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O IMPACTO DA GESTÃO DE CONTEÚDO DIGITAL NAS PME’S: O CASO DA “DISAINE”
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Este trabalho foi desenvolvido como parte do Mestrado em Direção Comercial e Marketing do Instituto Superior de Administração e Gestão do Porto, sob a orientação do Professor Doutor Rui Rosa Dias. O relatório reflete a experiência prática obtida durante o estágio curricular realizado na Disaine, Agência de Marketing Digital, Comunicação e Web Design. Este estágio representou o meu primeiro contacto direto com a prática profissional na área do marketing, oferecendo-me a oportunidade de aplicar o conhecimento teórico adquirido ao longo do curso enquanto explorava o segmento específico do marketing de conteúdo. Através de um estudo exploratório e descritivo, com base numa metodologia qualitativa, foram realizadas 10 entrevistas semiestruturadas com empresas clientes da Disaine, com o objetivo de entender a relevância e o impacto do conteúdo publicado regularmente nas redes sociais para o crescimento de marca. O foco do relatório centra-se no impacto da gestão de conteúdo para pequenas e médias empresas. Durante o estágio, dediquei-me à criação de conteúdo para as redes sociais dos clientes, aprofundando assim a compreensão sobre as necessidades únicas e específicas de cada cliente. Os resultados permitiram identificar padrões de comportamento que indicam preferências e expectativas quanto aos serviços oferecidos, o que possibilita uma abordagem mais personalizada. Esta personalização reforça o alinhamento com as metas dos clientes e fortalece o relacionamento e a lealdade, oferecendo-lhes uma experiência mais relevante e satisfatória, fundamental para o sucesso e o crescimento sustentável das marcas representadas.
This work was developed as part of the Master’s program in Sales and Marketing Management at the Instituto Superior de Administração e Gestão do Porto, under the guidance of Professor Dr. Rui Rosa Dias. The report reflects the practical experience gained during the curricular internship carried out at Disaine, a Digital Marketing, Communication, and Web Design Agency.This internship provided my first direct experience with professional practice in the field of marketing, allowing me to apply the theoretical knowledge acquired throughout the course while exploring the specific field of content marketing. Through an exploratory and descriptive investigation, using a quantitative methodology, I conducted X interviews with client companies of Disaine, aiming to understand the relevance and impact of consistently published content on social media for brand growth.Through an exploratory and descriptive study based on a qualitative methodology, 10 semi-structured interviews were conducted with Disaine’s client companies, with the aim of understanding the relevance and impact of regularly published social media content on brand growth.The report focuses on the impact of content management on small and medium-sized enterprises. During the internship, I focused on creating social media content for clients, deepening my understanding of each client's unique and specific needs. The findings allowed for the identification of behavioral patterns that reveal preferences and expectations regarding the services offered, enabling a more personalized approach. This personalization strengthens alignment with clients' goals and fosters relationship-building and loyalty, providing them with a more relevant and satisfying experience, which is essential for the sustainable success and growth of the represented brands.
This work was developed as part of the Master’s program in Sales and Marketing Management at the Instituto Superior de Administração e Gestão do Porto, under the guidance of Professor Dr. Rui Rosa Dias. The report reflects the practical experience gained during the curricular internship carried out at Disaine, a Digital Marketing, Communication, and Web Design Agency.This internship provided my first direct experience with professional practice in the field of marketing, allowing me to apply the theoretical knowledge acquired throughout the course while exploring the specific field of content marketing. Through an exploratory and descriptive investigation, using a quantitative methodology, I conducted X interviews with client companies of Disaine, aiming to understand the relevance and impact of consistently published content on social media for brand growth.Through an exploratory and descriptive study based on a qualitative methodology, 10 semi-structured interviews were conducted with Disaine’s client companies, with the aim of understanding the relevance and impact of regularly published social media content on brand growth.The report focuses on the impact of content management on small and medium-sized enterprises. During the internship, I focused on creating social media content for clients, deepening my understanding of each client's unique and specific needs. The findings allowed for the identification of behavioral patterns that reveal preferences and expectations regarding the services offered, enabling a more personalized approach. This personalization strengthens alignment with clients' goals and fosters relationship-building and loyalty, providing them with a more relevant and satisfying experience, which is essential for the sustainable success and growth of the represented brands.
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Comunicação Conteúdo Marketing Redes Sociais Tecnologia