Analysis of the implementation of digital marketing at the Maputo Railway Sportin Club

Abstract

The emergence of new marketing tools, particularly digital marketing, forces organizations to make profound changes in the use of communication media with their fans and supporters. Currently, digital marketing is more effective in reaching the most diverse social groups that make up the club's membership. In contrast, in our country, there is no investment in these platforms in marketing actions, in order to contribute to improving the promotion of sports clubs with regard to their image, products and services. Despite this aspect, the employees of these sports organizations do not have solid knowledge on this subject, which does not contribute to the development of the club's brand. In order to achieve the proposed objective, this study was carried out at Clube Ferroviário de Maputo with the aim of analyzing the impact of the implementation of digital marketing at Clube Ferroviário de Maputo, based on a mixed methodological approach (qualitative and quantitative), through interviews and questionnaires, which were carried out with club employees and athletes from the senior football team, as well as fans. In this context, the data collected revealed that although fans use digital platforms and the club under study uses digital marketing tools as a means of selling the club's image and products and services, consumers do not find the information they are looking for in relation to their clubs in these tools.