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Publication
Plano de Marketing Digital para o Instituto dos Registo e Notariado
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 13.79 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente projeto tem como objetivo a criação de um plano de marketing digital
para o Instituto de Registos e Notariado (IRN) devido à realização do estágio na área de
Marketing e pelo interesse pela temática (Marketing Digital).
Hoje em dia, principalmente com a pandemia, o digital faz parte de maioria do diaa-
dia das pessoas em todo o mundo e consegue satisfazer muitas das suas necessidades e
por isso é importante que as empresas estejam ativamente presentes no digital, através do
website, das redes sociais, da publicidade ou outra ferramenta digital, para que criem uma
relação positiva e duradora com o seu público.
Neste projeto, os conceitos-chave referidos, na revisão de literatura, são: Marketing
Digital, Inbound Marketing, Content Marketing, Storytelling, Search Engine Optimization
(SEO), Website, Redes Sociais, Publicidade no Digital, Controlo de Ferramentas Digitais,
Stakeholders, Avaliação de Performance/Desempenho, Balanced Scorecard (BSC) e Plano
de Marketing Digital.
A metodologia de investigação utilizada neste projeto é primária e secundária. A
primeira tem como objetivos perceber a importância do uso do digital pelo IRN nas
seguintes perspetivas: IRN, profissional de marketing digital, ex-estagiária de marketing
digital no IRN e utentes. Para compreender as três primeiras perspetivas foram realizados
um conjunto de três entrevistas com questões adaptadas consoante o entrevistado e para
compreender a última perspetiva, foi aplicado um questionário de 46 perguntas que
obteve 213 respostas válidas. A segunda teve como objetivo obter dados teóricos sobre os
conceitos-chave utilizados.
Este Plano de Marketing Digital utiliza o método SOSTAC (S - Situação, O - Objetivos,
S - Estratégia, T - Táticas, A - Ações e C - Controlo), de forma adaptada ao IRN.
O presente projeto termina com as conclusões, identificando as limitações e as
recomendações.
This project aims to create a digital marketing plan for the Institute of Registries and Notaries (IRN) due to the completion of the internship in the Marketing area and the interest in the subject (Digital Marketing). Nowadays, mainly with a pandemic, or digital is part of the majority of people in everyday life around the world and obtains many of their needs and that is why it is important that companies are actively present in digital, through the website, social networks, advertising or other digital tool, so that a positive and lasting relationship with your audience. In this project, the key concepts specified in the literature review are: Digital Marketing, Inbound Marketing, Content Marketing, Storytelling, Search Engine Optimization (SEO), Website, Social Networks, Digital Advertising, Control Digital Tools, Stakeholders, Performance Evaluation / Performance, Balanced Scorecard (BSC) and Digital Marketing Plan. The research methodology used in this project is secondary and secondary. The first aims to understand the importance of the use of digital by IRN in the following companies: IRN, digital marketing professional, former digital marketing intern at IRN and others. In order to understand how the first three consecutive interviews were carried out, a set of three interviews with adapted or interviewed questions and to understand the last perspective, a questionnaire of 46 questions was applied that used 213 valid answers. The second aimed to obtain theoretical data on the key concepts used. This Digital Marketing Plan uses the SOSTAC method (S - Situation, O - Objectives, S - Strategy, T - Tactics, A - Actions and C - Control), adapted to the IRN. The present project ends with the conclusions, identifying as allowed and allowed.
This project aims to create a digital marketing plan for the Institute of Registries and Notaries (IRN) due to the completion of the internship in the Marketing area and the interest in the subject (Digital Marketing). Nowadays, mainly with a pandemic, or digital is part of the majority of people in everyday life around the world and obtains many of their needs and that is why it is important that companies are actively present in digital, through the website, social networks, advertising or other digital tool, so that a positive and lasting relationship with your audience. In this project, the key concepts specified in the literature review are: Digital Marketing, Inbound Marketing, Content Marketing, Storytelling, Search Engine Optimization (SEO), Website, Social Networks, Digital Advertising, Control Digital Tools, Stakeholders, Performance Evaluation / Performance, Balanced Scorecard (BSC) and Digital Marketing Plan. The research methodology used in this project is secondary and secondary. The first aims to understand the importance of the use of digital by IRN in the following companies: IRN, digital marketing professional, former digital marketing intern at IRN and others. In order to understand how the first three consecutive interviews were carried out, a set of three interviews with adapted or interviewed questions and to understand the last perspective, a questionnaire of 46 questions was applied that used 213 valid answers. The second aimed to obtain theoretical data on the key concepts used. This Digital Marketing Plan uses the SOSTAC method (S - Situation, O - Objectives, S - Strategy, T - Tactics, A - Actions and C - Control), adapted to the IRN. The present project ends with the conclusions, identifying as allowed and allowed.
Description
Keywords
Marketing Digital IRN Plano de Marketing Digital Stakeholders Avaliação de Desempenho/Performance Redes Sociais