Examinando por Materia "AUDIENCIA (MEDIOS DE COMUNICACIÓN DE MASAS)"

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    Protocolo para el desarrollo de una investigación de mercados digital
    (Universidad EAFIT, 2018) Toro Parra, Luz María; Alzate Tobón, Gabriel Jaime; Muñoz Molina, Yaromir
    Taking into account the importance and contribution of market research in the development of marketing during these years, the undeniable and increasing hyperconnectivity of today's consumers, plus the possibilities of real-time implementation and the data collection that allows the technological advances, it becomes feasible and absolutely necessary an integration of research techniques that facilitate the digital world the way to build knowledge from a protocol designed specifically for this area that generates a positive contribution in the effectiveness of the messages and, thus, in the relationship of brands with their publics -- Therefore, this work begins with a review of the literature on digital audiences (who) and the online advertising content (what they consume and how they do it), and continues with an identification of the current techniques and tools of online market research (the means to access this information) to, from this, structure a proposed protocol, that is, a structured methodology for online market research that allows reviewing unstructured information present in social media, in search of a more timely knowledge of the digital consumer for the planning and development of the contents that will be published, with a focus directed more towards predictive analysis