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Publication
Diagnóstico sobre a comunicação digital em empresas empreendedoras
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.34 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A Internet mudou o mundo na forma como o conhecíamos. Uma das consequências foi a massificação dos meios digitais na comunicação entre as organizações e os públicos-alvo, com o mercado a sofrer uma grande alteração, particularmente na última década.
Evoluindo de um paradigma de comunicação institucional e de produto, que passava as suas mensagens através de meios físicos (TV, rádio e imprensa), as organizações necessitam, hoje, de outra abordagem mais blended em que a comunicação tem de ser articulada entre as ferramentas tradicionais e as ferramentas digitais.
Neste contexto, as organizações precisam de ser mais empreendedoras e inovadoras, no sentido de explorarem as novas ferramentas de comunicação digital e todas as oportunidades que elas proporcionam para atingir os públicos-alvo de forma mais impactante e com recursos financeiros infinitamente mais reduzidos.
Este trabalho visa perceber de que forma as organizações dos setores do turismo e hotelaria, dos vinhos e azeites e as autarquias, estão a utilizar estas ferramentas de comunicação digital conjuntamente com as ferramentas tradicionais e quais os resultados que têm alcançado.
A metodologia aplicada nesta dissertação foi de âmbito qualitativo explorativo, através da realização de entrevistas aos responsáveis de duas organizações de cada um dos três setores estudados, a um conjunto de especialistas na área do marketing e comunicação digital e a dois jornalistas com larga experiência no contato com os setores em causa.
Os resultados obtidos mostram que os recursos alocados à comunicação digital, sejam eles financeiros ou humanos, são residuais na maioria das organizações, à exceção da hotelaria onde a comunicação digital permite fechar a venda do serviço e atingir targets nacionais e internacionais.
The Internet has changed the world as we knew it. One of the consequences was the massification of digital media in communications between organizations and audiences, with the market to undergo a major change, particularly in the last decade. Evolving from an institutional communication and product paradigm, passing their messages through physical media (TV, radio and press), today, organizations need to have a more blended approach, where communication has to be coordinated between the traditional tools and digital tools. In this context, organizations need to be more entrepreneurial and innovative, in order to explore the new tools of digital communication and all the opportunities they provide to be able to reach audiences in a more impactful way and with infinitely more limited financial resources. This work aims to understand how organizations in the setors of tourism and hotel, wines and olive oils and municipalities are using the digital communication tools in conjunction with traditional tools and what results they have achieved. The methodology used in this work was explorative qualitative level, by conducting interviews with the heads of two organizations, from each of the three setors studied, a group of specialists in the marketing and digital communication area and two journalists with extensive experience in contact with the concerned setors. The results show that the resources allocated to digital communication, both financial and human, are residual in most organizations, except the hotel where digital communication allows you to close the sale and achieving national and international targets.
The Internet has changed the world as we knew it. One of the consequences was the massification of digital media in communications between organizations and audiences, with the market to undergo a major change, particularly in the last decade. Evolving from an institutional communication and product paradigm, passing their messages through physical media (TV, radio and press), today, organizations need to have a more blended approach, where communication has to be coordinated between the traditional tools and digital tools. In this context, organizations need to be more entrepreneurial and innovative, in order to explore the new tools of digital communication and all the opportunities they provide to be able to reach audiences in a more impactful way and with infinitely more limited financial resources. This work aims to understand how organizations in the setors of tourism and hotel, wines and olive oils and municipalities are using the digital communication tools in conjunction with traditional tools and what results they have achieved. The methodology used in this work was explorative qualitative level, by conducting interviews with the heads of two organizations, from each of the three setors studied, a group of specialists in the marketing and digital communication area and two journalists with extensive experience in contact with the concerned setors. The results show that the resources allocated to digital communication, both financial and human, are residual in most organizations, except the hotel where digital communication allows you to close the sale and achieving national and international targets.
Description
Keywords
Blended Marketing Comunicação Digital Redes Sociais