A importância das agências de comunicação: estudo de caso

• Autor(a) principal: Coimbra, Bruna Silveira
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/19890
• topic: Comunicação; Comunicação digital; Agências de comunicação; Tecnologias de Informação e comunicação; Communication; Digital communication; Communication agencies; Information and communication technology; Gestão

The purpose of this study is to highlight the importance of communication agencies as an instrument capable of generating returns and supporting the growth of SMEs. Communication agencies have gained more and more space in the business world. This space was gradually conquered due to the evolution of ICTs that brought a multitude of benefits to the business world, from the optimization of processes, the increase in productivity, the improvement of internal communication and external communication, in relation to the latter, the ICT provided the possibility of offering a personalized service to its customers, in order to create a more personal and lasting relationship. Regardless of whether the company is a multinational or a small business, it is important that the company knows how to communicate with its audience, and it is in this context that communication agencies find their market segment. These agencies know the potential of digital and are specialized in developing digital communication for the growth and success of companies in order to ensure effective results of business communication in the digital sphere. The aim of this work is to identify the importance of communication agencies for the success of SMEs, as well as to show the services that are provided by them and how it is advantageous to hire their services by organizations. The methodology used to achieve the objective was, in addition to reviewing the literature in the area, a case study was carried out on a communication agency, DIGMA. The results of the study allowed us to conclude that DIGMA has successfully managed to create a broad portfolio of customers, essentially SMEs, having contributed to these small businesses migrating to the digital sphere, expanding their market share outside its borders, diversified, well, your audience.