Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.

Digital marketing has been changing continuously and rapidly since the introduction of Web 2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users in their digital marketing by providing with interactive contents in digital campaigns. The digital campaigns are getting more converge with SNS (social networking sites) in order to let the user share the content with others and therefore the e-WOM (electronic word of mouth) helps the companies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014). The interactive content in the digital campaigns have shown to provide for engaged users and therefore leads to loyal users. The reason for this has its roots in the culture of consumption that has brought our everyday consumption to a whole new level where we no longer just consumes a product, we are the brand (Davis, 2013). The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elements that companies use to engage the user to interact with the content of the digital campaigns. The study is based on four digital campaigns in four different market areas in order to provide with an overall picture of how companies work with interactive and rhetorical elements. Thus the study falls into the area of marketing and branding. The study is conducted with a qualitative content analysis and a rhetorical analysis in order to interpret the interactive and rhetorical elements in the four digital campaigns. Our goal for this study is therefore not to see to what the digital campaigns in the study has failed on, neither to create a new theoretical framework. Finally, a few conclusions of the interactive and rhetorical elements are drawn. First of all, the study showed that in order to engage users in digital campaigns the content needs to respond fast. The interactive parts, such as toolbars and various clickable icons, needs to engage the user. Also, the digital campaigns in the study all showed the rhetorical element pathos, which appeared in their attempts to persuade the user. Thus makes the rhetorical elements in the digital campaigns important so that the users will feel an urge to engage with the content.

As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. Marketers must adapt their efforts to recruiting young people even before they attend college as this focused cohort tend to make career plans early. As today’s teenagers have been using digital media constantly since they grew up, they are frequently called digital natives. They perceive social networking sites, where they can communicate with friends and exchange information with people all over the world, as essential parts of their lives. This makes social networks great promotional tools, as digital natives share experiences and opinions about products and services online, creating a kind of electronic word-of-mouth, which is characterized as the future of social media marketing communications. To investigate in what ways digital natives’ absorb online marketing, the purpose of this research is to provide a better understanding of how technical high schools can address digital marketing activities to attract more students. The thesis was compiled after inquiries from the Swedish nationwide senior high school Teknikcollege, and it is conducted as a quantitative explanatory study, where primary data was collected through an online questionnaire distributed among junior high school students in Luleå and Överkalix. A total of 239 answers were collected and 182 answers were analyzed using statistical techniques. The results suggested that senior high schools should focus their online marketing efforts on visual social media channels, and that people based trust is the most important factor when using the peripheral route to persuade digital natives.

