Estratégia digital de marketing de conteúdos

: estudo de caso "Nestlé Cozinhar"

Abstract

The content marketing is not new but has gained in recent years, particular importance by many companies who want to create and distribute valuable and relevant content to a specific audience. In a competitive world, consumers are becoming less receptive to invasive advertising message and without any kind of purpose to their lives. As such, the content marketing is helping many brands to establish or strengthen links with their consumers, delivering relevant content, personalized and that add excitement to their lives. This report, based on a stage prepared at Ogilvy Portugal, aims to analyze the importance of a digital content marketing strategy oriented for the different goals of each brand. This will analyze the case study “Nestlé Cozinhar”, an interactive digital platform with a consistent content marketing strategy.

Date of Award	2 Feb 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)