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Publication
A Co-criação de valor nas ações de Marketing Digital: um estudo de caso
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| 1.46 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente case study enquadra-se no âmbito da realização de um estágio curricular para
obtenção do grau de mestre em Gestão de Marketing, pelo Instituto Português de Administração
e Marketing - Lisboa. A inserção na agência de marketing digital AMA- Apart Marketing
Agency, durante um período de 22 semanas, na função de gestor de projetos, permitiu a deteção
de um problema organizacional: os clientes da agência, muitas vezes, desconhecem o “porquê”
dos seus negócios e as características dos públicos-alvo que pretendem atingir com as ações de
marketing digital, o que se traduz, geralmente, em ações mal direcionadas. Assim, considerouse
pertinente investigar se uma maior abertura entre o cliente e a agência, numa fase inicial de
cada projeto, traduzida num processo de co-criação de valor, poderia influenciar positivamente
as ações de marketing digital. Neste sentido, lançou-se a seguinte questão: será que a co-criação
de valor exerce influência nas ações de marketing digital? Assim, o intuito deste estudo de caso
passa por enquadrar e justificar a pertinência do problema organizacional, tendo por base
contributos teóricos na área em investigação em conjugação com os casos reais da AMA,
desenvolver uma metodologia adequada ao seu aperfeiçoamento e, ainda, expor um conjunto
de recomendações necessárias à sua resolução. Enquanto metodologia foram utilizados três
métodos: observação, entrevista e focus group. A utilização destes três métodos qualitativos de
análise permitiu, através de uma profunda análise de conteúdo, desenvolver um conjunto de
conclusões-chave, sendo que, se destacam as seguintes: há um problema no que se refere ao
conhecimento das características, assim como, ao acompanhamento do público-alvo nos meios
digitais por partes dos clientes da agência; estas micro e pequenas empresas consideram que o
marketing é o elemento maioritariamente responsável pelo sucesso das suas vendas e, por
último, a compreensão da importância da co-criação de valor nas ações de marketing, traduzse
em ações de marketing digital mais eficazes. Deste modo, a discussão dos resultados obtidos
é exposta na parte final deste trabalho, traduzindo-se, por sua vez, num conjunto de
recomendações deixadas à agência AMA, das quais emerge a descrição do processo de
implementação e, seguidamente, as conclusões finais obtidas.
This case study is part of a curricular internship for obtaining the degree of Master in Marketing Management, by the Instituto Português de Administração e Marketing - Lisbon. The integration in the digital marketing agency AMA - Apart Marketing Agency, during a period of 22 weeks, in the role of project manager, allowed the identification of an organizational problem: the agency's clients are often unaware of the "why" of their business and the characteristics of the target audiences that they intend to reach with digital marketing actions, which usually results in mistargeted actions. Thus, it was considered relevant to investigate whether a greater openness between client and agency, at an early stage of each project, translated into a process of value co-creation, could positively influence the digital marketing actions. In this context, the following question was posed: does the value co-creation influence digital marketing actions? Therefore, the purpose of this case study is to frame and justify the relevance of the organizational problem, based on theoretical contributions in the area under investigation in combination with the real cases of AMA, develop a methodology suitable for its improvement and also expose a set of recommendations necessary for its resolution. As methodology, three methods were used: observation, interview, and focus group. The use of these three qualitative methods of analysis allowed, through an in-depth content analysis, to develop a set of key conclusions, and we highlight the following: there is a problem regarding the knowledge of the characteristics, as well as the monitoring of the target audience in digital media by the agency's clients; these micro and small businesses consider that marketing is the element mostly responsible for the success of their sales and, finally, the understanding of the importance of co-creation of value in marketing actions, translates into more effective digital marketing actions. In this way, the discussion of the results obtained is exposed in the final part of this research, translating, in turn, into a set of recommendations left to the AMA agency, of which appears the description of the implementation process and, subsequently, the final conclusions obtained.
This case study is part of a curricular internship for obtaining the degree of Master in Marketing Management, by the Instituto Português de Administração e Marketing - Lisbon. The integration in the digital marketing agency AMA - Apart Marketing Agency, during a period of 22 weeks, in the role of project manager, allowed the identification of an organizational problem: the agency's clients are often unaware of the "why" of their business and the characteristics of the target audiences that they intend to reach with digital marketing actions, which usually results in mistargeted actions. Thus, it was considered relevant to investigate whether a greater openness between client and agency, at an early stage of each project, translated into a process of value co-creation, could positively influence the digital marketing actions. In this context, the following question was posed: does the value co-creation influence digital marketing actions? Therefore, the purpose of this case study is to frame and justify the relevance of the organizational problem, based on theoretical contributions in the area under investigation in combination with the real cases of AMA, develop a methodology suitable for its improvement and also expose a set of recommendations necessary for its resolution. As methodology, three methods were used: observation, interview, and focus group. The use of these three qualitative methods of analysis allowed, through an in-depth content analysis, to develop a set of key conclusions, and we highlight the following: there is a problem regarding the knowledge of the characteristics, as well as the monitoring of the target audience in digital media by the agency's clients; these micro and small businesses consider that marketing is the element mostly responsible for the success of their sales and, finally, the understanding of the importance of co-creation of value in marketing actions, translates into more effective digital marketing actions. In this way, the discussion of the results obtained is exposed in the final part of this research, translating, in turn, into a set of recommendations left to the AMA agency, of which appears the description of the implementation process and, subsequently, the final conclusions obtained.
Description
Keywords
Marketing digital Gestão de redes sociais Targeting Co-criação de valor Modelo do golden circle