Loading...
Publication
Avaliação do impacto da presença digital na relação com o consumidor. Estudos de caso: Zambeze Restaurante & Rooftop Bar, Amazónia e Rodízio do Gelo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 186.7 KB | Adobe PDF | |||
| 3.56 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O relatório de estágio analisa a forma como as marcas dispõem
das redes sociais para se relacionarem com os seus clientes. O
suporte para a elaboração do relatório, foi no departamento de
marketing do grupo Visabeira, com a duração de quatro meses
e uma semana. Inicialmente, foi importante o contacto com a
realidade profissional do marketing, para reclinar em prática
os conhecimentos adquiridos durante o mestrado e
desenvolver competências que só podem ser adquiridas
através do contexto de trabalho.
No decurso do texto, será executada uma revisão da literatura
com a finalidade de expor os temas abordados em todo o
ambiente de trabalho. Deste modo, fez-se uma análise de três
restaurantes, Zambeze Restaurante & Rooftop Bar, Amazónia
e Rodízio do Gelo com uma descrição das tarefas realizadas,
em particular na gestão das redes sociais.
O objetivo primordial foi fornecer uma descrição das
atividades empreendidas com a intenção de criar uma
estratégia de marketing digital, na intenção de capitalizar o
crescimento digital através de táticas de marketing que
aumentem a notoriedade da marca, a visibilidade, os
seguidores, o engagement e a interação com os clientes, que a
posteriori irá criar fortes relações com os mesmos.
No final, são introduzias recomendações para melhoria do
trabalho futuro da empresa neste domínio.
Foi assentado que as redes sociais são basilares para a
comunicação das marcas atualmente, mas que há vários
fatores a ter em conta para comunicar com sucesso e de forma eficaz com os clientes. É vital que os conteúdos tenham valor
para a marca e para os consumidores, do mesmo modo que,
haja um contacto personalizado com cada utilizador de forma
a fomentar um sublime envolvimento com eles.
The internship report analyzes the way brands use social networks to relate with their customers. The support for the elaboration of the report, was in the marketing department of Visabeira group, with a duration of four and a half months. Initially, it was important to come into contact with the professional reality of marketing, to put into practice the knowledge acquired during the master's degree and develop skills that can only be acquired through the work context. In the course of the text a literature review will be carried out in order to expose the issues addressed throughout the work environment. In this way, an analysis of three restaurants, Zambeze Restaurante & Rooftop Bar, Amazónia and Rodízio do Gelo was carried out with a description of the tasks performed, in particular in the management of social networks. The primary objective was to provide a description of the activities undertaken with the intention of creating a digital marketing strategy, with the intention of capitalizing on digital growth through marketing tactics that increase brand awareness, visibility, followers, engagement and interaction with customers, which in hindsight will create strong customer relationships. At the end, recommendations for improving the company’s future work in this area are introduced. It has been established that social media is a cornerstone of brand communication today, but that there are several factors to take into account in order to communicate successfully and effectively with customers. It is vital that the content has value for the brand and for consumers, and that there is a personalised contact with each user in order to foster a sublime engagement with them.
The internship report analyzes the way brands use social networks to relate with their customers. The support for the elaboration of the report, was in the marketing department of Visabeira group, with a duration of four and a half months. Initially, it was important to come into contact with the professional reality of marketing, to put into practice the knowledge acquired during the master's degree and develop skills that can only be acquired through the work context. In the course of the text a literature review will be carried out in order to expose the issues addressed throughout the work environment. In this way, an analysis of three restaurants, Zambeze Restaurante & Rooftop Bar, Amazónia and Rodízio do Gelo was carried out with a description of the tasks performed, in particular in the management of social networks. The primary objective was to provide a description of the activities undertaken with the intention of creating a digital marketing strategy, with the intention of capitalizing on digital growth through marketing tactics that increase brand awareness, visibility, followers, engagement and interaction with customers, which in hindsight will create strong customer relationships. At the end, recommendations for improving the company’s future work in this area are introduced. It has been established that social media is a cornerstone of brand communication today, but that there are several factors to take into account in order to communicate successfully and effectively with customers. It is vital that the content has value for the brand and for consumers, and that there is a personalised contact with each user in order to foster a sublime engagement with them.
Description
Keywords
Digital marketing Perfil do consumidor século XXI Brand communication Social media marketing Engagement in social media