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- W2147409031 abstract "The constant advancement of technology and the effect that Internet gained over mankind, it becomes obvious that it is vital to use this resource in any organization to maintain active and competitive in the market. To this recent phenomenon, we name it digital marketing and although it is a new concept, it has already showed favorable results and it is increasingly awakening the need for more research by the marketers. Increasingly, organizations use this method to gain notoriety in the market, promoting their services or products and to be able to communicate with their customers, or potential customers. With the increasing use of the Internet, it becomes important to understand the mechanisms that it has and the respective impact it will have for the organization. The objective of this project was to develop a digital marketing plan for a project management system, under SaaS (Software as a Service), which has not yet been officially released in the market. The study focus is the digital marketing and the mechanisms that it offers, in order to increase the visibility and awareness of the service. For the development of the marketing plan an external analysis of the organization was made, in order to understand how one can differentiate themselves from competitors; then we proceeded to a market study that consisted of a benchmarking analysis of competing services and the development of qualitative and quantitative (surveys and interviews) analysis studies. Later the marketing strategy was defined, which consisted in the definition of the segmentation, target audience, positioning of the service and points of differentiation and parity. In the end, the 7 P of service were defined to characterize the service and product in seven basic characteristics (Product, Price, Place, Promotion, Physical Evidence, People and Process). The implementation of the proposed recommendations demonstrates a significant increase on its service visibility and the interest of some companies to test it. Criacao de um Plano de Marketing Digital para um Sistema de Gestao de Projetos no âmbito de SaaS" @default.
- W2147409031 created "2016-06-24" @default.
- W2147409031 creator A5047350307 @default.
- W2147409031 date "2014-10-17" @default.
- W2147409031 modified "2023-09-24" @default.
- W2147409031 title "Criação de um plano de marketing digital para um sistema de gestão de projetos no âmbito de SaaS" @default.
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- W2147409031 hasPublicationYear "2014" @default.
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