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Authors
Abstract(s)
Num contexto de saturação do mercado Portugês (mercado nacional) da produção de
energias renováveis, nomeadamente produtores de energia solar e eólica, surge a
necessidade de implementação de estratégias de marketing digital como possível forma
de mitigar as dificuldades sentidas inerentes à saturação de mercado.
A Enlitia, no âmbito deste projeto, propôs o desafio de entender as melhores formas de
utilizar estratégias de marketing digital para alcançar a internacionalização, entendendo
a eficácia das diferentes subestratégias aplicadas, concretizando-se no desenvolvimento
e implementação de um plano de marketing digital. A necessidade de
internacionalização da Enlitia prendia-se com mercados geográficos específicos, sendo
eles: Portugal (mercado nacional, identificado como saturado), Espanha, França,
Alemanha, Reino Unido e Itália.
Para dar resposta ao desafio proposto foi feita uma análise contextual da empresa
Enlitia, que comporta uma breve análise setorial, um estudo concorrencial e principais
conclusões possíveis de retirar desta análise. De seguida, foi feito o planeamento de
uma estratégia de marketing digital que ficou assente numa “estratégia-mãe” de inbound
marketing que tem como estratégias complementares de marketing digital uma
subestratégia de marketing de conteúdos, de search engine marketing (SEM), de email
marketing e de social media marketing (SMM). Após a fase de planeamento, no âmbito
deste projeto, foram implementadas as estratégias desenhadas e recolhidos os resultados
obtidos, seguida de uma análise analítica e crítica dos resultados.
Através da implementação das ações de marketing planeadas, concluiu-se a maior
eficácia das estratégias implementadas de SEA e de marketing de conteúdos, tendo estas
sido as que mais contribuíram para a internacionalização da marca e penetração em
novos mercados geográficos. Por contrário, as estratégias de email marketing e de
social media marketing foram identificadas como as menos eficazes.
In a scenario where the Portuguese market (national market) is saturated with renewable energy production players, namely solar and wind energy producers, there is a need to implement digital marketing strategies to mitigate the difficulties inherent in market saturation. As part of this project, Enlitia set the challenge of understanding the best ways to use digital marketing strategies to achieve internationalisation, while understanding the effectiveness of the different sub-strategies applied, which would materialise in developing and implementing a digital marketing plan. Enlitia's need for internationalisation was related to specific geographical markets: Portugal (national market, identified as saturated), Spain, France, Germany, the United Kingdom and Italy. To meet the challenge, a contextual analysis of Enlitia was carried out, including a brief sector analysis, a competitive analysis and the main conclusions that could be drawn from this analysis. A digital marketing strategy was then planned, based on a "mother strategy" of inbound marketing, which has a complementary digital marketing sub-strategy of content marketing, search engine marketing (SEM), email marketing and social media marketing (SMM). After the planning phase of this project, the strategies designed were implemented and the results obtained were collected, followed by an analytical and critical analysis of the results. Through the implementation of the planned marketing actions, it was concluded that the SEA and content marketing strategies implemented were the most effective and contributed the most to the brand's internationalisation and penetration into new geographical markets. In contrast, the email marketing and social media marketing strategies were identified as the least effective.
In a scenario where the Portuguese market (national market) is saturated with renewable energy production players, namely solar and wind energy producers, there is a need to implement digital marketing strategies to mitigate the difficulties inherent in market saturation. As part of this project, Enlitia set the challenge of understanding the best ways to use digital marketing strategies to achieve internationalisation, while understanding the effectiveness of the different sub-strategies applied, which would materialise in developing and implementing a digital marketing plan. Enlitia's need for internationalisation was related to specific geographical markets: Portugal (national market, identified as saturated), Spain, France, Germany, the United Kingdom and Italy. To meet the challenge, a contextual analysis of Enlitia was carried out, including a brief sector analysis, a competitive analysis and the main conclusions that could be drawn from this analysis. A digital marketing strategy was then planned, based on a "mother strategy" of inbound marketing, which has a complementary digital marketing sub-strategy of content marketing, search engine marketing (SEM), email marketing and social media marketing (SMM). After the planning phase of this project, the strategies designed were implemented and the results obtained were collected, followed by an analytical and critical analysis of the results. Through the implementation of the planned marketing actions, it was concluded that the SEA and content marketing strategies implemented were the most effective and contributed the most to the brand's internationalisation and penetration into new geographical markets. In contrast, the email marketing and social media marketing strategies were identified as the least effective.
Description
Keywords
Internacionalização Inbound marketing Search engine marketing Marketing de conteúdos Internationalisation Inbound marketing Search engine marketing Content marketing