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Abstract(s)
O estágio curricular realizou-se no departamento de marketing da marca Home’Society, pertencente ao Grupo Covet, iniciando-se a 18 de outubro e terminando a 31 de janeiro de 2022.
A empresa aborda de uma maneira muito peculiar os mercados, focando-se nas cidades e não nos países. Tal forma de trabalho deve-se à diversidade de culturas dentro de cada país que merecem ser tratadas e abordadas de formas distintas. Ao longo deste estágio de quatro meses fiquei responsável pela cidade de Doha no Catar.
As tarefas realizadas ao longo deste estágio recaíram principalmente na gestão das redes sociais, nomeadamente na elaboração dos planos de comunicação para as mesmas, na criação de conteúdo para o blog das marcas pertencentes à Home’Society e execução de Search Engine Optimization (SEO) para o blog. Para além disso, participei na construção de uma rede de contactos com o objetivo de aumentar a presença digital da marca e na gestão de leads com o principal objetivo de passar leads qualificadas para o departamento de vendas. Finalmente, realizou-se um estudo de mercado e benchmarking, pois de outro modo não seria possível realizar todas as outras tarefas corretamente.
Este estágio teve como objetivo compreender e observar como o marketing digital é posto em prática na marca Home’Society, uma vez que as empresas vão reconhecendo, cada vez mais, a importância da interação e do contacto com os seus clientes online. Surge, assim, uma necessidade de perceber como é que as estratégias do marketing digital poderão contribuir para um melhor desempenho da empresa e, por sua vez, para uma melhor gestão da marca e dos seus clientes.
Uma das conclusões que é retirada deste trabalho é que o marketing digital influencia positivamente as relações que as marcas criam com os clientes e potenciais clientes. O uso da ferramenta do marketing digital na gestão da empresa, é uma das formas de manter esse relacionamento a longo prazo e, neste caso, é fundamental para a sobrevivência da marca.
The curricular internship took place in the marketing department of the HomeSociety brand, belonging to the Covet Group, starting on the 18th of October and ending on the 31st of January 2022. The company works with markets in a very peculiar way, approaching them by cities and not by countries. This way of working is due to the diversity of cultures within each country that deserve to be treated and approached in different ways. During this four months internship, I was responsible for the city of Doha in Qatar. The tasks carried out during this internship focused mainly in social media management, namely in the elaboration of communication plans, in the creation of content for the blog of the brands belonging to HomeSociety and Search Engine Optimization (SEO) for the blog. Another task was the construction of a network of contacts with the objective of increasing the digital presence of the brand. Also, in the management of leads with the main objective of passing qualified leads to the sales department. Finally, in the market study and benchmarking, without these it would not be possible to carry out all the other tasks correctly. This internship aimed to understand and observe how digital marketing is put into practice in the HomeSociety brand, since companies are increasingly recognizing the importance of interaction and contact with their online customers. Thus, a need arises to understand how digital marketing strategies can contribute to a better performance of the company and, in turn, to a better management of the brand and its customers. One of the conclusions drawn from this work is that digital marketing positively influences the relationships that brands create with customers and potential customers. The use of the digital marketing tools in the management of the company is one of the ways to maintain this relationship in the long term and, in this case, it is fundamental for the survival of the brand.
The curricular internship took place in the marketing department of the HomeSociety brand, belonging to the Covet Group, starting on the 18th of October and ending on the 31st of January 2022. The company works with markets in a very peculiar way, approaching them by cities and not by countries. This way of working is due to the diversity of cultures within each country that deserve to be treated and approached in different ways. During this four months internship, I was responsible for the city of Doha in Qatar. The tasks carried out during this internship focused mainly in social media management, namely in the elaboration of communication plans, in the creation of content for the blog of the brands belonging to HomeSociety and Search Engine Optimization (SEO) for the blog. Another task was the construction of a network of contacts with the objective of increasing the digital presence of the brand. Also, in the management of leads with the main objective of passing qualified leads to the sales department. Finally, in the market study and benchmarking, without these it would not be possible to carry out all the other tasks correctly. This internship aimed to understand and observe how digital marketing is put into practice in the HomeSociety brand, since companies are increasingly recognizing the importance of interaction and contact with their online customers. Thus, a need arises to understand how digital marketing strategies can contribute to a better performance of the company and, in turn, to a better management of the brand and its customers. One of the conclusions drawn from this work is that digital marketing positively influences the relationships that brands create with customers and potential customers. The use of the digital marketing tools in the management of the company is one of the ways to maintain this relationship in the long term and, in this case, it is fundamental for the survival of the brand.
Description
Keywords
Leads Redes sociais SEO Marketing de conteúdo Leads Social media Content marketing