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Orientador(es)
Resumo(s)
O marketing digital é uma atividade económica que teve os seus primeiros passos em todo o mundo
nos anos 90. Com o surgimento dos e-mails, blogues, algumas redes sociais e sites de pesquisa, o
marketing digital começa a desempenhar um papel relevante no desenvolvimento das empresas, dando
origem às primeiras técnicas de SEO (Search Engine Optimization) e aos links patrocinados. Em
Portugal, o marketing digital ganha forças mais expressivas durante a pandemia da Covid-19, que se
iniciou no fim de 2019. Várias áreas começam a publicitar por vias digitais para manter a sua
sobrevivência. Outros empreendimentos surgem para suprir o encerramento de determinados
segmentos de mercado durante o período pandémico. Estes já surgem no ambiente digital. Ter o apoio
do marketing especializado no digital passa a ser uma demanda no país e no mundo.
Este projeto consiste na elaboração de um plano de negócios para uma pequena empresa no setor do
marketing digital. Após um breve enquadramento teórico sobre empreendedorismo e o referido setor,
estruturou-se (i) a descrição dos serviços, dando destaque para importância da criação da estratégia de
marketing para os negócios, (ii) a indispensável elaboração desta estratégia no âmbito do marketing
digital, (iii) o seu embasamento no marketing de conteúdo e relacionamento.
As metodologias utilizadas foram bibliográficas, de campo e documental. Com pesquisas que
demonstram a importância do marketing nos negócios, da atual estrutura do marketing, especificamente
na forma digital. As ferramentas utilizadas para elaboração do plano de negócios foram o modelo
CANVAS, a análise SWOT, o modelo de análise económico-financeira do IAPMEI e relatórios do site
Data Reportal.
Obteve-se evidência de que o setor de marketing digital se encontra em expansão. Os dados mostram
que a procura por produtos e serviços e a compra destes tem vindo a ser feita, em maior escala e de
forma crescente, na internet. O sucesso das empresas passa a depender da presença digital e da sua
estratégia. A forma como será aplicada a comunicação por vias digitais e respeitando a dinâmica das
suas plataformas será o diferencial para destacar uma empresa ou marca diante da concorrência.
Acresce que o plano financeiro demostra a viabilidade económico-financeira deste projeto de marketing
digital, sendo esta empresa rentável e sustentável.
Digital marketing is an economic activity that had its first steps worldwide in the 90s. With the emergence of e-mails, blogs, some social networks and search sites, digital marketing starts to play a relevant role in the development of companies, giving rise to the first SEO (Search Engine Optimization) techniques and sponsored links. In Portugal, digital marketing gains more expressive forces during the Covid-19 pandemic, which started at the end of 2019. Different areas start advertising through digital channels to maintain their survival. Other ventures emerge to cater for the closure of certain market segments during the pandemic period. These are already emerging in the digital environment. Having the support of marketing specialized in digital becomes a demand in the country and in the world. This project consists of the elaboration of a business plan for a small company in the digital marketing sector. After a brief theoretical framework about entrepreneurship and this sector, it was structured (i) the description of the services, highlighting the importance of the creation of the marketing strategy for business, (ii) the indispensable elaboration of this strategy in the digital marketing scope, (iii) its basis in the content and relationship marketing. The methodologies used were bibliographic, field and documentary. With research that demonstrate the importance of marketing in business, the current structure of marketing, specifically in the digital form. The tools used for the preparation of the business plan were the CANVAS model, the SWOT analysis, the model of economic and financial analysis of IAPMEI and reports of the Data Reportal site. There is evidence that the digital marketing sector is expanding. The data show that the search for products and services and their purchase has been made, on a larger scale and increasingly, on the Internet. The success of companies depends on their digital presence and strategy. The way in which communication will be applied through digital means and respecting the dynamics of its platforms will be the differential to highlight a company or brand before the competition. In addition, the financial plan demonstrates the economic and financial viability of this digital marketing project, making this company profitable and sustainable.
Digital marketing is an economic activity that had its first steps worldwide in the 90s. With the emergence of e-mails, blogs, some social networks and search sites, digital marketing starts to play a relevant role in the development of companies, giving rise to the first SEO (Search Engine Optimization) techniques and sponsored links. In Portugal, digital marketing gains more expressive forces during the Covid-19 pandemic, which started at the end of 2019. Different areas start advertising through digital channels to maintain their survival. Other ventures emerge to cater for the closure of certain market segments during the pandemic period. These are already emerging in the digital environment. Having the support of marketing specialized in digital becomes a demand in the country and in the world. This project consists of the elaboration of a business plan for a small company in the digital marketing sector. After a brief theoretical framework about entrepreneurship and this sector, it was structured (i) the description of the services, highlighting the importance of the creation of the marketing strategy for business, (ii) the indispensable elaboration of this strategy in the digital marketing scope, (iii) its basis in the content and relationship marketing. The methodologies used were bibliographic, field and documentary. With research that demonstrate the importance of marketing in business, the current structure of marketing, specifically in the digital form. The tools used for the preparation of the business plan were the CANVAS model, the SWOT analysis, the model of economic and financial analysis of IAPMEI and reports of the Data Reportal site. There is evidence that the digital marketing sector is expanding. The data show that the search for products and services and their purchase has been made, on a larger scale and increasingly, on the Internet. The success of companies depends on their digital presence and strategy. The way in which communication will be applied through digital means and respecting the dynamics of its platforms will be the differential to highlight a company or brand before the competition. In addition, the financial plan demonstrates the economic and financial viability of this digital marketing project, making this company profitable and sustainable.
Descrição
Mestrado em ESTG-IPB
Palavras-chave
Empreendedorismo Plano de negócios Marketing digital Estratégia Marketing de conteúdo