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Publication
Plano de Comunicação Digital
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.51 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Porque nos encontramos perante uma realidade que retrata um aumento significativo da importância que as relações detêm no sucesso de um negócio, assim como o constante desenvolvimento e utilização do mundo digital, revela-se perentório que uma empresa seja capaz de oferecer uma resposta assertiva às constantes evoluções verificadas. Sem uma comunicação adequada ao público alvo, o desenvolvimento sustentável de um negócio revela-se extremamente condicionado.
Assim sendo, a concretização deste projeto visa providenciar à Informa D&B uma estratégia de comunicação digital alinhada com os seus valores e objetivos, de modo a colmatar as necessidades que os seus consumidores apresentam. Para tal, decidiu-se desenvolver uma pesquisa bibliográfica em torno dos tópicos anteriormente relatados, de forma a posteriormente ser possível debruçar-nos sobre a concretização do Plano de Comunicação.
Como resultado desta abordagem, é apresentado um Plano constituído por seis etapas, recorrendo ao modelo SOSTAC de PR Smith, estipulado para o último semestre do ano de 2020, apresentando um orçamento total de 23.000€.
Através da concretização deste projeto, é passível depreender-se que de modo a fornecer uma resposta eficaz aos desejos dos consumidores, é necessário previamente escutá-los de forma ativa, conhecendo o seu trajeto ao longo dos vários canais disponíveis. Igualmente importante do que definir a estratégia a adotar, é criar ferramentas que possibilitam a medição constante dos resultados em vários momentos, de modo a assegurar o sucesso da empresa.
Because we are facing a reality that portrays a significant increase in the importance that relationships have in the success of a business, as well as the constant development and use of the digital world, it is imperative that a company is able to offer an assertive response to the constant developments. Without adequate communication with the target audience, the sustainable development of a business proves to be extremely conditioned. Therefore, the implementation of this project aims to provide Informa D&B with a digital communication strategy aligned with its values and objectives, to address the needs that its consumers present. To this end, it was decided to develop a bibliographic search around the topics previously reported, in order to later be able to look into the implementation of the Communication Plan. As a result of this approach, a Plan consisting of six stages is presented, using the SOSTAC model by PR Smith, stipulated for the last semester of 2020, presenting a total budget of 23.000€. Through the implementation of this project, it is possible to conclude that in order to provide an effective response to the wishes of consumers, it is necessary to listen to them actively in advance, knowing their path along the several channels available. Equally important than defining the strategy to be adopted, is to create tools that enable the constant measurement of results at various times, to ensure the company's success.
Because we are facing a reality that portrays a significant increase in the importance that relationships have in the success of a business, as well as the constant development and use of the digital world, it is imperative that a company is able to offer an assertive response to the constant developments. Without adequate communication with the target audience, the sustainable development of a business proves to be extremely conditioned. Therefore, the implementation of this project aims to provide Informa D&B with a digital communication strategy aligned with its values and objectives, to address the needs that its consumers present. To this end, it was decided to develop a bibliographic search around the topics previously reported, in order to later be able to look into the implementation of the Communication Plan. As a result of this approach, a Plan consisting of six stages is presented, using the SOSTAC model by PR Smith, stipulated for the last semester of 2020, presenting a total budget of 23.000€. Through the implementation of this project, it is possible to conclude that in order to provide an effective response to the wishes of consumers, it is necessary to listen to them actively in advance, knowing their path along the several channels available. Equally important than defining the strategy to be adopted, is to create tools that enable the constant measurement of results at various times, to ensure the company's success.
Description
Keywords
Plano de Comunicação Estratégia de comunicação digital