Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Marketing 5.0"

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Reconfiguración de la estrategia de marketing, camino a fidelizar a un consumidor Phygital
(Universidad EAFIT, 2021) Cortés Rojas, Sandra Bibiana; Londoño Vélez, Natalia; Giraldo Hernández, Gina María
The accelerated development of digital tools forces not only experienced marketing professionals but also those of the new generations, to propose marketing strategies from a holistic perspective compounding the online and offline world. Deeply knowing the consumer who has changed the way they perceive brands, and that is looking for the same experience in the real and digital world, who is looking for solutions and immediately benchmark from their smartphone and expect to enjoy all the facilities that technology offers to improve the quality of life but also expect a close and human interaction. More importantly, now, it is necessary to understand what their doubts, fears, motivations, and main concerns are to more effectively design their experiences with brands and build a genuine and long-term relationship with them. For that reason, some key elements are defined to take into account in the construction of the marketing plan that integrates the strategy with the perspective of traditional marketing and that of digital marketing to build consumer loyalty in this digital age, a Phygital consumer.