Examinando por Autor "Arias Salazar, Alejandro"

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    Ítem
    Propuesta para desarrollar una estrategia de monetización para la empresa Expertos en Marca
    (Universidad EAFIT, 2016) Arias Salazar, Alejandro; Rojas De Francisco, Laura Isabel; Monroy Osorio, Juan Carlos
    La web 2.0 no solo ha modificado la manera en la que la gente se comunica, sino que también ha transformado la manera en la que se hacen negocios -- Fenómenos derivados de los medios sociales, como la viralización de contenidos, han permitido que el modo de actuar de algunas personas en plataformas de dichos medios pueda ser fuente de ingresos, como es el caso de personajes como el canadiense Justin Bieber o la colombiana Luisa Fernanda W, reconocidos por ser referentes en redes sociales -- Este documento explora estrategias de monetización para ser implementadas en la plataforma digital Expertos en Marca, inmersa en el contexto colombiano -- Para hacer el planteamiento se revisaron en www.expertosenmarca.com datos recolectados de visitantes a través de herramientas Web Analytics, se estudiaron casos exitosos de monetización en Colombia mediante el método Think with Google, se diligenciaron entrevistas en profundidad a expertos en el tema de mercadeo digital y se aplicó una encuesta a miembros de la comunidad de Expertos en Marca -- Lo anterior permitió construir un viaje del cliente (costumer journey) que propone cómo debería ser el proceso para usuarios que se integran a Expertos en Marca hasta que deciden convertirse en clientes y diseñar un Wise Cluster Canvas para el proceso de monetización, que, además de ser útil para los dueños de la organización, puede ser estudiado en el futuro o aplicado en diversas iniciativas y emprendimientos digitales
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    Ítem
    Selling of Products: The Use of Single-Electrode Wireless EEG in Consumer Behavior
    (Universidad San Buenaventura, 2019-01-01) Munoz, Yaromir; Lopez Gallego, Francisco; Arias Salazar, Alejandro; Serna Rodriguez, Maribel
    The results of three different groups of customers, each exposed to a different sales technique, were compared in order to evaluate which sales technique was more effective for achieving higher levels of sustained attention. The study used the Neurosky headband to measure brainwaves in millivolts. The three compared sales techniques were: 1) the training technique for sale, termed as structured by the AIDA model; 2) the traditional sale, here called unstructured; 3) and a structured technique with the help of simultaneous stimulation by several neuroattentional pathways, prescribed by the developments of the neuroscience of consumption (CN). The results showed a statistically significant difference in achieved sustained attention levels, presenting higher levels in clients exposed to the sales training technique and ower scores in those exposed to one of the techniques used by the CN. These results are discussed in relation to the concept of sustained attention in clients when the stimulation of a single neuroattentional pathway is used as compared to the activation of several pathways simultaneously.
  • No hay miniatura disponible
    Ítem
    Selling of Products: The Use of Single-Electrode Wireless EEG in Consumer Behavior
    (Universidad San Buenaventura, 2019-01-01) Munoz, Yaromir; Lopez Gallego, Francisco; Arias Salazar, Alejandro; Serna Rodriguez, Maribel
    The results of three different groups of customers, each exposed to a different sales technique, were compared in order to evaluate which sales technique was more effective for achieving higher levels of sustained attention. The study used the Neurosky headband to measure brainwaves in millivolts. The three compared sales techniques were: 1) the training technique for sale, termed as structured by the AIDA model; 2) the traditional sale, here called unstructured; 3) and a structured technique with the help of simultaneous stimulation by several neuroattentional pathways, prescribed by the developments of the neuroscience of consumption (CN). The results showed a statistically significant difference in achieved sustained attention levels, presenting higher levels in clients exposed to the sales training technique and ower scores in those exposed to one of the techniques used by the CN. These results are discussed in relation to the concept of sustained attention in clients when the stimulation of a single neuroattentional pathway is used as compared to the activation of several pathways simultaneously.