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Publication
O marketing digital no sucesso de um evento de caráter musical - estudo caso Rock in Rio
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Advisor(s)
Abstract(s)
O Marketing, para Kotler (2006), define-se como todo o processo social através do qual
as pessoas adquirem tudo o que desejam e precisam com a criação, oferta e livre
negociação de produtos e serviços de valor. Torres (2018) explica que a utilização do
digital na aplicação de técnicas de marketing tem diversas vantagens para as empresas,
isto porque atualmente existem meios que possibilitam um contacto quase direto com o
público alvo. No setor dos eventos, o marketing digital tem uma grande influência,
porque facilita e torna mais expedito todo o processo de apropriação da informação pelo
consumidor. De acordo com Chleba (1999), o marketing digital tem sete forças que
contribuem para a sua larga disseminação e utilização: a interatividade, a personalização,
a globalização, a integração, a aproximação, a convergência e a democratização da
informação. O “passa palavra eletrónico”, enquanto estratégia de marketing digital, é
extremamente eficiente. Quando esta informação acontece virtualmente nas redes sociais
digitais, toda a rede de contatos individual tem acesso à informação veiculada, não se
restringindo apenas às pessoas mais próximas.
Assim, e porque qualquer investigação surge da identificação de um problema, este
trabalho deriva da necessidade de perceção da importância que o marketing digital tem
para o sucesso de um evento, neste caso, musical. Foi analisado o caso de estudo – Rock
in Rio Lisboa – sendo que este é um festival de música bastante inclusivo, recorrendo a
uma metodologia de base qualitativa, utilizando entrevistas como instrumento
preferencial de recolha de informação.
Através da análise de resultados desta investigação foi possível avaliar o impacto do
marketing digital nos consumidores de eventos musicais. Percebendo então que, recorrer
a esta técnica de marketing é essencial para impactar o público pretendido com sucesso,
dado a abrangência, influência e relevância que a internet tem nos dias de hoje.
For Kotler (2006), the concept of marketing is defined by all the social process in which people purchase everything they want and need with creation, supply and free negotiation of valuable services and products. Torres (2018) explains that the usufruct of digital platforms in order to apply marketing techniques has numerous advantages for the companies, because nowadays there are means that enable an almost direct contact with it. In the events sector, the digital marketing has a great influence, considering that it makes the approach from the consumer to the information easier, using the internet. According to Chleba (1999), digital marketing has seven forces that must be analyzed when put into practice, which are: interactivity, personalization, globalization, interaction, resemblance, convergency and democratization of the information. The electronic word of mouth is inserted in the digital marketing and is extremely efficient. When this happens in social media, in other words, when the “word of mouth” occurs through internet, everybody has access to it and not only the closest people. Thus, and because any investigation arises from the identification of a problem, this paper derives from the need to understand the importance that digital marketing has for the success of an event, in this case, musical. The analysed case study-Rock in Rio Lisboa considering that this is a very inclusive music festival, using a qualitative based methodology, using interviews as a preferential instrument for collecting information. Through the results analyses of this investigation, it was possible to evaluate the impact of the digital marketing on the musical festivals’ consumers. Realizing then that resorting to this marketing technique is essential to successfully impact the intended target, given the scope, influence and relevance that the internet has today.
For Kotler (2006), the concept of marketing is defined by all the social process in which people purchase everything they want and need with creation, supply and free negotiation of valuable services and products. Torres (2018) explains that the usufruct of digital platforms in order to apply marketing techniques has numerous advantages for the companies, because nowadays there are means that enable an almost direct contact with it. In the events sector, the digital marketing has a great influence, considering that it makes the approach from the consumer to the information easier, using the internet. According to Chleba (1999), digital marketing has seven forces that must be analyzed when put into practice, which are: interactivity, personalization, globalization, interaction, resemblance, convergency and democratization of the information. The electronic word of mouth is inserted in the digital marketing and is extremely efficient. When this happens in social media, in other words, when the “word of mouth” occurs through internet, everybody has access to it and not only the closest people. Thus, and because any investigation arises from the identification of a problem, this paper derives from the need to understand the importance that digital marketing has for the success of an event, in this case, musical. The analysed case study-Rock in Rio Lisboa considering that this is a very inclusive music festival, using a qualitative based methodology, using interviews as a preferential instrument for collecting information. Through the results analyses of this investigation, it was possible to evaluate the impact of the digital marketing on the musical festivals’ consumers. Realizing then that resorting to this marketing technique is essential to successfully impact the intended target, given the scope, influence and relevance that the internet has today.
Description
Keywords
Marketing Marketing digital Eventos Rock In Rio Digital Marketing Events