Examinando por Materia "Mercadeo digital"
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Ítem Análisis de la comunicación digital como herramienta de posicionamiento de marca para entidades sin animo de lucro en Medellín, Colombia(Universidad EAFIT, 2019) Serna Giraldo, Érika María; Ceballos Ochoa, Lina María; Arias Salazar, Alejandro;1017181539Ítem Análisis de la viabilidad para la venta de vestidos de baño en redes sociales y comercio electrónico(Universidad EAFIT, 2018) Gómez Ruíz, Nicolás; Monroy Osorio, Juan Carlos; Rojas de Francisco, Laura IsabelSocial networks and digital media, according to Stokes (2013), have become the new way to explore content and connect with customers; Digital marketing has the same purpose, intentions and objectives as traditional marketing -- With this in mind, Granadina Beach Moments a Colombian company founded in 2010 that operates in the area of beachwear and that according to its business vision works with high quality inputs that are seen in the use of imported fabrics, manual work and color as protagonists, was raised as a case in which from an entrepreneur perspective has been able to verify that the business extends to the digital plane -- With this research work, the feasibility of converting a company selling swimwear into an e-commerce was analyzed; by means of quantitative methodologies, such as monitoring the main key performance indicators (KPIs) in sales and in digital media using tools such as Google Analytics and social listening, to identify their behavior in relation to sales objectives, and qualitative tools, such as in-depth interviews, focus groups, experience map, eye tracker, wise cluster, cognitive walkthrough, about the experience in the web portal -- The results show the feasibility of converting the company that is being studied in an e-commerce, from aspects related to the purchase experience, the value to execute it and the percentage of conversionÍtem El conocimiento es poder entendiendo la correlación entre la información recolectada a través de un perfil de Instagram y el consumo de contenido de forma periódica y repetitiva en dicha plataforma(Universidad EAFIT, 2020) Rieder Monsalve, Paulina; Toro Valencia, Jose AlbertoLife in the XXI century happens trought Internet, and more specifically, trought social media. This plataforms attract users attention by costumization of content, wich is constructed from the knowledge extracted in the data mining process thanks to the personal data that every user yields with the use of the service. The purpose of personalization is the augmentation of time spent online thus, the amount of personal data given. This data is the fundamental asset to digital economy. Due to the wide knowledge derived from data mining and the profound social incertion that social media has, users get trapped onto a asimetric power relationship with the companies that provide this service wich directly impacts rights such as privacy. Even though privacy has international and national regulations, its guideline is not appropiate to face the current challenges.Ítem Efectividad de la publicidad en facebook: un estudio sobre formatos y dispositivos de acceso(Universidad EAFIT, 2015) Molina Vélez, Ana María; Henao Cálad, MónicaEl propósito de esta investigación es determinar la efectividad de los formatos de publicidad en la red social online Facebook, teniendo en cuenta el dispositivo de acceso -computador y dispositivos móviles-, con el fin de servir de herramienta de estudio para decidir qué formato es el más conveniente a la hora de realizar una campaña publicitaria en esta red social -- Se realizó un experimento utilizando tecnología de eyetracking y una encuesta a 72 participantes -- Los resultados demostraron que no existe diferencia significativa entre la efectividad de un anuncio visualizado en diferentes dispositivos; tampoco para la efectividad de los anuncios vistos por hombres y mujeres -- Se concluye a su vez, que los formatos de publicidad que se presentan en la línea de tiempo (timeline) del perfil de los usuarios tienen mayor nivel de atracción que los que se encuentran en la barra lateral -- Este estudio incluye una revisión de los métodos de medición de efectividad de marketing digital, una descripción de los formatos y tipos de anuncios utilizados en Facebook para computador y móvil, así como un modelo de guión para experimentos que pretendan medir la efectividad publicitaria en FacebookÍtem Experiencia de las empresas del sector textil confección de Antioquia en el proceso de apertura del canal de comercio electrónico, específicamente en la plataforma Amazon de Estados Unidos(Universidad EAFIT, 2019) Echeverri López, Mauricio; Posada Castaño, Daniela; Salazar Ocampo, Camilo; Mejía Gil, María ClaudiaThis research arises from the interest to motivate and guide companies in the clothing sector of Antioquia, to sell their products in the Marketplace Amazon in the United States. According to the limited information found in the platform, research is necessary to list the processes and requirements that must be considered for the effective entrance in this ecommerce channel. This research describes the user experience of ecommerce and sales experts that belong to companies in the clothing confection sector of Antioquia. Which today they sell in platforms of ecommerce like Amazon in the United States and others that were in the process, but they could not obtain it. This has been done from in-depth interviews that involved eight interviews, five with sales experts and three with ecommerce experts, which allowed knowing the most important touch points, emotions, thoughts, and the experience they had in Amazon, to build the ideal experience. It is summarized in a guide or steps through a blueprint that throws the most important stages of the sale process in Marketplaces like Amazon in the United States. Additionally, shows the aspects that the company must consider in terms of capacity and infrastructure.