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Publication
Marketing digital: o contributo do social media marketing na indústria cultural e criativa
| Name: | Description: | Size: | Format: | |
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| 1.23 MB | Adobe PDF |
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Abstract(s)
Este projeto tem como objetivo avaliar a indústria cultural criativa, utilizando-se do Design e Social Media Marketing para dar um contributo quer a nível académico quer a nível empresarial. É relevante a nível académico por apresentar inovação ao relacionar as áreas de Marketing digital, o Design e a indústria criativa em simultâneo. A nível empresarial permite às Indústrias culturais e criativas a perceberem que é necessário o investimento no Marketing para o seu desenvolvimento. Foram utilizados como metodologia o Design management e o Design Thinking, a partir de entrevistas qualitativas. Os resultados da investigação sugerem a necessidade por parte das atividades da indústria criativa de arriscarem e confiarem na estratégia de Marketing digital para satisfazer, reter e fidelizar os seus clientes, e em conjunto elaborarem Designs estratégicos que incentivem o cliente a ser “seguidor” habitual das suas redes e a manter uma comunicação regular e bidirecional.
This project aims to evaluate the creative cultural industry, using Design and Social Media Marketing to make a contribution both at the academic and business levels. It is relevant at the academic level for presenting innovation by relating the areas of digital Marketing, Design and the creative industry simultaneously. At the business level, it allows cultural and creative industries to realize that investment in Marketing is necessary for their development. Design management and Design Thinking were used as a methodology, based on qualitative interviews. The research results suggest the need on the part of the creative industry activities to take a risk and rely on the digital Marketing strategy to satisfy, retain and retain their customers, and together develop strategic Designs that encourage the customer to be a habitual “follower” of their networks and maintain regular and bidirectional communication.
This project aims to evaluate the creative cultural industry, using Design and Social Media Marketing to make a contribution both at the academic and business levels. It is relevant at the academic level for presenting innovation by relating the areas of digital Marketing, Design and the creative industry simultaneously. At the business level, it allows cultural and creative industries to realize that investment in Marketing is necessary for their development. Design management and Design Thinking were used as a methodology, based on qualitative interviews. The research results suggest the need on the part of the creative industry activities to take a risk and rely on the digital Marketing strategy to satisfy, retain and retain their customers, and together develop strategic Designs that encourage the customer to be a habitual “follower” of their networks and maintain regular and bidirectional communication.
Description
Keywords
Estratégias Design thinking Marketing digital Indústria cultural e criativa