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Publication
O Instagram como ferramenta da estratégia de Inbound Marketing
| Name: | Description: | Size: | Format: | |
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| 1.64 MB | Adobe PDF |
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Abstract(s)
Com a evolução da tecnologia, o marketing passou por transformações, chegando no marketing digital. Nele, empresas precisaram encontrar um diferencial competitivo para alcançar seus potenciais clientes. Ferramentas, como as redes sociais, passaram a fazer parte da vida dos consumidores e das novas estratégias de marketing das marcas para alcançá-los. Além disso, essa evolução fez com que a jornada de compra desses consumidores mudasse, adequando-se à transformações tecnológicas e novas necessidades trazidas pelo ambiente digital. Dessa forma, o uso da rede social Instagram tem ganhado grande destaque, por se tratar de um canal mais visual e interativo que as demais redes existentes. Para os usuários, o Instagram é o local favorito para curtir e compartilhar fotos e vídeos, já para empresas, esta mídia é uma oportunidade de canal para se aproximar do público. O Instagram vai muito além de uma ferramenta de comunicação social, ele vem sendo utilizado como instrumento de comunicação e aproximação entre empresas e consumidores. Junto a isso, as marcas precisam criar novas formas de conquistar e manter seus clientes e foi assim que a estratégia de Inbound Marketing ganhou um maior destaque neste cenário. Esta é definida por atrair os consumidores por meio de um conteúdo relevante, transformando-os em defensores das marcas. Nesse sentido, o problema de pesquisa que norteia o estudo define-se como: qual o impacto das estratégias de Inbound Marketing na jornada de compra do consumidor no Instagram? E, para respondê-lo, este estudo busca como objetivo principal analisar a jornada do consumidor no Instagram, a partir das estratégias de Inbound Marketing. Assim, após despertar o interesse no consumidor, eles procuram informações dos produtos ou serviços oferecidos pela marca. O estudo será quantitativo, por meio da técnica exploratória e com recolha de dados realizada por meio de questionário, a fim de responder o principal objetivo. A escolha utiliza-se de um instrumento de coleta de informações que será apropriado para identificar o processo do consumidor digital acerca da estratégia de Inbound Marketing no Instagram. Neste estudo, apontou-se a relevância das estratégias de Inbound Marketing aplicadas no Instagram para jornada de compra do jovem português, revelando, inclusive, seu caráter decisivo para a realização da venda e explicou-se a necessidade de utilizar e explorar todos os pontos de contato da marca com o consumidor dentro da rede social para que os resultados proporcionados pelas estratégias de relacionamento e vendas sejam atingidos com eficácia.
With the evolution of technology, marketing has undergone transformations, reaching digital marketing. In it, companies needed to find a competitive edge to reach their potential customers. Tools, such as social networks, have become part of consumers' lives and new brands' marketing strategies to reach them. In addition, this evolution made the purchase journey of these consumers change, adapting to technological changes and new needs brought about by the digital environment. Thus, the use of the social network Instagram has gained great prominence, as it is a more visual and interactive channel than other existing networks. For users, Instagram is the favorite place to enjoy and share photos and videos, while for companies, this media is a channel opportunity to get closer to the public. Instagram goes far beyond a social communication tool, it has been used as a communication and approach tool between companies and consumers. Along with this, brands need to create new ways to win and keep their customers and that is how the Inbound Marketing strategy gained greater prominence in this scenario. This is defined by attracting consumers through relevant content, turning them into brand advocates. In this sense, the research problem that guides the study is defined as: what is the impact of Inbound Marketing strategies on the consumer's purchase journey on Instagram? And, to answer it, this study seeks as its main objective to analyze the consumer journey on Instagram, based on Inbound Marketing strategies. Thus, after awakening the interest of the consumer, they look for information about the products or services offered by the brand. The study will be quantitative, through the exploratory technique and with data collection carried out through a questionnaire, in order to answer the main objective. The choice uses an information-gathering instrument that will be appropriate to identify the process of the digital consumer about the Inbound Marketing strategy on Instagram. In this study, the relevance of Inbound Marketing strategies applied on Instagram to the purchase journey of young Portuguese people was pointed out, even revealing their decisive character for making the sale, and the need to use and explore all points of sale was explained. brand contact with the consumer within the social network so that the results provided by the relationship and sales strategies are effectively achieved.
With the evolution of technology, marketing has undergone transformations, reaching digital marketing. In it, companies needed to find a competitive edge to reach their potential customers. Tools, such as social networks, have become part of consumers' lives and new brands' marketing strategies to reach them. In addition, this evolution made the purchase journey of these consumers change, adapting to technological changes and new needs brought about by the digital environment. Thus, the use of the social network Instagram has gained great prominence, as it is a more visual and interactive channel than other existing networks. For users, Instagram is the favorite place to enjoy and share photos and videos, while for companies, this media is a channel opportunity to get closer to the public. Instagram goes far beyond a social communication tool, it has been used as a communication and approach tool between companies and consumers. Along with this, brands need to create new ways to win and keep their customers and that is how the Inbound Marketing strategy gained greater prominence in this scenario. This is defined by attracting consumers through relevant content, turning them into brand advocates. In this sense, the research problem that guides the study is defined as: what is the impact of Inbound Marketing strategies on the consumer's purchase journey on Instagram? And, to answer it, this study seeks as its main objective to analyze the consumer journey on Instagram, based on Inbound Marketing strategies. Thus, after awakening the interest of the consumer, they look for information about the products or services offered by the brand. The study will be quantitative, through the exploratory technique and with data collection carried out through a questionnaire, in order to answer the main objective. The choice uses an information-gathering instrument that will be appropriate to identify the process of the digital consumer about the Inbound Marketing strategy on Instagram. In this study, the relevance of Inbound Marketing strategies applied on Instagram to the purchase journey of young Portuguese people was pointed out, even revealing their decisive character for making the sale, and the need to use and explore all points of sale was explained. brand contact with the consumer within the social network so that the results provided by the relationship and sales strategies are effectively achieved.
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Keywords
Marketing Digital Jornada de Compra Instagram Inbound Marketing