Ítem Innovación y mercadeo digital como herramientas para el aumento del ingreso en una muestra de 44 empresas de sostenibilidad(Universidad EAFIT, 2021) Medina Vélez, Nicolás; Fonseca Rodríguez, Andrés Felipe; Cárdenas Echeverri, FernandoThis paper investigated the impact of innovation and digital tools on the size measured in income of SMEs, this as a solution for the development and growth of the business model due to changes in market dynamics, since 70% of small and medium enterprises fail in the first 5 years. To estimate the impact, data was collected through a survey of SMEs, and using the OLS econometric model illustratively to compare its results with the ordered logit and probit models. The results show that SMEs that have been operating in the market for a longer time have higher revenues, the higher the digitalization the lower the sales and finally there is not enough evidence to conclude that having any innovative process is related to an increase in sales. These results can be explained by the fact that the more they experiment with the use of digital tools, the more they may become unfocused on their business model and that innovation in this type of companies is not the source of growth.Ítem Leads de la oportunidad a la venta : propuesta metodológica para potenciar la compra de vehículos en Bogotá a partir de prospectos digitales(2020) Vega Parra, Leonardo; Román López, Nathalia; Monroy Osorio, Juan CarlosVehicle purchasing process is migrating to an accelerated way towards the digital worlds, due to consumers are informing themselves before making a purchase or attending a point of sale. In Bogota, sales presential demand and call is decreasing, and every day is strengthened the request of information or vehicle quotation through digital channels, that the automotive industry release to the customers: search engines, social media, peer to peer chats, forms, web sites, landing pages. The issue takes place when volume prospects are reached, delivered as leads but not transformed into effective sales. The objective in this research is to design a methodology through a customer experience map, to increase commercial management of prospects vehicles with digital origin to the automotive industry in Bogota; man and women above 18 years old were used as study subjects, located in the city of Bogotá and near towns, that possess a vehicle or desires or have been participants in a correspondent purchase process. Deep structured interview was the qualitative methodology chosen to recollect and analyze data. It is expected to apply the proposed methodology in a vehicle dealer of the Chevrolet brand in the city of Bogota.Ítem Modelo de negocio para una aplicación interactiva móvil de publicidad de locales comerciales en centros comerciales de la ciudad de Medellín(Universidad EAFIT, 2015) González Pinos, Ricardo David; Castaño Yépes, Catalina; Henao Cálad, MónicaEste documento contiene los resultados de una investigación para estructurar un modelo de negocio para una aplicación interactiva móvil de publicidad para locales comerciales de los centros comerciales de la ciudad de Medellín -- Una vez identificadas las necesidades de los clientes de los centros comerciales de ubicarse dentro de los mismos y de acceder a información de interés, como ubicación de baños, seguridad, etc., desde su teléfono celular, surge también la oportunidad de ofrecer publicidad digital móvil a los locales comerciales para que puedan atraer a sus consumidores, tras informar de las promociones, eventos y ofertas que tienen para sus clientes -- Esto se resolvió con un modelo de negocio construido según la metodología Lean Startup de Eric Ries y con la ayuda del lienzo Canvas de Alex Osterwalder, en el que se analizan el segmento de clientes, la propuesta de valor por entregar a usuarios, la monetización del negocio, los recursos necesarios para su consecución, las alianzas clave y demás ítems que hicieron posible una investigación de mercado profunda, que se vio plasmada en una aplicación móvil de publicidad digital que integra las características del modelo de negocio realizado -- Con la ayuda de Ruta N y de NXTPLabs e investigación realizada por el autor se analizaron los conceptos básicos de estrategia, modelo de negocio y tipos y herramientas aplicables al proyecto; también se acudió a investigación cualitativa a través de entrevistas y encuestas a los actores más significativos del modelo de negocio como son usuarios, locales comerciales, centros comerciales, mentores entre otros, que supieron compartir su experiencia para lograr los objetivos del presente trabajo de gradoÍtem Modelo híbrido de gestión de proyectos para agencias de mercadeo digital, una recopilación de buenas prácticas en metodologías ágiles en proyectos(Universidad EAFIT, 2021) Gil Restrepo, Juan José; Orozco Montoya, María Camila; Guerrero Latorre, Jorge HarleyThis degree thesis for the Project Management Master proposes a hybrid project management model