Examinando por Materia "Marketing de contenidos"

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    ¿Cómo es la experiencia de consumo de contenidos digitales en la generación C?
    (Universidad EAFIT, 2021) Ángel Restrepo, Alejandro; Rodríguez Garza, Rodolfo; Giraldo Hernández, Gina María; Salazar Angarita, Daniel
    The objective of this qualitative study was to know the experience in the consumption of digital content, as well as to identify the ecosystem around the content, emotions and habits that these generations (Generation C) have in their experience of use daily, to produce and consume content in different categories, channels, formats and audiovisual media. For this purpose, eight semi-structured interviews were prepared, corroborating this information with a series of online surveys, resulting in a guide to generate and / or consume content by brands. Within this experience, it was identified that the smartphone is the main tool for consuming and sharing content and that video is the preferred format for consuming content. We were also able to conclude that content platforms such as YouTube are a favorite among connected consumers and that social networks are ideal for generating conversations. With the findings found, we were able to analyze the most common moments for their consumption, so that companies and brands can create strategies and develop differential tools before their competitors, which efficiently impact and can relate to new consumers, to generate a good experience connecting with your audience and your consumer in real time, viralizing that content on digital platforms within the connected generation. Based on the results obtained, we hope that it will constitute a contribution to the academic environment of content marketing at the time of generating conversations and interactions. Keywords: content marketing, digital content, Prosumer, Generation C, experience in content consumption, connected consumers.