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Planeamento Estratégico de uma Agência de Marketing Digital com foco na Retenção de Clientes
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| 1.46 MB | Adobe PDF |
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Abstract(s)
A presente dissertação é relativa ao estágio realizado, com a duração de 4 meses, na empresa AMA – Apart Marketing Agency, agência de marketing digital localizada em Lisboa mas que realiza todas os seus serviços de forma remota e 100% digital. Durante o estágio, o estagiário identificou o problema centrado na satisfação face à retenção dos clientes, uma vez que os colaboradores sobrecarregados de atribuições cumpriram com os resultados prometidos apenas no limite do que deveria de ser realizado, sem espaço para inovações e superação de expectativas dos clientes. Para solucionar os problema, foi realizado primeiramente um levantamento bibliográfico sobre a temática considerada pertinente para tal. A seguir, foram descritas e analisadas as respostas relativas ao questionário enviado aos clientes da agência. Após as análises, foram propostas recomendações com o objetivo de responder ao problema identificado em questão. Ao final da dissertação, seguem reflexões sobre o trabalho desenvolvido durante o estágio, da sua importância para a formação do estagiário, das dificuldades sentidas e as pistas de investigações futuras que podem contribuir para o futuro da empresa.
This thesis is related to the internship carried out, lasting 4 months, at the company AMA – Apart Marketing Agency, a digital marketing agency located in Lisbon but which performs all its services remotely and 100% digitally. During the internship, the intern identified the problem centered on customer satisfaction in the face of customer retention, since employees overburdened with attributions fulfilled the promised results only within the limits of what should be done, with no room for innovations and exceeding the expectations of the customers. To solve the problem, a bibliographical survey was carried out on the topic considered relevant for this purpose. Next, the responses related to the questionnaire sent to the agency's clients were described and analyzed. After the analyses, recommendations were proposed in order to respond to the identified problem in question. At the end of the dissertation, there are reflections on the work developed during the internship, its importance for the training of the intern, the difficulties felt and the clues for future investigations that can contribute to the company's future.
This thesis is related to the internship carried out, lasting 4 months, at the company AMA – Apart Marketing Agency, a digital marketing agency located in Lisbon but which performs all its services remotely and 100% digitally. During the internship, the intern identified the problem centered on customer satisfaction in the face of customer retention, since employees overburdened with attributions fulfilled the promised results only within the limits of what should be done, with no room for innovations and exceeding the expectations of the customers. To solve the problem, a bibliographical survey was carried out on the topic considered relevant for this purpose. Next, the responses related to the questionnaire sent to the agency's clients were described and analyzed. After the analyses, recommendations were proposed in order to respond to the identified problem in question. At the end of the dissertation, there are reflections on the work developed during the internship, its importance for the training of the intern, the difficulties felt and the clues for future investigations that can contribute to the company's future.
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Keywords
Agência de Marketing Digital Retenção de clientes Planeamento estratégico