How does web 2.0 influence marketing

• Autor(a) principal: Henriques, Pedro Montalvão
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/3800
• topic: Business value; Technology; Lifestyle; Networking; Valor de negócios; Tecnologia; Estilo de vida; Trabalho em rede; Trabalho de projeto -- Project work; Mestrado

Currently people have been developing ways to “block” attempts of contact by companies, in order to market their products and services. In the recent decades many techniques have been refined and used to exhaustion, such as call centers, direct sales, promotions and events, among others. All off these attempts to approach the client have resulted in the saturation of the traditional marketing techniques, even existing controversial laws such as “Do Not Call” for telemarketing, anti-spam, web and satellite radio and TiVO in the United States of America; it basically records and removes TV ads from the persons favorite programs. It is then necessary to find new ways of approaching the client, who is also becoming more selective and increasingly concerned with effective management of his time. The exponential development of information technologies has given rise to innovative channels of communication between businesses and customers, and a recent phenomenon that is the case of Web 2.0, which is revolutionizing the dynamic world of business and social relationships. The purpose of the thesis is to explain the concept of Web 2.0, and explain how it is an effective way to communicate with customers, especially in companies that do not have a large advertisement budget. In order to better understand the use of Web 2.0 and its tools, it will be elaborated a case study based on a small and emerging company that portraits this situation, and how it took advantage of Web 2.0 tools to better understand the consumers needs and how should it operate in its own market.