| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 800.59 KB | Adobe PDF |
Authors
Abstract(s)
O mundo evolui rapidamente dentro de uma era movida pela tecnologia. O desenvolvimento das tecnologias da informação e comunicação foi a força propulsora do comércio eletrónico (CE), que cresce de maneira exponencial e traz consigo mudanças significativas para as empresas, para os mercados e para o comportamento dos consumidores, uma vez que permite o acesso fácil e rápido à inúmeras opções de produtos e serviços.
A pandemia da Covid-19, um dos acontecimentos mais inesperados dos últimos anos, veio salientar a importância do CE. As medidas impostas pelos governos para desacelerar o contágio, produziram um aumento significativo da percentagem de pessoas que ficaram em casa e que estavam mais dispostas a usar os meios digitais. De igual forma, das que passaram a comprar online. Desta forma, o marketing digital passa a ter também a sua importância realçada, pois permite que as empresas continuem a se comunicar com os seu público-alvo diante do distanciamento social e do encerramento das lojas físicas, o que permite a continuidade do negócio.
Este trabalho de investigação tem como objetivo analisar e descrever como as PME de CE geriram o marketing digital durante a pandemia da Covid-19. Também, pretende-se entender se o marketing digital implementado durante a pandemia da Covid-19 teve um impacto positivo no volume de vendas e no relacionamento da marca com o cliente. Para tal, foi adotada a metodologia qualitativa, sendo o instrumento de recolha de dados a entrevista por e-mail. Como unidades de análise consideram-se 7 PME de CE.
Em relação aos resultados obtidos, conclui-se primeiramente que as marcas estão cada vez mais dispostas a oferecer conteúdo relevante para o seu público-alvo, a fim de construírem uma relação benéfica e duradoura com os seus clientes. Em segundo lugar, cada empresa adaptou o marketing digital de acordo com as suas diferentes realidades, com o que vendem e com as suas capacidades, considerado o marketing digital como uma ferramenta-chave durante o período da pandemia, para a estratégia da empresa e comprovando benefícios em relação ao volume de vendas, mas principalmente em relação ao relacionamento com o cliente.
The world is quickly evolving in an era driven by technology. The development of information and communication technologies has been the motivation force behind e-commerce, which is growing exponentially and bringing significant changes to businesses, markets, and consumer behavior as it allows quick and easy access to countless product and service options. The Covid-19 pandemic, one of the most unexpected events of the last few years, has highlighted the importance of EC. The measures implemented by governments to slow down the spread of the virus produced a significant increase in the percentage of people who stayed at home and were willing to use digital platforms. Likewise, of those buying online. In this sense, digital marketing also had its importance highlighted, as it allows companies to continue to communicate with their target audience in the face of social distancing and the closure of physical stores, facilitating business continuity. This research aims to analyze and describe how EC SMEs managed digital marketing during the Covid-19 pandemic. As well as to understand whether the digital marketing implemented during the Covid-19 pandemic had a positive impact on sales volume and the brand's relationship with the customer. To this end, a qualitative methodology was adopted, and the interview is used as the data collection tool. As units of analysis, a sample of 7 EC SMEs was considered. Regarding the results, it is concluded firstly that brands are increasingly willing to offer relevant content to their target audience in order to build a beneficial and lasting relationship with their customers. Secondly, each company has adapted its digital marketing according to its different realities, what they sell and its knowledge and all have adjusted their tools and/or strategies during the pandemic, having considered digital marketing as a key tool during the pandemic period and for the company's strategy.
The world is quickly evolving in an era driven by technology. The development of information and communication technologies has been the motivation force behind e-commerce, which is growing exponentially and bringing significant changes to businesses, markets, and consumer behavior as it allows quick and easy access to countless product and service options. The Covid-19 pandemic, one of the most unexpected events of the last few years, has highlighted the importance of EC. The measures implemented by governments to slow down the spread of the virus produced a significant increase in the percentage of people who stayed at home and were willing to use digital platforms. Likewise, of those buying online. In this sense, digital marketing also had its importance highlighted, as it allows companies to continue to communicate with their target audience in the face of social distancing and the closure of physical stores, facilitating business continuity. This research aims to analyze and describe how EC SMEs managed digital marketing during the Covid-19 pandemic. As well as to understand whether the digital marketing implemented during the Covid-19 pandemic had a positive impact on sales volume and the brand's relationship with the customer. To this end, a qualitative methodology was adopted, and the interview is used as the data collection tool. As units of analysis, a sample of 7 EC SMEs was considered. Regarding the results, it is concluded firstly that brands are increasingly willing to offer relevant content to their target audience in order to build a beneficial and lasting relationship with their customers. Secondly, each company has adapted its digital marketing according to its different realities, what they sell and its knowledge and all have adjusted their tools and/or strategies during the pandemic, having considered digital marketing as a key tool during the pandemic period and for the company's strategy.
Description
Keywords
Marketing digital Comércio eletrónico Pandemia da COVID-19 Gestão de marketing Digital Marketing E-commerce COVID-19 pandemic Marketing management