Comunicação online no sector da corretagem em Portugal

Abstract

This research aims to understand how financial sector is taking advantage of the consumers approach to online universe. In fact, several studies demonstrate adherence to online banking (distribution channel), and the importance that the internet has in consumer decision-making process.Thus, in this investigation, we will analyze in detail the online communication strategy of financial institutions – particularly of GoBulling brand – and understand if they are taking advantage of the full potential that the internet offers them.In this context, we found that pay per click advertising, and exploitation of Google Adwords (SEA techniques) are common practices in the financial sector. On the other hand, online public relations tools are not sufficiently exploited yet by brokerage brands, which do not use their own means for disseminating press releases. Online sales promotions offer the use of online trading platforms samples. Regarding email marketing – one of the tools being preferred by costumers - is already used more frequently in this sector. In respect to personal selling, the concept of digital body language has recently emerged but this tool is still underused, neglecting data that could be important for defining key strategies for future communications.Finally, it is concluded that despite the revolution of internet in financial marketing, there still exists a wide margin to improvement in regard to the practice of a more personalized marketing (using data to which the brokers have access), and the exploitation of the speed the internet offers operation speed of the internet provides through tools such as new feeds.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)