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Authors
Advisor(s)
Abstract(s)
O presente projeto consistiu em duas etapas. A primeira etapa foi a criação de um livro
autopublicado em formato digital (e-book) intitulado “Tenébrios. A Nova Fronteira Alimentar.
Manual Técnico”. A segunda etapa envolveu as estratégias de marketing para o lançamento e
venda de produtos em plataformas de comércio eletrônico e medias sociais.
Este projeto contribui para uma perceção mais próxima possível da realidade que os autores de
livros digitais autopublicados têm de enfrentar, desde a escrita do e-book até à sua
disponibilização para venda. Com o e-book devidamente escrito, revisado e formatado, a etapa
seguinte foi a análise das publicações online em plataformas próprias ou especializadas.
Definidos os objetivos, o autor passou a analisar as variáveis do Marketing Mix (produto, preço,
promoção e praça) utilizando empresas de comércio eletrônico como Amazon, Bookmundo e
Flip.html5 como canais de distribuição.
O número de leitores em Portugal tem aumentado. As mulheres demonstram mais competências
de leitura, sendo as classes média e alta as que mais compram livros. Por outro lado, constatou se que 88% das famílias portuguesas tem acesso à Internet e mais de metade utiliza redes sociais
e fazem compras online. Neste caso, para um livro digital sobre entomofagia, toda a estratégia
de marketing centrou-se no online através do marketing digital e do e-commerce em B2C, que
se caracteriza pelo estabelecimento de relações comerciais através de meios eletrónicos entre
distribuição de e-books empresas, autores autopublicados e consumidores finais.
Para vender o e-book, foi desenvolvida uma Estratégia de Marketing Digital com um calendário
das etapas a serem cumpridas antes do lançamento até à pós-venda. Com este projeto foi
possível demonstrar que os autores independentes que publicam e-books por conta própria
podem desconhecer ou subestimar o esforço de marketing envolvido, e podem não ter as
competências e recursos necessários para comercializar os seus e-books de forma eficiente. Os
resultados mostraram também que a utilização da Inteligência Artificial por autores de livros
digitais autopublicados é eficaz e apresenta vantagens e excelentes contribuições, levando assim
a uma grande mudança tecnológica tanto para a elaboração do e-book como para a boa execução
do plano de marketing.
ABSTRACT: This project consisted of two stages. The first step is the creation of a self-published book in digital format (e-book) entitled “Tenébrios. The New Food Frontier: Technical Manual”. The second stage involves marketing strategies for launching and selling products on e-commerce platforms and social media. This project contributes to a perception as close as possible to the reality that authors of self published digital books have to face, from writing the e-book to making it available for sale. With the e-book properly written, revised and formatted, the next step was the analysis of online publications on proprietary or specialized platforms. Having defined the objectives, the author began to analyze the Marketing Mix variables (product, price, promotion and place) using e commerce companies such as Amazon, Bookmundo, and FlipHTML5 as distribution channels. The number of readers in Portugal has increased. Women demonstrate more reading skills, with the middle and upper classes being the ones who buy the most books. On the other hand, it was found that 88% of Portuguese families have access to the Internet and more than half use social networks and shop online. In this case, for a digital book on entomophagy, the entire marketing strategy focused on online through digital marketing and e-commerce in B2C, which is characterized by the establishment of commercial relationships through electronic means between e-distribution books companies, self-published authors and end consumers. To sell the e-book, a Digital Marketing Strategy was developed with a calendar of steps to be completed before launch and post-sales. With this project it was possible to demonstrate that independent authors who self-publish e-books may be unaware of or underestimate the marketing effort involved and may not have the necessary skills and resources to market their e-books efficiently. The results also showed that the use of Artificial Intelligence by authors of self-published digital books is effective and presents advantages and excellent contributions, thus leading to a major technological change both for the preparation of the e-book and for the good execution of the marketing plan.
ABSTRACT: This project consisted of two stages. The first step is the creation of a self-published book in digital format (e-book) entitled “Tenébrios. The New Food Frontier: Technical Manual”. The second stage involves marketing strategies for launching and selling products on e-commerce platforms and social media. This project contributes to a perception as close as possible to the reality that authors of self published digital books have to face, from writing the e-book to making it available for sale. With the e-book properly written, revised and formatted, the next step was the analysis of online publications on proprietary or specialized platforms. Having defined the objectives, the author began to analyze the Marketing Mix variables (product, price, promotion and place) using e commerce companies such as Amazon, Bookmundo, and FlipHTML5 as distribution channels. The number of readers in Portugal has increased. Women demonstrate more reading skills, with the middle and upper classes being the ones who buy the most books. On the other hand, it was found that 88% of Portuguese families have access to the Internet and more than half use social networks and shop online. In this case, for a digital book on entomophagy, the entire marketing strategy focused on online through digital marketing and e-commerce in B2C, which is characterized by the establishment of commercial relationships through electronic means between e-distribution books companies, self-published authors and end consumers. To sell the e-book, a Digital Marketing Strategy was developed with a calendar of steps to be completed before launch and post-sales. With this project it was possible to demonstrate that independent authors who self-publish e-books may be unaware of or underestimate the marketing effort involved and may not have the necessary skills and resources to market their e-books efficiently. The results also showed that the use of Artificial Intelligence by authors of self-published digital books is effective and presents advantages and excellent contributions, thus leading to a major technological change both for the preparation of the e-book and for the good execution of the marketing plan.
Description
Keywords
Marketing digital Autores Independentes E-book Empreendedorismo E-commerce Publicação Online