Paper
An Empirical Research Framework on Digital Marketing Consultancy: The Case of Marcheluzzo Srl
Published Dec 21, 2020 · Charles Alves de Castro
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Abstract
AbstractDrawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B - (business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, it was also analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted personally with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company more information was possible to gather and have insights about a variety of subjects mainly related to the advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies. Keywords: Advertising Budget. Digital Marketing. Marketing Consultancy. Resumo A partir das areas integradas de consultoria interna em marketing, orcamento publicitario e marketing digital, esta pesquisa empirica visa examinar o orcamento publicitario off-line da empresa Marcheluzzo voltado para o mercado brasileiro para combinar investimentos publicitarios on-line e off-line em um novo plano orcamentario para 2021. Uma analise abrangente da revisao da literatura demonstra a importância das estrategias de marketing digital em um contexto B2B - (Business-to-Business) no mercado brasileiro, abrangendo seus beneficios e desafios. A revisao bibliografica preencheu e discutiu as lacunas encontradas, tambem foi analisada textos ja publicados e atuais dentro dos temas especificos desta pesquisa. Os dados utilizados nesta pesquisa foram coletados por meio de entrevista semiestruturada individual realizada pessoalmente com o gerente de marketing e comercial do Marcheluzzo. Alem disso, por meio da observacao de campo e dos documentos coletados na empresa foi possivel reunir mais informacoes e ter insights sobre uma variedade de assuntos relacionados principalmente ao orcamento publicitario. Foi possivel responder com sucesso as duas principais questoes de pesquisa em discussao usando os dados coletados. Constatou-se que a empresa Marcheluzzo tem interesse em fazer investimentos em marketing digital no Brasil, bem como, ha espaco para esse investimento em um novo orcamento publicitario voltado para o mercado brasileiro, combinando estrategias de marketing online e offline. Palavras-chave: Orcamento Publicitario. Marketing Digital. Consultoria de Marketing
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