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Publication
O papel dos anúncios digitais na intenção de compra: Grupo OralMED Saúde
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| 1.23 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A era digital chegou para transformar as estratégias de negócio. Hodiernamente as empresas precisam de ter em especial atenção à sua presença no meio digital e como acompanham as necessidades dos seus potenciais clientes.
Para entender o que influencia a intenção de compra dos consumidores no setor da medicina dentária é necessário criar uma relação entre os consumidores e as marcas que operam no setor.
Ao reconhecer os gostos dos seus consumidores, a marca é capaz de apresentar anúncios mais eficazes e adaptados aos utilizadores, sendo capaz de ajudar na melhoria das estratégias de marketing, levando a um exponencial aumento de vendas.
Surge desta forma a necessidade de criar uma relação entre os seguintes conceitos: marca, consumidor e conversão digital. O presente relatório tem como principal objetivo compreender que tipo de anúncios presentes nas redes sociais das marcas de medicina dentária gerem mais leads.
Foi utilizada uma metodologia exploratória quantitativa, com base no estudo de caso da marca OralMED, para fazer uma melhor análise dos dados e chegar a resultados esperados mais representativos da realidade. De forma a recolher a informação necessária para o estudo, foi utilizado um questionário onde colaboraram 116 sujeitos com idades compreendidas entre os 18 e os 90 anos.
The digital era came and changed the way business strategies work. Nowadays companies need to pay special attention to their presence online alongside with the way they look for their own and potencial customers needs. To understand what influences the purchase intention of consumers from the dental medicine industry it is also necessary to build a relation between the consumers and the brands inside the industry. Recognizing constumer's preferences allows the brand to present advertising that is more effective and personalized to the users, further allowing an improvement in marketing strategies, which allows an exponential increase of sales Therefore there is a need to create a relation between several concepts: brand, consumer and digital conversion. The following report has a primary objective of understanding what types of ads that are present on social media from brands on the dental medicine industry generate more leads. it was used a quantitative and exploratory methodology, based on a case study about the brand OralMed, to better perform the data analysis e achieve expected results and that are able to represent reality. In order to get all the necessary information for the study, a questionmaire was created and 116 people with ages between 18 and 90 participated
The digital era came and changed the way business strategies work. Nowadays companies need to pay special attention to their presence online alongside with the way they look for their own and potencial customers needs. To understand what influences the purchase intention of consumers from the dental medicine industry it is also necessary to build a relation between the consumers and the brands inside the industry. Recognizing constumer's preferences allows the brand to present advertising that is more effective and personalized to the users, further allowing an improvement in marketing strategies, which allows an exponential increase of sales Therefore there is a need to create a relation between several concepts: brand, consumer and digital conversion. The following report has a primary objective of understanding what types of ads that are present on social media from brands on the dental medicine industry generate more leads. it was used a quantitative and exploratory methodology, based on a case study about the brand OralMed, to better perform the data analysis e achieve expected results and that are able to represent reality. In order to get all the necessary information for the study, a questionmaire was created and 116 people with ages between 18 and 90 participated
Description
Keywords
Oralmed Redes Sociais Intenção de Compra Marketing Digital Comportamento do Consumidor Conteúdo de Anúncios Digitais Interesse Confiança