Automação de lançamentos de infroprodutos: Um relato técnico de campanha para whatsapp.

Abstract

The popularization of online shopping has brought significant changes to the way products and services are offered and acquired. In this context, digital products emerge as a revenue opportunity for entrepreneurs, thanks to their potential for online dissemination, and as a practical and accessible option for consumers. Therefore, it is essential to evaluate effective strategies for launching and commercializing this type of product. This technical report aims to assess the outcome of automated communications via WhatsApp in a digital product launch campaign for a company. The methodology adopted was a descriptive qualitative approach based on participant observation during the planning and execution of a digital product launch strategy in a case study. The main finding was that the automation platform proved to be an effective ally in enhancing digital product launch strategies, providing efficiency through data logging, managing potential customer information, and automating communications, resulting in positive impacts. The main contributions of this report include enabling companies, entrepreneurs, and business students to evaluate the application of an automated launch strategy based on a real case. Additionally, the study contributes to strengthening research on the relationship between sales and social networks and documents market practices based on scientific methodologies, promoting a connection between academia and the market.