A importância do e-mail marketing e das mídias sociais em uma estratégia de comunicação multicanal

Abstract

Across the years the importance of internet as communication channel in Brazil and worldwide has only grown. The following consequence of that developing made many internet based services that attracted attention of the market, such as Email Marketing, Social Media, Price Comparators and many others. As result of the variety of options available, the marketing professional can find obstacles in the choice of which one to use in an online marketing campaign. This work have the objective of contrast the E-mail Marketing and the Social Medias from other marketing channels through a research made with professionals of digital marketing area. Based in seven questions, the research target to show from the point of view of the respondent professionals the analyzed marketing channels and make a statistic data base. The conclusions made from statistic data originated from the research can be used by the marketing professionals as a base for their decision of which are the best for their work strategy. This analysis looked to show for the marketing campaign managers the key features of each one of the chosen marketing channels, to help them reaching better results. The interview with professionals of the marketing area was the way chosen to discover in which communication channels they are investing their effort, making a substantial base of learning for new professionals. In this work, were highlighted the following communication channels: E-mail Marketing, Social Medias, Mobile, Media Display, Search Tools and Price Comparators, but, only E-mail Marketing and Social Medias had a detailed study, the reason is that according to the research, they were the ones with higher investment made by the marketing professionals. For the practicality and fast obtention of data, this research was made with 1700 people that answered an online survey