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

Examinando por Materia "Marketing digital"

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Asesoría y prospección de visitas de clientes en agencias de autos por medio de chatbots e Inteligencia Artificial
(Universidad EAFIT, 2025) Restrepo Acosta, Eduardo; Martínez Vargas, Juan David; Sepúlveda Cano, Lina María
Buenas prácticas del marketing digital para empresas de alimentos preparados a domicilio en Pereira
(Universidad EAFIT, 2022) Juvinao Julio, Carlos Daniel; Lozano Wallens, Luis Miguel; Acevedo Mejía, Érika Cristina; Arjona Molina, Mateo
In Colombia, the survival rate of enterprises is approximately 30%, it means, of every 10 companies that are opened in the country, seven are closed within five years. Particularly, in the case of the gastronomic sector, 30,000 establishments have been closed in Bogotá after the Health Emergency experienced in 2020 and so far in 2021. In a world of constant change, companies must know new ways to improve their processes to be competitive, profitable and guarantee long-term sustainability. For this reason, it is important to know concepts such as marketing to study the relationship between the company and the client. One of the most relevant sectors for the economy of the region and the country is food and specifically for this study we worked with prepared food companies with home delivery, analyzing their successes and failures, with the aim of identifying good practices of the use of digital marketing in each of their companies as a tool to improve their business process. Thus defining possible actions that allow companies the possibility of attracting customers, developing their ideas and retaining them through Digital Marketing strategies, allowing them to achieve business objectives and not fail in their business development. An exploratory and qualitative methodology was used, via in-depth interviews with entrepreneurs or administrators and observations on digital social networks. Through the results obtained, a consolidated set of practices was provided that facilitated the use of digital marketing in companies in this sector.
Consumo de publicidad en Tik Tok de la generación Z y los insights para lograr atracción en la etapa inicial del funnel de conversión
(Universidad EAFIT, 2025) Bayter del Río, Daniela; Montes Rosas, Laura; Sepúlveda Cardona, Edwin Andrés; Gaviria Rincón, María José
Desarrollo e implementación de un sistema de agentes de inteligencia artificial para la creación de contenido en comercio electrónico utilizando modelos de lenguaje de gran tamaño
(Universidad EAFIT, 2026-02) Franco Rúa, Julián; Salcedo Saldaña, Danny Andrés
The exponential growth of e-commerce has created an increasing demand for attractive, dynamic, and personalized digital content. However, the manual creation of audiovisual content represents an operational challenge due to its high cost and production time. In this context, the following work proposes the development and implementation of an automated system for the generation and publication of advertising audiovisual content using artificial intelligence, applied to an e-commerce store built on an inventory and sales management system for electronic commerce, which in this case was built on Shopify. The solution integrates tools such as Make.com for workflow automation, OpenAI for conversational script generation, HeyGen for video creation with virtual avatars, and the Instagram API for the direct publication of audiovisual content as reels. The system starts with a custom button in the Shopify admin panel, which activates a backend that sends product data to the automation scenario. This flow generates a video with voice-over and avatar, automatically publishes it on social media, and notifies the user by email throughout all phases of the workflow. To evaluate the effectiveness of the AI-generated content, a mixed methodology was designed that includes the execution of real campaigns and the administration of surveys to users and experts. The results show a positive impact on engagement metrics for the promotional video, as well as favorable acceptance by users of the automatically generated content. This applied research demonstrates that it is possible to comprehensively automate the production of audiovisual content for e-commerce, reducing operational times, increasing scalability, and improving digital marketing efficiency through AI-based tools.
Direccionamiento estratégico de la marca PULSO Tiempo de Hombres
(Universidad EAFIT, 2024) Cabrera Caicedo, Sara María; Delgado Restrepo, Ricardo de Jesús; Uribe de Correa, Beatriz Amparo
El marketing de referidos como generador de ventas y nuevos usuarios en los comercios digitales
(Universidad EAFIT, 2025) Acosta Mejía, Andrés; Monroy Osorio, Juan Carlos
Optimización en la transferencia de conocimiento mediante prototipos en mercadeo para pymes en Colombia
(Universidad EAFIT, 2026-03-26) Londoño Cano, Natalia; Montoya Arbeláez, Santiago; Ortiz Pradilla, Tatiana; Echeverry Gómez, Simón
Across various sectors (such as manufacturing, commerce, services, etc.), SMEs in Colombia represent 90% of the national productive sector (DANE, 2020). Many of them have remained in the market over time thanks to traditional strategies that provide stability and maturity; however, there is no exponential growth that allows them to increase their sales, market position, or workforce. This is largely due to the barriers they face in acquiring and applying digital marketing knowledge. Various studies point out that these barriers are not only limited to how they access information, but also to its comprehension, contextualization, and implementation (Ziółkowska, 2021, as cited in Yávar et al., 2025). In this context, the purpose of this research is to identify the main inhibitors and needs that SMEs face in the adoption of digital marketing, as well as to design and validate prototypes that facilitate knowledge transfer. An exploratory qualitative study was developed, the first phase of which consisted of in-depth interviews with 20 companies belonging to four economic sectors (manufacturing, food, local services, and commerce). Based on the analysis of the findings, three low-fidelity proposals were designed to address the identified barriers. Subsequently, these proposals underwent a qualitative validation process with 10 of the 20 companies initially interviewed to evaluate dimensions such as cognitive clarity, contextual relevance, and operational feasibility. The results show that the effectiveness and subsequent applicability of the proposed solutions depend on their ability to adapt to the companies' operational reality and how technical concepts are translated into concrete actions. It is concluded that a design centered on the business user increases knowledge appropriation and implementation feasibility, thus providing a model that could be replicated in the development of future training solutions in business contexts.
