Inovação incremental em marketing digital : proposta de ferramenta para o planejamento de ações on-line

Abstract

The present paper shows an action plan for the next five years of DMC Digital Marketing Cube LTDA - ME, a digital marketing training and consulting company already constituted. The proposed plan was based on the use of a digital marketing tool, suggesting it as an incremental innovation to be used in two scenarios: digital marketing planning structuring in companies of many different sizes and segments of the market (such as end customer, mainstream and agencies) and as a teaching tool for professionals who seek developing their skills and competences in the area. The tool will be used to explore the opportunities of profits through its services. For the validation of the tool in the market, interviews were conducted with approximately ten professionals in four specific digital marketing areas: content marketing, social media, search engine marketing and e-mail marketing. From the analysis of the obtained data, several opportunities were identified for DMC or for other companies who offer both consulting and training in digital marketing.