Estrategias de marketing digital para impulsar el posicionamiento de una empresa de telecomunicaciones en la ciudad de Guayaquil
Fecha
2022
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como objetivo principal proponer estrategias
de marketing digital para impulsar el posicionamiento de una empresa de telecomunicaciones
en la ciudad de Guayaquil mediante el cual se busca efectuar cambios significativos dentro de
las estrategias de interacción con sus clientes para destacar su presencia en la web, redes
sociales y diferentes medios de comunicación en línea. La empresa de telecomunicaciones
provee servicios de telefonía fija, móvil, internet y televisión satelital. La falta de aplicación
de estrategias de publicidad digital ha marcado un déficit en la interacción directa con sus
abonados y potenciales consumidores, por lo tanto, surge la necesidad de implementar un
método de diferenciación que permita crear lazos que fortalezcan la percepción sobre la
empresa. Se utilizó una metodología con enfoque mixto a través de encuestas y grupos
focales mediante plataformas digitales que permitieron obtener los datos necesarios para
crear una propuesta acorde a las necesidades actuales de la empresa. Los resultados inciden
en la elaboración de un plan de acción, aplicación de sistemas de monitoreo de control de la
interactividad en las plataformas digitales y campañas publicitarias segmentadas de acuerdo
al mercado objetivo que incluyen métodos de fidelización, creación de contenido actualizado
y conexiones a largo plazo: que permitirán posicionar a la empresa en la mente de los
consumidores.
The main objective of this research is to propose digital marketing strategies to boost the positioning of a telecommunications company in the city of Guayaquil, which seeks to make significant changes within the strategies of interaction with its customers to highlight its presence on the web, social networks and different online media. The telecommunications company provides fixed and mobile telephony, internet and satellite television services. The lack of implementation of digital advertising strategies has marked a deficit in the direct interaction with its subscribers and potential consumers, therefore, the need arises to implement a method of differentiation that allows to create links that strengthen the perception of the company. A methodology with a mixed approach was used through surveys and focus groups using digital platforms that allowed obtaining the necessary data to create a proposal according to the current needs of the company. The results have an impact on the development of an action plan, implementation of monitoring systems to control interactivity on digital platforms and segmented advertising campaigns according to the target market that include loyalty methods, creation of updated content and long-term connections: which will allow positioning the company in the minds of consumers.
The main objective of this research is to propose digital marketing strategies to boost the positioning of a telecommunications company in the city of Guayaquil, which seeks to make significant changes within the strategies of interaction with its customers to highlight its presence on the web, social networks and different online media. The telecommunications company provides fixed and mobile telephony, internet and satellite television services. The lack of implementation of digital advertising strategies has marked a deficit in the direct interaction with its subscribers and potential consumers, therefore, the need arises to implement a method of differentiation that allows to create links that strengthen the perception of the company. A methodology with a mixed approach was used through surveys and focus groups using digital platforms that allowed obtaining the necessary data to create a proposal according to the current needs of the company. The results have an impact on the development of an action plan, implementation of monitoring systems to control interactivity on digital platforms and segmented advertising campaigns according to the target market that include loyalty methods, creation of updated content and long-term connections: which will allow positioning the company in the minds of consumers.
Descripción
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Palabras clave
MARKETING DIGITAL, POSICIONAMIENTO, MARCA, ESTRATEGIA
Citación
APA