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Marketing digital: estudo de caso Synco Digital
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| Projeto de graduação_2022107464 | 1.81 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Este projeto tem como objetivo descrever o que é o marketing digital e seu uso na atualidade nas empresas e analisar a aplicação do marketing digital na Synco Digital, empresa provedora de soluções em marketing digital e geração de leads. O trabalho busca responder de que modo as estratégias digitais podem auxiliar no posicionamento competitivo das empresas, criação de valor e fortalecimento das relações com clientes em um ambiente digital de negócios e altamente competitivo. A metodologia fundamenta-se num estudo de caso, com suporte da análise documental, diretamente das práticas da organização, aplicando os instrumentos da análise estratégica, como a matriz SWOT, o comparativo qualitativo e também o Modelo das Cinco Forças de Porter. Essas técnicas possibilitaram uma análise do ambiente estratégico da empresa, a identificação de forças internas e externas que influenciam seu desempenho e a compreensão dos principais desafios e oportunidades no setor de marketing digital. Os resultados indicam que marketing digital assume um papel central na estratégia das organizações, destacando-se pela integração entre comunicação, análise de dados e vertente comercial. No caso da Synco Digital, a personalização das estratégias, a adaptação linguística e cultural ao mercado português e a orientação para resultados revelam-se fatores diferenciadores num mercado caracterizado por elevada concorrência, pressão sobre preços e crescente perda de diferenciação dos serviços digitais. Em suma, pode-se concluir que o projeto revela a aplicação do marketing digital de maneira estruturada e estratégica como um fator relevante para a competitividade empresarial, contribuindo para a geração de valor sustentável, o fortalecimento da relação com os clientes e o posicionamento organizacional no mercado. Dessa forma, a pesquisa permite uma visão ampla e segura sobre a importância do marketing digital como ferramenta estratégica nas empresas atuais.
This project aims, firstly, to describe the concept of digital marketing and its current use within companies, and secondly, to analyse digital marketing practices at Synco Digital, a company that provides digital marketing solutions and lead generation services. The study seeks to examine how digital strategies can support companies’ competitive positioning, value creation and the strengthening of customer relationships within a highly competitive digital business environment. The methodology is based on a case study approach, supported by documentary analysis and direct observation of organisational practices, applying strategic analysis tools such as the SWOT matrix, qualitative comparative analysis and Porter’s Five Forces model. These techniques enabled an assessment of the company’s strategic environment, the identification of internal and external factors influencing its performance, and an understanding of the main challenges and opportunities within the digital marketing sector. The results indicate that digital marketing plays a central role in organisational strategy, particularly through the integration of communication, data analysis and commercial activities. In the case of Synco Digital, strategy personalisation, linguistic and cultural adaptation to the Portuguese market and a strong results-oriented approach emerge as key differentiating factors in a market characterised by high competition, price pressure and increasing commoditisation of digital services. In conclusion, the project demonstrates that the structured and strategic application of digital marketing is a relevant factor for business competitiveness, contributing to sustainable value creation, the strengthening of customer relationships and organisational market positioning. Thus, the research provides a comprehensive and reliable perspective on the importance of digital marketing as a strategic tool in contemporary organisations.
This project aims, firstly, to describe the concept of digital marketing and its current use within companies, and secondly, to analyse digital marketing practices at Synco Digital, a company that provides digital marketing solutions and lead generation services. The study seeks to examine how digital strategies can support companies’ competitive positioning, value creation and the strengthening of customer relationships within a highly competitive digital business environment. The methodology is based on a case study approach, supported by documentary analysis and direct observation of organisational practices, applying strategic analysis tools such as the SWOT matrix, qualitative comparative analysis and Porter’s Five Forces model. These techniques enabled an assessment of the company’s strategic environment, the identification of internal and external factors influencing its performance, and an understanding of the main challenges and opportunities within the digital marketing sector. The results indicate that digital marketing plays a central role in organisational strategy, particularly through the integration of communication, data analysis and commercial activities. In the case of Synco Digital, strategy personalisation, linguistic and cultural adaptation to the Portuguese market and a strong results-oriented approach emerge as key differentiating factors in a market characterised by high competition, price pressure and increasing commoditisation of digital services. In conclusion, the project demonstrates that the structured and strategic application of digital marketing is a relevant factor for business competitiveness, contributing to sustainable value creation, the strengthening of customer relationships and organisational market positioning. Thus, the research provides a comprehensive and reliable perspective on the importance of digital marketing as a strategic tool in contemporary organisations.
Descrição
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências Empresariais.
Palavras-chave
Marketing digital Estratégia digital Análise estratégica Posicionamento competitivo Digital marketing Digital strategy Strategic analysis Competitive positioning