Trabalho realizado na Adclick, orientado pela Sónia Neto / Dissertação de mestrado integrado. Mestrado Integrado em Engenharia Industrial e Gestão. Faculdade de Engenharia. Universidade do Porto. 2012

La presente tesis está enfocada en el estudio de los efectos de la publicidad emergente generada por Youtube, en la actitud de los Millennials. La investigación pretende rescatar información útil de la situación actual de la publicidad emergente y su comportamiento frente a los Millennials. Es importante resaltar que se abacaran temas como los antecendetes de la publicidad digital, tipos de publicidad emergente, las redes sociales, las características principales de la generación millennial y el concepto de la red social en cuestión, Youtube y su evolución a nivel mundial. Por otro lado, la presente investigación mostrará estadísticas y resultados de empresas que han invertido en publicidad emergente y que tan eficaz ha sido el efecto en las actitudes de los Millennials. Hoy en día, muchas empresas se encuentran invirtiendo en publicidad emergente debido al bajo costo que implica para éstas, y la frecuencia de repetición de la publicidad para el usuario de Youtube. Sin embargo ¿Cómo podemos saber qué tan eficaz es este tipo de publicidad y cómo influye en las actitudes de los Millennials? En la presente tesis se analizará en profundidad el tema en mención, mediante la teoría, análisis cualitativo y cuantitativo. Por consecuencia, las respuestas a los objetivos planteados en el presente estudio, contribuirá a las empresas para que puedan invertir eficazmente en Youtube y ser mucho más rentables. / This thesis is focused on the study of the effects of the emerging publicity generated by Youtube, in the attitude of the Millennials. The research aims to rescue useful information from the current situation of emerging advertising and its behavior against the Millennials. It is important to highlight that it will cover topics such as the antecedents of digital advertising, types of emerging advertising, social networks, the main characteristics of the Millennials generation and the concept of the social network in question, Youtube and its evolution worldwide. On the other hand, this research will show statistics and results of companies that have invested in emerging advertising and how effective the effect on Millennials' attitudes has been. Nowadays, many companies are investing in emerging advertising due to the low costs it means for them, and the frequency of repetition of advertising for the Youtube user. However, how can we know how effective this type of advertising is and how it influences the attitudes of Millennials? In the present thesis will be analyzed in depth the subject in question, through theory, qualitative and quantitative analysis. Consequently, the answers to the objectives set out in this study, will contribute to the companies so that they can invest effectively in Youtube and be much more profitable. / Tesis

This master thesis deals with various tools of digital marketing and their usage in the music industry. The aim of my master thesis is an analysis of available tools and then the demarcation extent of use. The main research question is What tools of digital marketing are currently most used in the music industry? I chose research methods such as observation, study documents and written questionnaire for answering this issue applied to the Czech Republic. The contribution of this work is how to make particular tools of digital marketing more effective for musicians of the Czech Republic.

