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Orientador(es)
Resumo(s)
As constantes transformações tecnológicas observáveis em todas as dimensões da
sociedade têm vindo a tornar o mundo cada vez mais conectado. Os utilizadores procuram
constantemente por experiências digitais à distância de um toque, fruto das possibilidades que
hoje são oferecidas a qualquer indivíduo através dos seus dispositivos e, nomeadamente, das
aplicações e serviços neles contidos.
A indústria automóvel tem sido palco da tecnologia a vários níveis, desde o
desenvolvimento de veículos elétricos, à conceção de viaturas autónomas por meio de software.
Neste sentido, é também nesta indústria que agora se constata uma preocupação com a
experiência digital do utilizador, tendo vindo a ser adotados sistemas operativos baseados em
Android diretamente instalados no sistema de infoentretenimento dos carros.
A Faurecia Aptoide Automotive (FAA) desenvolve App Stores para fabricantes
automóveis, sendo também responsável por garantir a diversidade de aplicações e conteúdos
neste ecossistema. Deste modo, o presente projeto visa desenvolver um plano de inbound
marketing business to business (B2B) focado nos fornecedores de conteúdo da FAA.
ABSTRACT: The permanent technological changes in the overall society have been turning the world into an increasingly connected place. Users are constantly looking for digital experiences with just a touch, as a result of the possibilities that are now offered to any individual through their devices and its applications and services. The automotive industry has been the stage for new technologies at multiple levels, from the development of electric vehicles to the design of autonomous vehicles via software. In this regard, it is also in this industry that we find a concern with the digital experience of the users’, having been adopted Android-based operating systems installed directly in the car’s infotainment systems. Faurecia Aptoide Automotive (FAA) develops App Store solutions for the car manufacturers and is also responsible for ensuring the variety of applications and services in this ecosystem. Thus, this project aims to develop an inbound marketing business to business (B2B) plan focused on FAA’s content providers.
ABSTRACT: The permanent technological changes in the overall society have been turning the world into an increasingly connected place. Users are constantly looking for digital experiences with just a touch, as a result of the possibilities that are now offered to any individual through their devices and its applications and services. The automotive industry has been the stage for new technologies at multiple levels, from the development of electric vehicles to the design of autonomous vehicles via software. In this regard, it is also in this industry that we find a concern with the digital experience of the users’, having been adopted Android-based operating systems installed directly in the car’s infotainment systems. Faurecia Aptoide Automotive (FAA) develops App Store solutions for the car manufacturers and is also responsible for ensuring the variety of applications and services in this ecosystem. Thus, this project aims to develop an inbound marketing business to business (B2B) plan focused on FAA’s content providers.
Descrição
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Inbound marketing Marketing de conteúdo Plano de marketing App Store Indústria automóvel Content marketing Marketing plan Automotive industry
Contexto Educativo
Citação
Sousa, S.M.C. (2021). Plano de Inbound Marketing Business to Business (B2B) Faurecia Aptoide Automotive. [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14262
Editora
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social