Estrategias de marketing digital para el posicionamiento de la empresa Flexoprint Cia. Ltda. en la ciudad de Guayaquil.
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación redacta la propuesta de adaptación de una de las empresas del sector industrial gráfico hacia los medios digitales a través de la comunicación integral de marketing, basada en la premisa de una huella digital visible, palpable y homogénea que transmita la personalidad y los valores de la marca con una trayectoria en el mercado local.
El objetivo del estudio es comprender el modelo actual en el que las nuevas tecnologías de la información moldean la percepción que se genera a través de los diferentes canales hacia los clientes corporativos y encontrar la estrategia que mejor se adapta para generar así un vínculo con ellos, logrando así la optimización de los recursos en lo relacionado al marketing digital.
La cantidad de información disponible actualmente ha generado un cambio de comportamiento en los consumidores, quienes cuentan con inmediatez de respuesta en cuanto recurren a una búsqueda. Hoy en día no solamente se trata de vender sino de llegar y conectar con el consumidor para lograr así una ventaja distintiva, el plus diferencial que logrará un mayor acercamiento y probablemente logre fidelizar a los usuarios. La metodología utilizada es de tipo no experimental, con un enfoque mixto, es decir, cuantitativo y cualitativo. Se desarrolla la investigación a través de herramientas como encuestas y entrevistas, se recopila así también información de tipo descriptiva que arroja datos importantes sobre las variables de estudio de forma independiente.
El contexto exige que las empresas y las marcas generen cercanía con sus seguidores y si bien es cierto que un espacio físico siempre es importante para un negocio, la modalidad actual es de tipo híbrida, es decir, demanda una presencia digital y una atención omnicanal, quien no se adapta, está condenado a su desaparición.
This research work draws up the proposal for adapting one of the companies in the graphic industrial sector to digital media through comprehensive marketing communication, based on the premise of a visible, tangible and homogeneous fingerprint that transmits the personality and the values of the brand with a history in the local market. The objective of the study is to understand the current model in which the new information technologies shape the perception that is generated through the different channels towards corporate clients and the strategy that best adapts to generate well with the link, thus achieving the optimization of resources in relation to digital marketing. The amount of information currently available has generated a change in consumer behavior, who have an immediate response as soon as a search is repeated. Nowadays it is not only about selling but about reaching and connecting with the consumer in order to achieve a distinctive advantage, the differential plus that will achieve a greater approach and probably achieve user loyalty. The methodology used is non-experimental, with a mixed approach, that is, quantitative and qualitative. The research is developed through tools such as surveys and interviews, thus also descriptive information is collected that yields important data on the study variables independently. The context demands that companies and brands create closeness with their followers and although it is true that a physical space is always important for a business, the current modality is hybrid, that is, it demands a digital presence and omnichannel attention, who does not adapt, is condemned to his disappearance.
This research work draws up the proposal for adapting one of the companies in the graphic industrial sector to digital media through comprehensive marketing communication, based on the premise of a visible, tangible and homogeneous fingerprint that transmits the personality and the values of the brand with a history in the local market. The objective of the study is to understand the current model in which the new information technologies shape the perception that is generated through the different channels towards corporate clients and the strategy that best adapts to generate well with the link, thus achieving the optimization of resources in relation to digital marketing. The amount of information currently available has generated a change in consumer behavior, who have an immediate response as soon as a search is repeated. Nowadays it is not only about selling but about reaching and connecting with the consumer in order to achieve a distinctive advantage, the differential plus that will achieve a greater approach and probably achieve user loyalty. The methodology used is non-experimental, with a mixed approach, that is, quantitative and qualitative. The research is developed through tools such as surveys and interviews, thus also descriptive information is collected that yields important data on the study variables independently. The context demands that companies and brands create closeness with their followers and although it is true that a physical space is always important for a business, the current modality is hybrid, that is, it demands a digital presence and omnichannel attention, who does not adapt, is condemned to his disappearance.
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Palabras clave
ESTRATEGIAS DIGITALES, POSICIONAMIENTO, MARKETING DIGITAL, MARKETING INDUSTRIAL