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Abstract(s)
Estamos perante uma era em constante evolução, diante de um crescente avanço da
tecnologia e da internet, de onde surgiu o marketing digital, que possibilita a interação
online entre as marcas e os seus consumidores. Para que uma empresa tenha uma boa
presença online é preciso escolher as estratégias digitais certas, focadas nas necessidades
do seu público-alvo e que apresentem conteúdo relevante e valioso para o mesmo.
O presente relatório descreve as atividades realizadas durante o estágio curricular de três
meses (400 horas), realizado na RSB - Comunicação Na Imagem, uma agência de
comunicação sediada no Porto. O estágio teve como objetivo o desenvolvimento e
melhoria da presença online da empresa e desta forma, foram abordadas e utilizadas
diversas estratégias e ferramentas, tais como: o website; blog; SEO; redes sociais; e-mail
marketing; e publicidade online, sempre suportadas pelo conhecimento teórico salientado
pela literatura. Foi ainda desenvolvido um Plano de Marketing Digital, que teve como
base o modelo SOSTAC elaborado por Chaffey & Smith (2022), que permitiu a adaptação
da RSB às novas tendências e competir com os diversos concorrentes existentes no
mercado das soluções digitais, dos stands para feiras e da produção new media.
Ao longo do relatório foram feitas sugestões e recomendações à RSB, para que no futuro
a equipa de marketing consiga melhorar as suas estratégias digitais, de modo a obter um
melhor posicionamento, assim como uma melhor relação com os seus clientes. A
oportunidade deste estágio na RSB permitiu não só aplicar os conhecimentos lecionados
ao longo do mestrado em marketing digital, mas também arrecadar novos conhecimentos
que só seriam possíveis de adquirir através da inserção numa equipa de marketing em
contexto de trabalho.
We are facing an era in constant evolution, facing a growing advance in technology and the internet, from which digital marketing emerged, which enables online interaction between brands and their consumers. For a company to have a good online presence, it is necessary to choose the right digital strategies, focused on the needs of its target audience and that present relevant and valuable content for it. This report describes the activities carried out during the three-month internship (400 hours), carried out at RSB - Comunicação Na Imagem, a communication agency based in Porto. The objective of the internship was to develop and improve the company's online presence and, in this way, various strategies and tools were approached and used, such as: the website; blog; SEO; social media; email marketing; and online advertising, always supported by theoretical knowledge highlighted by the literature. A Digital Marketing Plan was also developed, based on the SOSTAC model prepared by Chaffey & Smith (2022), which allowed RSB to adapt to new trends and compete with the various existing competitors in the digital solutions market, from stands to fairs and new media production. Throughout the report, suggestions and recommendations were made to RSB, so that the marketing team could improve its digital strategies in the future, in order to obtain a better positioning, as well as a better relationship with its customers. The opportunity of this internship at RSB allowed not only to apply the knowledge taught throughout the master's degree in digital marketing, but also to acquire new knowledge that would only be possible to acquire through insertion in a marketing team in a work context.
We are facing an era in constant evolution, facing a growing advance in technology and the internet, from which digital marketing emerged, which enables online interaction between brands and their consumers. For a company to have a good online presence, it is necessary to choose the right digital strategies, focused on the needs of its target audience and that present relevant and valuable content for it. This report describes the activities carried out during the three-month internship (400 hours), carried out at RSB - Comunicação Na Imagem, a communication agency based in Porto. The objective of the internship was to develop and improve the company's online presence and, in this way, various strategies and tools were approached and used, such as: the website; blog; SEO; social media; email marketing; and online advertising, always supported by theoretical knowledge highlighted by the literature. A Digital Marketing Plan was also developed, based on the SOSTAC model prepared by Chaffey & Smith (2022), which allowed RSB to adapt to new trends and compete with the various existing competitors in the digital solutions market, from stands to fairs and new media production. Throughout the report, suggestions and recommendations were made to RSB, so that the marketing team could improve its digital strategies in the future, in order to obtain a better positioning, as well as a better relationship with its customers. The opportunity of this internship at RSB allowed not only to apply the knowledge taught throughout the master's degree in digital marketing, but also to acquire new knowledge that would only be possible to acquire through insertion in a marketing team in a work context.
Description
Keywords
Marketing digital Marketing de conteúdos Plano de marketing digital Redes sociais Digital marketing Social media Content marketing Digital marketing plan