Submitted by Valdinei Souza (neisouza@hotmail.com) on 2016-12-19T22:03:53Z No. of bitstreams: 1 Nivea Camara Rocha de Souza - DISSERTACAO.pdf: 4319679 bytes, checksum: f28f82c8e0d2a87cf211a4ae049d6430 (MD5) / Approved for entry into archive by Urania Araujo (urania@ufba.br) on 2017-01-13T21:00:34Z (GMT) No. of bitstreams: 1 Nivea Camara Rocha de Souza - DISSERTACAO.pdf: 4319679 bytes, checksum: f28f82c8e0d2a87cf211a4ae049d6430 (MD5) / Made available in DSpace on 2017-01-13T21:00:34Z (GMT). No. of bitstreams: 1 Nivea Camara Rocha de Souza - DISSERTACAO.pdf: 4319679 bytes, checksum: f28f82c8e0d2a87cf211a4ae049d6430 (MD5) / Esta pesquisa objetiva analisar a importância da utilização das ferramentas da Web 2.0 pelas bibliotecas universitárias públicas da cidade de Salvador para divulgação de seus serviços, acervo e atividades, com vistas a potencializar a comunicação com os usuários,promover o acesso a informação e atrair novos visitantes. A Web 2.0, também conhecida como Web Social, viabiliza várias interfaces digitais que podem ser utilizadas pelas bibliotecas como forma de mediação e interação com os usuários, além de propiciar o marketing digital. Em relação ao objetivo a pesquisa se caracteriza como descritiva, com uma abordagem de natureza qualitativa, que se deu a partir do método de levantamento bibliográfico, pesquisa documental associado ao método de casos múltiplos. Para a obtenção das informações optou-se pela adoção da técnica de entrevistas semi-estruturadas. Após a análise dos dados os resultados foram confrontados com o referencial teórico, na perspectiva de investigar a importância utilização das ferramentas de Web 2.0 para promover o acesso à informação propiciado através do marketing digital nas bibliotecas universitárias públicas de Salvador. Os resultados demonstraram que todas as bibliotecas universitárias públicas de Salvador adotam ao menos uma ferramenta de Web 2.0 para promover o acesso a informação e divulgar seus serviços. De acordo com os entrevistados a utilização dessas ferramentas de Web 2.0 traz diversos benefícios, possibilita uma maior interação com os usuários e um marketing digital para a biblioteca. / ABSTRACT This research intended to analyze the importance of using Web 2.0 tools by public university libraries in the city of Salvador advertise their services, collections and activities, in order to enhance communication with users, promote access to information and attract new visitors. The Web 2.0, also known as Social Web, enables multiple digital interfaces that can be used by libraries as form of mediation and interaction with users, as well as providing digital marketing. Regarding the objective of the research is characterized as descriptive, with a qualitative approach, which occurred from the literature method, documentary research associated with the method of multiple cases. To obtain the information it was decided to adopt the technique of semi-structured interviews. After analyzing the data the results were compared with the theoretical framework with a view to investigate the importance of the use of Web 2.0 tools to promote access to information afforded by digital marketing in public university libraries in Salvador. The results showed that all public university libraries in Salvador adopt at least one Web 2.0 tool to promote access to information and promote their services. According to respondents the use of these Web 2.0 tools brings many benefits, enables greater interaction with users and digital marketing for the library.

Submitted by Paulo Daniel Manna (paulodanielm@yahoo.com) on 2017-02-22T19:33:33Z No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1400139 bytes, checksum: ee5db2f96f42705fbb9417ba64d2aa58 (MD5) / Rejected by Fabiana da Silva Segura (fabiana.segura@fgv.br), reason: Boa Noite, Paulo Por favor verificar o tamanho da fonte no título, creio que na norma ABNT deva ser tamanho 12 (alterar nas páginas onde houver) No final da página fica apenas São Paulo na linha debaixo o ano, excluir – FGV EAESP Campo de conhecimento: Estratégia e Mercadologia (Alterar nas páginas onde houver) Após a folha da ficha catalográfica, deve conter uma folha de assinaturas (Consta na norma) é o mesmo formato da contra capa, Após orientador, deve conter : Data de Aprovação ___/____/___ Banca Examinadora: _____________________________________ Prof. Delane Botelho (Orientador) ____________________________________ Prof. Henrique de Campos Junior FGV -EAESP _________________________________ Prof. Djair Picchiai FGV - EAESP Peço fazer as correções e submeter novamente Atenciosamente on 2017-02-22T21:47:48Z (GMT) / Submitted by Paulo Daniel Manna (paulodanielm@yahoo.com) on 2017-02-22T22:28:11Z No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-02-22T22:40:03Z (GMT) No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) / Made available in DSpace on 2017-02-23T13:18:33Z (GMT). No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) Previous issue date: 2016-12-20 / À medida em que a tecnologia da informação vem alterado a comunicação das pessoas e das empresas, o comércio eletrônico e o marketing digital se tornam fundamentais para a maior parte das empresas. O novo canal e as novas tecnologias sempre em atualização, surgem novas possibilidades e relações para as empresas e consumidores, porém um aspecto que continua tão ou mais importante para os profissionais é determinar os fatores e motivações para que estes últimos utilizem canais digitais. Este estudo apresenta, sob a ótica das preferências dos consumidores, um estudo quantitativo (regressão logística) sobre a influência de variáveis demográficas, como sexo, idade e renda, na propensão à aquisição de seguros de automóvel via canais eletrônicos. Os resultados não permitiram identificar diferenças relevantes em relação ao gênero e idade dos consumidores, mas a renda foi identificada como fator de influência, logo consumidores com maior renda têm maior probabilidade de escolher canais digitais para aquisição de seguro automóvel, em linha com estudos anteriores. A dissertação apresenta implicações para o Marketing e para a prática do mercado de seguros, além das sugestões de estudos futuros. / As information technology has changed people's and business communication, e-commerce and digital marketing have become critical to most businesses. As the new channel and new technologies are constantly evolving, new possibilities and relationships for both business and consumers arise, although one aspect remains of great importance for professionals: to determine consumers’ factors and motivations to use digital channels. This study presents a quantitative study (logistic regression) on the influence of demographic variables, such as sex, age and income, on the propensity to purchase car insurance through electronic channels. The results did not allow to identify relevant differences in relation to the gender and age of consumers, but income was identified as an influence factor, so consumers with higher income are more likely to choose digital channels for acquiring car insurance, in line with previous studies. The dissertation presents implications for the area of Marketing and for the practice of the insurance market, along with suggestions of future studies.

