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Abstract(s)
As redes sociais abrem novas portas para o marketing digital, sendo que estas têm, cada vez mais, um papel importante no estabelecimento de relações entre as empresas e os clientes. Hoje em dia, grande parte das empresas aproveitam as redes sociais como um novo canal de comunicação, de forma a maximizar as ações nas suas páginas e levar os seus produtos/serviços de forma mais eficaz aos seus potenciais clientes. A plataforma de marketing automation multicanal da E-goi suporta e-mail, sms, voz, smart sms e push, mas não suporta as aplicações sociais de troca de mensagem como um novo canal de comunicação, i.e. não é possível endereçar campanhas de marketing aos destinatários via as suas redes sociais. Esta dissertação, elaborada no âmbito do projeto “Novo canal de comunicação para marketing digital”, tem como objetivo descrever o processo de desenvolvimento e integração do canal para comunicação com diversos tipos de sistemas socias de troca de mensagens tais como Facebook Messenger, Viber, entre outros. Ao longo deste documento é apresentada uma descrição técnica que demonstra todo o processo de desenvolvimento da solução e da infraestrutura adotada, que decorrem da elicitação de requisitos e da análise do problema. O resultado deste projeto permitirá a criação de um novo canal de comunicação para incorporação na Plataforma E-goi.
Social networks open new doors for digital marketing, these have an increasingly important role in the establishment of relations between the companies and the customers. Nowadays, most companies leverage social networking as a new communication channel in order to maximize their actions in web pages and take their products/services more effectively to their potential customers. The multi-channel marketing automation E-goi platform support e-mail, sms, voice, smart sms and push, but does not support social networks as a new channel of communication, so is not prepared to follow new trends. This master thesis, elaborated in the scope of the project “Novo canal de comunicação para marketing digital”, describes the process of developing a channel for communication with various types of social networks such as Facebook Messenger, Viber and others. Technical description is presented throughout this document demonstrating the entire process of developing the solution and the adopted infrastructure, which resulted from the analysis of the problem and its elicited requirements. The result of this project will enable the creation of a new communication channel for incorporation into the E-goi platform.
Social networks open new doors for digital marketing, these have an increasingly important role in the establishment of relations between the companies and the customers. Nowadays, most companies leverage social networking as a new communication channel in order to maximize their actions in web pages and take their products/services more effectively to their potential customers. The multi-channel marketing automation E-goi platform support e-mail, sms, voice, smart sms and push, but does not support social networks as a new channel of communication, so is not prepared to follow new trends. This master thesis, elaborated in the scope of the project “Novo canal de comunicação para marketing digital”, describes the process of developing a channel for communication with various types of social networks such as Facebook Messenger, Viber and others. Technical description is presented throughout this document demonstrating the entire process of developing the solution and the adopted infrastructure, which resulted from the analysis of the problem and its elicited requirements. The result of this project will enable the creation of a new communication channel for incorporation into the E-goi platform.
Description
Keywords
Marketing digital Canal de comunicação Redes sociais Communication channel Social networks