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Estratégias de comunicação digital de marcas de pequenas e médias empresas de produtos tradicionais portugueses
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Abstract(s)
As PMEs enfrentam desafios significativos ao adaptarem-se às
novas formas de comunicação e interação com os consumidores.
Este problema é o ponto de partida para a presente pesquisa, que
tem como objetivo analisar a comunicação digital das pequenas
e médias empresas de produtos alimentares tradicionais
portugueses, de forma a investigar estratégias eficazes que
possam promover o sucesso da comunicação empresarial no
ambiente digital, avaliando os problemas atuais e a encontrar
soluções. Os desafios enfrentados pelas empresas na era digital
podem ser vistos como oportunidades, uma vez que é neste
ambiente que os clientes estão presentes e em crescimento. No
entanto, é indispensável reconhecer a importância dos canais
digitais e o impacto que a comunicação, em todas as suas
vertentes, pode ter de forma direta para as empresas. Estes
cumprem o propósito cada vez mais relevante na interação entre
as empresas e os seus clientes e possibilitam a criação de uma
identidade de marca forte na mente dos consumidores.
O caso dos produtos tradicionais não é exceção, uma vez que
desempenham um papel fundamental na promoção e preservação
da identidade das marcas que os produzem e comercializam.
A metodologia de investigação adotada neste estudo envolve a
realização de estudos de caso de empresas do setor de produtos
tradicionais, abrangendo diferentes regiões de Portugal,
complementada com entrevistas a profissionais da área da
comunicação. O objetivo desta investigação é desenvolver um
plano de diretrizes a serem seguidas pelas empresas, além de
propor abordagens para as PMEs melhorarem sua
comunicação digital.
SMEs face significant challenges when adapting to new forms of communication and interaction with consumers. This problem is the starting point for the present research, which aims to analyze the digital communication of small and medium Portuguese traditional food products companies, in order to investigate effective strategies that can promote the success of business communication in the digital environment, evaluating current problems and finding solutions. The challenges faced by companies in the digital age can be seen as opportunities, since this is the environment where customers are present and growing. However, it is essential to recognize the importance of digital channels and the impact that communication, in all its aspects, can have in a direct way for companies. They serve an increasingly important purpose in the interaction between companies and their customers and make it possible to create a strong brand identity in the minds of consumers. The case of traditional products is no exception, since they play a key role in promoting and preserving the identity of the brands that produce and market them. The research methodology adopted in this study involves conducting case studies of companies in the traditional products sector, covering different regions of Portugal, complemented with interviews with communication professionals. The goal of this research is to develop a plan of guidelines to be followed by companies, and to propose approaches for SMEs to improve their digital communication.
SMEs face significant challenges when adapting to new forms of communication and interaction with consumers. This problem is the starting point for the present research, which aims to analyze the digital communication of small and medium Portuguese traditional food products companies, in order to investigate effective strategies that can promote the success of business communication in the digital environment, evaluating current problems and finding solutions. The challenges faced by companies in the digital age can be seen as opportunities, since this is the environment where customers are present and growing. However, it is essential to recognize the importance of digital channels and the impact that communication, in all its aspects, can have in a direct way for companies. They serve an increasingly important purpose in the interaction between companies and their customers and make it possible to create a strong brand identity in the minds of consumers. The case of traditional products is no exception, since they play a key role in promoting and preserving the identity of the brands that produce and market them. The research methodology adopted in this study involves conducting case studies of companies in the traditional products sector, covering different regions of Portugal, complemented with interviews with communication professionals. The goal of this research is to develop a plan of guidelines to be followed by companies, and to propose approaches for SMEs to improve their digital communication.
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Keywords
Comunicação digital Design Identidade Cultura Portugal