Plano de marketing digital para um aplicativo de eventos socioculturais

Abstract

Sociocultural events are characterized by activities related to celebrations, presentations and rituals, which are specifically aimed at achieving social, cultural or corporate goals, having their promotional level category. The digital marketing plan, on the other hand, focuses on the process of planning actions to be carried out for a satisfactory result of a product or service, which makes it important for organizations. With this, this study has the general objective of elaborating a digital marketing plan for an application that allows the sharing of sociocultural events, in relation to the specific objectives in: A) Performing an analysis of the environment; B) Create personas understanding the needs of consumers; C) Establish the market positioning by defining the brand identity; D) Point out objectives and goals; and E) Indicate marketing mix strategies. As main results we obtained: A) Market coherence; B) Understanding the consumer's need by stipulating two personas; C) Positioning before the market, and the construction of the platform's visual identity; D) Objectives and goals to be achieved; and E) Strategies based on the 4Cs of marketing. Based on the analyzes carried out, it is concluded that the actions suggested in this research will help the platform managers, based on clear and objectively expressed objectives.