Examinando por Materia "Canales digitales"

Mostrando 1 - 8 de 8
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    Análisis de los sistemas transaccionales en Colombia con respecto al sistema financiero de Bolivia, en términos de inclusión financiera
    (Universidad EAFIT, 2020) Cardona Tombe, Liceth Viviana; Gómez Guzmán, Carol Andrea; Durango Gutiérrez, María Patricia
    The purpose of this paper is to analyze the evolution of transactional payment systems in Colombia compared to Bolivia, as developing countries in Latin America, in terms of financial inclusion. For this, its evolution between the years 2016-2020 has been reviewed. There is also a brief description of the importance of the means of payment, a comparative analysis of the composition of the financial structure of both countries, and quantitative information to measure growth and projection for the years 2020-2024.
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    Avanzando hacia una banca más inclusiva : el potencial del Open Banking en Colombia
    (Universidad EAFIT, 2023) Sierra Madrid, Felipe; Jaramillo Restrepo, David; Gaitán Riaño, Sandra Constanza
    Over the years, Colombia has displayed a remarkable evolution in its financial sector, progressively transitioning towards hyperconnectivity and the digitization of its financial ecosystem, in sync with the global digital trends. Amidst these transformative shifts, open banking has emerged as a standout concept, bringing substantial changes in the way we engage with financial products. This research undertaking is fundamentally driven by the aspiration to delve into the essence of open banking, leveraging successful cases from other Latin American countries, such as Mexico and Brazil, as our primary units of observation. Through meticulous analysis of the open banking practices in these regions, we endeavor to envision how this technology could be introduced to Colombia.Further insights have been gleaned from statistical data on financial inclusion, furnished by diverse institutions, including the Financial Superintendence of Colombia and the World Bank. This information offers a window into the Colombian population's readiness to embrace digital transformation when it comes to their banking instruments. Yet, it is imperative to acknowledge that certain technological infrastructure barriers may pose challenges to the efficient introduction of open banking in the country.
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    Baby boomers hombres de la ciudad de Medellín y sus motivaciones de compra de ropa online
    (Universidad EAFIT, 2024) Jaramillo Arias, Catalina; Moreno Álvarez, Mateo; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin Andrés
    Baby boomers refer to all people born between 1946 and 1964, which means that they did not grow up with the Internet and had to adapt to changes during their development and even their professional life. The vast majority had to start including digital media in their lives to feel current and to be able to fit into today's world and, that is why, they still have mistrust and discomfort when it comes to completing transactions through online stores. In this research, we will identify the motivators and inhibitors, through in-depth interviews, that male baby boomers from strata 5 and 6 in the city of Medellín have when buying clothes through digital channels, to find out how their experience could be improved and their participation in purchasing in this sales channel increased. This was achieved through qualitative research through guided interviews and a survey of people who were part of the research segment. Where it was found that their greatest motivation is not having to leave the house to make their purchases and the greatest inhibitor is that the products received are not their size and do not fit them well. In addition, although men of this generation are willing to make online transactions, buying clothes is not their priority.
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    El papel de los medios tradicionales colombianos en las estrategias ATL de las marcas, con un enfoque en el rol de los medios impresos
    (Universidad EAFIT, 2024) Jaramillo Ángel, David; Sepúlveda Cardona, Edwin Andrés
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    Elementos claves en la evaluación de la rentabilidad a partir de la implementación de la banca digital en la banca tradicional : caso de aplicación en bancos colombianos.
    (2019) Quijano Ayala, Paula Andrea; Dávila Jiménez, Lina Fernanda; Orozco, César
    Colombia, a developing country, is currently in the stage of transformation to digital banking, which leads to a process that must be faced by all actors in the financial sector. This paper presents the conditions of banking in Colombia and the coverage it has for users, delimiting its scope to four banks: Bancolombia, Banco de Occidente, Davivienda and Bancoomeva. In addition, it shows the evolution of traditional banking and the effects of its digital transformation. At the same time, a comparative analysis is carried out, on how based on fintech (technological finances), the banking sector has seen the need to change the strategy of attracting users. Likewise, the results of a survey are included where the willingness of the users surveyed in the change from traditional to digital banking is determined.
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    Intervención comportamental para incrementar la inscripción a un programa de educación financiera online, en población vulnerable de Nariño, Colombia
    (Universidad EAFIT, 2024) Kisner Mira, Sandra; Arroyave Duque, María Alejandra; Cardona Tamay, Diana Maritza; Jaramillo Gaviria, Ana María
    This study examines efforts to enhance enrollment in a financial education program targeting customers from the Social segment of a financial institution, residing in the department of Nariño, Colombia. The intervention consisted of sending invitation messages via WhatsApp, designed using behavioral techniques such as promoting trust, facilitating action, using simple language, and highlighting benefits, after identifying key behavioral barriers to enrollment. Despite these efforts, the results did not show a significant increase in program enrollment, indicating the need to reconsider the strategies employed. It is recommended to consider the clients' preferred communication channels, personalize invitation messages, and incorporate behavioral variables in audience segmentation. This study contributes to the field of financial education by exploring interventions based on behavioral principles within low-income populations. However, limitations were noted in the availability of demographic data and the capacity to influence certain aspects of intervention design. Further research is recommended to enhance the effectiveness of such programs.
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    Ventas a través de canales digitales: aplicación a un emprendimiento de comercio electrónico del sector asegurador en Colombia
    (Universidad EAFIT, 2018) Mesa Ruiz, Laura Natalia; Palacio López, Carolina; Saavedra Caballero, Fabiola
    Revenues of e-commerce come from sales made through different digital channels such as, organic search, direct, social networks, etc. -- Therefore, it is necessary to identify those channels with major influences over sales in order to perform an efficient investment in digital marketing -- However, there is an issue attributing sales to one specific channel, because normally user does not make a decision based on a single channel -- Actually, the user previously interacts with several channels before the purchase (Conversion path) -- The main purpose of this work is to identify some effective digital channels for sales in one e-commerce -- Analyzing and comparing three multiple regression models, each one based on different attribution models, which allow to identify contribution of each digital channel over sales within given conversion path -- Two of these, use attribution models commonly applied to digital marketing, the third one is based on a customized model which have been built on some experts’ definitions -- Results show that just two effective channels require marketing investment, the others belong to “no pay channels” including its own business model channels