NOVANI BRINDES

NEW TARGET, NEW DIGITAL MARKETING STRATEGY

Authors

  • Stela Cristina Hott Corrêa Universidade Federal Juiz de Fora http://orcid.org/0000-0003-2695-2096
  • Naiara de Oliveira Santos Federal University of Juiz de Fora - Campus Governador Valadares
  • Roberta Soares da Silva Federal University of Juiz de Fora - Campus Governador Valadares
  • Karen Esmeralda Rodrigues Miguel Federal University of Juiz de Fora - Campus Governador Valadares

DOI:

https://doi.org/10.13058/raep.2024.v25n2.2465

Abstract

Novani is a gift company that operates in the corporate market. It has an extensive line of personalized products, and its digital marketing generates new sales. However, individuals are beginning to demand personalized gifts, and the marketing manager decides to interact with them through digital strategies used with the corporate public. At first, the new segment responded positively. However, it quickly becomes clear that the digital marketing strategy suitable for the corporate gifting audience appears not conducive to the B2C market. The marketing manager saw a drop in digital marketing metrics, such as the decrease in the engagement rate in posts, the average time visitors spend in e-commerce, and the number of pages opened per visit on e-commerce. Given these declines, it must reformulate its digital marketing strategy for the new segment. To support her decision, she contracts marketing research that identifies the new target audience's profile, the value customers perceive in personalized gifts, and the description of the customer journey for personalized gifts. Students must put themselves in the decision-maker's shoes to propose a digital marketing strategy for Novani's B2C market audience.

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Author Biographies

Stela Cristina Hott Corrêa, Universidade Federal Juiz de Fora

Doutoranda em Administração com ênfase em Marketing no CEPEAD/UFMG.

Mestre em Administração com ênfase em Marketing pelo COPPEAD/UFRJ

Professora do Depto. de Administração da UFJF/GV

Naiara de Oliveira Santos, Federal University of Juiz de Fora - Campus Governador Valadares

Administration student

Roberta Soares da Silva, Federal University of Juiz de Fora - Campus Governador Valadares

Administration student

Karen Esmeralda Rodrigues Miguel, Federal University of Juiz de Fora - Campus Governador Valadares

Administration student

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Published

2024-12-16

How to Cite

Corrêa, S. C. H., de Oliveira Santos, N., Soares da Silva, R., & Esmeralda Rodrigues Miguel, K. (2024). NOVANI BRINDES: NEW TARGET, NEW DIGITAL MARKETING STRATEGY. Administração: Ensino E Pesquisa, 25(2). https://doi.org/10.13058/raep.2024.v25n2.2465

Issue

Vol. 25 No. 2 (2024): RAEP - 2ª Edição

Section

Teaching Cases

License

Copyright (c) 2024 Stela Cristina Hott Corrêa, Naiara de Oliveira Santos, Roberta Soares da Silva, Karen Esmeralda Rodrigues Miguel

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