Loading...
Publication
Fundamentação e aplicação do plano de marketing CINFER (Comércio Industrial de Ferramentas, Lda.)
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 41295 | 2.36 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Na era tecnológica atual, o marketing digital desempenha um papel fundamental para as empresas, que necessitam estar presentes nas plataformas utilizadas pelos consumidores. É necessário realizar um trabalho intensivo de otimização para os motores de procura para que as empresas sejam encontradas pelos consumidores ativos que procuram deliberadamente satisfazer as suas necessidades na internet. O presente projeto de graduação surge como resposta ao desafio proposto pela empresa CINFER – Comércio Industrial de Ferramentas, Lda. (doravante CINFER), visando o desenvolvimento de um plano de marketing digital.
Para isso, foi aplicada a metodologia qualitativa de estudo de caso, recolhendo dados primários sobre a empresa, recolhidos no decorrer do estágio realizado. Além disso, foram recolhidos dados secundários sobre a empresa, o mercado e a concorrência.
Concluiu-se que o público-alvo da CINFER é abrangente, indo desde o consumidor particular até grandes empresas. Para a formulação do plano de marketing digital, foi elaborada a jornada do cliente-alvo, de acordo com o funil de marketing de atração. Diversos canais de comunicação digital foram identificados para integrar com essa estratégia, incluindo um website com blog integrado, as redes sociais Facebook, TikTok, Google Ads, LinkedIn, WhatsApp, email marketing e publicidade digital. O objetivo deste plano de marketing digital é o de atrair clientes que ainda não conhecem a marca CINFER, convertendo-os em clientes e promotores da marca.
In the current technological era, digital marketing plays a fundamental role for businesses, which need to be present on platforms used by consumers. It is necessary to perform intensive Search Engine Optimization (SEO) work so that companies can be found by active consumers who deliberately seek to meet their needs on the internet. This undergraduate project arises in response to the challenge proposed by the company CINFER - Industrial Trade of Tools, Lda., aiming at the development of a digital marketing plan. To achieve this, a qualitative case study methodology was applied, collecting primary data about the company, gathered during the internship. Additionally, secondary data about the company, market, and competition were collected through document analysis techniques. It was concluded that the target audience of CINFER should be comprehensive, ranging from individual consumers to large companies. For the formulation of the digital marketing plan, the customer journey of the target audience was developed, following the attraction marketing funnel. Several digital communication channels were identified to integrate this strategy, including a website with an integrated blog, the social media platforms Facebook, TikTok, Google Ads, LinkedIn, WhatsApp, email marketing, and digital advertising. The objective of this digital marketing plan is to attract customers who are not yet familiar with the CINFER brand, converting them into loyal customers and brand advocates.
In the current technological era, digital marketing plays a fundamental role for businesses, which need to be present on platforms used by consumers. It is necessary to perform intensive Search Engine Optimization (SEO) work so that companies can be found by active consumers who deliberately seek to meet their needs on the internet. This undergraduate project arises in response to the challenge proposed by the company CINFER - Industrial Trade of Tools, Lda., aiming at the development of a digital marketing plan. To achieve this, a qualitative case study methodology was applied, collecting primary data about the company, gathered during the internship. Additionally, secondary data about the company, market, and competition were collected through document analysis techniques. It was concluded that the target audience of CINFER should be comprehensive, ranging from individual consumers to large companies. For the formulation of the digital marketing plan, the customer journey of the target audience was developed, following the attraction marketing funnel. Several digital communication channels were identified to integrate this strategy, including a website with an integrated blog, the social media platforms Facebook, TikTok, Google Ads, LinkedIn, WhatsApp, email marketing, and digital advertising. The objective of this digital marketing plan is to attract customers who are not yet familiar with the CINFER brand, converting them into loyal customers and brand advocates.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências Empresariais
Keywords
CINFER (Comércio Industrial de Ferramentas, Lda.) Análise PESTEL Análise SWOT Marketing digital Plano de marketing PESTEL analysis SWOT analysis Digital marketing Marketing plan