Orientador: Laymert Garcia dos Santos / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciências Humanas / Made available in DSpace on 2018-08-26T13:04:28Z (GMT). No. of bitstreams: 1 Cruz_LeonardoRibeiroda_D.pdf: 2081819 bytes, checksum: 83edc0f34085d32e2f4e01a345734b85 (MD5) Previous issue date: 2014 / Resumo: Essa pesquisa discute as estratégias de combate e de inserção do mercado fonográfico na internet e seus efeitos no desenvolvimento da rede. Para tal, ela parte da análise do mercado tradicional de discos, que durante todo o século XX se solidificou através do controle dos meios de produção, distribuição e promoção de cópias gravadas em suporte físico bem como através da proteção das leis regulamentadoras desse mercado ¿ as leis autorais. Entretanto, a internet e as tecnologias de reprodução e distribuição de bens culturais digitalizados reorganizaram o mercado fonográfico ao propiciar uma ampla e gratuita disponibilização de seus produtos. Tal reorganização teve ressonâncias em diversos aspectos desse mercado, principalmente nas formas tradicionais de negociação e valorização dos produtos culturais. As primeiras movimentações do mercado fonográfico foram a de combate à distribuição digital de música em favor da proteção do mercado tradicional de música gravada, pautada pelo paradigma da escassez e pelo controle oligopolista e altamente concentrado do mercado. Contudo, acontecimentos mais recentes no campo da negociação dos produtos culturais e das empresas fonográficas apontam para novos desdobramentos relacionados à aproximação das estratégias de inserção das empresas de entretenimento com a distribuição digital que, por sua vez, buscou transformar o modelo de negócio do mercado fonográfico através de uma redefinição de seus produtos e de sua atuação. A partir de novos serviços legais de disponibilização gratuita de músicas, as grandes empresas fonográficas inauguraram formas distintas de negociação de seus produtos culturais, pautando seus lucros a partir do cada vez mais onipresente marketing comportamental. A música como mercadoria muda de natureza comercial em favor de uma nova lógica de valorização, pautada na abundância e na gratuidade de produtos a partir de seu acesso. Ao reforçar a hegemonia de um modelo de negócio pautado no controle do acesso de informações, na criação de ambientes fechados e voltados à valorização ¿ baseado na ação simultânea de suas estratégias de repressão e de inserção ¿ a indústria fonográfica volta a buscar o controle da produção, distribuição e promoção de música gravada ao mesmo tempo que alteram definitivamente a experiência de navegação do usuário e o próprio desenvolvimento da topologia da internet / Abstract: This research discusses the strategies of repression and insertion of the music industry on the Internet and its effects on the development of the network . To this goal, it starts from the analysis of the traditional music market, that throughout the twentieth century solidified by controlling the means of production, distribution and promotion of recorded copies on physical media as well as through the protection of the laws regulating this market ¿ the copyright laws. However , the internet and the technologies of reproduction and distribution of digitized cultural goods reorganized the music industry by providing a wide and free availability of their products . This restructuring had resonances in various aspects of this market , especially in traditional forms of trading and valuation of cultural products . The first strategy of the music industry were to combat the digital distribution of music in favor of protecting the traditional market for recorded music, guided by the paradigm of scarcity and the highly concentrated and oligopolistic market control. However, recent events in the trading of cultural products and in the record companies fields indicate a new developments related to the integration strategies of entertainment companies in the digital distribution that, in turn, sought to transform the business model of the music industry through a redefinition of its products and its operations. From new legal services with free music available, large music companies opened different ways of negotiating their cultural products, basing its profits from the increasingly ubiquitous digital behavioral marketing. Music as merchandise changes of its commercial nature in favor of a new logic of valuation, based on the abundance and gratuity of product through their access. By reinforcing the hegemony of a business model guided by the access information control, the creation of closed and controlled digital environments - based on the simultaneous action of their strategies of repression and insertion - the music industry back to seek control of production, distribution and sale of recorded music while definitely alter the user's browsing experience and the development of the topology of internet / Doutorado / Sociologia / Doutor em Sociologia

El presente plan de negocios sustenta la creación de la agencia de comunicación estratégica A Punto, cuya misión es brindar asesoría a pequeñas y medianas empresas del sector gastronómico, así como a sus dueños y chefs, para potenciar sus marcas y crear planes de comunicación con los cuales destacar en el competitivo mercado de las redes sociales. La pandemia cerró la economía peruana por varios meses y varios sectores económicos pagaron las consecuencias. Junto con el de turismo, el gastronómico fue, no cabe duda, uno de los más golpeados. Sin embargo, esta crisis evidenció también las posibilidades y beneficios que la comunicación estratégica y el marketing digital tienen para el desarrollo de un negocio que debe saber cómo posicionarse en redes sociales. A Punto propone una estrategia diferenciadora, pues no existe ninguna agencia de marketing digital en el mercado dedicada al sector de la gastronomía, ello pese a que en la actualidad unos 150 mil negocios dedicados a ello operan en el país. Nuestro modelo de negocio ancla su propuesta de valor en el conocimiento de la comunicación como herramienta para hacer crecer una empresa, a partir del diagnóstico, la planificación de estrategias y el acompañamiento del cliente en el desarrollo y evaluación de las mismas; todo alineado, y enfocado, en el mundo de los fogones. Basados en un sondeo de mercado, nuestra investigación halló los aspectos que las organizaciones, dueños y cocineros identifican como necesidades de comunicación. Nos hemos apoyado también en la visión de estrategas y consultores de comunicación con experiencia en el rubro de la restauración, con quienes nos acercamos a la realidad, retos y oportunidades de la consultoría especializada en gastronomía. Los resultados del trabajo nos permiten concluir que el modelo es viable con un prometedor crecimiento en los siguientes años. / This business plan upholds establishing of A Punto, an strategic communication agency whose mission is providing consultancy to small business and medium-sized companies in the gastronomic sector, as well as business’s owners and entrepreneurs chefs, in order to boosting brands and creating communication plans with which ones to stand out in the competitive social media market. The Covid19 pandemic closed the Peruvian economy for several months and many economic sectors were affected. Along with tourism, gastronomy was, certainly, one of the hardest hit. However, this crisis also evidenced the possibilities and benefits that strategic communication and digital marketing to develop business and knowing how take position on social networks. A Punto proposes a differentiation strategy, since there is no a digital marketing agency in the Peruvian market specialized in gastronomy sector, despite the fact that currently some 150 thousand gastronomic businesses operate in our country. Our business model holds its value proposition in the knowledge of communication as a tool to growing company, focused in on diagnosis, planning of strategies and accompanying to client in their development and evaluation; everything lined and focused in the world of stoves. Based in a market survey, our investigation found out the aspects which companies, business’s owners and entrepreneurs chefs identify as communication needs. We have also relied on the vision of communication strategists and specialized consultants with experience in the restaurant industry, with whom we get closer to the reality, challenges and opportunities of gastronomy consulting. The results of this investigation allow us to conclude that the model is viable with promising growth in the following years. / Trabajo de investigación

Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digital es esencial para generar Brand Awareness en el negocio de los músicos independientes. Se buscó investigar una audiencia joven, la cual es considerada como nativos digitales, que entra durante varios momentos en el día a sus redes sociales y que escuchan a sus artistas favoritos a través de plataformas de streaming digital en su gran mayoría. Basándonos en la aplicación estudios cualitativos y cuantitativos, se buscará evidenciar y demostrar que esta relación existe y es relevante para el negocio de la industria de la música en la ciudad de Lima, Perú. / Today, the use of social networks in a professional manner and the same rules and restrictions imposed by these platforms when offering advertising spaces on their websites, makes the world competitive to grow and make a business known. This happens with independent musicians in Lima since they do not have the necessary resources to create a strategy that impacts social networks or simply does not have an investment budget. The subject investigated is to demonstrate that the optimal and efficient use of social networks is a digital strategy is essential to generate Brand Awareness in the business of independent musicians. We sought to investigate a young audience, which is considered as digital natives, who enter their social networks for several moments in the day and who listen to their favorite artists through digital streaming platforms in the vast majority. Based on the application of qualitative and quantitative studies, we will seek to demonstrate and demonstrate that this relationship exists and is relevant to the music industry business in the city of Lima, Peru. / Trabajo de investigación

Las acciones de fidelización de ecommerce se han vuelto en una herramienta esencial para las compañías. Puesto que, les facilita a las empresas a que sus productos o servicios no necesariamente se puedan adquirir presencial, si no de manera virtual por sus canales online. Cabe mencionar que esta investigación presenta la adecuada originalidad, ya que se estudia por primera vez las acciones de fidelización de ecommerce en supermercados online y que los resultados pueden ayudar a mejorar la implementación adecuada de estrategias online para las compañías con respecto a la preferencia de marca. Del mismo modo, la finalidad de la investigación es determinar la relación de las acciones de fidelización de ecommerce con respecto a la preferencia de marca de los supermercados peruanos en Lima Metropolitana. Por otro lado, se realizó una investigación mixta. El estudio cualitativo está compuesto por dos focus group de seis personas entre 20 a 35 años; del mismo modo por entrevistas a profundidad, de las cuales fueron realizadas a un experto del sector de supermercados, un especialista en comportamiento al consumidor digital y un gerente de marketing de uno de los supermercados peruanos; finalmente un estudio cuantitativo aplicado a 250 encuestas de manera online al público objetivo. Por último, se realizó un análisis correlacional entre la variable e-loyalty (que representa fidelización de ecommerce) y los servicios premium; de lo que se obtuvo como resultado que sí existe relación. Por otro lado la variable brand loyalty y e-loyalty; de lo que se obtuvo como resultado que si existe relación. y el brand loyalty; de lo que se obtuvo como resultados que existe una relación. / The subject of this research focuses on the "Loyalty Strategies in E-Commerce in relation to the preference of brands in supermarkets within the grocery category in metropolitan Lima." For its development, the content has been divided into three parts: introduction, three chapters (theoretical framework, methodology and field) and finally, conclusions (discussion and implications that have been found in the research). This research will support the new role that E-Commerce plays in consumer brand preference. Thus, brands are developing new strategies such as CRM, Inbound, Marketing or Dynamic Remarketing that seek to attract and attract new customers through loyalty actions used by major supermarkets such as Wong, Vivanda and Tottus. The Estrada methodology (2017) in which it studies the loyalty process in relation to brand preference in retailers in Bogotá facilitated the design and scope of this study. The design is non-experimental with a cross-sectional and correlational scope, since the characteristic of two actions at specific times is observed and specified. Similarly, a mixed approach was used, that is qualitative and quantitative. The results of the study include conclusions from the buying behavior of the target audience online, the influence of the loyalty actions in the purchase and preference of two places of purchase, showrooming and webrooming. From the aforementioned, it is broken down that the most valued actions for the consumer are the E-mail marketing and the Differentiated Services that the companies currently offer. / Trabajo de investigación

