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Advisor(s)
Abstract(s)
O mercado atual é constituído por um novo tipo de consumidor, constantemente conectado à internet, e, por isso, é necessário que as empresas adaptem as suas estratégias de marketing. O conceito de marketing tornou-se quase indissociável do conceito de marketing digital e este último está intimamente relacionado com o de marketing inbound, que pode ser definido como um conjunto de estratégias de marketing que visam atrair e converter clientes usando conteúdo relevante. Sendo assim, esta investigação tem como objetivo perceber de que forma a estratégia de marketing inbound pode ser utilizada de forma apropriada no contexto atual. Para além disso, tendo em conta que há uma mudança para esta estratégia, também é necessário perceber que métricas são mais úteis para medir os resultados de uma estratégia deste tipo.
Deste modo, os objetivos que guiam este trabalho de investigação são os seguintes: i. Identificar as ferramentas que existem para apoiar as diferentes vertentes do marketing digital, desde o website às redes sociais; ii. Descobrir e compreender as métricas existentes de avaliação de uma estratégia de marketing digital e selecionar as mais adequadas para medir a mesma; iii. Avaliar o sucesso da adoção da estratégia de marketing inbound por parte de uma empresa portuguesa, que serviu de base à elaboração deste estudo. Para a realização desta investigação foi utilizado o método de estudo de caso exploratório. Este inclui a descrição da estratégia de marketing utilizada pela empresa iConsulting Group, a campanha utilizada no mês de Março de 2018 e a análise desta tendo em conta as métricas referidas na framework de Quevedo, Besquin e Read (2015). Concluímos que o marketing inbound é uma estratégia que permite obter vantagens para as empresas, uma vez que está de acordo com o tipo de consumidor presente no mercado atual. Porém, para a marca iVolution, a utilização desta estratégia não permitiu obter resultados positivos. As métricas que devem ser utilizadas são as que constam na framework referida porque têm em conta os canais de divulgação, o funil de vendas e a taxa de conversão.
There is a new type of consumer constantly connected to the internet in the current market, and therefore there is a need for companies to adapt their marketing strategies. The concept of marketing became almost indissociable from the concept of digital marketing being that this last one concept itself is intimately related to the concept of marketing inbound. Marketing inbound itself can be defined as a set of marketing strategies that aim to attract and secure costumers through the usage of relevant content. Having this in mind, the goal in this research is to understand the way in which it is possible to use the inbound marketing strategy appropriately in the current context. In addition, seeing that there was a change to this strategy, it is also necessary to understand the best metrics to measure the results of a strategy such as this one. Consequently, the goals that guide this research are as follows: i. Identifying the tools that support the different aspects of digital marketing, from website to social media; ii. Finding and understanding the existing metrics of evaluation of a digital marketing strategy and select the most adequate ones; iii. Evaluating the success of the usage of the inbound marketing strategy by a Portuguese company, being it the basis of this study. In order to fulfill this research, the method used was an exploratory case study. This method includes the description of the marketing strategy used by the company iConsulting Group, the campaign used during the month of March of 2018 and the analysis of the campaign using the metrics referred in Quevedo, Besquin, and Read (2015)’s framework. In conclusion, inbound marketing is a strategy that benefits companies, being that it meets the needs of the current consumers. However, in regards to the brand iVolution, the usage of this strategy did not bring positive results. The metrics that should be used are those included in the framework already referred since they take into account the distribution channels, the sales funnel and the conversion rate.
There is a new type of consumer constantly connected to the internet in the current market, and therefore there is a need for companies to adapt their marketing strategies. The concept of marketing became almost indissociable from the concept of digital marketing being that this last one concept itself is intimately related to the concept of marketing inbound. Marketing inbound itself can be defined as a set of marketing strategies that aim to attract and secure costumers through the usage of relevant content. Having this in mind, the goal in this research is to understand the way in which it is possible to use the inbound marketing strategy appropriately in the current context. In addition, seeing that there was a change to this strategy, it is also necessary to understand the best metrics to measure the results of a strategy such as this one. Consequently, the goals that guide this research are as follows: i. Identifying the tools that support the different aspects of digital marketing, from website to social media; ii. Finding and understanding the existing metrics of evaluation of a digital marketing strategy and select the most adequate ones; iii. Evaluating the success of the usage of the inbound marketing strategy by a Portuguese company, being it the basis of this study. In order to fulfill this research, the method used was an exploratory case study. This method includes the description of the marketing strategy used by the company iConsulting Group, the campaign used during the month of March of 2018 and the analysis of the campaign using the metrics referred in Quevedo, Besquin, and Read (2015)’s framework. In conclusion, inbound marketing is a strategy that benefits companies, being that it meets the needs of the current consumers. However, in regards to the brand iVolution, the usage of this strategy did not bring positive results. The metrics that should be used are those included in the framework already referred since they take into account the distribution channels, the sales funnel and the conversion rate.
Description
Keywords
Marketing digital Inbound marketing Outbound marketing Métricas do marketing digital Digital marketing Digital marketing’ s metric