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Estratégias digitais para alcançar nichos de mercado
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A era digital veio revolucionar a forma como os consumidores interagem com as marcas e com os seus produtos. Agora, a interação é em tempo real, feita através de diferentes dispositivos e a partir de qualquer lugar, fortalecendo o consumidor digital como decisor e influenciador absoluto.
Pequenos negócios que atuam sobre nichos de mercado encontram dificuldades acrescidas, primeiro porque atuam para uma base reduzida de clientes, o que significa que a sua procura é menor; e em segundo, porque não dispõem de meios e ferramentas suficientes para comunicar em grandes e diferentes canais.
O Kansha - Restaurante Vegetariano é um destes negócios e está dependente da estratégia digital para revolucionar a forma como alcança e interage com o seu público. De forma a produzir produtos digitais focados no público-alvo, surgiu a oportunidade para aliar conhecimentos de design centrado no utilizador à estratégia de marketing digital, tendo-se provado que tanto o profissional de marketing, como o negócio, beneficiam destas sinergias.
Foi possível demonstrar que ao selecionar os canais online mais indicados e trabalhar sobre estes desenvolvendo produtos digitais focados nas necessidades e expectativas dos utilizadores, consegue-se contribuir para a divulgação de um negócio no meio digital e chegar ao público de forma mais adequada.
Esta investigação provou que, ao colocar o potencial cliente do Kansha no centro das ações de design e marketing do restaurante, é possível validar a metodologia de design centrado no utilizador como ferramenta auxiliar na estratégia digital de um negócio, o que valoriza a interação entre empresa e o seu público.
The digital age has revolutionized the way consumers interact with brands and their products. Nowadays, the interaction is in real time, done across different devices and from anywhere, empowering the digital consumer as an absolute decision maker and influencer. Small businesses that operate in niche markets face additional difficulties, first because they work for a small customer base, which means their demand is lower; and second, because they do not have sufficient means and tools to communicate on large and different channels. Kansha - Vegetarian Restaurant is one of these businesses, and relies on a digital strategy to revolutionize the way it reaches and interacts with its audience. In order to produce digital products focused on the target audience, the opportunity arose to combine user-centered design knowledge with digital marketing strategy, and it has been proven that both marketer and business benefit from these synergies. It was demonstrated that by selecting the most suitable online channels and working on them by developing digital products focused on the needs and expectations of users, it is possible to contribute to the dissemination of a business in the digital environment and reach the public in a more appropriate way. This research proved that by placing Kansha's potential customer at the center of the design and marketing activities for the restaurante, it is possible to validate user-centered design methodology as an auxiliary tool in the digital strategy of a business, which values the interaction between the company and its public.
The digital age has revolutionized the way consumers interact with brands and their products. Nowadays, the interaction is in real time, done across different devices and from anywhere, empowering the digital consumer as an absolute decision maker and influencer. Small businesses that operate in niche markets face additional difficulties, first because they work for a small customer base, which means their demand is lower; and second, because they do not have sufficient means and tools to communicate on large and different channels. Kansha - Vegetarian Restaurant is one of these businesses, and relies on a digital strategy to revolutionize the way it reaches and interacts with its audience. In order to produce digital products focused on the target audience, the opportunity arose to combine user-centered design knowledge with digital marketing strategy, and it has been proven that both marketer and business benefit from these synergies. It was demonstrated that by selecting the most suitable online channels and working on them by developing digital products focused on the needs and expectations of users, it is possible to contribute to the dissemination of a business in the digital environment and reach the public in a more appropriate way. This research proved that by placing Kansha's potential customer at the center of the design and marketing activities for the restaurante, it is possible to validate user-centered design methodology as an auxiliary tool in the digital strategy of a business, which values the interaction between the company and its public.
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Marketing de nicho Estratégia digital Estratégias de marketing online Consumidor digital Design centrado no utilizador Niche market Digital consumer Online marketing strategies User centered design Digital strategy