Marketing plan: FraudProof: a SaaS anti-fraud solution for the digital advertising industry

• Autor(a) principal: Cadete, Patrícia Raquel dos Santos
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18334
• topic: Marketing plan; Digital advertising; Digital fraud; E-commerce; Plano de marketing; Publicidade eletrónica; Fraude; Comércio eletrónico; Trabalho de projeto

This master’s project intends to define and study a Marketing Plan to support the launching of a software as service anti-fraud platform designed to target the growing mobile ad-tech industry. The new business unit will be developed and launch by Mobrand, a Portuguese solution provider in the digital advertising marketplace. Throughout this project, we aim to identify the potential market of the new business line, study its impact for the brand and evaluate its viability within Mobrand. To achieve this, a Literature Review will be firstly executed focused on the key areas of digital advertising, digital fraud and e-commerce. Afterwards, it will be accomplished a market analysis to identify the value of the anti-fraud solution, highlighting during the process the major opportunities and threats identified in the market, while weighing also its strengths and weaknesses. Additionally, a survey was performed to further evaluate the pertinence of a new preventive solution taking into account marketers’ view of mobile ad fraud, and also to understand the most valued characteristics. Based on the data obtained beforehand, it will be developed the STP and a marketing mix strategies that will support the creation of the anti-fraud business – FraudProof, tailored for the market needs and expectations. Lastly, to grasp this project's viability, it will be outlined an operational viability study, which will allow us to comprehend the necessary resources to implement the project.