O impacto do marketing digital no posicionamento de uma marca no mercado

: estudo de caso da marca Lacatoni

Abstract

The marketing area evolves as technology evolves, making the market increasinglycompetitive and demanding by consumers, more attentive and informed, with constantchanges in behavior. Since the emergence of the internet and information technologies, theterm digital marketing has gained strength, being an area recognized at an academic andprofessional level, being implemented, in practice, as a strategic plan for several businesses.Within the discipline of marketing, there are other aspects that reinforce the value and imageof the company before consumers, namely content marketing, capable of establishing anemotional relationship between brand and customer, providing total trust in the brand.Sometimes, not only the presentation of the product itself can be enough, showing specialcare for certain social causes or even celebratory days, it can create a positive image of thosewho see it and become emotionally involved with the brand. Considering this aspect of marketing, the present work focuses on the digital strategyin social networks, a vehicle capable of reaching everyone, involving all the procedures,tools and techniques explored in the context of curricular internship. It should be noted thesupport of digital tools such as Meta Business Suite on social networks, to obtain results andhelp in the segmentation of the digital market of a business, also producing material for thisproject to be possible. All the material was extracted through the experience of a curricular internship at Lacatoni, lasting four months, where the techniques learned in theory were putinto practice, in terms of content management.

Date of Award	7 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Emília Simão (Supervisor)