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Abstract(s)
As empresas estão a optar, cada vez mais, por desenvolver acções de Marketing
experiencial centradas no benefício dos consumidores, em detrimento de uma
abordagem mais tradicional baseada na comunicação dos atributos funcionais dos seus
produtos. Os consumidores procuram produtos, acções de comunicação e campanhas de
Marketing que façam apelo aos seus sentidos. As empresas devem, deste modo, preocupar-se em promover os seus produtos ou a sua imagem através de experiências inovadoras, relevantes e divertidas, apelando às sensações e emoções.
Nesta perspectiva, os avanços tecnológicos e o entretenimento adquirem um papel de
relevo ao possibilitarem a utilização de ferramentas e meios que possibilitam
proporcionar essas experiências aos consumidores. As indústrias criativas surgem então como uma aliança valiosa no desenvolvimento de acções publicitárias, possibilitando alcançar os consumidores nos seus momentos de diversão, permitindo que os
anunciantes associem a sua marca a experiências positivas e diferenciem a mensagem comunicada.
O estudo de caso apresentado centra-se na análise de uma empresa Portuguesa considerada como Gazela High Tech de referência, que tem vindo a desenvolver um
esforço de I&D orientado para a oferta de soluções inovadoras com uma forte
componente tecnológica para várias áreas de actividade, de entre as quais se destaca a
publicidade em indústrias criativas. A empresa diferencia os seus produtos e serviços através de um investimento considerável em I&D, bem como por intermédio da criação de acções experienciais e acções publicitárias não tradicionais. Os resultados obtidos sugerem que as acções de Marketing experiencial e de publicidade em indústrias criativas são uma fonte efectiva de diferenciação, podendo igualmente ser fonte de vantagem competitiva, mediante o reforço da experiência de entretenimento do
consumidor.
The companies are, increasingly more, choosing to develop actions of experiential Marketing centered in the benefit of the consumers, instead of a more traditional approach based in the communication of the functional attributes of their products. The consumers are looking for products, communication actions and Marketing campaigns that appeal to their senses. This way, the companies should be concerned in promoting their products or their image through innovative, relevant and entertaining experiences, appealing to sensations and emotions. In this perspective, the technological advances and the entertainment acquire a considerable role by making possible the utilization of instruments and means that allow the companies to provide those experiences to the consumers. The creative industries emerge as a valuable alliance in the development of advertising actions, allowing the advertisers to reach the consumers in their moments of diversion, associating the brands with positive experiences and differentiating the message communicated. The case study presented is focused on the analysis of the Portuguese company considered as a reference High Tech Gazelle that has been developing an effort of R&D focused on the supply of innovative solutions with a strong technological component to several areas of activity, from which it is possible to stand out advertising in creative industries. The company differentiates its products and services through a considerable investment in R&D, as well as through the elaboration of experiential actions and the creation of non-traditional advertising actions. The results obtained suggest that the actions of experiential Marketing and advertising in creative industries are a source of differentiation. It can also be a source of competitive advantage, if it reinforces the entertainment experience of the consumer.
The companies are, increasingly more, choosing to develop actions of experiential Marketing centered in the benefit of the consumers, instead of a more traditional approach based in the communication of the functional attributes of their products. The consumers are looking for products, communication actions and Marketing campaigns that appeal to their senses. This way, the companies should be concerned in promoting their products or their image through innovative, relevant and entertaining experiences, appealing to sensations and emotions. In this perspective, the technological advances and the entertainment acquire a considerable role by making possible the utilization of instruments and means that allow the companies to provide those experiences to the consumers. The creative industries emerge as a valuable alliance in the development of advertising actions, allowing the advertisers to reach the consumers in their moments of diversion, associating the brands with positive experiences and differentiating the message communicated. The case study presented is focused on the analysis of the Portuguese company considered as a reference High Tech Gazelle that has been developing an effort of R&D focused on the supply of innovative solutions with a strong technological component to several areas of activity, from which it is possible to stand out advertising in creative industries. The company differentiates its products and services through a considerable investment in R&D, as well as through the elaboration of experiential actions and the creation of non-traditional advertising actions. The results obtained suggest that the actions of experiential Marketing and advertising in creative industries are a source of differentiation. It can also be a source of competitive advantage, if it reinforces the entertainment experience of the consumer.
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Keywords
Marketing experiencial Publicidade - Indústrias criativas