Estratégias de marketing de relacionamento digital da DarkSide Books: como a caveirinha transformou seus consumidores em fãs

Abstract

Understanding how the ways of using the digital media present on the Internet to sanction digital marketing strategies is of extreme importance in current economic scenario. This monograph aims to understand how consumer practices and forms of relationship have changed with the arrival of digital, as well as to analyze the digital relationship marketing done by DarkSide Books through its official Facebook page, verifying how the company followers are influencing other users to acquire books and how relationship between publisher and consumer works. Digital and site marketing was explored by Ian Gordon (1998). About the advances of marketing in publishing companies, John B. Thompson (2013) was used, while concepts about types of consumers and culture of convergence, Henry Jenkins (2009) were followed. Martha Gabriel (2010) study about social and digital media and its impact on people’s life was considered, while Camila Porto (2013), helped with Facebook’s study as a tool. Besides that, Jorge Duarte (2005), while Graham Gibbs (2009) and David E. Gray (2012) were explored for an analysis of the quantitative and qualitative data. Through a collection of data from magazine’s publications in a two-month period, it is intended to assimilate how the company communicates with its followers, what feedback they give, and how this interaction influences the time to create a relationship and lead the follower to become a consumer. By a quantitative and qualitative analysis, it is observed that the indicators point to an interaction where there is a change between company and consumer, creating a dependence relationship. In addition, in-depth interviews with restricted answers to company’s consumers were conducted, in order to understand how they see the publisher and its relation with it. Thus, it is possible to conclude that the company uses the resources available on Facebook to disseminate information and generate a return from their followers, that react and comment about every publication made on its page.