Comunicação digital como ferramenta para atração do consumidor no mercado B2B

Abstract

Over time, there has been an increasing influence of technologies in society, which hasresulted in a significant change in the way people relate to each other and to companies. Theexplosion of product options and digital channels has revealed implications for thepurchasing process and marketing. Increasingly, the consumer takes control of the processand actively seeks information that he considers useful for his consumption decision process(Court, Elzinga, Mulder, & Vetvik, 2009).This more attentive and informed consumer compelled organizations to adapt theirmarketing strategies and find new methodologies in a more complex and digital world. Itwas in this sense that Seprem felt the need to integrate itself into the online world, valuingcontent marketing strategies.Thus, throughout this Report, we explored and crossed the topics of content marketingand social media marketing as successful auxiliaries for Seprem Communication, thecompany that hosted the internship. This study made it possible to highlight the importanceof incorporating content marketing in its strategies, with the aim of attracting consumers,and awakening in them the interest of looking for the brand. It was also found that theconsumer interaction tools on social networks that work best for the organization under studyare: private messages, videos, equipment campaigns (on sale or with some additional offers)and stories.

Date of Award	29 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa