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Personas : a importância da sua criação na otimização de um website : caso TAP air Portugal
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| 2.1 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
As companies strive to keep up with the evolution of digital marketing, airlines operate in a very competitive market and need to develop new ways to optimize and innovate the customer centred digital strategy. Aware of the challenges, the Portuguese airline wants to implement a digital marketing strategy focused on a customer, through the creation of digital Personas. With the creation of Personas, it will be possible to provide personalized content according to the type of user through the development of content marketing. With web analytics, too, it will be possible to measure user performance on the site and thereby optimize the consumer experience.
In this line of thought, we intend to demonstrate the difference between theory and practice in the creation of Personas, that is, the difference between the empirical and how they are constructed and thought in the day to day of a company.
This report describes the importance of creating Personas to develop a unique view of the client in their demographic and behavioral characteristics, as well as, their value to the company.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Digital Marketing Marketing de Conteúdo Web Analytics Marketing Intelligence Online User Personas