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Advisor(s)
Abstract(s)
O mercado da decoração de luxo tem grande relevância no tecido empresarial mundial. Uma das estratégias de promoção digital utilizadas para dinamizar a relação das marcas com os clientes e potenciais clientes é o email marketing, através do envio de newsletters.
Este estudo pretende avaliar a eficácia do uso desta técnica de marketing digital no mercado da decoração de luxo do Reino Unido. Através da utilização de um questionário 97 empresas do sector, evidenciaram as suas práticas na utilização desta ferramenta.
Estes dados permitiram avaliar os elementos da newsletter que mais influenciam a resposta dos leitores e as suas reações aos mesmos. Dos resultados revelados, evidencia- se que a frequência do envio da newsletter tem influência positiva nos objetivos da empresa. É também notório o uso desta ferramenta como método de comunicação de novos produtos e promoção de projetos das empresas. Percebe-se que esta ferramenta ainda não tem o seu uso generalizado, podendo no futuro apresentar-se como solução para a melhoria de relacionamento entre empresas e os seus clientes.
A revisão bibliográfica suporta o contexto onde este estudo se desenvolve evidenciando a utilização estratégica da newsletter ao longo do tempo. No final do estudo apresentam- se limitações e futuras possibilidades de melhoria no uso desta ferramenta para a gestão das empresas do mercado.
The luxury decoration market has great relevance in the global business fabric. One of the digital promotion strategies used to boost the relationship of brands with customers and potential customers is email marketing, by sending newsletters. This study aims to evaluate the effectiveness of the use of this digital marketing technique in the UK luxury décor market. Using a questionnaire 97 companies in the sector, highlighted their practices in the use of this tool. This data made it possible to evaluate the newsletter elements that most influence the readers' response and their reactions to it. From the results revealed, it is evident that the frequency of sending the newsletter has a positive influence on the company's objectives. It is also notable the use of this tool as a method of communicating new products and promoting company projects. It is perceived that this tool is not yet in widespread use, and that in the future it may present itself as a solution to improve the relationship between companies and their customers. The literature review supports the context in which this study is developed, highlighting the strategic use of the newsletter over time. At the end of the study, limitations and future possibilities for improvement in the use of this tool for the management of companies in the market are presented.
The luxury decoration market has great relevance in the global business fabric. One of the digital promotion strategies used to boost the relationship of brands with customers and potential customers is email marketing, by sending newsletters. This study aims to evaluate the effectiveness of the use of this digital marketing technique in the UK luxury décor market. Using a questionnaire 97 companies in the sector, highlighted their practices in the use of this tool. This data made it possible to evaluate the newsletter elements that most influence the readers' response and their reactions to it. From the results revealed, it is evident that the frequency of sending the newsletter has a positive influence on the company's objectives. It is also notable the use of this tool as a method of communicating new products and promoting company projects. It is perceived that this tool is not yet in widespread use, and that in the future it may present itself as a solution to improve the relationship between companies and their customers. The literature review supports the context in which this study is developed, highlighting the strategic use of the newsletter over time. At the end of the study, limitations and future possibilities for improvement in the use of this tool for the management of companies in the market are presented.
Description
Keywords
Email marketing Newsletter Retenção de clientes Marketing relacional Decoração de luxo Comunicação digital Client retention Digital communication Luxury decoration Relational marketing