Marketing digital: o impacto do uso do Facebook no crescimento da atividade empresarial de Quennie - Home Concept & Interior Design
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2022
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O Marketing apresenta-se como o processo de planeamento e execução, desde a sua conceção, preço, promoção e distribuição, de ideias, mercadorias e/ou serviços que criem trocas que satisfaçam os objetivos individuais e empresariais/organizacionais.
Com o avanço exponencial dos sistemas sociotécnicos, estabeleceu-se a necessidade de adaptar o Marketing tradicional para um Marketing Digital e direcionado ao consumidor. O avanço progressivo e constante potenciado pela internet no mercado enfatizaram a necessidade ao marketeer de uma interação e comunicação bidirecional com o consumidor individual, exigindo que o mesmo utilize novas estratégias de marketing e de comunicação com o consumidor.
Neste sentido, as ferramentas de comunicação integrada de marketing, incluindo as plataformas de social media, em concreto, o Facebook, é utilizado como ferramenta para o marketeer poder estabelecer estas relações em tempo real com o seu público-alvo, permitindo uma versatilidade que se traduz num enorme potencial de marketing.
Esta dissertação permitiu compreender o Facebook como ferramenta de marketing digital, através da realização de inquéritos que visaram o entendimento do público acerca da importância desta rede social como potenciador de compra.
Além disso, procurou-se entender qual será, de facto, o impacto que esta ferramenta pode vir a ter no crescimento de uma empresa em desenvolvimento, utilizando-se como estudo de caso a empresa Quennie - Home Concept & Design Interior.
Palavras-chave: marketing, marketing digital, redes sociais, Facebook
Marketing presents itself as the planning and execution process, from its conception, price, promotion and distribution, of ideas, goods and/or services that create exchanges that satisfy individual and business/organizational objectives. With the exponential advance of socio-technical systems, the need to adapt traditional Marketing to a Digital Marketing and directed to the consumer was established. The progressive and constant advance promoted by the internet in the market emphasized the marketeer's need for a two-way interaction and communication with the individual consumer, demanding that he use new marketing and communication strategies with the consumer. In this sense, integrated marketing communication tools, including social media platforms, specifically Facebook, are used as a tool for the marketeer to be able to establish these relationships in real time with their target audience, allowing for versatility that translates into enormous marketing potential. This dissertation allowed us to understand Facebook as a digital marketing tool, through surveys aimed at understanding the public about the importance of this social network as a purchase enhancer. In addition, we tried to understand what will be, in fact, the impact that this tool can have on the growth of a developing company, using the company Quennie - Home Concept & Interior Design as a case study. Keywords: marketing, digital marketing, social media, Facebook
Marketing presents itself as the planning and execution process, from its conception, price, promotion and distribution, of ideas, goods and/or services that create exchanges that satisfy individual and business/organizational objectives. With the exponential advance of socio-technical systems, the need to adapt traditional Marketing to a Digital Marketing and directed to the consumer was established. The progressive and constant advance promoted by the internet in the market emphasized the marketeer's need for a two-way interaction and communication with the individual consumer, demanding that he use new marketing and communication strategies with the consumer. In this sense, integrated marketing communication tools, including social media platforms, specifically Facebook, are used as a tool for the marketeer to be able to establish these relationships in real time with their target audience, allowing for versatility that translates into enormous marketing potential. This dissertation allowed us to understand Facebook as a digital marketing tool, through surveys aimed at understanding the public about the importance of this social network as a purchase enhancer. In addition, we tried to understand what will be, in fact, the impact that this tool can have on the growth of a developing company, using the company Quennie - Home Concept & Interior Design as a case study. Keywords: marketing, digital marketing, social media, Facebook
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Orientação: Eduardo Moraes Sarmento
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, MARKETING, MARKETING DIGITAL, DIGITAL MARKETING, REDES SOCIAIS, SOCIAL NETWORKS, FACEBOOK