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O CONTEXTO ORGANIZACIONAL DO MARKETING EM EMPRESAS B2B - O CASO ENERGEST
| Name: | Description: | Size: | Format: | |
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| 1.64 MB | Adobe PDF |
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Abstract(s)
A desindustrialização na Europa, especialmente em Portugal desde a Revolução do 25 de Abril, tem gerado preocupações que requerem atenção urgente. A transformação digital está a alterar o panorama industrial, obrigando as empresas a reavaliar as suas estratégias comerciais. Neste contexto, o marketing digital tornou-se essencial para redefinir abordagens no setor. Este trabalho analisa o impacto do marketing digital nas estratégias comerciais da Energest, uma empresa com mais de 35 anos de experiência na conceção e instalação de equipamentos térmicos industriais. A Energest exemplifica a transformação necessária para se manter competitiva num mercado em constante evolução. Até 20% da energia utilizada em processos industriais é desperdiçada sob a forma de calor residual, o que realça a relevância das soluções da empresa, como caldeiras de recuperação. Estas tecnologias ajudam as indústrias a aumentar a eficiência energética e reduzir custos operacionais. A criação do departamento de marketing permitiu à Energest fortalecer a sua presença digital e atingir novos mercados. Este trabalho investiga como a empresa enfrentou desafios da desindustrialização, aproveitando a transformação digital para aumentar a notoriedade e atrair novos clientes. Como resultado, registou-se um significativo aumento da procura pelas soluções da Energest e uma maior visibilidade junto de potenciais parceiros e clientes. A melhoria das práticas de comunicação interna e externa contribuiu ainda para o aumento das oportunidades de negócio, evidenciado por um crescimento expressivo nas interações nas redes sociais e nas consultas de novos clientes.
Deindustrialization in Europe, especially in Portugal since the 25 April Revolution, has generated concerns that require urgent attention. The digital transformation is changing the industrial landscape, forcing companies to re-evaluate their commercial strategies. In this context, digital marketing has become essential for redefining approaches in the sector. This paper analyzes the impact of digital marketing on the commercial strategies of Energest, a company with over 35 years' experience in the design and installation of industrial thermal equipment.Energest exemplifies the transformation needed to remain competitive in a constantly evolving market. Up to 20% of the energy used in industrial processes is wasted in the form of waste heat, which highlights the relevance of the company's solutions, such as recovery boilers. These technologies help industries increase energy efficiency and reduce operating costs.The creation of the marketing department has enabled Energest to strengthen its digital presence and reach new markets. This paper investigates how the company faced the challenges of deindustrialization, taking advantage of the digital transformation to increase awareness and attract new customers. As a result, there has been a significant increase in demand for Energest's solutions and greater visibility among potential partners and customers. Improved internal and external communication practices also contributed to an increase in business opportunities, as evidenced by a significant growth in social media interactions and new customer inquiries.
Deindustrialization in Europe, especially in Portugal since the 25 April Revolution, has generated concerns that require urgent attention. The digital transformation is changing the industrial landscape, forcing companies to re-evaluate their commercial strategies. In this context, digital marketing has become essential for redefining approaches in the sector. This paper analyzes the impact of digital marketing on the commercial strategies of Energest, a company with over 35 years' experience in the design and installation of industrial thermal equipment.Energest exemplifies the transformation needed to remain competitive in a constantly evolving market. Up to 20% of the energy used in industrial processes is wasted in the form of waste heat, which highlights the relevance of the company's solutions, such as recovery boilers. These technologies help industries increase energy efficiency and reduce operating costs.The creation of the marketing department has enabled Energest to strengthen its digital presence and reach new markets. This paper investigates how the company faced the challenges of deindustrialization, taking advantage of the digital transformation to increase awareness and attract new customers. As a result, there has been a significant increase in demand for Energest's solutions and greater visibility among potential partners and customers. Improved internal and external communication practices also contributed to an increase in business opportunities, as evidenced by a significant growth in social media interactions and new customer inquiries.
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Keywords
Caldeiras de recuperação Desindustrialização Eficiência energética Marketing digital Notoriedade da marca Transformação digital