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Abstract(s)
A presente investigação tem como objeto de estudo as aplicações móveis que funcionam como um canal de marketing e que, na actualidade, têm crescido exponencialmente. O principal objectivo deste trabalho é compreender se estas aplicações são uma ferramenta importante para a divulgação e venda de um determinado produto e/ou serviço e se auxiliam o marketing de uma empresa, ou se, pelo contrário, não trazem qualquer benefício para a mesma. Mais especificamente, esta investigação aborda os benefícios concretos proporcionados por este novo canal, como por exemplo, determinar se estas são eficazes na promoção das vendas, na notoriedade da marca e na fidelização/CRM (Customer Relationship Management) dos clientes. Ao longo do tempo, é notório que as tecnologias móveis, mais propriamente os smartphones, têm provocado mudanças em vários segmentos da sociedade e, consequentemente, na vida das pessoas: a maneira como elas comunicam, se relacionam, trabalham, se divertem e estudam tem vindo a mudar drasticamente. Estamos, neste momento, a viver numa nova era, a era das conexões, ou, mais usualmente aclamada, a era da mobilidade. As empresas passam a ver estas ferramentas como um aliado aos seus negócios e, com a necessidade de inovação, acabam por implementar novas formas de marketing. No âmbito do marketing digital, surgiu uma nova tendência denominada por marketing móvel. Nesta, as aplicações móveis assumem uma nova postura no mercado online móvel, tornando as empresas mais próximas dos consumidores. O estudo de caso foi o método utilizado para realizar esta investigação. As marcas TAP Portugal e Novo Banco foram as escolhidas para a concretização deste estudo. Demonstram ambas um espírito inovador, criativo e de iniciativa e procuram ainda a plena satisfação do cliente, através das suas aplicações móveis. Como principal resultado, esta investigação sugere que, de uma forma geral, as aplicações móveis, como ferramentas de marketing, potenciam os negócios, valorizam a marca que publicitam e fazem com que os consumidores se sintam permanentemente atualizados e mais chegados ao produto e/ou serviço e até parte da própria empresa.
This research has as a guide mobile applications that act as a marketing channel and that, at present, have grown exponentially. The main objective of this work is to understand if these applications are an important tool for the dissemination and sale of a particular product and /or service and assist the marketing of a company, or, on the contrary, not bring any benefit to it. More specifically, this research addresses the concrete benefits provided by this new channel, for example, determine whether they are effective in promoting the sales, brand awareness and loyalty / CRM (Customer Relationship Management) customers. Over time, it is clear that mobile technology, more specifically smartphones, have caused changes in various segments of society and consequently on people's lives: how they communicate, relate, work, play and study has been changing dramatically. We are at the moment living in a new era, the era of connections, or, more usually hailed the era of mobility. Companies come to see these tools as an ally to their businesses and with the need for innovation, eventually implement new forms of marketing. Under the digital marketing, a new trend called by mobile marketing. This, mobile applications assume a new position in the mobile market online, making the enterprises closer to the consumers. Case study was the method used for this investigation. Brands TAP Portugal and Novo Banco were chosen to implement this study. Demonstrate both an innovative, creative and initiative spirit and they even look for full customer satisfaction, through theirs mobile applications. As a main result, this research suggests that, in general, mobile applications such as marketing tools, enhance the business value that advertise the brand and make consumers feel constantly updated and closest to the product and / or service and even part of the company.
This research has as a guide mobile applications that act as a marketing channel and that, at present, have grown exponentially. The main objective of this work is to understand if these applications are an important tool for the dissemination and sale of a particular product and /or service and assist the marketing of a company, or, on the contrary, not bring any benefit to it. More specifically, this research addresses the concrete benefits provided by this new channel, for example, determine whether they are effective in promoting the sales, brand awareness and loyalty / CRM (Customer Relationship Management) customers. Over time, it is clear that mobile technology, more specifically smartphones, have caused changes in various segments of society and consequently on people's lives: how they communicate, relate, work, play and study has been changing dramatically. We are at the moment living in a new era, the era of connections, or, more usually hailed the era of mobility. Companies come to see these tools as an ally to their businesses and with the need for innovation, eventually implement new forms of marketing. Under the digital marketing, a new trend called by mobile marketing. This, mobile applications assume a new position in the mobile market online, making the enterprises closer to the consumers. Case study was the method used for this investigation. Brands TAP Portugal and Novo Banco were chosen to implement this study. Demonstrate both an innovative, creative and initiative spirit and they even look for full customer satisfaction, through theirs mobile applications. As a main result, this research suggests that, in general, mobile applications such as marketing tools, enhance the business value that advertise the brand and make consumers feel constantly updated and closest to the product and / or service and even part of the company.
Description
Keywords
Aplicações móveis Marketing móvel Era da mobilidade Tecnologia Globalização Smartphones Mobile applications Mobile marketing Age of mobility Technology Globalization