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Advisor(s)
Abstract(s)
A Internet tem sido um meio ao serviço do marketing, uma vez que constitui um espaço onde
está conectada uma ampla e extensa audiência. Desta forma o marketing digital tem vindo a
utilizar instrumentos que permitem manter uma relação contínua entre empresas e os seus
clientes, tendo o marketing direto evoluído para a aplicação de conceitos e técnicas mais
próximos do marketing de relacionamento ou CRM (Customer Relationship Management). As
tendências que temos sentido ao nível do comportamento de compra do consumidor, têm
colocado o poder de ação mais centrado nele próprio, pelo que temos verificado através da
segmentação online que é o cliente que determina a que segmento pertence. O Inbound
Marketing tem vindo a captar a atenção dos marketeers, uma vez que apresenta uma nova visão
que se baseia em captar o interesse das pessoas e fazer com que os potenciais clientes procurem
e encontrem as empresas.
Temos igualmente sentido novos comportamentos que têm sido moldados pelas novas
tecnologias e que nos têm tornado mais abertos para o mundo e mais colaborativos. Daí têm
surgido plataformas de colaboração virtual que procuram conectar vários especialistas no
mundo, no sentido de cocriarem soluções que sejam benéficas e resolvam desafios ambientais,
sociais e económicos, como é o caso, da Solved – The Cleantech Company, empresa sediada na
Finlândia e que tem uma filial na Eslováquia, Bratislava onde o estágio referente a este relatório
foi efetuado.
Durante o estágio foram denotados determinados constrangimentos que punham em causa a
concretização do pleno potencial da empresa. Assim, foram ponderadas e trabalhadas as
respetivas soluções, com a elaboração de um plano estratégico e de ação de marketing, tendo
em conta a metodologia de Inbound Marketing. Espera-se com isto obter os seguintes
resultados: inversão do processo de angariação de clientes; captação de novos leads com a
otimização do website e blog; departamentos de marketing e vendas integrados na estratégia
de Inbound Marketing; expansão da visibilidade da marca e comunidade Solved; certificação
online e preparação de potenciais clientes e especialistas da comunidade como gestores e
coordenadores de projeto virtual.
The Internet has been a way to serve marketing since it is a space where a wide and extensive audience is connected. In this way digital marketing has been using tools that allow us to maintain a continuous relationship between companies and their customers, having direct marketing evolved to apply concepts and techniques closer to relationship marketing or CRM (Customer Relationship Management). The trends that we have felt at the level of consumer buying behavior have put the power of action more centered on itself, so we have verified through the online segmentation that is the customer that determines which segment belongs. Inbound Marketing has been catching the attention of marketeers since it presents a new vision based on capturing people's interest and getting potential customers searching and finding the companies. New behaviors have been shaped by new technologies and have made us more open to the world and more collaborative. This has led to the emergence of virtual collaboration platforms that seek to connect several experts around the world to co-create solutions that are beneficial and solve environmental, social and economic challenges, such as Solved - The Cleantech Company, a company based in Finland that has a branch in Slovakia, Bratislava where the internship related to this report took place. During the internship, some factors were strangling the full potential of the company's. Thus, solutions were considered and worked out, with the elaboration of a strategic plan and marketing action, taking into account the methodology of Inbound Marketing, from which it is expected that their application will lead to the following results: customer acquisition, customer start to look for the company; capturing new leads with website and blog optimization; marketing and sales departments integrated into the strategy of Inbound Marketing; expanding the visibility of the Solved brand and community, and online certification and preparation of potential clients and community experts as virtual project managers and coordinators.
The Internet has been a way to serve marketing since it is a space where a wide and extensive audience is connected. In this way digital marketing has been using tools that allow us to maintain a continuous relationship between companies and their customers, having direct marketing evolved to apply concepts and techniques closer to relationship marketing or CRM (Customer Relationship Management). The trends that we have felt at the level of consumer buying behavior have put the power of action more centered on itself, so we have verified through the online segmentation that is the customer that determines which segment belongs. Inbound Marketing has been catching the attention of marketeers since it presents a new vision based on capturing people's interest and getting potential customers searching and finding the companies. New behaviors have been shaped by new technologies and have made us more open to the world and more collaborative. This has led to the emergence of virtual collaboration platforms that seek to connect several experts around the world to co-create solutions that are beneficial and solve environmental, social and economic challenges, such as Solved - The Cleantech Company, a company based in Finland that has a branch in Slovakia, Bratislava where the internship related to this report took place. During the internship, some factors were strangling the full potential of the company's. Thus, solutions were considered and worked out, with the elaboration of a strategic plan and marketing action, taking into account the methodology of Inbound Marketing, from which it is expected that their application will lead to the following results: customer acquisition, customer start to look for the company; capturing new leads with website and blog optimization; marketing and sales departments integrated into the strategy of Inbound Marketing; expanding the visibility of the Solved brand and community, and online certification and preparation of potential clients and community experts as virtual project managers and coordinators.
Description
Keywords
Cleantech Inbound Marketing Leads Plataformas de Cocriação Solved Sustentabilidade