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Marketing digital e curadoria de conteúdos: o papel da gestão da informação
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O desenvolvimento de serviços de comunicação, rede e infraestrutura de computadores, serviços digitais e serviços de Internet abriu um mundo digital sem precedentes. O surgimento dos médias digitais mudou o modelo tradicional de marketing, promoveu a reforma da estrutura económica e teve um grande impacto nas atividades económicas modernas. Se uma empresa quiser continuar a desenvolver-se, tem de se adaptar às mudanças. De acordo com as mudanças no comportamento do consumidor, devem ser implementadas estratégias corretas de marketing digital para atrair novos consumidores e reter os antigos. Por conseguinte, a questão de investigação para esta dissertação é como as empresas realizam com sucesso o marketing digital e que experiências e lições podem ser aprendidas com elas? Nesse sentido, a discussão concentra-se principalmente nas seguintes questões: Como as empresas podem usar o marketing digital para ter sucesso? Como uma empresa realiza curadoria de conteúdo em marketing? Quais são as vantagens e desvantagens do marketing digital existente? Como as empresas podem absorver e melhorar as estratégias de marketing digital com base na experiência? A dissertação tem os seguintes objetivos: Conhecer o estado da arte do marketing digital, analisar a curadoria de curadoria de conteúdos no marketing digital de empresas, sistematizar a importância da curadoria para o desenvolvimento do marketing. A base teórica da tese foi estabelecida através do método de revisão de literatura ou de pesquisa documental, e depois foram selecionados três estudos de caso de marketing digital de três empresas, Starbucks, RedBull e Netflix, para recolher informação de casos e conduzir estudos de caso através da leitura de vários conteúdos relacionados, resultando nas seguintes conclusões: as empresas tinham planos de marketing únicos e planeados que foram bem sucedidos num mercado competitivo e melhorados ao longo do tempo. A conclusão é que as empresas precisam de estar bem preparadas para o planeamento de marketing e curadoria de conteúdos, para evitar ao máximo as desvantagens do marketing digital e aproveitar as suas vantagens, estabelecendo uma abordagem de marketing completa e planeada e utilizando várias plataformas digitais para obter sucesso no mercado.
The development of communication services, computer networks and infrastructure, digital services, and Internet services has opened up an unprecedented digital world. The emergence of digital media changed the traditional marketing model, promoted the reform of the economic structure, and significantly impacted everyday economic activities. If a company wants to continue developing, it must adapt to the times' changes. As per the changes in consumer behavior, implement correct digital marketing strategies to attract new consumers and retain old ones. Therefore, the research question for this dissertation is how do companies successfully carry out digital marketing, and what experiences and lessons can be learned from them? In this sense, the discussion focuses mainly on the following questions: How can companies use digital marketing to succeed? How does a company curate content in marketing? What are the advantages and disadvantages of existing digital marketing? How can companies absorb and improve digital marketing strategies based on experience? The dissertation has the following objectives: To know the state of the art of digital marketing, to analyze the curation of content curation in the digital marketing of companies, and to systematize the importance of curation for the development of marketing. The theoretical basis of the thesis was established through a literature review or documental research. Then three case studies of digital marketing from three companies, Starbucks, RedBull, and Netflix, were selected to collect case information and conduct case studies. Reading various related content resulted in the following conclusions: companies had unique and planned marketing plans that were successful in a competitive market and improved over time. The conclusion is that companies need to be well prepared for marketing planning and to avoid the disadvantages of digital marketing as much as possible, to make the most of the advantages, establishing a complete and planned marketing approach, and using digital multiple platforms to bring the advantages for market success.
The development of communication services, computer networks and infrastructure, digital services, and Internet services has opened up an unprecedented digital world. The emergence of digital media changed the traditional marketing model, promoted the reform of the economic structure, and significantly impacted everyday economic activities. If a company wants to continue developing, it must adapt to the times' changes. As per the changes in consumer behavior, implement correct digital marketing strategies to attract new consumers and retain old ones. Therefore, the research question for this dissertation is how do companies successfully carry out digital marketing, and what experiences and lessons can be learned from them? In this sense, the discussion focuses mainly on the following questions: How can companies use digital marketing to succeed? How does a company curate content in marketing? What are the advantages and disadvantages of existing digital marketing? How can companies absorb and improve digital marketing strategies based on experience? The dissertation has the following objectives: To know the state of the art of digital marketing, to analyze the curation of content curation in the digital marketing of companies, and to systematize the importance of curation for the development of marketing. The theoretical basis of the thesis was established through a literature review or documental research. Then three case studies of digital marketing from three companies, Starbucks, RedBull, and Netflix, were selected to collect case information and conduct case studies. Reading various related content resulted in the following conclusions: companies had unique and planned marketing plans that were successful in a competitive market and improved over time. The conclusion is that companies need to be well prepared for marketing planning and to avoid the disadvantages of digital marketing as much as possible, to make the most of the advantages, establishing a complete and planned marketing approach, and using digital multiple platforms to bring the advantages for market success.
Descrição
Palavras-chave
Marketing digital Curadoria de conteúdos Comportamento de consumidor Gestão de informação Estudo de caso Digital Marketing Content Curation Consumer Behavior Information Management Case Study