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Abstract(s)
Desde recursos limitados à concorrência das grandes marcas, os pequenos negócios
eletrónicos enfrentam múltiplos desafios e a sua sobrevivência depende da sua
capacidade de afirmação no mercado, sempre respondendo às necessidades dos seus
segmentos-alvo.
O Marketing de Influência representa uma oportunidade para que os pequenos negócios
eletrónicos se destaquem da concorrência, comunicando a sua mensagem de marca e
proposta de valor através da voz de influenciadores digitais: utilizadores com poder de
gerar um sentido de confiança e influenciar os consumidores. Este tipo de Marketing
representa, não só, uma alternativa possível usando recursos que, para os pequenos
negócios eletrónicos, são, muitas vezes, limitados, mas também apresenta vantagens no
sentido de geração de conversação, confiança e sentido de comunidade em torno da
marca, comparativamente a outros meios.
Para perceber a utilização do Marketing de Influência em Portugal por parte dos
pequenos negócios eletrónicos, desenvolve-se um estudo de caso aplicado à empresa
Barkyn, recorrendo a técnicas de análise de conteúdo e a uma entrevista estruturada,
realizada junto da agência de comunicação SA365, especialista em Marketing de
Influência.
As principais conclusões prendem-se com a capacidade que o Marketing de Influência
tem para criar um sentimento de confiança junto do consumidor e incentivar a geração
de uma comunidade em torno da marca, comparativamente a outros meios.
From limited resources to the competition of big brands, small eletronic business face multiple challenges and their survival depends on their ability to to assert themselves in the market, always responding to the needs of their target customers. Influence Marketing represents an opportunity for small electronic businesses to stand out from the competition, communicating their brand message and value proposition through the voice of digital influencers: users with the power to generate a sense of trust and influence consumers. This type of Marketing represents not only a possible alternative using resources that, for small electronic businesses, are often limited, but also presents advantages in terms of generating conversation, trust and a sense of community around the brand, compared to other means. To answer the Investigation Questions “What are the benefits of Influence Marketing comparing to traditional marketing initiatives for SME’s with online businesses?” and “What influence do Influence Marketing initiatives have over SME’s with online businesses online presence?”, a case study applied to the company Barkyn was developed, using content analysis techniques and a structured interview, carried out with the communication agency SA365, specialist in Influence Marketing. The main conclusions are related to the capacity that Influence Marketing has to create a feeling of trust with the consumer and encourage the generation of a community around the brand, compared to other means.
From limited resources to the competition of big brands, small eletronic business face multiple challenges and their survival depends on their ability to to assert themselves in the market, always responding to the needs of their target customers. Influence Marketing represents an opportunity for small electronic businesses to stand out from the competition, communicating their brand message and value proposition through the voice of digital influencers: users with the power to generate a sense of trust and influence consumers. This type of Marketing represents not only a possible alternative using resources that, for small electronic businesses, are often limited, but also presents advantages in terms of generating conversation, trust and a sense of community around the brand, compared to other means. To answer the Investigation Questions “What are the benefits of Influence Marketing comparing to traditional marketing initiatives for SME’s with online businesses?” and “What influence do Influence Marketing initiatives have over SME’s with online businesses online presence?”, a case study applied to the company Barkyn was developed, using content analysis techniques and a structured interview, carried out with the communication agency SA365, specialist in Influence Marketing. The main conclusions are related to the capacity that Influence Marketing has to create a feeling of trust with the consumer and encourage the generation of a community around the brand, compared to other means.
Description
Keywords
Marketing de influência Influenciadores digitais Negócio online Pequenos negócios Influencer marketing Online business Small business Digital influencers