Examinando por Materia "Freelancers"

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    Marketing de contenidos para fidelizar el público de independientes de Comfama en Medellín
    (Universidad Eafit, 2020) Cañas Arango, Carolina María; Castaño Toro, Perla Cecilia
    Through this work it was sought to propose content marketing strategies to retain the independent public of Comfama in Medellín, through communications and formats that would establish a connection with users as well as strengthen long-term relationships was . For this reason, it was important to delve into issues such as services and the importance of having the consumer at the center of the strategy, marketing of services that allows the interactions and contact points with users to be mapped, loyalty where strategies are generated that seek to strengthen the relationship with customers generating greater engagement, content marketing where it is sought through valuable information to reach users with the necessary content according to their segmentation and predominant characteristics. To achieve the objective, qualitative methodologies were used such as in-depth surveys that allowed identifying demographic characteristics, finding preferences and tastes of the independent having a greater affinity with formats such as video and images; furthermore, a high use and acceptance of social networks, media that they enable communication and allow establishing a two-way relationship with users. It was also evidenced that currently users are willing to receive information, the great challenge is to maintain constant communication with them, allowing them to arrive with topics, formats and media of their choice, in order to generate greater engagement and strengthen the relationship in the long-term.