Loading...
Publication
A estratégia de marketing digital: estudo de caso: Padaria Confeitaria Aipal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.75 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este projeto de mestrado visa o desenvolvimento de uma estratégia de marketing digital para a Padaria e Confeitaria Aipal, uma empresa local de Espinho, com o objetivo de expandir a visibilidade da marca e fortalecer a relação com os seus clientes através de uma comunicação mais eficaz nas redes sociais. Dada a crescente importância das plataformas digitais, especialmente para negócios locais com uma tradição consolidada, a investigação procurou explorar a melhor forma de posicionar a Aipal no ambiente online, especificamente nas plataformas Facebook e Instagram. A metodologia adotada foi o estudo de caso, ancorada numa entrevista detalhada com o proprietário da Aipal para compreender as necessidades e expectativas da empresa em relação ao marketing digital. A análise dos dados resultou em um diagnóstico das práticas atuais e identificou as oportunidades de melhoria, focando-se na criação de conteúdos visuais apelativos e na promoção de campanhas temáticas para atrair um público mais jovem, além de fortalecer a fidelização de clientes mais tradicionais. A estratégia desenvolvida inclui um conjunto de campanhas sazonais e uma presença digital renovada que visa aumentar a interação dos seguidores. Os resultados obtidos evidenciam que uma presença ativa e estratégica nas redes sociais pode contribuir significativamente para o reconhecimento e crescimento da Aipal. A implementação das recomendações propostas permite à empresa captar a atenção de novos clientes, ao mesmo tempo que reforça a lealdade dos consumidores existentes. As conclusões finais destacam a importância de monitorizar o desempenho da estratégia através de KPIs específicos, como a taxa de engagement e o crescimento de seguidores, permitindo ajustar a estratégia de acordo com o comportamento e as preferências do público-alvo.
This master's project aims to develop a digital marketing strategy for "Padaria e Confeitaria Aipal," a local bakery and pastry shop in Espinho, to enhance brand visibility and strengthen customer relationships through more effective social media communication. Given the growing importance of digital platforms, particularly for established local businesses, this research seeks to explore the most effective way to position Aipal in the online environment, specifically on Facebook and Instagram. The methodology applied was a case study anchored in a detailed interview with Aipal's owner to understand the company's needs and expectations regarding digital marketing. Data analysis provided a diagnosis of current practices and identified improvement opportunities, focusing on creating appealing visual content and promoting themed campaigns to attract a younger audience while reinforcing loyalty among traditional customers. The strategy developed includes a set of seasonal campaigns and a renewed digital presence aimed at increasing follower engagement. Findings indicate that an active and strategic presence on social media can significantly contribute to Aipal's brand recognition and growth. Implementing the proposed recommendations enables the company to capture the attention of new customers while strengthening the loyalty of existing ones. The final conclusions highlight the importance of monitoring strategy performance through specific KPIs, such as engagement rate and follower growth, to adapt the strategy according to target audience behaviour and preferences.
This master's project aims to develop a digital marketing strategy for "Padaria e Confeitaria Aipal," a local bakery and pastry shop in Espinho, to enhance brand visibility and strengthen customer relationships through more effective social media communication. Given the growing importance of digital platforms, particularly for established local businesses, this research seeks to explore the most effective way to position Aipal in the online environment, specifically on Facebook and Instagram. The methodology applied was a case study anchored in a detailed interview with Aipal's owner to understand the company's needs and expectations regarding digital marketing. Data analysis provided a diagnosis of current practices and identified improvement opportunities, focusing on creating appealing visual content and promoting themed campaigns to attract a younger audience while reinforcing loyalty among traditional customers. The strategy developed includes a set of seasonal campaigns and a renewed digital presence aimed at increasing follower engagement. Findings indicate that an active and strategic presence on social media can significantly contribute to Aipal's brand recognition and growth. Implementing the proposed recommendations enables the company to capture the attention of new customers while strengthening the loyalty of existing ones. The final conclusions highlight the importance of monitoring strategy performance through specific KPIs, such as engagement rate and follower growth, to adapt the strategy according to target audience behaviour and preferences.
Description
Keywords
Marketing digital Redes sociais Estratégia de comunicação Social media marketing Marketing de conteúdo Confeitaria Padaria Digital marketing Social media Communication strategy Content marketing Bakery Pastry