Examinando por Materia "Marketing digital"
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Ítem 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, MateoIn 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.Ítem 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 AmparoÍtem Plan de mercadeo para el posicionamiento del Centro de Artes de la Universidad EAFIT(Universidad EAFIT, 2023) Molina Salazar, Carmen Eliana; Valencia Herrera, Elizabeth CristinaÍtem 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 CristinaÍtem 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 FelipeÍtem Plan de mercadeo para la marca Ruah en Colombia(Universidad EAFIT, 2023) Giraldo Alzate, Daniel Felipe; Henríquez Díaz, Ángela MaríaÍtem 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 MaríaThis 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.Ítem 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 MaríaThe 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.Ítem 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, FabiolaRevenues 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