[pt] A mídia programática possibilita a automação do processo de entrega de publicidade digital. Isso implica os anunciantes conseguirem direcionar seus gastos diretamente para os públicos mais propensos a uma determinada ação (engajamento); uma compra, por exemplo. Dado esse direcionamento e a capacidade de customização avançada da entrega dos anúncios, os gastos com mídia programática cresceram bastante nos últimos anos, em detrimento de outros meios de comunicação mais tradicionais. Contudo, é observado certas preocupações com relação à transparência do processo de contratação e o controle dos resultados alcançados com seus investimentos. Esta pesquisa se propôs levantar tópicos que revelem sinais de problemas na utilização da mídia programática e produzir um ranking com esses tópicos. Por meio de uma revisão bibliográfica internacional foram identificados 10 tópicos de atenção. Através do método Delphi, utilizando uma amostra de 15 especialistas atuando no Brasil, foram identificados 19 itens que sinalizam problemas ou desafios no uso desse ferramental. Uma análise de consenso e um ranking foram produzidos para apontar os problemas mais relevantes, de modo a permitir a priorização de ações na busca de soluções. / [en] Programmatic media enables the automation of the digital advertising delivery process. This implies that advertisers are able to direct their spending directly to the audiences most prone to a particular action (engagement); a purchase, for example. Given this targeting and the advanced customization capabilities of ad delivery, programmatic media spending has grown significantly in recent years, to the detriment of other more traditional media. However, the market shows concerns regarding the transparency of the buying process and the control of the results achieved with its investments. This research aims to raise topics that reveal signs of problems in the use of programmatic media and produce a ranking with these topics. Through an international bibliographic review, 10 topics that indicate problems and through the Delphi method, using a sample of 15 experts working in Brazil, 9 new items were identified as problems or challenges in the use of this tool. A consensus analysis and a ranking were produced to identify the most relevant problems, in order to prioritize actions in the search for solutions.

Investigación sobre la Industria Textil Confeccionista de Bebés y Niños en la Argentina y la implicación que puede tener el uso de las redes sociales para la comercialización e internacionalización de las empresas pertenecientes.

El incremento por la alimentación saludable es una tendencia mundial que se ha venido incrementando en los últimos años, motivado por razones estéticas, laborales o de salud. Esta misma tendencia se puede observar en las personas que necesitan comer postres libres de azúcar, y sea por ser pacientes con algún tipo de diabetes, modelos o actrices que desean comer postres libres de azúcar para mantener una muy buena imagen, o simplemente personas que desean cuidar su salud. Si a ello le sumamos el ritmo de vida cada vez más ajetreado, son pocas las personas que disponen de tiempo para preparar sus alimentos y más aún, que los mismos sean enviado a sus hogares o centros de trabajo. El presente proyecto empresarial busca ofrecer al mercado una aplicación que les permita encontrar postres libres de azúcar, los cuales serán ofrecidos a 2 segmentos, personas que desea comprar postres libres de azúcar a delivery mediante suscripción y bodegas ubicadas cerca a hospitales, clínicas y centro para la diabetes, a fin que puedan ofrecer los postres Sweedi. Según la validación realizada, existen 206,924 personas que comen saludablemente y pagarían por recibir postres a delivery, es por eso necesario realizar estrategias de marketing que permitan dar a conocer los productos al mercado. Ane las nuevas tendencias del consumidor moderno, se utilizará una mezcla de promoción tradicional y marketing digital, a fin de tener el mayor alcance posible y así optimizar los gastos en publicidad y marketing. Finalmente, el presente trabajo muestra los resultados de la proyección de estados financieros, las alternativas de financiamiento, planes de contingencia ante la aparición de amenazas. Lo invitamos a leer una propuesta de modelo negocio fácil de aplicar, en un sector de crecimiento constante, escalable pues tiene posibilidades de ser replicado a nivel nacional e internacional. / The increase by healthy eating is a worldwide trend that has been increasing in recent years, motivated by aesthetic, occupational or health reasons. This same trend can be observed in people who need to eat sugar-free desserts, and be for patients with some type of diabetes, models or actresses who want to eat sugar-free desserts to maintain a very good image, or simply people who want take care of your health. If we add to this the increasingly hectic pace of life, few people have time to prepare their food and even more, that they are sent to their homes or work centers. This business project seeks to offer the market an application that will allow them to find sugar-free desserts, which will be offered to 2 segments, people who want to buy sugar-free desserts by delivery through subscription and warehouses located close to hospitals, clinics and centers. diabetes, so they can offer Sweedi desserts. According to the validation carried out, there are 206,924 people who eat healthy and would pay to receive delivery desserts, that is why it is necessary to carry out marketing strategies that allow the products to be known to the market. In addition to the new trends of the modern consumer, a mixture of traditional promotion and digital marketing will be used, in order to have the widest possible reach and thus optimize advertising and marketing expenses. Finally, the present work shows the results of the projection of financial statements, the alternatives of financing, contingency plans before the appearance of threats. We invite you to read a proposal for a business model that is easy to apply, in a sector of constant growth that can be replicated at a national and international level. / Trabajo de investigación