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Marketing digital: uma abordagem à realidade das empresas açoriana
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Abstract(s)
As mudanças no comportamento dos consumidores exigem que as empresas repensem as suas estratégias de marketing no domínio digital. Atualmente, uma parte significativa da investigação associada a esta temática, está mais centrada no cliente do que na empresa. Para ajudar a colmatar esta lacuna, este estudo adota a perspetiva das empresas para facilitar a compreensão do marketing digital e da utilização das redes sociais, bem como das suas vantagens e desvantagens. Tem-se assistido, também a uma enorme popularidade das redes sociais o que permite às empresas implementar formas inovadoras de comunicação e de cocriação. O Marketing digital e as redes sociais promovem, portanto, oportunidades que, bem aproveitadas, permitem gerar relações duradouras entre as empresas e os seus consumidores.
O objetivo desta investigação é conhecer melhor a realidade das empresas regionais no seu contexto digital e determinar a importância da utilização das técnicas e ferramentas de Marketing digital nas empresas da Região, a fim de garantir o sucesso das mesmas. Para isso, foi feito um estudo com base na Revista 100 Maiores Empresas dos Açores no ano de 2020 no qual se fez em primeiro lugar um diagnóstico da presença dessas empresas em cada rede social como o Facebook, Instagram, LinkedIn ou outras e se tinham website próprio e de seguida foi escolhido um cluster de empresas que obedeciam ao critério de ter um website próprio orientado para o mercado Açores de forma a perceber com mais enfoque a personalização e engagement com o seu target.
Da análise ao Marketing digital das 100 maiores empresas dos Açores no ano de 2020, verifica-se que 56% destas estão presentes em pelo menos duas redes sociais, ou mais, 32% marcam presença em apenas uma rede social e que 12% não está presente no mundo digital. Verifica-se também que a maioria destas empresas ainda não aproveita todo o potencial que as ferramentas de marketing digital dispõem.
ABSTRACT: Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the research is customer-centric rather than company-centric. To address this gap, this study adopts the company's perspective to facilitate the understanding of digital marketing and the use of social media, as well as its advantages and disadvantages. There has also been enormous popularity of social media, which allows firms to implement innovative ways of communication and co-create content with their customers. Digital marketing and social networks, therefore, promote opportunities that, if well used, can generate long-lasting relationships between companies and their consumers. This research aims to determine the importance of using digital marketing techniques and tools in Azorean companies to ensure their success. To accomplish it, this study is based on the magazine 100 Biggest Companies in the Azores in the year 2020 to verify on which social network the companies are present, such as Facebook, Instagram, LinkedIn and others, and if they have their own website. Then, 25 companies that obeyed the criterion of having their own website oriented to the Azores market were selected to understand the personalization and engagement with their target with more focus. From the analysis of the Digital Marketing of the 100 largest companies in the Azores in the year 2020, it is verified that 56% of these are present in at least two social networks or more, 32% are present in only one social network ant that 12% has not a presence in the digital world. Furthermore, it is also verified that most of these companies still do not take advantage of the full potential that digital marketing tools have.
ABSTRACT: Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the research is customer-centric rather than company-centric. To address this gap, this study adopts the company's perspective to facilitate the understanding of digital marketing and the use of social media, as well as its advantages and disadvantages. There has also been enormous popularity of social media, which allows firms to implement innovative ways of communication and co-create content with their customers. Digital marketing and social networks, therefore, promote opportunities that, if well used, can generate long-lasting relationships between companies and their consumers. This research aims to determine the importance of using digital marketing techniques and tools in Azorean companies to ensure their success. To accomplish it, this study is based on the magazine 100 Biggest Companies in the Azores in the year 2020 to verify on which social network the companies are present, such as Facebook, Instagram, LinkedIn and others, and if they have their own website. Then, 25 companies that obeyed the criterion of having their own website oriented to the Azores market were selected to understand the personalization and engagement with their target with more focus. From the analysis of the Digital Marketing of the 100 largest companies in the Azores in the year 2020, it is verified that 56% of these are present in at least two social networks or more, 32% are present in only one social network ant that 12% has not a presence in the digital world. Furthermore, it is also verified that most of these companies still do not take advantage of the full potential that digital marketing tools have.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 15 de setembro de 2023, Universidade dos Açores.
Keywords
Engagement Digital Marketing Social Media Websites
Citation
Aguiar, Sara Soares. (2023). "Marketing digital: uma abordagem à realidade das empresas açoriana". 53 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2023. Disponível em http://hdl.handle.net/10400.3/7004