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As estratégias digitais : os casos das startup
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O contexto atual tem sido marcado pela adoção de novas tecnologias que têm alterado não só o processo de comunicação das empresas com o público, como também a interação entre consumidores e empresas. As redes sociais, as App’s, os conteúdos interativos e as análises do Marketing Digital são hoje essenciais para que os negócios alcancem o consumidor e os resultados pretendidos.
Neste sentido, o presente estudo tem como interesse investigar quais as estratégias de marketing digital das startups portuguesas.
Para tal,foram realizadas entrevistas a quinze startups de diversos setores de atuação. A metodologia utilizada foi a qualitativa e o propósito é exploratório, pois pretende-se investigar até que ponto têm estas empresas explorado as ferramentas digitais existentes. Assim, foi criado um guião de entrevista que se divide em quatro dimensões: a aplicação do Marketing Digital, a presença digital, a alocação dos recursos na área digital e a perceção geral acerca da evolução e tendências do Marketing Digital.
Os resultados permitiram observar que a grande maioria das startups entrevistadas reconhece a importância do Marketing Digital, estando presente no mundo digital, maioritariamente através das redes sociais, de forma a dar-se a conhecer, sem grandes investimentos. Verificou-se ainda que mais de metade destas empresas utiliza métricas de comunicação e realiza um planeamento das ferramentas de Marketing Digital. Não obstante dos resultados obtidos, a generalização das conclusões poderá estar limitada dado o reduzido número de startups analisadas, bem como a zona geográfica, os cargos dos entrevistados e os setores de atividade das empresas estudas.
The current context has been marked by the adoption of new technologies wish has altered not only the communication process of the companies with the public, but also the interaction between consumers and companies. Social networks, App, interactive contents and the analysis of digital marketing are essential today for businesses to achieve consumers and the wanted results. In this context, the present study has as main interest to investigate what the startup companies are doing to follow this evolution, since they have in their favor tools that do not require almost none investment and that can facilitate the increase the profits. This study was conducted by fifteen startups interviews with different areas of activity. The methodology used was the qualitative and the purpose is exploratory, since the intention is to investigate the extent to which these companies have exploited the digital tools. Thus, was create an interview script that is divided into four dimensions, the application of digital marketing, digital presence, investment in the digital area and the perception about digital marketing trends. The results showed that most of the startups recognize the importance of Digital Marketing having presence in the digital world through social networks, in order to obtain data about their target, without major investments. Another aspect to take into account is the fact that more than half of these companies use communication metrics. The presented results may limit the generalization of the conclusion since the study presents limitations such as the reduced number of startups studied.
The current context has been marked by the adoption of new technologies wish has altered not only the communication process of the companies with the public, but also the interaction between consumers and companies. Social networks, App, interactive contents and the analysis of digital marketing are essential today for businesses to achieve consumers and the wanted results. In this context, the present study has as main interest to investigate what the startup companies are doing to follow this evolution, since they have in their favor tools that do not require almost none investment and that can facilitate the increase the profits. This study was conducted by fifteen startups interviews with different areas of activity. The methodology used was the qualitative and the purpose is exploratory, since the intention is to investigate the extent to which these companies have exploited the digital tools. Thus, was create an interview script that is divided into four dimensions, the application of digital marketing, digital presence, investment in the digital area and the perception about digital marketing trends. The results showed that most of the startups recognize the importance of Digital Marketing having presence in the digital world through social networks, in order to obtain data about their target, without major investments. Another aspect to take into account is the fact that more than half of these companies use communication metrics. The presented results may limit the generalization of the conclusion since the study presents limitations such as the reduced number of startups studied.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing Digital Startup Estratégias Métricas Redes Sociais Digital Marketing Strategy Metrics Social Networks
Contexto Educativo
Citação
Barreira, Daniela Edite Torres (2017). "As estratégias digitais : os casos das startup". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão