Marketing Digital en el Banco AV.
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Date
2021
Authors
Ortiz Herrera, Andrea
Puerta Puerta, Daniela
Pabón Morales, Jaider
Advisors
Zapata Gómez, Ligia Liliana
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Abstract
El presente trabajo de investigación tiene como objetivo general: Diseñar una estrategia de marketing digital que se adapte a las necesidades de la oferta de servicios de la entidad financiera AV. en la ciudad de Medellín, en pro de aumentar las ventas y el posicionamiento de sus productos.
La orientación de esta investigación es cuantitativa generada por la identificación y observación de los datos para generar porcentajes estadísticos en el estudio de marketing digital y saber que tan importante es la implementación de este.
De acuerdo a lo anterior se implementó una encuesta que nos permitió conocer el impacto del marketing digital en base a las respuestas que se obtuvieron de los clientes evaluados.
El diseño de esta investigación es no experimental, es decir que es una investigación que no varía y sus caracteristicas son independientes, para la cual también se implementará el método de investigación correlacional, esto quiere decir la relación que se tiene entre la publicidad y los clientes.
Los resultados obtenidos nos permitieron conocer que impacto tiene las redes sociales en
los clientes, el uso que les dan y sus preferencias.
Se concluye que existe influencia entre la funcionalidad del marketing digital en la relación de los clientes, con una correlación positiva considerable, que permite evaluar y conocer las necesidades del cliente y construir una relación estable.
The present research work has as general objective: To design a digital marketing strategy that adapts to the needs of the AV financial institution's offer of services in the city of Medellín, in order to increase sales and the positioning of its products. The orientation of this research is quantitative generated by the identification and observation of the data to generate statistical percentages in the study of digital marketing and to know how important its implementation. According to the above, a survey was implemented that allowed us to know the impact of digital marketing according to the responses obtained from the evaluated clients. The design of this research is non-experimental, that is, it is a research that does not vary and its variables are independent, for which the correlational research method will also be implemented, this means the relationship that exists between advertising and customers . The results obtained allowed us to know what impact social networks have on customers, the use they give them and their preferences. It is concluded that there is influence between the functionality of digital marketing in the relationship of the clients, with a considerable positive correlation since, it is possible to evaluate and know the client's needs and build a stable relationship
The present research work has as general objective: To design a digital marketing strategy that adapts to the needs of the AV financial institution's offer of services in the city of Medellín, in order to increase sales and the positioning of its products. The orientation of this research is quantitative generated by the identification and observation of the data to generate statistical percentages in the study of digital marketing and to know how important its implementation. According to the above, a survey was implemented that allowed us to know the impact of digital marketing according to the responses obtained from the evaluated clients. The design of this research is non-experimental, that is, it is a research that does not vary and its variables are independent, for which the correlational research method will also be implemented, this means the relationship that exists between advertising and customers . The results obtained allowed us to know what impact social networks have on customers, the use they give them and their preferences. It is concluded that there is influence between the functionality of digital marketing in the relationship of the clients, with a considerable positive correlation since, it is possible to evaluate and know the client's needs and build a stable relationship
Description
Keywords
Estrategias, Internet, Marketing digital, Posicionamiento de producto, Relación Clientes, Customer Relationship, Digital marketing, Internet, Product positioning, Strategies