Análisis Reflexivo Sobre El Uso De Las Redes Sociales Como herramienta Del Marketing Digital En el Desempeño Empresarial En Colombia.
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Date
2024-06-04
Authors
Pérez Rúa, Geraldine
Advisors
Rodríguez Pira, Gloria Astrid
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
El marketing es un conjunto de métodos que administra las relaciones con el público objetivo de una organización, debe permanecer en un constante cambio basado en las tendencias y motivaciones de los clientes, por tanto, ha sido fundamental para las empresas generar estrategias que vayan al mismo ritmo que los avances tecnológicos. Teniendo en cuenta esto, el presente documento tendrá como objetivo analizar los niveles de implementación de las redes sociales como instrumentos de marketing digital en Colombia y el efecto de estas en el desempeño empresarial, para lo cual, se llevará a cabo una revisión bibliográfica de la incidencia de estas plataformas digitales como herramientas de marketing en el reconocimiento, recordación y productividad de las empresas en Colombia durante los últimos años. Con esto, se pretende analizar que tanto han contribuido el uso de las redes, en el desempeño y las relaciones públicas de las compañías colombianas, determinando así la pertinencia y contribución que su uso genera en el marketing y por consiguiente, el beneficio empresarial que representan.
Marketing as a set of processes that manages relationships with the target audience of an organization, must remain in constant change based on the trends and motivations of customers, therefore, it has been essential for companies to generate strategies that keep pace that technological advances. Taking this into account, this document aims to analyze the levels of implementation of social networks as digital marketing tools in Colombia and the impact of these on business performance, for which a bibliographic review of the incidence of social networks as marketing tools in recognition, recall and productivity of companies in Colombia in recent years. With this, it is intended to analyze how much the use of networks has contributed to the performance and public relations of Colombian companies, thus determining the relevance and contribution that its use generates in marketing and, consequently, the business benefit that represent.
Marketing as a set of processes that manages relationships with the target audience of an organization, must remain in constant change based on the trends and motivations of customers, therefore, it has been essential for companies to generate strategies that keep pace that technological advances. Taking this into account, this document aims to analyze the levels of implementation of social networks as digital marketing tools in Colombia and the impact of these on business performance, for which a bibliographic review of the incidence of social networks as marketing tools in recognition, recall and productivity of companies in Colombia in recent years. With this, it is intended to analyze how much the use of networks has contributed to the performance and public relations of Colombian companies, thus determining the relevance and contribution that its use generates in marketing and, consequently, the business benefit that represent.
Description
Realizar una revisión y análisis crítico y reflexivo documental sobre el uso de las redes sociales como herramienta de marketing digital en el desempeño empresarial en Colombia.
Keywords
Redes sociales, Marketing digital, Desempeño empresarial, Posicionamiento, Social networks, Digital marketing, Business performance, Positioning.