Análisis de las estrategias en comunicación y marketing digital, con base en los objetivos corporativos de la MiPyme Expeditionarte, durante el año 2022
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Date
2024-02-09
Authors
Candia Grimaldo, Jhon Sebastián
Advisors
Barbosa, Smith
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
Esta monografía analiza las estrategias de comunicación y marketing digital de la microempresa Expeditionarte, ubicada en Girardot, Colombia, y su impacto en los objetivos corporativos para el año 2022. A través de la revisión bibliográfica, entrevistas semiestructuradas y el análisis de las redes sociales de la empresa, se identificaron tres objetivos corporativos pertinentes para el contexto regional. No obstante, se observó la falta de una estrategia digital bien definida y la inconsistencia en el nombre de la empresa en sus plataformas digitales. En consecuencia, se recomienda que Expeditionarte desarrolle una estrategia digital coherente, mejore la consistencia en la presentación de su marca en línea y considere la incorporación de un profesional en comunicación digital y marketing. Este estudio subraya la importancia de la estrategia digital para las microempresas en el mercado actual y la necesidad de medir el impacto de sus esfuerzos digitales a través de KPIs.
This monograph analyzes the digital communication and marketing strategies of the microenterprise Expeditionarte, located in Girardot, Colombia, and their impact on corporate objectives for the year 2022. Through literature review, semistructured interviews, and the analysis of the company's social media platforms, three corporate objectives relevant to the regional context were identified. However, the lack of a well-defined digital strategy and inconsistencies in the company's name across its digital platforms were observed. As a result, it is recommended that Expeditionarte develops a coherent digital strategy, improves brand consistency in its online presence, and considers the inclusion of a professional in digital communication and marketing. This study underscores the importance of digital strategy for microenterprises in the current market and the need to measure the impact of their digital efforts through Key Performance Indicators (KPIs)
This monograph analyzes the digital communication and marketing strategies of the microenterprise Expeditionarte, located in Girardot, Colombia, and their impact on corporate objectives for the year 2022. Through literature review, semistructured interviews, and the analysis of the company's social media platforms, three corporate objectives relevant to the regional context were identified. However, the lack of a well-defined digital strategy and inconsistencies in the company's name across its digital platforms were observed. As a result, it is recommended that Expeditionarte develops a coherent digital strategy, improves brand consistency in its online presence, and considers the inclusion of a professional in digital communication and marketing. This study underscores the importance of digital strategy for microenterprises in the current market and the need to measure the impact of their digital efforts through Key Performance Indicators (KPIs)
Description
Analizar el impacto de las estrategias de comunicación y marketing digital implementadas por la MiPyme Expeditionarte, del municipio de Girardot, con relación a sus objetivos corporativos, durante el año 2022.
Keywords
Marketing, Estrategias de Comunicación, Medios Sociales, Turismo, Comunicación digital, KPI, Marketing, Communication Strategies, Social Media, Tourism, Digital Communication, KPI