Examinando por Materia "Habilidades digitales"

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    Orientaciones de marketing digital para impulsar el e-commerce : una exploración basada en las experiencias de expertos residentes en Medellín
    (Universidad EAFIT, 2023) Meza Rengifo, Andrés Felipe; Higuita Olaya, Daniel; Giraldo Hernández, Gina María
    This research explores ecommerce from the perspective of the experts interviewed. With the rise of globalization and digitalization, it has produced an accelerated evolution in consumer behavior, due to which companies must constantly adapt to the invariable uncertainty of market changes to remain competitive. The study analyzes the key elements to increase the probability of success when implementing digital marketing strategies in e-commerce. It addresses 4 main dimensions based on academic literature to be subsequently contrasted with the vision of experts from their experiences. This was done through structured interviews to collect primary data and provide a detailed analysis of the findings. These results show a comprehensive view of effective e-commerce practices with final recommendations that can be the basis for a successful ecommerce, therefore, it is expected to be useful for academics and professionals in the sector.