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Projeto Siiee - SOSTAC & Reposicionamento estratégico
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Neste projeto de mestrado foi desenvolvido, implementado e avaliado um plano de marketing digital para a loja online SIIEE.com, reposicionada estrategicamente no nicho de produtos para bebés e infância. Com base numa análise de performance anterior insatisfatória e numa proposta de valor pouco diferenciada, a intervenção centrou-se na definição de um novo posicionamento, segmentação de público e reorganização da loja em torno do modelo de dropshipping.
As principais ações incluíram a criação de campanhas pagas em Google Ads e Meta Ads, reformulação das categorias de produtos, planeamento de conteúdos para redes sociais e blog, bem como a implementação de práticas de SEO técnico e otimização do website. A estratégia foi aplicada com base no modelo SOSTAC, permitindo um controlo sistemático de objetivos, táticas e KPIs.
A análise de resultados demonstrou que a execução do plano e de ajustes do mesmo ao longo do tempo representou um aumento significativo de notoriedade, alcance e conversão, com destaque para a eficácia da integração entre canais pagos e orgânicos. A comparação com concorrentes diretos revelou oportunidades claras de diferenciação, sobretudo ao nível da comunicação personalizada, da proposta de valor para o nicho e ainda da experiência de navegação. Conclui-se que uma abordagem holística, bem planeada e orientada por dados, é viável e eficaz para marcas emergentes com recursos limitados.
In this master’s project, a digital marketing plan was developed, implemented, and evaluated for the online store SIIEE.com, strategically repositioned within the baby and childhood products niche. Based on a previously unsatisfactory performance analysis and a poorly differentiated value proposition, the intervention focused on defining a new positioning, audience segmentation, and restructuring the store around the dropshipping model. The main actions included the creation of paid campaigns on Google Ads and Meta Ads, the restructuring of product categories, content planning for social media and blog, as well as the implementation of technical SEO practices and website optimization. The strategy was applied using the SOSTAC model, enabling systematic control of objectives, tactics, and KPIs. The results analysis showed that the execution of the plan, along with continuous adjustments, led to a significant increase in brand awareness, reach, and conversion, highlighting the effectiveness of integrating paid and organic channels. The comparison with direct competitors revealed clear opportunities for differentiation, particularly in personalized communication, the value proposition for the niche, and the navigation experience. It is concluded that a holistic, well-structured, and data-driven approach is both viable and effective for emerging brands with limited resources.
In this master’s project, a digital marketing plan was developed, implemented, and evaluated for the online store SIIEE.com, strategically repositioned within the baby and childhood products niche. Based on a previously unsatisfactory performance analysis and a poorly differentiated value proposition, the intervention focused on defining a new positioning, audience segmentation, and restructuring the store around the dropshipping model. The main actions included the creation of paid campaigns on Google Ads and Meta Ads, the restructuring of product categories, content planning for social media and blog, as well as the implementation of technical SEO practices and website optimization. The strategy was applied using the SOSTAC model, enabling systematic control of objectives, tactics, and KPIs. The results analysis showed that the execution of the plan, along with continuous adjustments, led to a significant increase in brand awareness, reach, and conversion, highlighting the effectiveness of integrating paid and organic channels. The comparison with direct competitors revealed clear opportunities for differentiation, particularly in personalized communication, the value proposition for the niche, and the navigation experience. It is concluded that a holistic, well-structured, and data-driven approach is both viable and effective for emerging brands with limited resources.
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Marketing digital SIIEE.com E-commerce Produtos para bebés Dropshipping Publicidade digital Estratégia integrada Digital Marketing SIIEE.com Baby Products E-commerce Dropshipping Online Advertising Integrated Strategy