How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Antonio Manuel Bastos
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/18243
Resumo: 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.
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spelling How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?mobile advertisingSMS advertisingTelecomPortugal TelecomMEOCustomer life cycleDomínio/Área Científica::Ciências Sociais::Economia e GestãoSMS 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.Cardoso, ElizabeteRUNRodrigues, Antonio Manuel Bastos2018-01-30T01:30:19Z2016-012016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10362/18243TID:201525496enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:57:03Zoai:run.unl.pt:10362/18243Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:24:35.692468Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
title How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
spellingShingle How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
Rodrigues, Antonio Manuel Bastos
mobile advertising
SMS advertising
Telecom
Portugal Telecom
MEO
Customer life cycle
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
title_full How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
title_fullStr How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
title_full_unstemmed How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
title_sort How can Portugal Telecom efficiently and effectively align its SMS marketing efforts to provide a seamless experience throughout the customer life cycle?
author Rodrigues, Antonio Manuel Bastos
author_facet Rodrigues, Antonio Manuel Bastos
author_role author
dc.contributor.none.fl_str_mv Cardoso, Elizabete
RUN
dc.contributor.author.fl_str_mv Rodrigues, Antonio Manuel Bastos
dc.subject.por.fl_str_mv mobile advertising
SMS advertising
Telecom
Portugal Telecom
MEO
Customer life cycle
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic mobile advertising
SMS advertising
Telecom
Portugal Telecom
MEO
Customer life cycle
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-01
2016-01-01T00:00:00Z
2018-01-30T01:30:19Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/18243
TID:201525496
url http://hdl.handle.net/10362/18243
identifier_str_mv TID:201525496
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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