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Relatório de estágio na Agência t_insight: estratégias de comunicação na transformação digital de uma marca
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| 187.45 KB | Adobe PDF | |||
| 92.55 MB | Adobe PDF |
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Abstract(s)
No âmbito do mestrado de Design e Cultura Visual, foi
realizado um estágio curricular na agência de comunicação
t_insight, que permitiu, sob a forma de relatório de estágio,
descrever o processo e os métodos associados ao trabalho
desenvolvido no projeto de Transformação Digital da marca
Bellissimo. Neste projeto procurou-se construir um ecossistema
digital, que posicione a marca no meio digital através de uma
presença relevante, consistente, coerente e ativa. Como tal,
desenvolve-se no relatório uma investigação que procura
entender como é que a criação de conteúdo para diferentes
plataformas digitais pode influenciar de forma positiva a
Transformação Digital de uma marca. Para isso, são estudadas
algumas estratégias de comunicação que poderão otimizar de
várias maneiras a criação de conteúdo para este fim. Aborda-se
este tema devido ao facto de muitas marcas terem a necessidade
de se fixar no meio digital (em plataformas como as redes
sociais e website), pela capacidade de expandir um negócio de
maneira a aumentar as vendas de um produto/serviço. Os
objetivos principais da investigação procuram entender como
pode a criação de conteúdo influenciar a Transformação Digital
de uma marca, percebendo quais as estratégias de comunicação
apropriadas para definir a presença de uma marca no meio
digital. Neste sentido, objetiva-se também entender o papel do
Design Digital e Design UX/UI na definição visual da
comunicação digital de uma marca, através dos diferentes formatos e funcionalidades de cada plataforma digital. A nível
metodológico, explora-se a temática através de uma abordagem
centrada em diversos temas que se relacionam com a
investigação. Através da materialização de estratégias de
comunicação a partir da criação de conteúdo (utilizando o
método de trabalho da agência), tenciona-se perceber quais os
resultados associados a este processo. No Enquadramento
Teórico, são recolhidos através de uma pesquisa bibliográfica,
fundamentos e conceitos que servem para estabelecer relação a
posteriori com as atividades descritas no processo de
desenvolvimento das mesmas. Para obter resultados e dados
para análise, elabora-se um caso de estudo com os projetos
desenvolvidos na agência. A partir da metodologia utilizada,
será possível perceber de que maneira a criação de conteúdo
pode beneficiar a Transformação Digital de uma marca, quando
aliada a estratégias de comunicação capazes de definir uma
presença relevante, consistente, coerente e ativa nas plataformas
digitais.
In the scope of the master's degree in Design and Visual Culture, this internship report is carried out. The internship in the communication agency t_insight, allowed to describe the process and methods associated with the work developed in the Digital Transformation project of the Bellissimo brand. This project sought to build a digital ecosystem that positions the brand in the digital environment through a relevant, consistent, coherent and active presence. This report develops an investigation that aims to understand how the creation of content for different digital platforms can positively influence the Digital Transformation of a brand. To this end, some communication strategies are studied so that they may optimize in various ways the creation of content. The approach to this theme is due to the fact that many brands have the need to establish themselves in the digital environment (on platforms such as social media and website), given the ability to expand a business in order to increase sales of a product/service. The main objectives of the research seek to understand how content creation can influence a brand's Digital Transformation, understanding which communication strategies are appropriate to define a brand's presence in the digital environment. In this sense, it is also aimed to understand the role of Digital Design and UI/UX Design in the visual definition of a brand's digital communication, through the different formats and functionalities of each digital platform. Methodologically, the theme is explored through an approach centered on several themes that relate to the research. Through the materialization of communication strategies from the creation of content (using the agency's working method), it is intended to understand what the associated results are. In the Theoretical Framework, fundamentals and concepts are collected through a bibliographical research that serve to establish relation with the activities carried out described in the development process. Through the agency methodology, communication strategies were materialized by means of the procedures practiced in the company. In order to obtain results and data for analysis, a case study is elaborated with the projects developed in the agency. This serves as a valid method to obtain relevant results for research, as it presents solutions implemented through processes that relate to the theme. From the methodology used, it will be possible to realize how the content creation can benefit the Digital Transformation of a brand, when coupled with communication strategies capable of defining a relevant, consistent, coherent and active presence on digital platforms.
In the scope of the master's degree in Design and Visual Culture, this internship report is carried out. The internship in the communication agency t_insight, allowed to describe the process and methods associated with the work developed in the Digital Transformation project of the Bellissimo brand. This project sought to build a digital ecosystem that positions the brand in the digital environment through a relevant, consistent, coherent and active presence. This report develops an investigation that aims to understand how the creation of content for different digital platforms can positively influence the Digital Transformation of a brand. To this end, some communication strategies are studied so that they may optimize in various ways the creation of content. The approach to this theme is due to the fact that many brands have the need to establish themselves in the digital environment (on platforms such as social media and website), given the ability to expand a business in order to increase sales of a product/service. The main objectives of the research seek to understand how content creation can influence a brand's Digital Transformation, understanding which communication strategies are appropriate to define a brand's presence in the digital environment. In this sense, it is also aimed to understand the role of Digital Design and UI/UX Design in the visual definition of a brand's digital communication, through the different formats and functionalities of each digital platform. Methodologically, the theme is explored through an approach centered on several themes that relate to the research. Through the materialization of communication strategies from the creation of content (using the agency's working method), it is intended to understand what the associated results are. In the Theoretical Framework, fundamentals and concepts are collected through a bibliographical research that serve to establish relation with the activities carried out described in the development process. Through the agency methodology, communication strategies were materialized by means of the procedures practiced in the company. In order to obtain results and data for analysis, a case study is elaborated with the projects developed in the agency. This serves as a valid method to obtain relevant results for research, as it presents solutions implemented through processes that relate to the theme. From the methodology used, it will be possible to realize how the content creation can benefit the Digital Transformation of a brand, when coupled with communication strategies capable of defining a relevant, consistent, coherent and active presence on digital platforms.
Description
Keywords
Transformação digital Estratégias de comunicação Comunicação digital Marca Redes sociais Website