Marketing digital para a aquisição de clientes e criação de notoriede de marca

Abstract

Digital marketing has significantly grown in recent years and changed the communication landscape. Digital marketing has become critical for brand communication. Local accommodation support platforms saw the growth of the Internet as an opportunity to expand their business and reach their customers more easily. The use of social networking sites (SNS) is considered essential for interacting with customer and creating closer customer relationships. Local accommodation has significantly grown in recent years, and hence many property owners felt the need for support to their business activities. SNS are used to reach potential customers of local accommodation platforms. Through SNS, the platforms can show their knowledge about the industry. Moreover, these new communication alternatives have facilitated the process of customer acquisition and knowledge transmission. Indeed, Social media marketing is very in this industry as it offers efficient and effective alternatives for communicating content. For this study, we used a case study methodology, and analyzed four support platforms for local accommodation, namely: Hostogether, Hostaway, Rentivo and Lodgify. We analyzed the communication of these four platforms in Facebook, Twitter and through their official blogs during a month, in order to understand how they communicate in SNS and what content is most attractive to their followers. Through the analysis, it was possible to conclude that platforms need to continuously and consistently invest in SNS, and when that, well structured, SNS communication can positively influence the acquisition of customers and brand awareness.

Date of Award	2 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)