Submitted by Guilherme Pita (guipita@microsoft.com) on 2011-10-04T13:18:06Z No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:39:45Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:40:23Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) / Made available in DSpace on 2011-10-04T13:43:54Z (GMT). No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) Previous issue date: 2011-09-21 / Internet advertising spending as a percentage of total advertising expenditure varies significantly from one country to another. The figure is as low as 4.7% in the Brazilian market and as high as 28.5% in the British market (ZenithOptimedia, 2011b). A few reasons explain such disparity. At the macro level, Internet share of advertising spending is strongly connected to variables such as gross domestic product per capita and Internet penetration within the population. At the micro level, qualitative research has been done to identify drivers and inhibitors of Internet share of advertising spending growth in the Brazilian market. The vast list of inhibitors appears to have deeper impact on how market professionals make decisions of advertising investment allocation per media type. Due to regulation, self-policing and industry dynamics, much of the decision-making authority is performed by advertising agencies. These appear to have strong economic incentives to select other media types than Internet when defining media plans. At the same time, regulation and self-policing provide disincentives for companies known as media brokers to operate in the local market. The lack of qualified professionals and the limited standardization also play important roles to inhibit a higher Internet share of advertising spending in Brazil. The convergence of the quantitative results with the qualitative findings indicates possible outcomes to why Internet share of advertising spending in Brazil is so low. Firstly, the share is explained by the development stage of countries. The richer and the more developed a country is, the higher the Internet share of advertising spending tends to be. Secondly, the economic emerging stage of Brazil potentially gives room to the raising of market inefficiencies such as disproportionate rebate programs offered to key decision makers of media budget allocation. This fact apparently produces a negative feedback, contributing to keep the Internet share of advertising spending low in the overall advertising spending. / Os investimentos com publicidade na Internet como uma percentagem das despesas totais de publicidade variam significativamente de um país para outro. O número é tão baixo quanto 4,7% no mercado brasileiro e tão alto como 28,5% no mercado britânico (ZenithOptimedia, 2011b). Algumas razões explicam tal disparidade. No nível macro, a participação dos gastos com publicidade na Internet está fortemente ligada a variáveis como o produto interno bruto per capita e à penetração da Internet na população. No nível micro, uma pesquisa qualitativa foi feita para identificar os fatores que contribuem e inibem o crescimento da participação da publicidade online no mercado brasileiro. A vasta lista de inibidores parece ter profundo impacto sobre como os profissionais de mercado tomar decisões de alocação de investimento em publicidade por tipo de mídia. Devido à legislação, à auto-regulamentação e às dinâmicas da indústria, grande parte da tomada de decisão é realizada por agências de publicidade. Estas parecem ter fortes incentivos econômicos para selecionar outros tipos de mídia e não a Internet ao definir planos de mídia. Ao mesmo tempo, a legislação e a auto-regulamentação fornecem desincentivos para corretores de mídia a operar no mercado local. A falta de profissionais qualificados e a padronização limitada também desempenham papéis importante para inibir uma maior participação da Internet nos gastos com publicidade no Brasil. A convergência dos resultados quantitativos com os qualitativos indica possíveis motivos pelos quais a participação da publicidade online no Brasil é tão baixa. Em primeiro lugar, a participação é explicada pelo estágio de desenvolvimento dos países. Quanto mais rico e mais desenvolvido um país, maior a proporção de gastos com publicidade online tende a ser. Em segundo lugar, o estágio econômico emergente do Brasil potencialmente dá espaço para o aumento do ineficiências do mercado, tais como programas de descontos oferecidos de forma desproporcional para os principais decisores de alocação de investimentos de mídia. Este fato aparentemente produz um feedback negativo, contribuindo para manter a baixa participação da publicidade online no total dos investimentos publicitários.

