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Determinantes de vendas em E-commerce: estudo de perspectiva de marketeers sobre as estratégias de SEM, SEO, SEA e brand awareness
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Resumo(s)
O mercado digital está em constante evolução, e o e-commerce tornou-se imprescindível
durante o período de pandemia de Covid-19. A maioria das empresas aprendem a trabalhar
com suas especificidades na prática, o que ocasiona desperdício de investimento, tempo e
facturamento. No processo de aprendizagem deste modelo de negócio empresas aprendem
que para obter sucesso na conversão de vendas não é somente ter uma ótima usabilidade
da plataforma, bons atendimentos e serviços e produtos de qualidade. Contudo, aumentou
da preocupação com o investimento em crescimento digital que contempla uma série de
elementos estratégicos de marketing digital de performance. Esta dissertação tem como
principal objetivo identificar as estratégias de marketing digital de performance de maior
impacto na conversão de vendas no e-commerce de acordo com a experiência de
marketeers visando maximizar resultados, otimizar o uso do investimento e diminuir o
tempo de digital growth de empresas portuguesas. Este estudo propõe um modelo teórico
que identifica os determinantes do impacto na venda e na intenção dos marketeers a
continuar a investir em meios digitais, especificamente nas técnicas de Search Engine
Marketing (SEM) com comparativo de efeito do uso de Search Engine Optimization (SEO) ,
Search Engine Advertising (SEA) conhecido ou Paid Media (Anúncios online pagos) e o
Reconhecimento de marca (Brand Awareness). Com base em um estudo com recolha de
dados por questionário online quantitativo, com 335 respostas válidas. Os resultados deste
estudo demonstram que a tendência é a unificação de diversas estratégias de marketing
digital de performance para o sucesso de vendas em um e-commerce. Através da análise
quantitativa dos resultados obtidos, é possível verificar que a estratégia de SEO tem maior
impacto positivo na venda, na efetividade de campanhas de Paid media e SEO tem impacto
positivo no Reconhecimento da marca.
The digital marketplace is constantly evolving, and e-commerce has become indispensable during the Covid-19 pandemic. Most companies learn how to work with its specifics in practice, which leads to wasted investment, time, and billing. In the process of learning this business model companies learn that to be successful in converting sales is not only to have a great platform usability, good customer service and quality services and products. The main objective of this dissertation is to identify the digital marketing performance strategies that have the greatest impact on sales conversion in e-commerce according to the experience of marketeers to maximize results, optimize the use of investment and reduce the time of digital growth of Portuguese companies. This study aims a theoretical model indicating determinants of impact on sales and marketeers' intention to continue investing in digital media, specifically in Search Engine Marketing (SEM) techniques with comparative effect of the use of Search Engine Optimization (SEO), Search Engine Advertising (SEA) known or Paid Media (paid online ads) and Brand Awareness. In this study it is proposed a theoretical model of the determinants of e-commerce sales, in the marketeers’ perspective. The model was empirically tested through a survey. Based on a study with data collection, 335 valid answers, it was used a structuram equation model method (SEM/PLS).This study results show that the trend is the unification of various digital performance marketing strategies for sales success in an e-commerce. Through quantitative analysis of the results obtained, SEO strategies have a greater positive impact on sales, paid media campaign effectiveness and SEO has a positive impact on Brand Recognition.
The digital marketplace is constantly evolving, and e-commerce has become indispensable during the Covid-19 pandemic. Most companies learn how to work with its specifics in practice, which leads to wasted investment, time, and billing. In the process of learning this business model companies learn that to be successful in converting sales is not only to have a great platform usability, good customer service and quality services and products. The main objective of this dissertation is to identify the digital marketing performance strategies that have the greatest impact on sales conversion in e-commerce according to the experience of marketeers to maximize results, optimize the use of investment and reduce the time of digital growth of Portuguese companies. This study aims a theoretical model indicating determinants of impact on sales and marketeers' intention to continue investing in digital media, specifically in Search Engine Marketing (SEM) techniques with comparative effect of the use of Search Engine Optimization (SEO), Search Engine Advertising (SEA) known or Paid Media (paid online ads) and Brand Awareness. In this study it is proposed a theoretical model of the determinants of e-commerce sales, in the marketeers’ perspective. The model was empirically tested through a survey. Based on a study with data collection, 335 valid answers, it was used a structuram equation model method (SEM/PLS).This study results show that the trend is the unification of various digital performance marketing strategies for sales success in an e-commerce. Through quantitative analysis of the results obtained, SEO strategies have a greater positive impact on sales, paid media campaign effectiveness and SEO has a positive impact on Brand Recognition.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Comércio electrónico Crescimento digital Marketing Digital de Performance Motor de pesquisa de Marketing Optimização de motor de busca Motor de busca publicitário Reconhecimento de marca E-commerce Digital Growth Search Engine Marketing Search Engine Optimization Search Engine Advertising Brand Awareness SDG 8 - Trabalho decente e crescimento economico SDG 9 - Inovação infraestrutura SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure