Inbound Marketing y su influencia en la decisión de compra de dispositivos electrónicos.
Fecha
2022-04
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La presente investigación tiene como finalidad estudiar cómo influye el Inbound Marketing en la decisión de compra de dispositivos electrónicos; los objetivos planteados sirven para lograr determinar la importancia que tiene el Inbound Marketing para las empresas. Como base para esta investigación se utilizaron fuentes de información primarias y secundarias como: artículos científicos, libros, entre otros. Se realizaron las investigaciones exploratoria y descriptiva y se aplicó la metodología cuali-cuantitativa, puesto que, con el estudio de cómo influye el Inbound Marketing se pudo identificar que los componentes como el SEO, SEM, Social Media y Landing Pages si son bien aplicados en las publicidades pueden ser eficaces y eficientes al momento de difundir un mensaje al público y lograr posicionarse en el mercado, aumentando así las ventas de la empresa. Se evidenció que la mayoría de compradores de dispositivos electrónicos son los Millennials que comprenden la edad entre 20 y 39 años, por lo cual, existe un público objetivo con capacidad monetaria. Se determinó las influencias internas y externas que influyen en el consumidor como son: el precio la calidad del producto, promociones, variedad del producto, las opiniones de familiares y amigos, testimonios de clientes son las más eficientes en el proceso de compra de dispositivos electrónicos.
The purpose of this research is to study how Inbound Marketing influences the purchase decision of electronic devices; the objectives set out serve to determine the importance of Inbound Marketing for companies. As a basis for this research, primary and secondary sources of information were used, such as: scientific articles, books, among others. Exploratory and descriptive research was conducted and the quali-quantitative methodology was applied, since, with the study of how Inbound Marketing influences, it was possible to identify those components such as SEO, SEM, social media and Landing Pages if they are well applied in advertising can be effective and efficient when disseminating a message to the public and achieve market positioning, thus increasing the sales of the company. It was evidenced that the majority of buyers of electronic devices are Millennials who are between 20 and 39 years old, therefore, there is a target audience with monetary capacity. It was determined that the internal and external influences that influence the consumer such as: price, product quality, promotions, product variety, opinions of family and friends, customer testimonials are the most efficient in the process of buying electronic devices.
The purpose of this research is to study how Inbound Marketing influences the purchase decision of electronic devices; the objectives set out serve to determine the importance of Inbound Marketing for companies. As a basis for this research, primary and secondary sources of information were used, such as: scientific articles, books, among others. Exploratory and descriptive research was conducted and the quali-quantitative methodology was applied, since, with the study of how Inbound Marketing influences, it was possible to identify those components such as SEO, SEM, social media and Landing Pages if they are well applied in advertising can be effective and efficient when disseminating a message to the public and achieve market positioning, thus increasing the sales of the company. It was evidenced that the majority of buyers of electronic devices are Millennials who are between 20 and 39 years old, therefore, there is a target audience with monetary capacity. It was determined that the internal and external influences that influence the consumer such as: price, product quality, promotions, product variety, opinions of family and friends, customer testimonials are the most efficient in the process of buying electronic devices.
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Palabras clave
INBOUND MARKETING, ESTRATEGIA, MARKETING, DISPOSITIVOS ELECTRÓNICOS