Análise do impacto da implementação de uma estratégia de inbound marketing na geração de leads estudo de caso das empresas Voxtron e Youlead
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Data
2016
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Esta investigação introduz o conceito de Inbound Marketing,
que permite às empresas atrair visitantes para o seu website,
converter os mesmos em potenciais clientes (leads) e, por fim,
converter as leads em clientes fidelizados e promotores da
sua marca. Para isso este utiliza técnicas de Blogging, Search
Engine Optimization (SEO), Content Marketing, e também as
redes sociais.
O presente estudo tem como principal objetivo
averiguar o impacto da implementação de estratégias de
Inbound Marketing na angariação de leads de negócio para
as empresas. De modo a averiguar a existência deste
impacto, é levado a cabo um estudo de caso das empresas
Voxtron e YouLead, que implementaram este tipo de
estratégia com o objetivo de angariar um maior número de
potenciais clientes (leads), tendo sido comparada em ambas
as empresas a quantidade de leads angariadas nos períodos
anteriores e posteriores à implementação da estratégia de
Inbound Marketing. Foram também especificadas as técnicas
utilizadas que conduziram à angariação de um maior número
de leads.
No caso da empresa YouLead, os resultados parecem
apontar para a existência de um impacto da implementação
da estratégia de Inbound Marketing na angariação de novas
leads de negócio. No caso da empresa Voxtron, os dados
fornecidos não permitiram aferir se o aumento no número de
leads geradas nos períodos considerados está diretamente
relacionado com a implementação da estratégia de Inbound
Marketing na empresa.
This research introduces the concept of Inbound Marketing, which allows companies to attract visitors to your website, convert them into potential customers (leads) and ultimately convert those leads into loyal customers and brand promoters. To do this, it uses Blogging techniques, Search Engine Optimization (SEO), Content Marketing, and also Social Networks. This study aims to verify the impact of the implementation of Inbound Marketing strategies in attracting business leads for companies. In order to identify the existence of this impact was carried out a case study with two companies, Voxtron and YouLead, that have had implemented this type of strategy in order to raise a greater number of potential customers (leads) and made a comparison between companies regarding the amount of leads raised before and after the implementation of the Inbound Marketing strategy. The techniques leading to raise a larger number of leads were also specified. In the case of YouLead company, the results obtained point to the existence of an impact of the implementation of the Inbound Marketing strategy in attracting new business leads. In the case of Voxtron company, the data provided did not allow to assess whether the increase in the number of leads, on the studied periods, is directly related to the implementation of the Inbound Marketing strategy in the company.
This research introduces the concept of Inbound Marketing, which allows companies to attract visitors to your website, convert them into potential customers (leads) and ultimately convert those leads into loyal customers and brand promoters. To do this, it uses Blogging techniques, Search Engine Optimization (SEO), Content Marketing, and also Social Networks. This study aims to verify the impact of the implementation of Inbound Marketing strategies in attracting business leads for companies. In order to identify the existence of this impact was carried out a case study with two companies, Voxtron and YouLead, that have had implemented this type of strategy in order to raise a greater number of potential customers (leads) and made a comparison between companies regarding the amount of leads raised before and after the implementation of the Inbound Marketing strategy. The techniques leading to raise a larger number of leads were also specified. In the case of YouLead company, the results obtained point to the existence of an impact of the implementation of the Inbound Marketing strategy in attracting new business leads. In the case of Voxtron company, the data provided did not allow to assess whether the increase in the number of leads, on the studied periods, is directly related to the implementation of the Inbound Marketing strategy in the company.
Descrição
Orientação: Paula Lopes
Palavras-chave
MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, COMUNICAÇÃO ORGANIZACIONAL, MARKETING, MARKETING DIGITAL, ESTRATÉGIAS DE MARKETING, COMMUNICATION, ORGANIZATIONAL COMMUNICATION, MARKETING, DIGITAL MARKETING, MARKETING STRATEGIES, ESTUDOS DE CASO, CASE STUDIES