Inbound marketing & marketing automation: o impacto na angariação de leads : estudo de caso da empresa Go4Mobility
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Data
2021
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A transformação digital assume um fator primordial nas opções
estratégicas das empresas, as quais devem tomar decisões que lhes permitam,
potenciar os seus resultados através das mais valias associadas ao Digital e, à
Tecnologia.
Esta investigação incide sobre o conceito de Inbound Marketing, que
permite às empresas atrair visitantes para os seus canais, essencialmente, para
o website, converter os mesmos em leads (potenciais clientes), e, por fim,
converter as leads em clientes fidelizados. Através do Inbound Marketing,
novos, mas também, atuais clientes, podem tornar-se promotores da marca,
aumentando assim o retorno dos mesmos para com a empresa.
O Marketing Automation e a sua aplicabilidade através das
funcionalidades e, da tecnologia disponível em forma de plataforma, possibilita
que as empresas possam, por um lado, automatizar processos, e por outro, dotar se de um conjunto de estratégias e canais de comunicação, que lhes permitem
oferecer aos seus clientes e contactos, uma boa experiência de utilização,
potenciando assim os resultados comerciais das empresas e a satisfação dos seus
clientes.
O presente estudo tem como principal objetivo aferir o impacto da
implementação de estratégias de Inbound Marketing e, a utilização de uma
plataforma de Marketing Automation, na angariação de leads para as empresas.
De forma a inquirir as evidências deste impacto, é realizado um estudo de caso
sobre a empresa Go4Mobility, que implementou estas duas estratégias, com o
objetivo de angariar um maior número de oportunidades de negócio (leads). No
decorrer do estudo, foram também especificadas as técnicas utilizadas e que
culminaram na angariação de um maior número de leads.
The strategy definition on the business sector is something very important and the Digital Transformation assumes a big relevance. Companies should make decisions that allow them, to increase their results through all the potential and the added value associated with Digital and Technology. This study is focused on the concept of Inbound Marketing strategies, that provide the ability to attract traffic for the company channels, in order to generate business leads. Marketing Automation and its applicability through your features and, of the technology available in the platform, allows companies to automate processes and to provide themselves with a set of strategies and communication channels, to deliver a good user experience for your contacts and also, to your customers, enhancing the companies' commercial results and customer satisfaction. This research aims to verify the impacts of the implementation of Inbound Marketing strategies and the use of a Marketing Automation platform to attract business leads. In order to identify the existence of this impact, was carried out a case study with the company – Go4Mobility. They implemented these two strategies in order to raise a greater number of business leads. Through the study, the techniques used were also specified, which concluded in the acquisition of an interesting number of business leads.
The strategy definition on the business sector is something very important and the Digital Transformation assumes a big relevance. Companies should make decisions that allow them, to increase their results through all the potential and the added value associated with Digital and Technology. This study is focused on the concept of Inbound Marketing strategies, that provide the ability to attract traffic for the company channels, in order to generate business leads. Marketing Automation and its applicability through your features and, of the technology available in the platform, allows companies to automate processes and to provide themselves with a set of strategies and communication channels, to deliver a good user experience for your contacts and also, to your customers, enhancing the companies' commercial results and customer satisfaction. This research aims to verify the impacts of the implementation of Inbound Marketing strategies and the use of a Marketing Automation platform to attract business leads. In order to identify the existence of this impact, was carried out a case study with the company – Go4Mobility. They implemented these two strategies in order to raise a greater number of business leads. Through the study, the techniques used were also specified, which concluded in the acquisition of an interesting number of business leads.
Descrição
Orientação: Ana Raquel de Ponte Figueiras
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING DIGITAL, MARKETING DE CONTEÚDO, ESTRATÉGIAS DE MARKETING, ESTUDOS DE CASO, COMMUNICATION, MARKETING, DIGITAL MARKETING, CONTENT MARKETING, MARKETING STRATEGIES, CASE STUDIES