for WE GO Agency, a digital marketing agency located in Medellín. This company is focused on helping brands, large and small, to position themselves within the digital ecosystem leveraging on digital advertisement, branding, community and social media management, search engine positioning and optimization, development and management of web pages and e-commerce sales fundamentals consulting. This research was born out of a real need that the agency had, since it is a digital marketing agency its digital ecosystem requires it to be fast, agile and adaptative, forcing the agency to work focused on projects, making every customer/service combination a new project and to accomplish fast times and the best delivery, the company used to sacrifice its profits and planning, making the operation not viable. In this context, the thesis is approached, searching for giving a solution to the problem through a theorical investigation of the following methodologies commonly used in digital projects: Scrum, Kanban, Extreme Programming, Design Sprint, Design thinking, Waterfall and the PMBOK® Guide of project management Institute. It is intended to compile the good practices of project management applicable to the agency industry to propose a hybrid project management methodology that fits the organization without sacrificing its profitability, time of executions and potentialize the organization and its planning to start a change in WE GO Agency way of work and project management model.Ítem Las organizaciones deportivas olímpicas en Colombia : experiencias de mercadeo que promuevan la fidelización y el valor de marca(Universidad EAFIT, 2020) Londoño López, Daniel; Hernández Toro, Juan Pablo; Uribe Ochoa, Beatriz Amparo; Saldarriaga Sierra, Adriana MarcelaThis research work had as a general objective to propose, for Olympic sports organizations in Colombia, marketing experiences that promote brand loyalty and value. The research approach was qualitative, exploratory-descriptive, with in-depth interviews as a data collection instrument applied to a population made up of ten sports leaders. The results evidenced the flaws between the duty to be business and the authoritarian or “presidentialist” management given to Olympic sports organizations, in which their legal representative has multipurpose functions, not very strategic and effective. Likewise, the little use and relevance of marketing in the organizational strategy was evidenced, which implies that a great opportunity to boost the economy of these entities and the country is lost. Thus, it is concluded that it is necessary to propel marketing strategies that are experiential and, therefore, generate brand value, subsequent positioning and customer loyalty.Ítem Plan de mercadeo digital para una empresa de investigación de mercado en Colombia(Universidad EAFIT, 2020) Álvarez Uribe, Héctor Andrés; Uribe Ochoa, Beatriz Amparo; Lalinde Arango, VerónicaThe digital world, and with it the hyperconnectivity of today's consumer, makes it necessary for market research companies to adopt a digital marketing plan that allows them to maintain a good online positioning to increase the possibility of having an effective sale of their product or service. Therefore, this work begins with a bibliographic review of digital audiences and the main consumer trends that will allow the development of the SOSTAC methodology where the current situation of the main companies in the industry in Colombia is investigated in addition of two global benchmarks. A diagnosis is made against the plans and strategies they have in digital marketing, the target audience for the service is defined and finally the most appropriate channels and the optimal method of controlling the digital marketing plan is identified.Ítem Plan exportador para Feeling Company S. A. S.(Universidad EAFIT, 2022) Gómez Fernández, Tomás; Henríquez Díaz, Ángela María; Uribe de Correa, Beatriz AmparoÍtem Proceso de ASC - GESTION Y ADOPCION DE EQUIPOS DIGITALES EN ORGANIZACIONES DEL AREA METROPOLITANA DE MEDELLIN(Universidad EAFIT, 2022) Higuita Olaya, Daniel; Salazar Martínez, Carlos Andrés; Universidad EAFITThis project seeks to propose a framework to facilitate the adoption and active participation of digital marketing teams in companies. This framework will be obtained from the processing and analysis of information collected among businesses in the region that have had this type of experience. Data collection will be carried out through the use of collection instruments that are adapted to both qualitative and quantitative analysis methodologies and will be carried out with the main focus of concern being to understand the challenges and threats, opportunities and strengths related to the management of this type of equipment. The purpose is to answer questions such as: What type of methodologies were used to adopt a digital business model? What has been the main role that the digital team has played in the organization? What has been the main impact that digital marketing has had on the value chain? What type of technologies have been used? How has the interaction with customers changed and what effects did it have in terms of production and logistics? The project will include phases such as the construction of a reference framework and categories of analysis assigned to the study of the available bibliography, the collection of information in the companies, the comparative study of the cases and the analysis of the results.