Estrategias publicitarias en el content marketing para la obtención de mayor engagement, caso: PeludoStore.
Fecha
2023-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El marketing digital se encuentra en constante evolución, mostrándose como una herramienta factible para impulsar cualquier categoría de mercado sean pequeñas, medianas y grandes empresas. Por otro lado, las redes sociales actualmente son el medio de comunicación más adecuado para dar a conocer los productos o servicios que ofrece un negocio. Visualizando estos factores en el presente trabajo se lleva a cabo la implementación de estrategias de contenido para incrementar el engagement en la tienda de mascotas PeludoStore, este establecimiento evidencia ciertas falencias en el planteo de estrategias. En el contexto de la metodología, se recurre al enfoque cualitativo y como instrumentos de investigación se aplica la entrevista, observación y análisis de contenido para conocer el manejo de la cuenta de Instagram del emprendimiento. Las estrategias planteadas posibilitan una mejor organización y un mayor alcance en las publicaciones, a través del análisis de palabras claves, estudio del mercado, definición de la línea gráfica, creación de un cronograma de pauta e identificación del buyer persona, por consiguiente, estas técnicas son empleadas para tener un adecuado posicionamiento en el mercado de tiendas de mascotas que se encuentran en la red social Instagram.
Digital marketing is constantly evolving, showing itself as a feasible tool to promote any market category, whether small, medium, or large companies. On the other hand, social networks are currently the most appropriate media of communication to publicize the products or services offered by a business. Visualizing these factors in the present work, the implementation of content strategies is carried out to increase engagement in the PeludoStore pet store, this establishment shows certain shortcomings in the strategy approach. In the context of the methodology, we use the quality approach and as research instruments we apply the interview, observation, and content analysis to learn about the management of the Instagram account of the enterprise. The proposed strategies allow a better organization and a greater reach in the publications, through the analysis of keywords, market study, definition of the graphic line, creation of a guideline schedule and identification of the personal buyer, therefore, these techniques They are used to have an adequate positioning in the market of pet stores that are found on the Instagram social network.
Digital marketing is constantly evolving, showing itself as a feasible tool to promote any market category, whether small, medium, or large companies. On the other hand, social networks are currently the most appropriate media of communication to publicize the products or services offered by a business. Visualizing these factors in the present work, the implementation of content strategies is carried out to increase engagement in the PeludoStore pet store, this establishment shows certain shortcomings in the strategy approach. In the context of the methodology, we use the quality approach and as research instruments we apply the interview, observation, and content analysis to learn about the management of the Instagram account of the enterprise. The proposed strategies allow a better organization and a greater reach in the publications, through the analysis of keywords, market study, definition of the graphic line, creation of a guideline schedule and identification of the personal buyer, therefore, these techniques They are used to have an adequate positioning in the market of pet stores that are found on the Instagram social network.
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CONTENT MARKETING, ENGAGEMENT, EMPRENDIMIENTO, RED SOCIAL INSTAGRAM
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