Análisis situacional del establecimiento Dulce Arte, para el desarrollo de una campaña de marketing digital
Fecha
2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Esta investigación parte de la escasez de estrategias publicitarias on line que presenta el establecimiento Dulce Arte durante el tiempo de actividad que ha venido desenvolviendo en los últimos años, que vayan acorde a sus necesidades, grupo objetivo y los recursos financieros que posea la propietaria. En base a los métodos de observación y descripción llevados a cabo durante el análisis, los cuales permitieron recoger datos e información de valor para desarrollar de manera apropiada la campaña digital; se manifestaron los tipos de preferencias de comunicación, los hábitos de conexión durante el día y los diferentes requerimientos que poseen o desean observar los clientes a la hora de interactuar con el establecimiento, del mismo modo que se vea beneficiado el sitio por las acciones que los usuarios ejecuten ya sea proporcionando información personal para el desarrollo de una base de datos actualizada y un mayor reconocimiento del establecimiento en el mercado de insumos alimenticios que los logre diferenciar de la competencia.
This research is based on the shortage of online advertising strategies presented by the Dulce Arte establishment during the time of activity that has been developing in recent years, which are consistent with their needs, target group and financial resources owned by the owner. Based on the observation and description methods carried out during the analysis, which allowed collecting valuable data and information to properly develop the digital campaign; The types of communication preferences, the connection habits during the day and the different requirements that clients have or wish to observe when interacting with the establishment were manifested, in the same way that the site benefits from the actions that users execute either by providing personal information for the development of an updated database and greater recognition of the establishment in the market of food supplies that manages to differentiate them from the competition.
This research is based on the shortage of online advertising strategies presented by the Dulce Arte establishment during the time of activity that has been developing in recent years, which are consistent with their needs, target group and financial resources owned by the owner. Based on the observation and description methods carried out during the analysis, which allowed collecting valuable data and information to properly develop the digital campaign; The types of communication preferences, the connection habits during the day and the different requirements that clients have or wish to observe when interacting with the establishment were manifested, in the same way that the site benefits from the actions that users execute either by providing personal information for the development of an updated database and greater recognition of the establishment in the market of food supplies that manages to differentiate them from the competition.
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ANÁLISIS SITUACIONAL, COMPORTAMIENTO DEL CONSUMIDOR,, INSUMOS ALIMENTICIOS, REDES SOCIALES
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