| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente dissertação de mestrado, teve como objectivo comprovar a rentabilidade dos canais de Marketing Digital: E-mail Marketing e Marketing de Afiliação. Através do acompanhamento de uma campanha real, em contexto empresarial e durante um período de sete meses, foi possível denotar um desempenho lucrativo e altamente competitivo, face ao mesmo desempenho em outros canais, como o Search Engine Marketing, através do Google AdWords.
Para além disso, foi possível realizar a conceptualização do Marketing de Afiliados e do E-mail Marketing, através de uma reunião minuciosa de bibliografia e terminologia utilizada na actividade quotidiana das respectivas áreas. O Marketing de Afiliados, enquanto ponte entre campanhas, empresas e anunciantes, que procuram atingir fontes de tráfego qualificadas, potenciadoras de leads e, posteriormente, vendas. O E-mail Marketing promocional, ou de aquisição, foi utilizado como canal de interacção com o consumidor final.
Através de um estudo de caso documental, em que se analisaram variáveis como o preço médio por clique e conversão, a taxa de cliques e conversões, a receita, o lucro ou o Retorno Sobre o Investimento, foi possível verificar um retorno positivo e uma competitividade equilibrada com outros meios de comunicação digital, nomeadamente o Google AdWords.
A remuneração baseada em performance permitiu, ainda, pagar apenas as acções finalizadas (como cliques ou leads) e obter custos igualmente ajustados ao rendimento da campanha, conferindo maior solidez e segurança a nível orçamental. Introduziu-se um outro conceito fluentemente utilizado em redes de afiliação, habitualmente designado de Marketing de Performance, que é preponderante ao longo de toda esta dissertação de mestrado.
With this master thesis, I had the goal of proving the profitability of specific Digital Marketing channels: E-mail Marketing and Affiliate Marketing. Analysing and controlling a real Digital Marketing campaign, in a business context and for a seven months period, was possible to observe a profitable performance and highly competitive upon another channels performance, as Search Engine Marketing Google AdWords. Furthermore, it was possible to do a conceptualization about Affiliate Marketing and E-Mail Marketing, through a meticulous bibliographic and terminology used during the daily activity of both of these areas: Affiliate Marketing as a link between campaigns, companies and publishers, that are looking for qualified traffic sources, enhancers of leads generation and, lately, sellings; Promotional E-mail Marketing was used as a final consumer interaction channel. Using a documentary study case, that were analysed variables as medium price per click and conversion, click and conversion rates, revenue, profit or Return on Investment, was possible to verify a positive profit and a high competitiveness level between Affiliate E-mail Marketing and another reference Digital Marketing communication channel, as Google AdWords. Performance-based payments allowed paying fairly, as the advertiser just pays for finished actions (as clicks, impressions or leads), to get adjusted costs to the campaign return, holding a bigger solidity and safety from a budget and financial view. It was introduced the concept Performance Marketing that is constantly present in affiliate markets and that is a very important concept used during this entire master thesis.
With this master thesis, I had the goal of proving the profitability of specific Digital Marketing channels: E-mail Marketing and Affiliate Marketing. Analysing and controlling a real Digital Marketing campaign, in a business context and for a seven months period, was possible to observe a profitable performance and highly competitive upon another channels performance, as Search Engine Marketing Google AdWords. Furthermore, it was possible to do a conceptualization about Affiliate Marketing and E-Mail Marketing, through a meticulous bibliographic and terminology used during the daily activity of both of these areas: Affiliate Marketing as a link between campaigns, companies and publishers, that are looking for qualified traffic sources, enhancers of leads generation and, lately, sellings; Promotional E-mail Marketing was used as a final consumer interaction channel. Using a documentary study case, that were analysed variables as medium price per click and conversion, click and conversion rates, revenue, profit or Return on Investment, was possible to verify a positive profit and a high competitiveness level between Affiliate E-mail Marketing and another reference Digital Marketing communication channel, as Google AdWords. Performance-based payments allowed paying fairly, as the advertiser just pays for finished actions (as clicks, impressions or leads), to get adjusted costs to the campaign return, holding a bigger solidity and safety from a budget and financial view. It was introduced the concept Performance Marketing that is constantly present in affiliate markets and that is a very important concept used during this entire master thesis.
Description
Versão Final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
E-mail marketing Marketing de afiliados Marketing de afiliação Publicidade online Marketing de performance Online advertising Performance marketing E-mail marketing Affiliate marketing Affiliation marketing