O marketing digital na TAP AIR Portugal
Miniatura indisponível
Data
2021
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Editora
Edições Universitárias Lusófonas
Resumo
Este artigo tem como objetivo analisar o marketing digital desenvolvido pela empresa TAP Air Portugal e efetuar uma comparação com a Easyjet e a Emirates.
Metodologicamente, numa primeira fase realizou-se uma revisão da literatura em diversas bases de dados, através da ProQuest, do RCAAP, do RECIL e do Google Scholar.
Numa segunda etapa desenvolveu-se o estudo detalhado da TAP Air Portugal, em que se pesquisaram os meios de comunicação digital utilizados e a análise do seu desempenho, através das ferramentas de comunicação digital: Google Trends, KWFinder, Page Speed Insights, GT Metrix, Similar Web e Site Analyzer.
Por último, elaborou-se uma comparação entre a TAP Air Portugal, a Emirantes e a EasyJet.
Como trabalho de campo, foi realizado um questionário anónimo a 735 clientes - entre os dias 28/10/2019 e 30/10/2019 - que se encontravam nas instalações do Aeroporto de Lisboa e que se preparavam para embarcar. Este questionário permitiu verificar o alcance do marketing digital da TAP Air Portugal.
Deste estudo verificou-se que deve continuar a haver uma aposta no marketing digital, nas redes sociais e no mobile web pois têm um grande impacto na divulgação e venda de passagens aéreas.
This work aims to analyze the digital marketing developed by the company TAP Air Portugal and make a comparison with Easyjet and Emirates. As a methodology, in a first phase, a literature review was carried out in several databases: ProQuest, RCAAP, RECIL and Google Scholar. In a second stage, the detailed study of TAP Air Portugal was developed, in which the digital media used and the analysis of their performance were researched, through the digital communication tools: Google Trends, KWFinder, Page Speed Insights, GT Metrix, Similar Web and Site Analyzer. Finally, a comparison was made between TAP Air Portugal, Emirantes and EasyJet. As a fieldwork, an anonymous questionnaire was carried out to 735 customers - between 10/28/2019 and 10/30/2019 - who were at the Lisbon Airport and were preparing to board. This questionnaire allowed to verify the reach of TAP Air Portugal’s digital marketing. From this study it was found that they should continue to be focus on digital marketing, social networks, and mobile web, because they have a great impact on the promotion and sale of airline tickets. Keywords: Digital marketing, TAP, Emirates, EasyJet, airlines, Digital communication.
This work aims to analyze the digital marketing developed by the company TAP Air Portugal and make a comparison with Easyjet and Emirates. As a methodology, in a first phase, a literature review was carried out in several databases: ProQuest, RCAAP, RECIL and Google Scholar. In a second stage, the detailed study of TAP Air Portugal was developed, in which the digital media used and the analysis of their performance were researched, through the digital communication tools: Google Trends, KWFinder, Page Speed Insights, GT Metrix, Similar Web and Site Analyzer. Finally, a comparison was made between TAP Air Portugal, Emirantes and EasyJet. As a fieldwork, an anonymous questionnaire was carried out to 735 customers - between 10/28/2019 and 10/30/2019 - who were at the Lisbon Airport and were preparing to board. This questionnaire allowed to verify the reach of TAP Air Portugal’s digital marketing. From this study it was found that they should continue to be focus on digital marketing, social networks, and mobile web, because they have a great impact on the promotion and sale of airline tickets. Keywords: Digital marketing, TAP, Emirates, EasyJet, airlines, Digital communication.
Descrição
R-LEGO - Revista Lusófona de Economia e Gestão das Organizações
Palavras-chave
MARKETING DIGITAL, DIGITAL MARKETING, TAP