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Advisor(s)
Abstract(s)
A internet tem uma capacidade única de ampliar o alcance do marketing e simultaneamente
estreitar o seu foco. Através dos canais digitais pode-se ultrapassar as limitações tradicionais,
tornando-se assim possível aperfeiçoar a mensagem que se pretende passar e alcançar um
segmento de mercado específico. Ter uma estratégia claramente definida ajudará a manter o foco,
assegurará que as atividades de marketing estarão alinhadas com os objetivos de negócio e
direcionadas para o público-alvo correto.
Com este estudo pretendeu-se analisar o plano atual de marketing digital da Viagens El
Corte Inglés, e posteriormente apresentar propostas de orientação estratégica para melhorar o
desempenho da empresa na componente digital, tendo como focos os principais objetivos da
empresa: transformar-se numa referência do mercado digital das agências de viagens e aumentar
as vendas online.
A metodologia utilizada consistiu na análise do plano atual de marketing digital da empresa,
para posteriormente serem apresentadas alternativas estratégicas de melhorias a serem
implementadas, sendo essas fundamentadas com a elaboração de propostas e princípios da sua
implementação.
Concluiu-se então que existem diversas melhorias que devem ser efetuadas no plano de
marketing digital da empresa, principalmente no sítio de internet. Neste contexto, deverá ser: 1)
implementado um planeamento online com objetivos definidos, 2) feita a integração de uma
plataforma para pagamento online, 3) feita a redefinição e melhoria das técnicas Search Engine
Optimization e 4) possibiltada a criação campanhas exclusivas para reservas online. A presença
nas redes sociais também é tida como essencial, visto que este seria um ponto determinante para
a criação de engagement com os clientes e de uma ligação mais emocional com a marca. Concluise
ainda que o envio de newsletters por email é outro ponto que deverá ser contemplado na estratégia de melhoria do atual plano de marketing digital, sendo que o seu principal objetivo é o
de conseguir conversões, que se transformem em novos clientes e que permitam o aumento da
base de dados da empresa.
Na implementação desta estratégia na Viagens El Corte Inglés irão surgir alguns
obstáculos, sendo que o mais significativo é a resistência à mudança, uma vez que é essencial
que a empresa se consciencialize que tem de haver uma aposta muito significativa no marketing
digital.
internet has a unique ability to broaden the reach of marketing and simultaneously narrow its focus. In this context, traditional limitations can be overcome through by using digital channels, making possible to improve the message that is intended to reach a specific market segment. The existence of a clearly defined and feasible strategy will help to keep focus, ensuring that marketing activities will be in line with business objectives and will be targeted to the right audience. This study intended to analyse and clarify the current digital marketing plan of Viagens El Corte Inglés, in order to present a proposal of strategic orientation that provide an improvement in the performance of the company in terms of the digital component. This proposal will be in line with the main goals of the company that are to become a reference in the digital market of travel agencies in Portugal and increase its online sales. This work entailed the analysis from the company actual state of digital marketing, and subsequent establishment of a strategic plan with significant improvements to be implemented. The proposed changes include several proposals and attitudes to perform its implementation. In this work, it was concluded that there are several improvements that must be done in the company's digital marketing plan, especially in the website. Nevertheless, in order to reach better results the following strategies should be performed: 1) implementation of an online planning with defined objectives; 2) integration of an online payment platform; 3) redefinition and improvement of search engine optimisation techniques and 3) creation of exclusive campaigns for online reservations. The presence in social networks is also considered essential, being a decisive factor for the creation of engagement with customers and emotional connection with the brand. Another important feature that should be taken into account to improve the current digital marketing plan of Viagens El Corte Inglés is to send email newsletters, being the main goal the achievement of conversions, in order to get new customers and to increase the company database. The implementation of this strategies will present some obstacles, being the most relevant the resistance to change, once it’s essential that the company become aware that a significant investment on digital marketing must be performed in order to achieve its main goal in terms of digital marketing.
internet has a unique ability to broaden the reach of marketing and simultaneously narrow its focus. In this context, traditional limitations can be overcome through by using digital channels, making possible to improve the message that is intended to reach a specific market segment. The existence of a clearly defined and feasible strategy will help to keep focus, ensuring that marketing activities will be in line with business objectives and will be targeted to the right audience. This study intended to analyse and clarify the current digital marketing plan of Viagens El Corte Inglés, in order to present a proposal of strategic orientation that provide an improvement in the performance of the company in terms of the digital component. This proposal will be in line with the main goals of the company that are to become a reference in the digital market of travel agencies in Portugal and increase its online sales. This work entailed the analysis from the company actual state of digital marketing, and subsequent establishment of a strategic plan with significant improvements to be implemented. The proposed changes include several proposals and attitudes to perform its implementation. In this work, it was concluded that there are several improvements that must be done in the company's digital marketing plan, especially in the website. Nevertheless, in order to reach better results the following strategies should be performed: 1) implementation of an online planning with defined objectives; 2) integration of an online payment platform; 3) redefinition and improvement of search engine optimisation techniques and 3) creation of exclusive campaigns for online reservations. The presence in social networks is also considered essential, being a decisive factor for the creation of engagement with customers and emotional connection with the brand. Another important feature that should be taken into account to improve the current digital marketing plan of Viagens El Corte Inglés is to send email newsletters, being the main goal the achievement of conversions, in order to get new customers and to increase the company database. The implementation of this strategies will present some obstacles, being the most relevant the resistance to change, once it’s essential that the company become aware that a significant investment on digital marketing must be performed in order to achieve its main goal in terms of digital marketing.
Description
Keywords
Agências de viagens Internet Marketing digital Newsletter Público-alvo Redes sociais SEO Viagens El Corte Inglés Digital marketing Social networks Target audience Travel agencies