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Navigating innovation: a marketing perspective
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Resumo(s)
This thesis explores an innovative B2B2C model proposition for ActivoBank, describing an
integration of banking with real estate to create Early Home Ownership opportunities for
young buyers. The study includes an exploration of marketing challenges and related aspects,
including an analysis of the marketing funnel, exploration of optimal digital marketing
strategies, and clarification of boundaries and marketing responsibilities among collaborating
business entities. Finally, the research addresses potential benefits, risks like market
fluctuations, and regulatory complexities for navigating the complex banking and real estate
landscape. It aims to contribute to the digital transformation of the banking and real estate
industry.
Descrição
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Marketing strategy Customer journey Marketing funnel Customer segmentation Digital marketing