Os canais de comunicação e marketing num contexto business to business no setor dos media

  • Miguel de Almeida Afonso Gonçalves (Student)

Student thesis: Master's Thesis


Last century’s technological revolution allowed the world to go entirely digital during the present XXI century. As it is commonly praised, the Internet era has not only changed the information accessibility efficiency, but has also renewed the way humans and companies relate and communicate. Nevertheless, acknowledging the organizational environment as conservative and traditional, how did this revolution impact the communication and relationship amongst organizations?Focusing on the adoption and use of both digital and traditional communication and marketing tools within the business-to-business market, as well as identifying digital marketing dynamics according to the market segmentation, the results of this investigation are come from the data analysis of ten interviews to media companies’ marketing and communication’s head of department. The selection of this particular industry was carefully thought, as these organizations have been usually leading the way to new communications technologies, besides having an advanced, mature and experienced digital strategy in the business-to-consumer market.The main results indicate that communication and marketing digital strategies in B2B markets are not favored, since digital strategies and tools are often less direct, which is a disadvantage in B2B markets as communication must be, whenever possible, direct, customized and intimate.Thus, on the one hand, in some cases noted in this investigation, there is a clear and significant interdependent use of both traditional and digital communication and marketing tools and channels. On the other hand, traditional tools are clearly preferred over digital approaches. Nonetheless, some situations proved that B2C and B2B communication and marketing strategies might merge at times, which also indicates that digital communication and marketing may also play a submissive role of influence within the B2B environment as well.
Date of Award11 Jan 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Goulart Brandão (Supervisor)


  • Business-to-Business
  • Digital marketing
  • Market segmentation
  • Communication and marketing strategy
  • Media


  • Mestrado em Ciências da Comunicação

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