| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.05 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A economia digital tem vindo a contribuir de forma eficaz para um crescimento da
competitividade, devido à transformação digital e ao aparecimento dos novos modelos
tecnológicos onde a peça-chave é o marketing digital (Kajale & Joshi, 2021). As
organizaçÔes que utilizam o marketing digital ganham uma força maior por manterem o
processo de negociação fåcil (Haris et al., 2023). Assim, a competitividade no mercado
das agĂȘncias digitais tem-se intensificado, tornando-se essencial que estas se
mantenham atualizadas.
Neste contexto, o presente trabalho de projeto tem como estudo de caso a AgĂȘncia
Digital da empresa HBI. Partindo-se de uma breve revisĂŁo de literatura, e com base num
diagnóstico interno e externo do contexto organizacional, desenvolveu-se a investigação
com o principal objetivo de avaliar a estratĂ©gia de marketing digital da agĂȘncia, para
assim, propor um plano de ação que integra estratégias e açÔes digitais.
Para tal, utilizou-se uma abordagem qualitativa, baseada na técnica de focus group para
a recolha de dados juntos dos colaboradores da organização. Posteriormente, com
recurso ao software NVivo, os dados foram analisados através da técnica de anålise de
conteĂșdo categorial (Bales et al., 2009).
O estudo possibilitou a compreensĂŁo de dados fundamentais para desenvolver um
plano de estratégias e açÔes de marketing digital. Finalmente, apresenta-se ainda a
estratégia de controlo e monitorização do Plano, fundamental para assegurar o seu
sucesso.
Em suma, este projeto engloba contributos primordiais para a AgĂȘncia Digital HBI,
criando valor e notoriedade, e auxiliando na obtenção de vantagens competitivas no
mercado.
The digital economy has been contributing effectively to an increase in competitiveness, due to digital transformation and the emergence of new technological models where the key piece is digital marketing (Kajale & Joshi, 2021). Organizations that use digital marketing gain greater strength by keeping the negotiation process easy (Haris et al., 2023). As a result, competitiveness in the digital agency market has intensified, making it essential for them to keep up to date in order to respond to the needs of organizations. In this context, this project is a case study of HBI's Digital Agency. Starting with a brief literature review and based on an internal and external diagnosis of the organizational context, the research was carried out with the main objective of evaluating the marketing agency's digital marketing strategy, in order to propose an action plan that integrates digital marketing strategies and actions. To this end, a qualitative approach was used, based on the focus group technique to collect data from the organization's employees. Subsequently, using NVivo software, the data was analyzed using the categorical content analysis technique (Bales et al., 2009). The study enabled the understanding of fundamental data to develop a plan of digital marketing strategies and actions. Finally, the plan's control and monitoring strategy is presented, which is fundamental to ensuring its success. To sum up, this project makes key contributions to the HBI Digital Agency, creating value and notoriety, and helping to achieve competitive advantages in the market.
The digital economy has been contributing effectively to an increase in competitiveness, due to digital transformation and the emergence of new technological models where the key piece is digital marketing (Kajale & Joshi, 2021). Organizations that use digital marketing gain greater strength by keeping the negotiation process easy (Haris et al., 2023). As a result, competitiveness in the digital agency market has intensified, making it essential for them to keep up to date in order to respond to the needs of organizations. In this context, this project is a case study of HBI's Digital Agency. Starting with a brief literature review and based on an internal and external diagnosis of the organizational context, the research was carried out with the main objective of evaluating the marketing agency's digital marketing strategy, in order to propose an action plan that integrates digital marketing strategies and actions. To this end, a qualitative approach was used, based on the focus group technique to collect data from the organization's employees. Subsequently, using NVivo software, the data was analyzed using the categorical content analysis technique (Bales et al., 2009). The study enabled the understanding of fundamental data to develop a plan of digital marketing strategies and actions. Finally, the plan's control and monitoring strategy is presented, which is fundamental to ensuring its success. To sum up, this project makes key contributions to the HBI Digital Agency, creating value and notoriety, and helping to achieve competitive advantages in the market.
Description
Keywords
Inboud Marketing Marketing de ConteĂșdo Benchmarketing Redes Sociais Website Marketing Digital