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Estratégias de marketing digital nas Startups portuguesas: o caso Zaask
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O intuito deste trabalho de projecto passa por investigar em que medida as estratégias
de Marketing Digital – Search Engine Optimization (SEO) e Search Engine Marketing
(SEM) – poderão ser aplicadas nas Startups Portuguesas de modo a obter a melhor
relação entre o retorno pretendido e o risco em apostar em ambas. Num contexto
mais específico, temos interesse em compreender a evolução do Marketing Digital e
respectivos canais, a relevância das novas tecnologias e da Internet e, por fim, a
tendência de crescimento das Startups presentes em Portugal.
A evolução tecnológica obriga a adopção cada vez mais frequente de smartphones e
tablets, e de uma forma mais generalizada, da Internet. Desta forma, as empresas
enfrentam desafios na definição das estratégias de Marketing Digital e respetivo
planeamento, com o objectivo de melhorar o desempenho da sua actividade e
maximizar o seu rendimento.
Este estudo reflecte-se na Zaask, uma plataforma online que permite encontrar
profissionais que prestam vários serviços locais, fundada em 2012 e presente na
Península Ibérica. Para melhor a compreendermos, é uma Startup 100% Portuguesa
que é líder de mercado e que conta com mais de 50 mil profissionais registados e cerca
de 253 mil clientes.
Assim, prova-se que tanto o canal orgânico (SEO) como o canal pago (SEM), baseandose
em conceitos científicos e estatísticos e utilizando dados provenientes da Zaask, são
canais válidos e que se reúnem entre si em períodos distintos, para melhor se
adequarem aos interesses e aos objectivos estratégicos das Startups no geral.
This work project aims to investigate the extent to which Digital Marketing’s strategies – Search Engine Optimization (SEO) and Search Engine Marketing (SEM) – can be applied to Portuguese Startups Ecosystem in order to obtain the best relation between the return on investment and its risk. In a more specific context, we seek to understand Digital Marketing’s evolution and its channels, the relevance of new technologies and Internet and, finally, to know the growth trend of Startups present in Portugal. Technological developments brought the most frequent and widespread adoption of smartphones and tablets, and more generally, the Internet. In this way, companies currently face challenges when shaping and planning its Digital Marketing strategies, that allows to enhance the performance of their activity and to maximize their return. The study focuses on Zaask, an online marketplace for local services, created in 2012 and leader in the Iberian market. Zaask is a 100% Portuguese Startup with more than 50 thousand registered professionals and about 253 thousand customers. Its mission is to help people accomplish their personal projects, witch are important in their lives, and also helps thousands of professionals and micro companies to grow their business. Thus, it is believed that as much organic channel (SEO) as paid channel (SEM), relying on scientific and statistical concepts and using data from Zaask, are valid channels and both meet each other, at different times, in order to suit Startup’s interests and main strategies.
This work project aims to investigate the extent to which Digital Marketing’s strategies – Search Engine Optimization (SEO) and Search Engine Marketing (SEM) – can be applied to Portuguese Startups Ecosystem in order to obtain the best relation between the return on investment and its risk. In a more specific context, we seek to understand Digital Marketing’s evolution and its channels, the relevance of new technologies and Internet and, finally, to know the growth trend of Startups present in Portugal. Technological developments brought the most frequent and widespread adoption of smartphones and tablets, and more generally, the Internet. In this way, companies currently face challenges when shaping and planning its Digital Marketing strategies, that allows to enhance the performance of their activity and to maximize their return. The study focuses on Zaask, an online marketplace for local services, created in 2012 and leader in the Iberian market. Zaask is a 100% Portuguese Startup with more than 50 thousand registered professionals and about 253 thousand customers. Its mission is to help people accomplish their personal projects, witch are important in their lives, and also helps thousands of professionals and micro companies to grow their business. Thus, it is believed that as much organic channel (SEO) as paid channel (SEM), relying on scientific and statistical concepts and using data from Zaask, are valid channels and both meet each other, at different times, in order to suit Startup’s interests and main strategies.
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Marketing digital Startups Zaask Internet Digital Marketing