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Authors
Advisor(s)
Abstract(s)
O crescimento exponencial do acesso da população à internet provocou alterações nas mais diversas áreas de negócio, afetando diretamente o marketing digital e a publicidade online. Este crescimento do online fez do canal digital um canal apetecível para as marcas, registando-se um investimento cada vez maior naquilo que é a publicidade online. Com este aumento de investimento, evoluíram também as soluções tecnológicas deste tipo de publicidade: os formatos tornaram-se personalizados, existe uma maior disponibilidade de inventário e os critérios de segmentação disponíveis multiplicaram-se.
Esta investigação aborda um dos tipos de segmentação mais recentes do mundo digital – retargeting - e a influência que as campanhas que o utilizam têm na intenção de compra do utilizador, sendo estudada individualmente a influência de cada uma das suas características. Atendendo a que se trata de uma temática recente e que ainda permanece subinvestigada e com vista a atingir os objetivos formulados, realizou-se um estudo exploratório, de cariz qualitativo, tendo sido realizadas entrevistas individuais em profundidade a 10 indivíduos.
Os resultados sugerem que as campanhas de retargeting de sites de classificados estão relacionadas e têm um papel na intenção de compra dos utilizadores face ao produto anunciado. No entanto, a incorreta definição das variáveis de uma campanha de retargeting, como a frequência de exposição, o timing entre a visita ao site e a exposição ao anúncio e a inclusão de preços/descontos no anúncio, pode gerar um sentimento negativo nos consumidores relativamente à marca anunciante. São ainda debatidas as implicações dos resultados e realizadas sugestões para investigações futuras sobre o fenómeno do retargeting.
ABSTRACT: The exponential growth of the population's access to the Internet has caused changes in the most diverse business areas, thus affecting directly digital marketing and online advertising. This “online growth” has made the digital channel a desirable one for brands, being registered an increase of the investment in what is called and defined as online advertising. With this increased investment, the technological solutions of online advertising have also evolved: today, the formats are highly customized, there is a greater availability of inventory and segmentation criteria. This research addresses retargeting and the influence that the campaigns using it have on the user's purchase intent. Additionally, it is intended to study, individually, the influence that each one of the factors of a retargeting campaign can have on the intention of purchase of the consumers. It is desired to arrive at a better understanding of this technique, providing contributions on the subject at academic and business level. To reach the objectives formulated, an exploratory study was carried out, of qualitative character, in which 10 individuals were interviewed. The results suggest that retargeting campaigns for classified websites can positively influence the user’s intent to purchase the advertised product. However, the incorrect definition of the characteristics of a retargeting campaign, such as frequency cap, timing between the site visit and the ad exposure and the inclusion of a price/discount on the ad, can generate an opposite feeling in consumers regarding the adverstiser’s brand. In addition, the implications of the results are discussed and suggestions are made for future research on the phenomenon of retargeting.
ABSTRACT: The exponential growth of the population's access to the Internet has caused changes in the most diverse business areas, thus affecting directly digital marketing and online advertising. This “online growth” has made the digital channel a desirable one for brands, being registered an increase of the investment in what is called and defined as online advertising. With this increased investment, the technological solutions of online advertising have also evolved: today, the formats are highly customized, there is a greater availability of inventory and segmentation criteria. This research addresses retargeting and the influence that the campaigns using it have on the user's purchase intent. Additionally, it is intended to study, individually, the influence that each one of the factors of a retargeting campaign can have on the intention of purchase of the consumers. It is desired to arrive at a better understanding of this technique, providing contributions on the subject at academic and business level. To reach the objectives formulated, an exploratory study was carried out, of qualitative character, in which 10 individuals were interviewed. The results suggest that retargeting campaigns for classified websites can positively influence the user’s intent to purchase the advertised product. However, the incorrect definition of the characteristics of a retargeting campaign, such as frequency cap, timing between the site visit and the ad exposure and the inclusion of a price/discount on the ad, can generate an opposite feeling in consumers regarding the adverstiser’s brand. In addition, the implications of the results are discussed and suggestions are made for future research on the phenomenon of retargeting.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Publicidade Publicidade online Intenção de compra Comportamento do consumidor online Segmentação comportamental Retargeting Targeting online Advertising Online advertising Purchase intention Consumer behavior online Behavioral targeting
Citation
Marcelino, P.M.S. (2018). A influência do retargeting na intenção de compra do consumidor: um estudo exploratório sobre o canal C2C. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social