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Publicação
Memmo Hotels: Plano de Marketing Digital
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 75.93 MB | Adobe PDF |
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O projeto exposto refere-se ao estágio curricular que foi realizado no 2º ano do
Mestrado de Marketing Digital e tem como objetivo principal descrever as atividades
desempenhadas, explicando as ações e estratégias desenvolvidas durante o estágio
curricular concretizado.
O desafio proposto pela entidade, em termos gerais, engloba reunir esforços para
o alavancamento da presença e eficácia de um conjunto de plataformas digitais profícuas
para a empresa, no sentido de impulsionar o negócio através de conhecimentos, práticas
e técnicas de Marketing Digital que potenciem o aproveitamento dos meios online e
acrescentar valor ao capital da marca, tendo em conta audiência, hóspedes e
stakeholders.
Procura-se, também, em função do diagnóstico realizado, propor um plano de
Marketing Digital para a empresa, que possa melhorar a eficácia das iniciativas de
marketing. Além disso, exponho algumas campanhas e conteúdos implementados nos
canais digitais utilizados pela Memmo Hotels.
O presente documento aborda o aperfeiçoamento do Plano de Marketing Digital,
ou seja, em torno da planificação estratégica do departamento de marketing através de
conjunto de propostas que potenciem o aproveitamento do digital, sem descurar a
pertinência da monitorização e controlo dos resultados obtidos inerentes às diferentes
plataformas exploradas, tendo em conta as estratégias de marketing pré-concebidas para
os três hotéis, orçamento e objetivos intrínsecos para o ano de 2019.
Inclui diagnósticos, sob forma de auditorias digitais, que se referem ao ponto de
situação da presença online da empresa no momento em que ingressei no estágio,
mediante o que foi facultado pela entidade acolhedora.
As propostas desenvolvidas no âmbito da implementação e aperfeiçoamento do
planeamento estratégico em torno do digital, utiliza cada canal de comunicação de forma
integrada e coerente, tendo em conta a audiência, públicos-alvo e buyer personals
inerentes aos três hotéis, os diferentes intuitos de utilização, respetivas funcionalidades
e ferramentas disponíveis para estimular a conversão e estabelecer relações profícuas e
duradouras.
The above project refers to the curricular internship that was carried out in the 2nd year of the Digital Marketing Master's Degree and has as main objective to describe the activities performed, explaining the actions and strategies developed during the curricular internship. The challenge proposed by the entity, in general terms, is to combine efforts to leverage the presence and effectiveness of a set of profitable digital platforms for the company to boost business through Digital Marketing knowledge, practices and techniques that leveraging the online media and adding value to the brand capital, taking into account the audience, guests and stakeholders. It is also sought, based on the diagnosis made, to propose a Digital Marketing plan for the company that can improve the effectiveness of marketing initiatives. In addition, I present some campaigns and content implemented in the digital channels used by Memmo Hotels. This document addresses the improvement of the Digital Marketing Plan, that is, around the strategic planning of the marketing department through a set of proposals that enhance the use of the digital, without neglecting the pertinence of monitoring and control of the results obtained inherent to the different platforms exploited, taking into account the pre-conceived marketing strategies for the three hotels, budget and intrinsic objectives for 2019. It includes diagnoses, in the form of digital audits, which refer to the status of the company's online presence at the moment I entered the internship, through which it was provided by the host entity. The proposals developed as part of the implementation and improvement of the strategic planning around digital use each communication channel in an integrated and coherent way, taking into account the audience, audiences and buyer personals inherent to the three hotels, the different purposes features and tools available to stimulate conversion and establish lasting and fruitful relationships.
The above project refers to the curricular internship that was carried out in the 2nd year of the Digital Marketing Master's Degree and has as main objective to describe the activities performed, explaining the actions and strategies developed during the curricular internship. The challenge proposed by the entity, in general terms, is to combine efforts to leverage the presence and effectiveness of a set of profitable digital platforms for the company to boost business through Digital Marketing knowledge, practices and techniques that leveraging the online media and adding value to the brand capital, taking into account the audience, guests and stakeholders. It is also sought, based on the diagnosis made, to propose a Digital Marketing plan for the company that can improve the effectiveness of marketing initiatives. In addition, I present some campaigns and content implemented in the digital channels used by Memmo Hotels. This document addresses the improvement of the Digital Marketing Plan, that is, around the strategic planning of the marketing department through a set of proposals that enhance the use of the digital, without neglecting the pertinence of monitoring and control of the results obtained inherent to the different platforms exploited, taking into account the pre-conceived marketing strategies for the three hotels, budget and intrinsic objectives for 2019. It includes diagnoses, in the form of digital audits, which refer to the status of the company's online presence at the moment I entered the internship, through which it was provided by the host entity. The proposals developed as part of the implementation and improvement of the strategic planning around digital use each communication channel in an integrated and coherent way, taking into account the audience, audiences and buyer personals inherent to the three hotels, the different purposes features and tools available to stimulate conversion and establish lasting and fruitful relationships.
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Memmo Marketing Digital Branding Comunicação Estágio