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How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
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Orientador(es)
Resumo(s)
SMS advertising is one form of mobile marketing that is considered dissimilar to other advertising channels due to its ubiquitous and personal nature. The scope of this project is to introduce a customer centric perspective to the SMS campaigns executed in Portugal Telecom by providing recommendations to overcome existing gaps between best and current practices. Through the use of internal in-depth interviews, an online survey and a documentary analysis, permission, frequency and content issues were identified as the main challenges. Thus, strategies to ensure the existence of an actionable subscription process and of customized, relevant and fresh contents were provided.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
mobile advertising SMS advertising Telecom Portugal Telecom MEO Customer life cycle