Made available in DSpace on 2016-08-03T12:31:09Z (GMT). No. of bitstreams: 1 Capa.pdf: 133871 bytes, checksum: e9bcc63d0176ef1e0b62168a9e5948b2 (MD5) Previous issue date: 2010-04-12 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The research proposal is based on the theme marketing integrated communication for the boarding of the acting of the communicative competence, selling promotion, on the internet and of the e-promotion emerging, as the selling point message extension. The objective is to verify how these new communication technologies, specifically the internet, have been modifying the manner of making selling promotion. The methodology to be applied in the project consists in a qualitative research with exploratory character through a succinct bibliographic research that intends to investigate many works referring to the communication themes, selling promotion, digital marketing and e-commerce, in the studying of multiple case of companies that use the off-line promotion and the e-promotion as a communicative tool. The conclusion points to hybrid actions and apparent lack of promotions that work in its entirety in the offline environment.(AU) / A proposta de pesquisa se baseia no tema comunicação integrada de marketing pela abordagem da atuação da competência comunicacional, promoção de vendas, na internet e do surgimento do e-promotion, como extensão da mensagem do ponto-de-venda. O objetivo é verificar como estas novas tecnologias de comunicação, especificamente a internet, estão modificando a forma de fazer promoção de vendas. A metodologia a ser aplicada no projeto consiste em uma pesquisa qualitativa com caráter exploratório através de uma pesquisa bibliográfica concisa que pretende investigar as muitas obras referentes aos temas de comunicação, promoção de vendas, marketing digital e e-commerce, no estudo de caso múltiplo de empresas que utilizam as promoções offline e o e-promotion como ferramenta comunicacional. A conclusão apontou para ações híbridas e aparente ausência de promoções que atuam em sua totalidade no ambiente offline.(AU)

Made available in DSpace on 2016-12-01T19:18:33Z (GMT). No. of bitstreams: 1 carlei.pdf: 89516 bytes, checksum: 6a2534523a4239d2c76b287b063e2de4 (MD5) Previous issue date: 2011-12-05 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation discourses on the content published in social medias regarding determined national companies of the segment of personal hygiene, perfume and cosmetics and the positioning of the same ones. The defined social medias for research had been Twitter and blogs. Analysis of content of 3772 different posts of profiles in Twitter, as well as 692 publications in twenty blogs that deal with the subject. Also quantitative research with 110 respondent bloggers of questionnaire available in the Internet was carried through. Beyond these descriptive quantitative methodologies, it was proceeded a qualitative research with the interview from the managers of the involved companies. As main results, it was verified that, in the evaluated medias, the marks were cited without evidencing any type of positioning of the sender, after that, the main type of connotation of the message is positive. The writers in blogs are, in its majority, young women with high level of scholarship, who exert the activity have up to one year, they bring up to date its publications with frequency, and mainly publish information on products that like. The managers of the interviewed organizations act in the social medias in favor of establishing relationships with its customers, as well as knowing the market. The communication is not more unilateral, and now assumes public character, in real time and the trend is that it demands the availability of the organizations / Esta dissertação discorre sobre o conteúdo publicado em mídias sociais a respeito de determinadas empresas do segmento de higiene pessoal, perfumaria e cosméticos nacionais e o posicionamento das mesmas. As mídias sociais definidas para pesquisa foram Twitter e blogs. Realizou-se análise de conteúdo de 3772 postagens de diferentes perfis no Twitter, assim como 692 publicações em vinte blogs que tratam do assunto. Também foi realizada pesquisa quantitativa com 110 blogueiros respondentes de questionário disponibilizado na internet. Além destas metodologias quantitativas descritivas, procedeu-se a uma pesquisa qualitativa com a entrevista dos gestores das empresas envolvidas. Como principais resultados, verificou-se que, nas mídias avaliadas, são simplesmente citadas as marcas sem evidenciar qualquer tipo de posicionamento do emissor das mesmas e, em seguida, o principal tipo de conotação da mensagem é positivo. Os escreventes em blogs são, na sua maioria, mulheres jovens com alto nível de escolaridade, que exercem a atividade há até um ano, atualizam suas publicações com frequência, e publicam principalmente informações sobre produtos que gostam. Os gestores das organizações entrevistadas atuam nas mídias sociais em prol de estabelecerem relacionamentos com seus clientes, bem como conhecerem o mercado. Conclui-se que a comunicação há muito já não é mais unilateral, e agora assume caráter público, em tempo real e a tendência é que se exija essa disponibilidade das organizações

