Loading...
Publication
Criar conteúdo para atrair o consumidor: o caso de inbound marketing da Soltrópico Operador Turístico
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.09 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A explosão de opções de produtos e canais digitais, juntamente com o surgimento de um consumidor cada vez mais exigente e bem informado tem revelado implicações no processo de compra e no marketing. Cada vez mais o consumidor assume o controlo do processo e procura ativamente as informações que considera úteis (Court et al., 2009). O novo paradigma é intitulado de inbound marketing.
Em concordância com o referido anteriormente, a Soltrópico sente a importância de integrar a voz do consumidor numa comunicação bilateral, valorizada pelas estratégias de inbound marketing. Porém, o tema é ainda recente na empresa e pouco explorado. Daí, surge como objetivo o estudo da aplicação de estratégias de inbound marketing, suportado pela questão de partida: Quais são os pontos-chave na implementação de estratégias de inbound marketing, na Soltrópico Operador Turístico?
Para esse efeito procurou-se explorar e cruzar os temas marketing de conteúdos e marketing dos social media (estratégias aplicadas pela empresa) na tradução de indicadores de sucesso para o inbound marketing, aplicado ao caso Soltrópico.
Optou-se por uma metodologia qualitativa com base no estágio curricular efetuado, com recurso à análise de conteúdo de entrevistas e de pesquisa documental.
Este estudo permite evidenciar a importância da incorporação do marketing de conteúdos nas estratégias de inbound marketing da Soltrópico. Sendo o objetivo do inbound marketing atrair o consumidor, é fundamental despertar neste o interesse de procurar pela marca e a construção de atitudes positivas. Para reforçar isso a marca oferece um storytelling valioso para o consumidor aliado a uma componente emocional. O processo envolve o investimento em conversas contínuas que incentivam o engagement, possível através de meios de natureza participativa e colaborativa, o que é o caso das redes sociais. A acessibilidade das ferramentas deste meio permite a partilha de conteúdo não invasivo, deixando o poder no consumidor de decidir em que circunstâncias procurar pela marca. As principais ferramentas de interação com o consumidor nas redes sociais da Soltrópico são: mensagens privadas, vídeos, passatempos online, conteúdo originado por consumidores e influenciadores e stories nas redes sociais.
The explosion of product choices and digital channels, coupled with the emergence of an increasingly demanding and well-informed consumer, has revealed implications for the consumer buying process and for marketing. Increasingly, consumers take control of the process and actively “pull” information they find useful (Court et al. 2009).The area of marketing that fits into this new paradigm is called inbound marketing. Accordingly with the above, Soltrópico feels that traditional communication is ineffective with the end consumer. They understand the importance of integrating the voice of them in a bilateral communication, valued by inbound marketing strategies. The brand believes it is important to involve the end consumer, developing greater interest and self-initiative in them and aims for a continuous investment in these strategies. However, subject is new in the company and it has been less explored. Hence, the objective of this research is to study the application of inbound marketing strategies, based on the following starting point: What are the key points in implementing inbound marketing strategies at Soltrópico tour operator? We sought to explore and crosscheck the issue of content marketing and social media marketing (strategies applied by the company) in the translation of success indicators for inbound marketing, at Soltrópico company. We opted for a qualitative methodology based on the curricular internship, with the content analysis of interviews and documents. This study shows the importance of incorporating content marketing in Soltrópico's inbound marketing strategies. The goal of inbound marketing is to attract consumers, and about that it is essential to offer a beneficial storytelling to the consumer, combined with an emotional component, to arouse the interest of searching for the brand and building positive attitudes. The process involves investing in continuous conversations that generate engagement, made possible through participatory and collaborative media, such as social networks. The accessibility of these tools enables sharing of non-invasive content, leaving the power in consumer to decide about their needs. Some of these friendly tools identified on Soltrópico's social networks are private messages, videos, online giveways, consumer and influencer content, and social networking stories.
The explosion of product choices and digital channels, coupled with the emergence of an increasingly demanding and well-informed consumer, has revealed implications for the consumer buying process and for marketing. Increasingly, consumers take control of the process and actively “pull” information they find useful (Court et al. 2009).The area of marketing that fits into this new paradigm is called inbound marketing. Accordingly with the above, Soltrópico feels that traditional communication is ineffective with the end consumer. They understand the importance of integrating the voice of them in a bilateral communication, valued by inbound marketing strategies. The brand believes it is important to involve the end consumer, developing greater interest and self-initiative in them and aims for a continuous investment in these strategies. However, subject is new in the company and it has been less explored. Hence, the objective of this research is to study the application of inbound marketing strategies, based on the following starting point: What are the key points in implementing inbound marketing strategies at Soltrópico tour operator? We sought to explore and crosscheck the issue of content marketing and social media marketing (strategies applied by the company) in the translation of success indicators for inbound marketing, at Soltrópico company. We opted for a qualitative methodology based on the curricular internship, with the content analysis of interviews and documents. This study shows the importance of incorporating content marketing in Soltrópico's inbound marketing strategies. The goal of inbound marketing is to attract consumers, and about that it is essential to offer a beneficial storytelling to the consumer, combined with an emotional component, to arouse the interest of searching for the brand and building positive attitudes. The process involves investing in continuous conversations that generate engagement, made possible through participatory and collaborative media, such as social networks. The accessibility of these tools enables sharing of non-invasive content, leaving the power in consumer to decide about their needs. Some of these friendly tools identified on Soltrópico's social networks are private messages, videos, online giveways, consumer and influencer content, and social networking stories.
Description
Keywords
Comunicação digital Inbound marketing Marketing de conteúdos Social Media Marketing viral Relatório de estágio