O MARKETING DIGITAL E SEUS IMPACTOS EM EMPRESAS AÉREAS

Abstract

This undergraduate thesis investigates the influence of digital marketing on the market growth of companies in the airline sector. Based on a qualitative and exploratory approach, grounded in bibliographic research, the study examines how digital tools have been incorporated into airline strategies to strengthen market presence. It explores core marketing concepts, their evolution in the digital environment, and the historical and current context of air transport. The findings indicate that practices such as targeted paid traffic on social media, CRM systems, SEO, and marketing automation significantly contribute to customer loyalty, brand awareness, and increased visibility. It is concluded that digital marketing has evolved from a complementary activity into a strategic pillar of business management, becoming essential for competitive differentiation and market repositioning in the airline industry.