Impacto del marketing digital en la industria de la moda masculina urbana en Medellín
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Date
2024-11-26
Authors
Advisors
Editors
Journal Title
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Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Monografía
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
La investigación se centra en el impacto del marketing digital en la moda masculina urbana, examinando cómo las estrategias digitales han transformado esta industria y modificado el comportamiento del consumidor. Se exploraron diversas áreas, desde el surgimiento de nuevas tendencias hasta la influencia de redes sociales y el crecimiento del comercio electrónico. Los hallazgos indican que el marketing digital ha sido clave para que las marcas lleguen a sus audiencias de manera más efectiva, facilitando el acceso de los consumidores urbanos a través de plataformas en línea. También se subraya la importancia de la personalización y la experiencia del cliente como elementos esenciales para construir relaciones sólidas con los consumidores. Sin embargo, se identificaron desafíos, tales como la gestión de la reputación en línea y el cumplimiento de normativas en un entorno digital en constante evolución. A pesar de estos obstáculos, se concluye que el marketing digital sigue siendo una herramienta indispensable para las marcas de moda masculina urbana, permitiéndoles establecer una presencia sólida en el mercado. Este estudio no solo busca beneficiar a los empresarios, sino que también contribuirá a la comunidad académica de la Corporación Universitaria Minuto de Dios, brindando insights relevantes para el desarrollo de futuras investigaciones y ofreciendo.
The research focuses on the impact of digital marketing on urban men's fashion, examining how digital strategies have transformed this industry and modified consumer behavior. Various areas were explored, from the emergence of new trends to the influence of social networks and the growth of electronic commerce. The findings indicate that digital marketing has been key for brands to reach their audiences more effectively, facilitating access for urban consumers through online platforms. The importance of personalization and customer experience is also highlighted as essential elements for building strong relationships with consumers. However, challenges were identified, such as online reputation management and regulatory compliance in a constantly evolving digital environment. Despite these obstacles, it is concluded that digital marketing continues to be an indispensable tool for urban men's fashion brands, allowing them to establish a solid presence in the market. This study not only seeks to benefit entrepreneurs, but will also contribute to the academic community of the Minuto de Dios University Corporation, providing relevant insights for the development of future research and offering a solid basis for the design of digital optimization strategies for the commercial sector in Medellín.
The research focuses on the impact of digital marketing on urban men's fashion, examining how digital strategies have transformed this industry and modified consumer behavior. Various areas were explored, from the emergence of new trends to the influence of social networks and the growth of electronic commerce. The findings indicate that digital marketing has been key for brands to reach their audiences more effectively, facilitating access for urban consumers through online platforms. The importance of personalization and customer experience is also highlighted as essential elements for building strong relationships with consumers. However, challenges were identified, such as online reputation management and regulatory compliance in a constantly evolving digital environment. Despite these obstacles, it is concluded that digital marketing continues to be an indispensable tool for urban men's fashion brands, allowing them to establish a solid presence in the market. This study not only seeks to benefit entrepreneurs, but will also contribute to the academic community of the Minuto de Dios University Corporation, providing relevant insights for the development of future research and offering a solid basis for the design of digital optimization strategies for the commercial sector in Medellín.
Description
Analizar el impacto del marketing digital en el sector comercial de la ropa urbana para caballero, identificando las estrategias efectivas y tendencias actuales, con el fin de proponer recomendaciones y soluciones que permitan a las marcas destacarse en un entorno digital altamente competitivo y en constante evolución.
Keywords
Urban men's fashion, Digital marketing, E-commerce, Social media, Moda masculina urbana, Marketing digital, Comercio electrónico, Redes sociales