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Publication
Construção de Marcas no Ambiente Digital – R2C Consulting
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 16.43 MB | Adobe PDF |
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Abstract(s)
O presente relatório surge no âmbito da Unidade Curricular de Estágio do Mestrado em
Marketing Relacional. É focado no tema “Construção de marcas no ambiente digital” e
resulta da experiência adquirida ao longo de seis meses na R2C Consulting, uma PME
que atua nos setores de Marketing e Gestão. Com este estágio foi possível acompanhar
de forma próxima, os desafios enfrentados por uma pequena agência na implementação
de estratégias digitais para as suas marcas clientes, muitas das quais também PMEs em
fase de transição para o ambiente digital.
O relatório articula os conhecimentos teóricos adquiridos ao longo do percurso académico
com a prática profissional desenvolvida, abordando temas como marketing digital, gestão
de redes sociais, planeamento estratégico, produção de conteúdos e análise de métricas.
O contacto com ferramentas digitais como e-mail marketing, SEO, Google Ads,
plataformas de agendamento de conteúdos nas redes sociais e softwares de design e
edição permitiu desenvolver competências fundamentais e observar em contexto real, o
impacto direto destas práticas têm na construção e fortalecimento da presença digital das
marcas.
Adicionalmente, é feita uma reflexão acerca dos constrangimentos típicos de uma PME,
como a limitação de recursos humanos qualificados, orçamentos reduzidos, e limitações
tecnológicas, bem como a importância da integração conjunta do marketing digital e
ações de marketing tradicional com foco em atingir públicos diversificados. Esta
experiência reforçou a relevância do planeamento estratégico na comunicação das marcas
e evidenciou o papel das agências como agentes auxiliadores na transformação digital do
tecido empresarial em Portugal, como foco especial nas pequenas e médias empresas que
enfrentam dificuldades nos processos de digitalização.
This report was developed as part of the Internship curricular unit within the Master´s Degree in Relational Marketing. It focuses on the theme “Brand building in the digital environment” and is the result of six months of experience at R2C Consulting, an SME operating in the Marketing and Management sectors. This internship made it possible to closely follow the challenges faced by a small agency in implementing digital strategies for its client brands, many of which are also SMEs undergoing a transition to the digital environment. The report connects the theoretical knowledge acquired during the academic journey with the practical experience developed, addressing topics such as digital marketing, social media management, strategic planning, content production and performance analysis. The use of digital tools such as email marketing, SEO, Google Ads, content scheduling platforms, and design and editing software enabled the development of essential skills and provided insights into the real impact these practices have on building and strengthening a brand´s digital presence. Additionally, a reflection is made on the typical constraints of SMEs, such as the lack of qualified human resources, limited budgets, and technological challenges, as well as the importance of combining digital marketing with traditional marketing actions to reach diverse audiences. This experience highlighted the relevance of strategic planning in brand communication and reinforced the role of agencies as facilitators in the digital transformation of Portuguese businesses, with particular focus on small and mediumsized enterprises struggling with digitalization processes.
This report was developed as part of the Internship curricular unit within the Master´s Degree in Relational Marketing. It focuses on the theme “Brand building in the digital environment” and is the result of six months of experience at R2C Consulting, an SME operating in the Marketing and Management sectors. This internship made it possible to closely follow the challenges faced by a small agency in implementing digital strategies for its client brands, many of which are also SMEs undergoing a transition to the digital environment. The report connects the theoretical knowledge acquired during the academic journey with the practical experience developed, addressing topics such as digital marketing, social media management, strategic planning, content production and performance analysis. The use of digital tools such as email marketing, SEO, Google Ads, content scheduling platforms, and design and editing software enabled the development of essential skills and provided insights into the real impact these practices have on building and strengthening a brand´s digital presence. Additionally, a reflection is made on the typical constraints of SMEs, such as the lack of qualified human resources, limited budgets, and technological challenges, as well as the importance of combining digital marketing with traditional marketing actions to reach diverse audiences. This experience highlighted the relevance of strategic planning in brand communication and reinforced the role of agencies as facilitators in the digital transformation of Portuguese businesses, with particular focus on small and mediumsized enterprises struggling with digitalization processes.
Description
Keywords
Marketing digital Construção de marcas Redes sociais PMEs Comunicação estratégica