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Publication
Agência Keep It Real: o impacto do marketing de conteúdo nos utilizadores: caso L´éclair
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| 1.56 MB | Adobe PDF |
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Abstract(s)
O trabalho de investigação desenvolvido relaciona o conceito de “conteúdos digitais” com o envolvimento entre utilizadores e marcas. A relação em causa para o estudo resulta das tarefas atribuídas em contexto de estágio.
O estágio curricular decorreu na agência de comunicação digital Keep It Real, no período de 3 meses. As tarefas atribuídas consistiram nas recomendações de conteúdos digitais para diversas marcas com que a agência trabalha, a escrita e desenvolvimento de artigos para blogs, e a gestão de redes sociais de três marcas. Durante o tempo de estágio, o interesse na investigação acerca do tema abordado no presente trabalho tornou-se ainda maior e potenciou o desenvolvimento da pesquisa.
A marca escolhida que sustenta a investigação é o caso da empresa que comercializa produtos de pastelaria francesa, o L’éclair. Esta escolha assenta no facto de esta ter sido uma marca já trabalhada em contexto de estágio curricular. A análise de conteúdo foi realizada com as estatísticas disponibilizadas pela agência, e relativas à página Instagram da marca.
O presente relatório tem como tema principal: “O impacto do Marketing de Conteúdo nos utilizadores: O caso L’éclair”. A investigação segue uma estrutura lógica, partindo de uma análise geral e consequentemente a realização da análise de conteúdo específico da marca escolhida.
O impacto do Marketing de Conteúdo é então verificado no presente relatório de estágio, tendo em conta todas as ferramentas disponibilizadas e os conceitos aprendidos ao longo da formação. A justificação de resultados conseguidos, de acordo com os conteúdos partilhados, deve-se a uma comunicação específica e estratégica que a marca L’éclair define em todo o seu envolvimento com os seguidores e clientes. Existe uma relação direta entre marketing de conteúdo e utilizadores que é detalhada no decorrer deste projeto final.
The research work developed relates the concept of "digital content" with the involvement between users and brands. The relationship in question for the study results from the tasks assigned in the context of internship. The curricular internship took place at the digital communication agency Keep It Real, within 3 months. The tasks assigned consisted of digital content recommendations for various brands the agency works with, the writing and development of articles for blogs, and the social network management of three brands. During the internship time, the interest in research on the subject addressed in the present work became even greater and boosted the development of research. The brand chosen to support the research is the case of the company that markets French pastry products, L'éclair. This choice is based on the fact that this has been a brand already worked in the context of curricular internship. The content analysis was carried out with the statistics made available by the agency, and related to the Instagram page of the brand. The main theme of this report is: "The Impact of Content Marketing on Users: The L'éclair Case". The research follows a logical structure, starting from a general analysis and consequently the carrying out of the analysis of the specific content of the chosen brand. The impact of Content Marketing is then verified in this internship report, taking into account all the tools provided and the concepts learned throughout the training. The justification for the results achieved, according to the shared contents, is due to a specific and strategic communication that the L'éclair brand defines in all its involvement with followers and customers. There is a direct relationship between content marketing and users that will be detailed throughout this final project.
The research work developed relates the concept of "digital content" with the involvement between users and brands. The relationship in question for the study results from the tasks assigned in the context of internship. The curricular internship took place at the digital communication agency Keep It Real, within 3 months. The tasks assigned consisted of digital content recommendations for various brands the agency works with, the writing and development of articles for blogs, and the social network management of three brands. During the internship time, the interest in research on the subject addressed in the present work became even greater and boosted the development of research. The brand chosen to support the research is the case of the company that markets French pastry products, L'éclair. This choice is based on the fact that this has been a brand already worked in the context of curricular internship. The content analysis was carried out with the statistics made available by the agency, and related to the Instagram page of the brand. The main theme of this report is: "The Impact of Content Marketing on Users: The L'éclair Case". The research follows a logical structure, starting from a general analysis and consequently the carrying out of the analysis of the specific content of the chosen brand. The impact of Content Marketing is then verified in this internship report, taking into account all the tools provided and the concepts learned throughout the training. The justification for the results achieved, according to the shared contents, is due to a specific and strategic communication that the L'éclair brand defines in all its involvement with followers and customers. There is a direct relationship between content marketing and users that will be detailed throughout this final project.
Description
Keywords
Marketing de Conteúdo Comunicação Digital Estratégica Marketing Digital Redes Sociais Comportamento do Consumidor