Loading...
Publication
Marketing Digital: O caso da Worten
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.18 MB | Adobe PDF |
Abstract(s)
A presente dissertação surge no âmbito do Mestrado em Ciências Económicas e Empresariais, com especialização em Marketing.
A escolha do tema advém do gosto pela área do marketing, e pelo facto de a mesma possuir nos dias de hoje uma importância acrescida para o desenvolvimento de uma empresa/marca no mercado.
Através dos procedimentos estatísticos adotados, pretende-se, não só, compreender os comportamentos dos consumidores, mas também, averiguar os benefícios que as empresas têm ao adotar por uma transição digital e, cumulativamente, delinearem procedimentos estratégicos que reforcem o relacionamento com os clientes, obtendo, assim, uma vantagem competitiva face à concorrência.
A transição do marketing tradicional para o marketing digital vai além da mudança das plataformas utilizadas, envolve uma transformação na maneira como as marcas interagem com os consumidores e a maneira como definem as suas estratégias de mercado. Isso não é apenas uma resposta à evolução tecnológica, mas também uma necessidade devido à mudança no comportamento dos consumidores e às novas exigências e necessidades de um mercado cada vez mais competitivo, informado e complexo. A personalização é fundamental nessa nova abordagem de forma a oferecer experiências relevantes e impactantes para cativar e manter os clientes.
De forma a ter uma perspetiva mais direta com a realidade, para além da revisão da literatura, foi realizado um questionário online, por via das redes sociais Facebook e Instragam, que obteve 232 respostas. Os resultados, obtidos pelo questionário efetuado, indicam que a presença nos media sociais influencia a imagem de uma marca, e que deve ser efetuado um investimento numa comunicação e presença forte nos mesmos, de forma a obter uma maior abrangência de públicos, que não seria alcançada de forma tradicional, ao mesmo tempo que se constrói uma relação forte e de comunicação bilateral. É notória a importância dada à forma como o website está organizado, sendo um dos pontos principais a ter em conta, uma vez que é a porta de entrada no ato de compra online, num mercado que cada vez mais passa pelo processo de transformação digital.
ABSTRACT: This dissertation arises within the scope of the Master’s in Economic and Business Sciences, with a specialization in Marketing. The choice of this thematic comes from a passion for the marketing field and the fact that it holds increased importance in the development of a company/brand in today’s market. Through the adopted statistical procedures, the aim is not only to understand the consumer behaviors, but also to investigate the benefits that companies gain from adopting a digital transition and, concurrently, to outline strategic procedures that strengthen customers relationships, thereby gaining a competitive advantage over the competitors. The transition from traditional marketing to digital marketing goes beyond the change in platforms used, it involves a transformation in how brands interact with consumers and how they define their market strategies. This is not just a response to technological evolution, but also a necessity due to changes in consumer behavior and the new demands and needs of an increasingly competitive, informed, and complex market. Personalization is crucial in this new approach to offer relevant and impactful experiences to attract and retain customers. Thus, to have a more direct perspective with reality, beyond literature review, an online questionnaire was conducted via the social media platforms Facebook and Instagram, which received 232 responses. The results obtained from the survey indicate that social media presence influences a brand's image, and there should be an investment in a bidirectional communication and in a strong presence on these platforms to reach a broader audience that would not be reached through traditional means, while also building a strong and bilateral communication relationship. The importance of how the website is organized is evident, as it is one of the main points to consider, as it is the gateway to online purchasing in a market that is increasingly undergoing digital transformation.
ABSTRACT: This dissertation arises within the scope of the Master’s in Economic and Business Sciences, with a specialization in Marketing. The choice of this thematic comes from a passion for the marketing field and the fact that it holds increased importance in the development of a company/brand in today’s market. Through the adopted statistical procedures, the aim is not only to understand the consumer behaviors, but also to investigate the benefits that companies gain from adopting a digital transition and, concurrently, to outline strategic procedures that strengthen customers relationships, thereby gaining a competitive advantage over the competitors. The transition from traditional marketing to digital marketing goes beyond the change in platforms used, it involves a transformation in how brands interact with consumers and how they define their market strategies. This is not just a response to technological evolution, but also a necessity due to changes in consumer behavior and the new demands and needs of an increasingly competitive, informed, and complex market. Personalization is crucial in this new approach to offer relevant and impactful experiences to attract and retain customers. Thus, to have a more direct perspective with reality, beyond literature review, an online questionnaire was conducted via the social media platforms Facebook and Instagram, which received 232 responses. The results obtained from the survey indicate that social media presence influences a brand's image, and there should be an investment in a bidirectional communication and in a strong presence on these platforms to reach a broader audience that would not be reached through traditional means, while also building a strong and bilateral communication relationship. The importance of how the website is organized is evident, as it is one of the main points to consider, as it is the gateway to online purchasing in a market that is increasingly undergoing digital transformation.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 20 de setembro de 2024, Universidade dos Açores.
Keywords
Consumidores Digital Marketing Mudança de Paradigma Worten
Citation
Alves, Paulo Rúben Macedo Silveira. (2024). "Marketing Digital: O caso da Worten". 67 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2024. Disponível em http://hdl.handle.net/10400.3/8609