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O uso da inteligência artificial na definição de estratégias de marketing nas redes sociais de pequenas empresas
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Resumo(s)
A transformação tecnológica tem estimulado uma grande evolução nas estratégias de comunicação e marketing das empresas. A Inteligência Artificial, ultimamente, tem assumido um papel determinante neste processo, possibilitando às empresas a personalizar conteúdos, otimizar decisões estratégicas e analisar grandes volumes de dados em tempo útil e mais rápido. Neste contexto, o presente estudo teve como objetivo compreender a influência da Inteligência Artificial no Marketing Digital nas redes sociais de pequenas empresas, tentando entender como é que esta ferramenta contribui para o desempenho e a eficiência das organizações no mercado. Foi utilizada uma abordagem quantitativa através da aplicação de um questionário online, direcionado a pequenas empresas que utilizam estratégias de Marketing Digital e a Inteligência Artificial. No final, a amostra das empresas que atualmente utilizam a Inteligência Artificial como ferramenta de Marketing Digital foi constituída por 33 pequenas empresas da região Norte de Portugal, em que a maioria dos participantes pertence ao setor terciário (64,8%). Posteriormente, foram realizadas análises aos dados através de análise estatística descritiva e da análise inferencial. De quatro hipóteses de investigação, a única a ser validada foi: a adoção da Inteligência Artificial está relacionada com o setor de atividade (p <.001), indicando que o contexto empresarial determina a predisposição para integrar novas tecnologias. Os resultados evidenciaram que a maioria das pequenas empresas que fizeram parte da amostra admitiram a relevância da Inteligência Artificial para o Marketing Digital, principalmente pelo aumento da eficácia nas campanhas digitais e, consequentemente, melhoria da relação com o consumidor, além da diminuição de custos operacionais. Contudo, foram identificadas como principais barreiras à adoção desta ferramenta, a falta de conhecimento técnico sobre o tema e de recursos financeiros, bem como escassez de profissionais qualificados. O estudo conclui que a Inteligência Artificial é considerada uma ferramenta com potencial que irá suportar as empresas na competitividade entre elas, no relacionamento com o consumidor e na personalização de experiências.
Technological transformation has driven significant progress in companies’ communication and marketing strategies. In recent years, Artificial Intelligence (AI) has assumed a decisive role in this process, enabling companies to personalize content, optimize strategic decisions, and analyze large volumes of data more efficiently and in real time. In this context, the present study aimed to understand the influence of Artificial Intelligence on Digital Marketing in the social networks of small businesses, seeking to examine how this tool contributes to the performance and efficiency of organizations in the market.A quantitative approach was adopted through the application of an online questionnaire directed at small companies that use Digital Marketing strategies and Artificial Intelligence. In the end, the sample of companies currently using Artificial Intelligence as a Digital Marketing tool consisted of 33 small businesses from the Northern region of Portugal, most of which belong to the tertiary sector (64.8%). Subsequently, data were analyzed through descriptive and inferential statistical analysis. Of the four research hypotheses proposed, only one was validated: the adoption of Artificial Intelligence is related to the business sector (p < .001), indicating that the business context determines the predisposition to integrate new technologies.The results showed that most small companies in the sample recognized the relevance of Artificial Intelligence for Digital Marketing, mainly for its ability to increase the effectiveness of digital campaigns and, consequently, improve customer relationships, as well as reduce operational costs. However, the main barriers identified to the adoption of this tool were the lack of technical knowledge on the subject, limited financial resources, and the shortage of qualified professionals.The study concludes that Artificial Intelligence is considered a tool with great potential to support companies in enhancing competitiveness, strengthening relationships with consumers, and personalizing customer experiences.
Technological transformation has driven significant progress in companies’ communication and marketing strategies. In recent years, Artificial Intelligence (AI) has assumed a decisive role in this process, enabling companies to personalize content, optimize strategic decisions, and analyze large volumes of data more efficiently and in real time. In this context, the present study aimed to understand the influence of Artificial Intelligence on Digital Marketing in the social networks of small businesses, seeking to examine how this tool contributes to the performance and efficiency of organizations in the market.A quantitative approach was adopted through the application of an online questionnaire directed at small companies that use Digital Marketing strategies and Artificial Intelligence. In the end, the sample of companies currently using Artificial Intelligence as a Digital Marketing tool consisted of 33 small businesses from the Northern region of Portugal, most of which belong to the tertiary sector (64.8%). Subsequently, data were analyzed through descriptive and inferential statistical analysis. Of the four research hypotheses proposed, only one was validated: the adoption of Artificial Intelligence is related to the business sector (p < .001), indicating that the business context determines the predisposition to integrate new technologies.The results showed that most small companies in the sample recognized the relevance of Artificial Intelligence for Digital Marketing, mainly for its ability to increase the effectiveness of digital campaigns and, consequently, improve customer relationships, as well as reduce operational costs. However, the main barriers identified to the adoption of this tool were the lack of technical knowledge on the subject, limited financial resources, and the shortage of qualified professionals.The study concludes that Artificial Intelligence is considered a tool with great potential to support companies in enhancing competitiveness, strengthening relationships with consumers, and personalizing customer experiences.
Descrição
Palavras-chave
Marketing digital Redes sociais Estratégias de marketing Inteligência artificial