Marketing móvel

: estudo de caso da aplicação móvel da ModaLisboa

Abstract

The aims of this traineeship report are the analysis of the mobile application of the ModaLisboa Association, such as the clarification of its current and future potential. The live broadcast of the 41st edition of ModaLisboa during this traineeship raised some issues related to Digital Marketing in Moda Lisboa, about the sales of products exhibited during the event and about the potential that mobile applications could have for the brand ModaLisboa. So, all these phases have led us to the solution of the main issued raised by this survey, which is to understand if Mobile Marketing can promote the market of ModaLisboa. This survey approaches themes such as Fashion, Fashion Marketing, Social Media, Digital Marketing, Mobile Marketing and M-Commerce. This report looks over the usage of the mobile application MLX Lisboa Fashion Week as a Case Study, approaching the ModaLisboa Association, the events organized by this association, such as the main strategies used in the advertising of these events. A research on the social media of ModaLisboa has been developed due to their important role when advertising the brand. The 41st edition of ModaLisboa, where the mobile application for Samsung came to light, was also analysed. In order to focus on the aim of this study, a S.W.O.T. analysis was applied to the mobile application, highlighting the Strengths and Weaknesses of this application, such as its Opportunities and Threats. After the Case Study and after analysing the mobile application, a quality analysis was performed in order to understand the way in which this platform might put forward the market of ModaLisboa. This task was centered not only in getting information related to the reasons and aims of the mobile application according to those who are responsible for the application, but it was also centered in the experience that the users and some significant agents had with the application of ModaLisboa. After all this analysis, we can conclude that with the evolution of social media and the overwhelming use of digital platforms, services and brands started facing platforms as potential mediators in the approach and creation of a connexion to their consumers. Similarly, due to the high rate of usage in the market and its undeniable importance in our daily lives, the mobile channel has been seen as an excellent means of communication, which allows a more direct and dynamic interaction with the consumer. Being evident that there’s a need for effective communication, trying to meet the individual needs of consumers, it is indispensable to meet the consumer individually and getting his feedback. This will lead the consumer to feel the need to communicate with the brand/company in order to be part of the process of communication and the development of products which are thought for the consumer and his needs. This way, there will an advantageous interaction between both parties.

Date of Award	18 Jan 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)