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Abstract(s)
O panorama atual do mundo digital veio alterar as dinâmicas da relação entre marcas e utilizadores online. Uma organização com uma presença relevante na Internet, sendo facilmente reconhecida, é sinal de uma estratégia de comunicação digital bem estruturada e delineada. Atualmente, na maioria das marcas, um website é o ponto central da estratégia digital, sendo o ponto onde se geram receitas e, ou, valor. Contudo, todos os restantes canais de comunicação são de extrema importância, seja, somente, através da angariação de tráfego de utilizadores para o website ou, pela difusão e reconhecimento de determinada marca.
Assim, este estudo visou explorar a relevância dos diferentes canais de comunicação como fontes geradoras de tráfego para um website, mais precisamente, o publisher Ekonomista, e de que forma é possível potenciar essas mesmas fontes, obtendo mais tráfego a partir das mesmas.
A análise destas fontes de tráfego foi realizada através da plataforma Google Looker Studio, onde é possível de forma clara e simplificada visualizar e investigar todos os dados recolhidos nas diferentes fontes.
Os resultados obtidos permitiram concluir que existem várias formas de potenciar os diferentes canais de comunicação, seja ajustando o dia e horas de publicação de conteúdos ou a escolha de categorias que, em certos meios de comunicação, são mais eficazes, permitindo gerar maior volume de tráfego para o portal online. Noutros canais, nomeadamente, nas pesquisas pagas, nos anúncios das redes sociais, no tráfego direto e orgânico, procurou-se identificar quais os temas e artigos que obtiveram melhor desempenho e propor sugestões de melhoria com base nessa amostra.
Today's digital world has changed the dynamics of the relationship between brands and online users. An organization with a relevant presence on the Internet, which is easily recognizable, is a sign of a well-structured and outlined digital communication strategy. Currently, for most brands, a website is the centerpiece of their digital strategy, the point where they generate revenue and/or value. However, all the other communication channels are extremely important, whether it's just to attract user traffic to the website or to spread awareness of a particular brand. Therefore, this study aimed to explore the relevance of the different communication channels as sources of traffic for a website, specifically the publisher Ekonomista, and how it is possible to leverage these sources, obtaining more traffic from them. The analysis of these traffic sources was carried out using the Google Looker Studio platform, where it is possible to clearly and easily visualize and investigate all the data collected from the different sources. The results show that there are various ways of boosting the different communication channels, whether by adjusting the day and time when content is published or by choosing categories that are more effective in certain media, generating more traffic to the online portal. In other channels, namely paid search, social media ads, direct and organic traffic, we tried to identify which topics and articles performed best and propose suggestions for improvement based on this sample.
Today's digital world has changed the dynamics of the relationship between brands and online users. An organization with a relevant presence on the Internet, which is easily recognizable, is a sign of a well-structured and outlined digital communication strategy. Currently, for most brands, a website is the centerpiece of their digital strategy, the point where they generate revenue and/or value. However, all the other communication channels are extremely important, whether it's just to attract user traffic to the website or to spread awareness of a particular brand. Therefore, this study aimed to explore the relevance of the different communication channels as sources of traffic for a website, specifically the publisher Ekonomista, and how it is possible to leverage these sources, obtaining more traffic from them. The analysis of these traffic sources was carried out using the Google Looker Studio platform, where it is possible to clearly and easily visualize and investigate all the data collected from the different sources. The results show that there are various ways of boosting the different communication channels, whether by adjusting the day and time when content is published or by choosing categories that are more effective in certain media, generating more traffic to the online portal. In other channels, namely paid search, social media ads, direct and organic traffic, we tried to identify which topics and articles performed best and propose suggestions for improvement based on this sample.
Description
Keywords
Estratégia digital Website Fontes de tráfego Google Looker Studio Digital strategy Communication channels