| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.29 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Ao jeito da Ilíada de Homero ou do Goodfellas de Scorsese, a entrada em cena da internet na história do marketing aconteceu in medias res. Enquanto área de gestão e comunicação, o marketing possuía há muito os seus pilares, as suas técnicas e os seus vícios, mas o aparecimento e principalmente a massificação da internet alteraram completamente as bases da disciplina e do marketeer. A web 1.0 trouxe consigo novidades e tendências para o marketing, mas foi a transição para o 2.0 que despoletou uma autêntica revolução. Daí em diante, o cliente passou a ser o foco, os conceitos e estrangeirismos adensaram-se, o raio de ação do marketeer alargou-se e o online passou a mera formalidade no meio de tanto potencial tecnológico.
Os social media servem como epítome desta realidade da web, desdobrando-se numa interação feita em esteróides, em comunidades, com conteúdos, partilha e muitas trends, como as selfies, os emojis ou os challenges. Em evolução constante, os traços de uma terceira era da internet são já sentidos em diversas esferas e são várias as características revolucionárias associadas ao conceito. A otimização da procura através da web semântica, a utilização de wearables, a realidade virtual e a ascensão de robôs são algumas das características que moldam esta web. As potencialidade em termos de monitorização, personalização e ubiquidade afiguram-se como incríveis para os marketeers e torna-se extremamente pertinente perceber quais as mudanças que as ferramentas da web 3.0 podem precipitar no marketing hodierno.
Para o efeito, através de um método qualitativo, foram realizadas entrevistas exploratórias a marketeers, professores e outros partícipes associados às problemáticas da web e marketing, pretendendo-se aflorar o estado atual da internet, os desafios para os marketeers, a influência das ferramentas 3.0, a forma como as mudanças serão sentidas no online e o conflito entre os aspetos humanos e tecnológicos.
A investigação confirmou a eminência da web 3.0 e uma desadequação gritante em termos de competências dos marketeers para encarar um futuro exigente. O estudo permitiu ainda compreender os entraves à atual massificação do 3.0, verificar muitas das alterações – positivas e negativas – a ocorrer nos social media e, no fundo, desenvolver uma discussão ampla e minuciosa acerca desta comunhão entre o marketing e as tecnologias da web 3.0.
ABSTRACT: Reminiscent of Homer’s “Iliad” or Scorsese’s “Goodfellas”, the internet introduction in marketing history occurred in medias res. As a management and communication area, marketing had already its own bases, techniques and vices, but internet entrance and especially the massification of the web changed marketing operationalization and marketer functions forever. Web 1.0 brought new behaviors and tendencies to the discipline, but it was the transition to web 2.0 that caused a true revolution. From then on, the client’s role was always seen as absolutely central, the use of foreignisms increased, marketer focus widened and being online became a plain formality due all the technological potential we have around us. Social media is like an epitome of this web scenario, including word of mouth on steroids, communities and tribes, contents, sharing processes and a bunch of trends, like selfies, emojis or challenges. In continuous evolution, web 3.0 features are already felt in multiple dimensions of our world and there are plenty of revolutionary tools related to the concept. Search optimization using semantic web, wearables mass use, virtual reality and the ascension of robots are some of web 3.0 main features. The potential in terms of monitoring, customization and ubiquity is huge for marketers, while the spectrum of a brand new marketing seems likely to happen. Regarding this issue, understanding the possible changes caused by web 3.0 tools in hodiernal marketing is highly relevant and interesting. Thinking about this and using a qualitative methodology, we did exploratory interviews with marketers, professors and other professionals associated with web and marketing issues. Our intent was to discuss questions like the current web situation, future challenges for marketers, the influence of web 3.0 tools, the way that influence will affect several online dimensions and the collision between human and technological aspects. This dissertation confirmed that web 3.0 is already part of our present and the existence of a mismatch between marketer’s current competences and those they should have to face a new demanding reality. This study also allowed us to understand the barriers that prevent web 3.0 massification, the myriad of changes – positive and negative – occurring soon in social media and, in general, to develop a wide and meticulous discussion about this communion between marketing and web 3.0 tools.
ABSTRACT: Reminiscent of Homer’s “Iliad” or Scorsese’s “Goodfellas”, the internet introduction in marketing history occurred in medias res. As a management and communication area, marketing had already its own bases, techniques and vices, but internet entrance and especially the massification of the web changed marketing operationalization and marketer functions forever. Web 1.0 brought new behaviors and tendencies to the discipline, but it was the transition to web 2.0 that caused a true revolution. From then on, the client’s role was always seen as absolutely central, the use of foreignisms increased, marketer focus widened and being online became a plain formality due all the technological potential we have around us. Social media is like an epitome of this web scenario, including word of mouth on steroids, communities and tribes, contents, sharing processes and a bunch of trends, like selfies, emojis or challenges. In continuous evolution, web 3.0 features are already felt in multiple dimensions of our world and there are plenty of revolutionary tools related to the concept. Search optimization using semantic web, wearables mass use, virtual reality and the ascension of robots are some of web 3.0 main features. The potential in terms of monitoring, customization and ubiquity is huge for marketers, while the spectrum of a brand new marketing seems likely to happen. Regarding this issue, understanding the possible changes caused by web 3.0 tools in hodiernal marketing is highly relevant and interesting. Thinking about this and using a qualitative methodology, we did exploratory interviews with marketers, professors and other professionals associated with web and marketing issues. Our intent was to discuss questions like the current web situation, future challenges for marketers, the influence of web 3.0 tools, the way that influence will affect several online dimensions and the collision between human and technological aspects. This dissertation confirmed that web 3.0 is already part of our present and the existence of a mismatch between marketer’s current competences and those they should have to face a new demanding reality. This study also allowed us to understand the barriers that prevent web 3.0 massification, the myriad of changes – positive and negative – occurring soon in social media and, in general, to develop a wide and meticulous discussion about this communion between marketing and web 3.0 tools.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing digital Web 3.0 Redes sociais Tecnologias Futuro Humanidade Digital marketing Social media Technologies Future Humanity
Citation
BENTO, Pedro – Uma realidade desconhecida que conhecemos muito bem: os desafios do marketing futuro à luz da web 3.0. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social