The purpose of this project is to expose a new benchmark business model, that has grown significantly in the tourism sector, modality that has the internet as a means of dissemination, communication, negotiation, and mainly effect the purchase of the tourism product. This model is called the Virtual Market or Electronic Commerce. Still can not scale up to where the internet can reach and influence in people's lives, but it is possible to establish clear and tangible examples that both, the routine as consumer behaviour have changed significantly in such a short time. A long time the technology is no longer a tool experience in laboratories, to become part of modern man's daily life, and this inevitable reality has caused many changes in people's lives. Therefore, it becomes a personal habits rehabilitation process, consumption practices, even structural reconstruction in some market segments, such as tourism. Here, tourism is considered not only as a business segment belonging to the tertiary sector, but as an economic activity of relevance in the production chain for regional development. The impact of changes are seen in consumer behaviour, both in the research process, decision making and execution of the purchase, as well as the new customer-supplier relationship, and billing results. / Este trabalho tem o objetivo de discutir um modelo referencial de negócio que vem crescendo significativamente no segmento do turismo, modalidade que tem a internet como meio de divulgação, comunicação, negociação, e, principalmente, efetivação da compra do produto turístico. Este modelo é chamado de Comércio Eletrônico ou de Mercado Virtual. Ainda não é possível dimensionar até onde a internet pode alcançar e influenciar na vida das pessoas, mas já é possível comprovar exemplos claros e palpáveis que tanto a rotina como o comportamento do consumidor mudaram significativamente em tão pouco tempo. A muito tempo a tecnologia deixou de ser uma ferramenta em laboratórios de experiência, para fazer parte do cotidiano do homem moderno, e essa realidade inevitável tem provocado muitas mudanças na vida das pessoas. Percebe-se então, um processo de readaptação de hábitos pessoais, práticas de consumo, até reconstrução estrutural em alguns segmentos de mercado, a exemplo do turismo. Aqui, considera-se o turismo não apenas como um segmento de negócio pertencente ao setor terciário, mas como uma atividade econômica de relevância na cadeia produtiva para o desenvolvimento regional. O impacto da mudança é observado no comportamento do consumidor, tanto no processo de pesquisa, na tomada de decisão e na efetivação da compra, como também na nova relação cliente-fornecedor, e nos resultados de faturamento.

Diplomová práca sa zaoberá súčasnými prístupmi a praktikami Internetového marketingu. Cieľom práce je voľba a následná aplikácia nástrojov online marketingovej komunikácie, ktorými by sa zvýšilo povedomie o značke vybranej spoločnosti. Preskúmaním jednotlivých nástrojov internetového marketingu, práca navrhuje online komunikačný mix firmy s využitím sociálnych médií a online reklamy.