Marketing digital: o papel das estratégias de marketing digital para o posicionamento de marca - caso de estudo: Moçambique telecom – TMCEL, sa 2015 – 2019

Abstract

The present work is a study that reflects the performance of the Marketing professional in companies, in particular in the company Tmcel, with emphasis on the role of digital marketing strategies for brand positioning. The concern of Marketing professionals in this new digital age is to improve themselves in Marketing tools, techniques and strategies to communicate to the public in a more efficient and effective way. Therefore, these professionals must keep themselves informed about issues surrounding society as a whole. The general objective of this study revolves around the analysis of the contribution of digital marketing strategies to brand positioning at Tmcel. In this way, the specific objectives of the study were based on a mixed approach (qualitative and quantitative), carried out through applied research, descriptive research, bibliographic research, documentary research, case study, document analysis and semi-structured interview with the Marketing and Sales Department of Tmcel and customers of the Tmcel network. The study consisted of analyzing the existence and implementation of digital marketing strategies as well as their contribution to brand positioning in the Tmcel company before and after the merger, from 2015 to 2019. The study concluded that the Tmcel company has invested in digital marketing, specifically in digital marketing strategies as a component to position and recognize its brand in the market