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Qual o contributo das métricas de marketing digital na performance de um negócio de e-commerce?
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Abstract(s)
O comércio eletrónico tem cada vez maior impacto na economia mundial e representa 11,3% do total de compras na União Europeia (ACEPI, 2018). Apesar do receio dos utilizadores de efetuar compras online, este modelo de negócio veio facilitar o processo de transação de bens e serviços e permite que as empresas cheguem a um público mais abrangente. A definição de uma estratégia de marketing digital permite às empresas identificar o segmento de mercado e o público-alvo a que se dirigem, definindo o seu posicionamento para dar resposta às necessidades dos potenciais clientes.
Este estudo tem como objetivo analisar qual o contributo das métricas de marketing digital no desempenho de um negócio de e-commerce, analisando de que forma os resultados alcançados nas diferentes ferramentas digitais utilizadas, podem contribuir para a otimização da estratégia de marketing digital com vista para a captação de novos clientes. O estudo tem como base os dados analíticos do projeto Components4Automation, loja online de material elétrico em Portugal, para a obtenção de conclusões. No decorrer do trabalho, foi aplicado um estudo qualitativo, não experimental descritivo, que visou a identificação das dimensões e métricas, registo e análise dos resultados da loja online Components4Automation. A análise dos dados permitiu observar através de que canais digitais os clientes chegaram até à loja online e qual o impacto das ações de marketing digital nos resultados da organização. As conclusões deste estudo mostram que as métricas de marketing digital desempenham um papel importante como indicadores de performance de um negócio de e-commerce.
E-commerce has an increasing impact on the world economy and represents for 11.3% of total purchases in the European Union. (ACEPI, 2018) Regardless of users' fears of online purchases, this business model has simplified the process of transacting goods and services and allows companies to reach a wider audience. The definition of a digital marketing strategy allows companies to identify the market segment and the target audience by defining their positioning to meet the needs of potential customers. This study aims to analyze the contribution of digital marketing metrics in the performance of an e-commerce business, analyzing how the results achieved in the different digital tools used, can contribute to the digital marketing strategy optimization, with the purpose of capture of new customers. The study is based on the analytical data of the Components4Automation project, an electrical supply online store based in Portugal, to obtain conclusions. During the work, a qualitative, non-experimental descriptive study was applied, aiming at the identification of the dimensions and metrics, registration and analysis of the results of the online store Components4Automation. The analysis of the data allowed to observe through which digital channels the clients arrived at the online store and what the impact of the digital marketing actions in the results of the organization. The conclusions of this study reveal that the digital marketing metrics play an important role as performance indicators of an e-commerce business.
E-commerce has an increasing impact on the world economy and represents for 11.3% of total purchases in the European Union. (ACEPI, 2018) Regardless of users' fears of online purchases, this business model has simplified the process of transacting goods and services and allows companies to reach a wider audience. The definition of a digital marketing strategy allows companies to identify the market segment and the target audience by defining their positioning to meet the needs of potential customers. This study aims to analyze the contribution of digital marketing metrics in the performance of an e-commerce business, analyzing how the results achieved in the different digital tools used, can contribute to the digital marketing strategy optimization, with the purpose of capture of new customers. The study is based on the analytical data of the Components4Automation project, an electrical supply online store based in Portugal, to obtain conclusions. During the work, a qualitative, non-experimental descriptive study was applied, aiming at the identification of the dimensions and metrics, registration and analysis of the results of the online store Components4Automation. The analysis of the data allowed to observe through which digital channels the clients arrived at the online store and what the impact of the digital marketing actions in the results of the organization. The conclusions of this study reveal that the digital marketing metrics play an important role as performance indicators of an e-commerce business.
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Keywords
E-commerce Marketing Digital Captação de novos clientes Modelo de atribuição