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Plano de marketing digital: Blue Bolt Agency
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Este relatório de estágio teve como finalidade o desenvolvimento de um plano de marketing digital para a Blue Bolt Agency, uma agência portuguesa de marketing e comunicação. Em particular, o objetivo consistiu na melhoria da presença digital da agência nas redes sociais para aumentar o brand awareness (notoriedade da marca), através de uma estratégia de marketing de conteúdo e da técnica de storytelling, o que se revelou essencial para criar relações de confiança com o público-alvo.
Na revisão de literatura, foram abordados os principais temas deste trabalho: marketing nas redes sociais; brand awareness; funil de vendas; marketing de conteúdo; storytelling; e, por fim, a relevância do plano de marketing digital como chave no planeamento dos conteúdos; estruturas para o plano de marketing digital e a implementação das etapas de construção do plano, tendo como principal referência o modelo de Hollensen, Kotler e Opresnik (2023).
Depois de apresentada a Blue Bolt Agency, foram realizadas recolhas de dados, primária e secundária, para a realização da análise da situação e enquadramento da agência. A partir daqui, foi possível ter uma visão clara da situação e procedeu-se ao desenvolvimento do plano.
Concluiu-se que o plano implementado de marketing digital foi fulcral para a partilha de conteúdo de valor envolvente e consistente, que resultou numa comunicação eficaz que posiciona e diferencia a agência das demais. No entanto, não foi possível demonstrar com base em dados concretos o impacto direto do plano com o aumento do brand awareness devido à limitação dos dados disponíveis. Ainda assim, foi desenvolvido um plano de monitorização mensal que permitirá à agência avaliar, futuramente, com maior rigor a eficácia, as estratégias implementadas
This internship report aimed at developing a digital marketing plan for Blue Bolt Agency, a portuguese marketing and communication agency. In particular, the objective consisted of improving the agency’s digital presence on social media to increase awareness through content marketing strategy and the use of storytelling techniques, which proved essential for building trust-based relationships with the target audience. In the literature review, the main topics addressed in this work were: social media marketing; sales funnel; content marketing; storytelling; and finally, the relevance of a digital marketing plan as a key element in content planning. It also examined frameworks for developing such a plan and the implementation stages, based on the model of Hollensen, Kotler and Opresnik (2023). After introducing Blue Bolt Agency, primary and secondary data were collected to carry out the situational analysis and contextualization of the agency. From this, it was possible to gain a clear understanding of the situation, leading to the development of the marketing plan. It was concluded that the implemented digital marketing plan was crucial for sharing valuable, engaging and consistent content, resulting in effective communication that positions ans differentiates the Agency from others. However, it was not posible to demonstrate, based on concrete data, the direct impact of the plano n increasing brand awareness due to the limitation of available data. Nevertheless, a monthly monitoring plan was developed, which will allow the Agency to assess, in the future, with greater accuracy, the effectiveness of the implemented strategies.
This internship report aimed at developing a digital marketing plan for Blue Bolt Agency, a portuguese marketing and communication agency. In particular, the objective consisted of improving the agency’s digital presence on social media to increase awareness through content marketing strategy and the use of storytelling techniques, which proved essential for building trust-based relationships with the target audience. In the literature review, the main topics addressed in this work were: social media marketing; sales funnel; content marketing; storytelling; and finally, the relevance of a digital marketing plan as a key element in content planning. It also examined frameworks for developing such a plan and the implementation stages, based on the model of Hollensen, Kotler and Opresnik (2023). After introducing Blue Bolt Agency, primary and secondary data were collected to carry out the situational analysis and contextualization of the agency. From this, it was possible to gain a clear understanding of the situation, leading to the development of the marketing plan. It was concluded that the implemented digital marketing plan was crucial for sharing valuable, engaging and consistent content, resulting in effective communication that positions ans differentiates the Agency from others. However, it was not posible to demonstrate, based on concrete data, the direct impact of the plano n increasing brand awareness due to the limitation of available data. Nevertheless, a monthly monitoring plan was developed, which will allow the Agency to assess, in the future, with greater accuracy, the effectiveness of the implemented strategies.
Descrição
Palavras-chave
Plano de Marketing Digital Social Media Marketing Brand Awareness Marketing de Conteúdo Storytelling Digital Marketing Plan Content Marketing