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Digital Marketing in Portuguese Religious Organizations
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Resumo(s)
Digital Marketing has changed how organizations communicate with their
audiences. The internet has become part of every consumer’s life, as they are
increasingly online. Therefore, marketers taken marketing to the digital space through
several digital marketing tools.
However, Non-profit organizations (NPOs), including religious organizations, have
been slow to adapt to this new way of communication. NPOs characteristics cause
barriers which justify this delay. Religious organizations have specific characteristics
which further difficult digital marketing usage.
It is interesting, therefore, to study the adoption of digital marketing in the
Portuguese religious context. For the present study, 10 of the main protestant religious
organizations were interviewd. This purposive sample was used after a previous
analysis of the digital space of religious organizations. However, others were contacted
without previous knowledge about their digital presence.
The findings showed that, although not every organization prioritizes digital
marketing the same way, each organization uses digital marketing tools to some extent,
with social media being the main digital marketing tool. The main difference between
them is their objective: member maintenance or member acquisition.
Overall, this study gives insights into the development of digital marketing in
protestant religious organizations in Portugal, their perspectives, the reasons for not
using it more intensively, the tools are being used, the objectives they have and the
targets they are addressing.
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Palavras-chave
Digital marketing Digital marketing tools NPOs Religious organizations Religious marketing