A influência do mundo digital nas Agências de Publicidade
Data
2022-01-13
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O aparecimento da internet gerou um fenómeno de globalização, nascendo assim o mundo digital, que trouxe grandes transformações à sociedade. Nas empresas a história não é diferente, onde comunicar recorrendo apenas aos meios tradicionais já não é suficiente. O seu grande foco está agora nos meios online, marcando a sua presença através de estratégias de marketing digital 4.0 focadas no consumidor. Consumidor esse também ele digital, mais exigente e com uma postura ativa no processo de comunicação das empresas, que passaram a estar também presentes nos meios onde o consumidor está, como é o caso das redes sociais. É nesse sentido, que se aborda aqui os conceitos de marketing de conteúdo e marketing de influência. O presente relatório pretende apresentar a evolução do marketing e publicidade tradicional para a digital, caracterizando o novo consumidor digital, as suas motivações e de que forma é que as marcas criam estratégias de marketing e publicidade adaptadas às suas necessidades e expetativas; por outro lado, importa também saber quais os desafios que isso traz aos profissionais da área nas agências de publicidade, onde o consumidor está no centro das estratégias das marcas e tem nas suas mãos um poder como nunca antes teve. É aqui também apresentado o relatório de estágio que resultou da experiência da realização do estágio curricular de aproximadamente 7 meses que decorreu na empresa Celeuma Creative Agency, no departamento de Comunicação e Marketing. Aí, realizaram-se tarefas como criação de conteúdo e gestão de redes sociais; gestão e criação de conteúdo de backoffice; criação e atualização de bases de dados; telemarketing; criação de briefings e planos de comunicação/marketing; realização e participação em estratégias de branding.
The emergence of the internet generated a phenomenon of globalization, thus giving birth to the digital world, which brought great changes to society. In companies, the story is no different, where communicating using only traditional means is no longer enough. Its main focus is now on online media, making its presence felt through digital 4.0 marketing strategies focused on the consumer. This consumer is also digital, more demanding and with an active posture in the communication process of companies, which are now also present in the media where the consumer is, such as the case of social networks. It is in this sense that the concepts of content marketing and influence marketing are approached here. This report intends to present the evolution of traditional to digital marketing and advertising, characterizing the new digital consumer, their motivations and how brands create marketing and advertising strategies adapted to their needs and expectations; on the other hand, it is also important to know what challenges this brings to professionals in the area in the advertising agencies, where the consumer is at the center of the brands' strategies and has in their hands a power like never before. The internship report that resulted from the experience of carrying out the curricular internship of approximately 7 months that took place at the company Celeuma Creative Agency, in the Communication and Marketing department, is also presented here. There were developed tasks such as: content creation and social media management; management and content creation in backoffice plataforms; creation and update of databases; telemarketing; creation of briefings and communication/marketing plans; achievement and participation in branding strategies.
The emergence of the internet generated a phenomenon of globalization, thus giving birth to the digital world, which brought great changes to society. In companies, the story is no different, where communicating using only traditional means is no longer enough. Its main focus is now on online media, making its presence felt through digital 4.0 marketing strategies focused on the consumer. This consumer is also digital, more demanding and with an active posture in the communication process of companies, which are now also present in the media where the consumer is, such as the case of social networks. It is in this sense that the concepts of content marketing and influence marketing are approached here. This report intends to present the evolution of traditional to digital marketing and advertising, characterizing the new digital consumer, their motivations and how brands create marketing and advertising strategies adapted to their needs and expectations; on the other hand, it is also important to know what challenges this brings to professionals in the area in the advertising agencies, where the consumer is at the center of the brands' strategies and has in their hands a power like never before. The internship report that resulted from the experience of carrying out the curricular internship of approximately 7 months that took place at the company Celeuma Creative Agency, in the Communication and Marketing department, is also presented here. There were developed tasks such as: content creation and social media management; management and content creation in backoffice plataforms; creation and update of databases; telemarketing; creation of briefings and communication/marketing plans; achievement and participation in branding strategies.
Descrição
Relatório de Estágio Curricular 2º. Ciclo de Ciências da Comunicação
Palavras-chave
Meios Digitais , Marketing digital