Plan de mercadeo Hotel Cartagena Comfort
(Universidad EAFIT, 2026-02-25) Páez Alarcón, Gladys Esperanza; Osorio Osorio, Jennifer Natalia; Tamayo Bustamante, Jairo Alejandro
This study presents the development of a marketing plan for the Hotel Cartagena Comfort, aimed at enhancing its position and competitiveness within the Cartagena hospitality market. An internal and external situational analysis was conducted using frameworks such as PESTEL and SWOT matrices, identifying key segments including corporations, foundations, travel agencies, and educational institutions (Johnson et al., 2008). Based on these findings, the proposed strategies focus on brand strengthening, diversification of ancillary services, and the establishment of sustainable commercial alliances. The plan encompasses actions in digital marketing, corporate sales, distribution channel optimization, and loyalty programs. The expected outcomes include an increase in annual occupancy rates, greater market share within the corporate segment, and the consolidation of the hotel as a strategic partner for local and international organizations (Amoah & Jibril, 2021).
Plan de mercadeo para el posicionamiento del Centro de Artes de la Universidad EAFIT
(Universidad EAFIT, 2023) Molina Salazar, Carmen Eliana; Valencia Herrera, Elizabeth Cristina
Plan de mercadeo para el posicionamiento digital de la marca Trimonthliso en el mercado colombiano de cosméticos capilares
(Universidad EAFIT, 2024) Palomino Ruiz, Laura Catalina; Valencia Herrera, Elizabeth Cristina
Plan de mercadeo para la agencia de marketing digital Interficto S.A.S. de la ciudad de Medellín
(Universidad EAFIT, 2022) Pino Ross, Johan Andrés; Castaño Aristizábal, Juan Felipe
Plan de mercadeo para la agencia de marketing Sólida 360
(Universidad EAFIT, 2025-11-05) Arango Palacio, Valentina; Villegas Martínez, María del Mar; Henríquez Díaz, Ángela María
Plan de mercadeo para la marca Ruah en Colombia
(Universidad EAFIT, 2023) Giraldo Alzate, Daniel Felipe; Henríquez Díaz, Ángela María
Plan de mercadeo para la Perfumería Bloom
(Universidad EAFIT, 2024) Gómez Salazar, Mariana; Ceballos Cordoba, María Alejandra; Guzmán Garzón, Catalina Cecilia
Bloom Perfumery is a Colombian family-owned business with over 30 years in the market, dedicated to the commercialization and distribution of 100% original luxury perfumes. Despite having a long-standing presence in the market and being in a phase of expansion, the brand recognizes that it lacks a digital marketing strategy to enhance its visibility in digital media. For this reason, through a diagnosis of the internal and external context of the company and the market, a marketing plan and a strategic proposal are formulated to increase the use of various digital channels so that more people can learn about the company and increase the sale of its products.
Prefactibilidad de un emprendimiento que permita habilitar un ecosistema digital para la prestación de servicios de marketing digital a las pymes en Colombia
(Universidad EAFIT, 2022) Martínez Galvis, Alexander; Gómez Salazar, Francisco Javier; Giraldo Hernández, Gina María
This degree project allowed to carry out a pre-feasibility study for an entrepreneurship project with which it is intended to implement a digital ecosystem to support micro, small and medium enterprises (MSME) in Colombia, providing technological services focused on digital marketing and electronic commerce, and with this contribute to strengthening their digital capabilities to promote their products and services through electronic media, and thereby support their growth and sustainability. This pre-feasibility study was developed under the methodology created by the United Nations Industrial Development Organization (UNIDO). Throughout the pre-feasibility study, relevant aspects were addressed to analyze the environment of the MSME sector in Colombia from the political, economic, social, technological, environmental and legal point of view, with the purpose of sizing variables related to the target market to address, and establish the capacities required by the entrepreneurial project to enable a digital ecosystem, considering operational, administrative, organizational, legal and financial aspects. The present study allowed us to conclude that there is favorable ground from the administrative and financial point of view to undertake the project, taking into account the interest shown by the government, the Academy and the business sector to promote this type of initiative. However, the need to be analyzing the environment frequently was evidenced, due to the uncertainty and the constant changes given in the national and global sphere, which allows timely rethinking beneficial positions for entrepreneurship.
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.
Transformación digital para mayoristas tradicionales : plan de mercadeo para Mono Distribuciones S.A.S. en el nuevo entorno competitivo colombiano
(Universidad EAFIT, 2026-03-18) Vallejo Cardenas, Valentina; Rincón Mestizo, Laura Daniela; Guzmán Garzón, Catalina Cecilia
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

Examinando por Materia "Marketing digital"

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