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O impacto do marketing digital nas Pequenas e Médias Empresas: o caso Prozis
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| Projeto de graduação_42438 | 592.07 KB | Adobe PDF |
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Abstract(s)
Este projeto de graduação visa examinar como o Marketing Digital afeta o progresso e o desempenho de pequenas e médias empresas (PME’s), dada a crescente importância das ferramentas digitais nos negócios nos dias de hoje. Começamos por definir o que é marketing digital, vendo-o como um conjunto de táticas para promover produtos ou serviços usando plataformas digitais e tecnologias de informação, como redes sociais, mecanismos de busca, sites e e-mail marketing. Ao mesmo tempo, mostramos as principais características das PME's, enfatizando o quão importantes são para a economia do país, a sua flexibilidade no trabalho e a falta de recursos que muitas vezes dificulta a adoção de estratégias de marketing mais tradicionais. A pesquisa analisa criticamente como o marketing digital é integrado nessas empresas, destacando as vantagens competitivas que ele traz, como aumentar a visibilidade da marca, estar mais perto do cliente, personalizar a comunicação e ter acesso a novos mercados, bem como os principais obstáculos, como a falta de habilidades digitais, a falta de planeamento estratégico e a resistência à mudança. Um dos principais pontos do estudo é analisar como as redes sociais influenciam o crescimento das PME's, considerando o seu papel como uma ferramenta acessível e de grande alcance, com potencial para promover o envolvimento com o público, gerar reconhecimento e aumentar as vendas. Nesse sentido, é feito um estudo de caso sobre a empresa portuguesa “Prozis”, do setor de suplementação desportiva e, para entender as estratégias de marketing digital implementadas, os canais preferidos, os tipos de conteúdo utilizados e os seus respetivos impactos no posicionamento da marca e no seu desempenho comercial. A análise empírica baseia-se na observação da presença digital da empresa, em entrevistas e na coleta de dados secundários, permitindo identificar práticas bem-sucedidas, bem como desafios enfrentados no processo de entrada no meio digital. Os resultados mostram que, apesar das limitações típicas das PME's, é possível alcançar um crescimento significativo e fortalecer a marca através de um uso estratégico e consistente dos meios digitais. A conclusão reforça a importância de investir continuamente em habilidades digitais, de se adaptar às dinâmicas tecnológicas e de criar planos de marketing alinhados com os objetivos e recursos das empresas, considerando o marketing digital não apenas como uma tendência, mas como uma ferramenta essencial para a sustentabilidade e competitividade das PMEs na era digital.
This undergraduate project aims to examine how digital marketing affects the progress and performance of small and medium-sized enterprises (SMEs), given the growing importance of digital tools in today’s business environment. The study begins by defining digital marketing, viewing it as a set of tactics used to promote products or services through digital platforms and information technologies, such as social media, search engines, websites, and email marketing. Simultaneously, it presents the main characteristics of SMEs, emphasizing their vital role in the national economy, their operational flexibility, and the lack of resources that often hinders the adoption of more traditional marketing strategies. The research critically analyzes how digital marketing is integrated into these companies, highlighting the competitive advantages it offers, such as increased brand visibility, closer customer engagement, personalized communication, and access to new markets, while also addressing key challenges, such as the lack of digital skills, insufficient strategic planning, and resistance to change. One of the central points of the study is the analysis of how social media influences the growth of SMEs, considering its role as an accessible and wide-reaching tool with the potential to foster public engagement, generate brand awareness, and drive sales. In this context, a case study is conducted on the Portuguese company "Prozis" which operates in the sports supplement sector, in order to understand the digital marketing strategies implemented, the preferred channels, the types of content used, and their respective impacts on the company’s brand positioning and commercial performance. The empirical analysis is based on observation of the company’s digital presence, interviews, and the collection of secondary data, enabling the identification of successful practices as well as challenges encountered during the digitalization process. The results demonstrate that, despite the typical limitations of SMEs, it is possible to achieve significant growth and brand strengthening through strategic and consistent use of digital tools. The conclusion reinforces the importance of continuous investment in digital skills, adaptation to technological dynamics, and the development of marketing plans aligned with the companies' objectives and resources, positioning digital marketing not merely as a trend, but as an essential tool for the sustainability and competitiveness of SMEs in the digital age.
This undergraduate project aims to examine how digital marketing affects the progress and performance of small and medium-sized enterprises (SMEs), given the growing importance of digital tools in today’s business environment. The study begins by defining digital marketing, viewing it as a set of tactics used to promote products or services through digital platforms and information technologies, such as social media, search engines, websites, and email marketing. Simultaneously, it presents the main characteristics of SMEs, emphasizing their vital role in the national economy, their operational flexibility, and the lack of resources that often hinders the adoption of more traditional marketing strategies. The research critically analyzes how digital marketing is integrated into these companies, highlighting the competitive advantages it offers, such as increased brand visibility, closer customer engagement, personalized communication, and access to new markets, while also addressing key challenges, such as the lack of digital skills, insufficient strategic planning, and resistance to change. One of the central points of the study is the analysis of how social media influences the growth of SMEs, considering its role as an accessible and wide-reaching tool with the potential to foster public engagement, generate brand awareness, and drive sales. In this context, a case study is conducted on the Portuguese company "Prozis" which operates in the sports supplement sector, in order to understand the digital marketing strategies implemented, the preferred channels, the types of content used, and their respective impacts on the company’s brand positioning and commercial performance. The empirical analysis is based on observation of the company’s digital presence, interviews, and the collection of secondary data, enabling the identification of successful practices as well as challenges encountered during the digitalization process. The results demonstrate that, despite the typical limitations of SMEs, it is possible to achieve significant growth and brand strengthening through strategic and consistent use of digital tools. The conclusion reinforces the importance of continuous investment in digital skills, adaptation to technological dynamics, and the development of marketing plans aligned with the companies' objectives and resources, positioning digital marketing not merely as a trend, but as an essential tool for the sustainability and competitiveness of SMEs in the digital age.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências Empresariais.
Keywords
Marketing digital PME’s Redes sociais Estratégias digitais Competitividade empresarial Digital marketing Small and Medium-Sized Enterprises (SMEs) Social media Digital strategies Business competitiveness