Aplicações móveis

: uma mais-valia para o marketing das empresas? : os casos TAP e Novo Banco

Abstract

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.

Date of Award	22 Sept 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)