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Advisor(s)
Abstract(s)
Numa sociedade em estado de emergência e de alerta no que respeita aos efeitos da pandemia provocada pela doença de COVID-19, a sobrevivência de grande parte das microempresas está cada vez mais comprometida. Devido ao confinamento forçado, por um lado, assistimos a uma mudança de hábitos a nível tecnológico promovendo o modo de compra online como uma alternativa à compra convencional, evitando assim qualquer tipo de aglomeração como medida de prevenção de contágios. Por outro lado, o confinamento veio diminuir o desejo de consumir e as perdas de empregos limitaram e limitarão o poder de
compra. Torna-se crucial promover a mudança de atitudes empresariais, adotando
comportamentos que permitam manter a empresa no mercado digital, uma vez que os
clientes então cada vez mais dependentes deste mundo digital que faculta o acesso a bens
e serviços. Promover a literacia digital é decididamente o caminho a seguir, dotando os
empresários com competências técnicas e sensibilizando-os para as necessidades do
marketing digital. Desta forma, os negócios ganham visibilidade para angariar novos clientes,
mantendo os atuais, e para reforçar o efeito AIDMA (Atenção, Interesse, Desejo,
Memorização, Ação). O recurso a tecnologias digitais vai permitir melhorar a comunicação
tanto com os seus clientes, como com os seus fornecedores e parceiros ou mesmo com os
próprios colaboradores, aos quais, cada vez mais e se possível, se pede a disponibilidade e
a competência para estar em teletrabalho. Nesta perspetiva, procedeu-se a um estudo de
caso, que incidiu em 5 empresas da cidade de Miranda do Douro. O estudo baseou-se na
observação participante e relatórios de diagnóstico de uma consultora, bem como nos dados
estatísticos de utilização das páginas web das redes sociais, com vista à melhoria dos
processos de gestão, de marketing digital e outros aspetos relevantes para garantir
subsistência dos modelos de negócio. Com base nesta análise e em entrevistas, foram
identificadas as necessidades formativas. Para além da formação em soluções informáticas
de gestão de empresas, constatou-se também a necessidade de formação em marketing
digital e social media. Do exposto, podemos concluir que vivemos numa sociedade cada vez
mais informada, consciente e exigente pelo que a transformação digital passou a estar na
ordem do dia para todas as organizações, mesmo para as microempresas do Nordeste
Transmontano, nomeadamente do planalto Mirandês que até então o digital não era uma
prioridade.
In a society that is in a state of emergency and alert regarding the effects of the pandemic caused by COVID-19 disease, the survival of most microenterprises is increasingly compromised. Due to forced confinement, on the one hand, we are witnessing a change in habits at the technological level, promoting online shopping as an alternative to conventional shopping, thus avoiding any type of agglomeration as a measure of contagion prevention. On the other hand, confinement has reduced the desire to consume and job losses have limited and will limit purchasing power. It is crucial to promote a change in business attitudes, adopting behaviors that allow the company to remain in the digital market, since customers are increasingly dependent on this digital world that provides access to goods and services. Promoting digital literacy is the way forward, providing entrepreneurs with technical skills and raising awareness of the needs of digital marketing. In this way, businesses gain visibility to attract new customers, maintaining current ones, and to reinforce the AIDMA effect (Attention, Interest, Desire, Memorization, Action). The use of digital technologies will make it possible to improve communication both with its customers, as well as with its suppliers and partners or even with the employees themselves, who, increasingly and if possible, are asked for availability and competence to be in teleworking. In this perspective, a case study was carried out, covering 5 companies in the city of Miranda do Douro. The study was based on the participant observation and diagnostic reports of a consultant, as well as on the statistical data on the use of social media web pages, with a view to improving management processes, digital marketing and other relevant aspects to ensure subsistence of business models. Based on this analysis and interviews, training needs were identified. In addition to training in IT solutions for business management, there was also a need for training in digital marketing and social media. From the above, we can conclude that we live in a society that is increasingly informed, aware, and demanding, so that digital transformation has become the order of the day for all organizations, even for micro-enterprises in the Northeast Transmontano, namely the Mirandês highland that until then digital was not a priority.
In a society that is in a state of emergency and alert regarding the effects of the pandemic caused by COVID-19 disease, the survival of most microenterprises is increasingly compromised. Due to forced confinement, on the one hand, we are witnessing a change in habits at the technological level, promoting online shopping as an alternative to conventional shopping, thus avoiding any type of agglomeration as a measure of contagion prevention. On the other hand, confinement has reduced the desire to consume and job losses have limited and will limit purchasing power. It is crucial to promote a change in business attitudes, adopting behaviors that allow the company to remain in the digital market, since customers are increasingly dependent on this digital world that provides access to goods and services. Promoting digital literacy is the way forward, providing entrepreneurs with technical skills and raising awareness of the needs of digital marketing. In this way, businesses gain visibility to attract new customers, maintaining current ones, and to reinforce the AIDMA effect (Attention, Interest, Desire, Memorization, Action). The use of digital technologies will make it possible to improve communication both with its customers, as well as with its suppliers and partners or even with the employees themselves, who, increasingly and if possible, are asked for availability and competence to be in teleworking. In this perspective, a case study was carried out, covering 5 companies in the city of Miranda do Douro. The study was based on the participant observation and diagnostic reports of a consultant, as well as on the statistical data on the use of social media web pages, with a view to improving management processes, digital marketing and other relevant aspects to ensure subsistence of business models. Based on this analysis and interviews, training needs were identified. In addition to training in IT solutions for business management, there was also a need for training in digital marketing and social media. From the above, we can conclude that we live in a society that is increasingly informed, aware, and demanding, so that digital transformation has become the order of the day for all organizations, even for micro-enterprises in the Northeast Transmontano, namely the Mirandês highland that until then digital was not a priority.
Description
Keywords
Tecnologias digitais Pandemia Formação Marketing digital Mudança
Citation
Marinho, Sónia; Gonçalves, Vítor (2021). O contributo da formação para a transformação digital das microempresas. In Pilar Gutiez Cuevas; Ana García-Valcárcel; José António Moreira; Vitor Gonçalves; Francisco Garcia Tartera (Eds.) VII Conferência Ibérica de Inovação na Educação com TIC: ieTIC2021: livro de resumos. Bragança
Publisher
Instituto Politécnico de Bragança