marketing has been playing in promoting events, more specifically national sports events. The entire report focuses, especially, on the case study on R10 Street Futsal, the largest street futsal tournament in Portugal. Since sport is a social phenomenon capable of mobilizing a country's culture, economie and policie, it’s extremely important to monitor and adapt sports communication to existing digital media, never leaving traditional communication behind. The sports world becomes the perfect example of what Kotler called Marketing 4.0, characterized by the convergence of means. So, the analysis developed relates several points of discussion around the sports world and the possible strategies of digital and traditional marketing, that can be applied for a better promotion of the event. Over the investigation, it will be possible to conclude that the practice of sports in Portugal still faces multiple obstacles, mainly due to the low resources available, which results in a very low classification in the index of sports participation in society. However, it’s noted that, over the years, investment in leisure activities has increased in Western society, which has led associations to view events as advantageous tools for their communication strategy. So, a omnichannel communication plan was structured in order to expand the presence of the event to more means and channels, in order to reach all market segments and provide a better experience throughout the consumer's journey.
With digital, new media and marketing tools have emerged that have empowered organizations to have greater autonomy and the ability to conduct and manage their own communications. Through these tools, communication with the consumer has become faster, easier and without the noise generated by intermediaries. This report results from an analysis and reflection on the role that digital marketing has been playing in promoting events, more specifically national sports events. The entire report focuses, especially, on the case study on R10 Street Futsal, the largest street futsal tournament in Portugal. Since sport is a social phenomenon capable of mobilizing a country's culture, economie and policie, it’s extremely important to monitor and adapt sports communication to existing digital media, never leaving traditional communication behind. The sports world becomes the perfect example of what Kotler called Marketing 4.0, characterized by the convergence of means. So, the analysis developed relates several points of discussion around the sports world and the possible strategies of digital and traditional marketing, that can be applied for a better promotion of the event. Over the investigation, it will be possible to conclude that the practice of sports in Portugal still faces multiple obstacles, mainly due to the low resources available, which results in a very low classification in the index of sports participation in society. However, it’s noted that, over the years, investment in leisure activities has increased in Western society, which has led associations to view events as advantageous tools for their communication strategy. So, a omnichannel communication plan was structured in order to expand the presence of the event to more means and channels, in order to reach all market segments and provide a better experience throughout the consumer's journey.
Description
Keywords
Desporto Desenvolvimento desportivo Futsal Marketing tradicional Sport Sports development Sports marketing Digital marketing Omnichannel communication Convergence Traditional marketing