Aplicação do marketing digital para infoprodutos na área da educação física e do esporte

Abstract

Digital marketing has grown a lot in recent times encouraged by the increase in the number of users connected to the internet. In Brazil it is estimated that 76 million laptops (notebooks and tablets) and 168 million smartphones, representing 1.2 device per inhabitant, or six smartphones for each tablet in use. Regarding the profile of digital marketing companies, 57% of companies have a website and 51% of companies have their own profile or account in a social network. Therefore, these data show the importance of digital marketing as a way of attracting customers. Digital marketing has other advantages such as market segmentation based on consumer behavior, focus on customer needs, produce content in order to support its customers and conquer new customers. This study made a survey in the kit medias of five specialized magazines in the area of physical education and sport with the objective of tracing the profile of the target audience of the selected magazines. The results indicate that the most sought after topics are: diet, supplementation, diets, exercises, health tips, bodybuilding, sports, recipes, life / inspiration examples, bodybuilding and supplementation, training plans and weight loss. The profile of the target audience studied is mostly female readers, the main age range is 30 to 45 years. In relation to the analysis of social networks the level of involvement of readers is high and with a high audience. It is concluded that the definition of the target audience is a fundamental step for digital marketing to reach higher levels of attraction.