Marketing digital, elementos de la cadena de valor generadores de competitividad del sector publicitario en Barranquilla, (Colombia)
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Fecha
2020
Autores
Peralta Miranda, Pabla
Salazar-Araujo, Eduardo
Álvarez Mendoza, Zally Vanesa
Ortiz Cardona, Jannerys
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AISTI Associação Ibérica de Sistemas e Tecnologias de Informação
Resumen
La organización en la actualidad están obligadas a generar mayores
beneficios a sus consumidores para lograr mayor posicionamiento en el mercado,
eso depende del manejo de factores de competitividad internos y externos que
predominan en las organizaciones medianas en el sector de la publicidad digital
en Barranquilla. El objetivo de esta investigación fue describir el marketing digital
del sector publicitario. La investigación es descriptiva con diseño no experimental
y transversal. La muestra estuvo conformada por 15 empresas, cumpliendo los
criterios: Empresa mediana, con departamento de Marketing digital, domiciliada
en Barranquilla. Los resultados fueron descripción el marketing digital del sector
publicitario, de acuerdo a los factores internos y externos en estas empresas
presentan donde existe una consistencia moderada en la dinámica de respuesta
de la empresa ante factores externos y viceversa. Se concluyó que las empresas de
este sector requieren de estrategias que promuevan el desarrollo de los indicadores
internos de competitividad que respondan a los factores cambiantes externo.
The organization is currently forced to generate greater benefits to its consumers to achieve greater market positioning, that depends on the management of internal and external competitiveness factors that predominates in medium-sized organizations in the digital advertising sector in Barranquilla. The objective of this research was to describe the digital marketing of the advertising sector. The research is descriptive with non-experimental and transversal design. The sample was composed by 15 companies, fulfilling the criteria: Medium company, with department of Digital Marketing, placed in Barranquilla. The results were a description digital marketing of the advertising sector, according of the internal and external factors in these companies present where there is a moderate consistency in the dynamics of the company’s response to external factors and vice versa. It was concluded that companies in this sector have difficulties in strategies that promote the development of internal competitiveness indicators that respond to changing external factors.
The organization is currently forced to generate greater benefits to its consumers to achieve greater market positioning, that depends on the management of internal and external competitiveness factors that predominates in medium-sized organizations in the digital advertising sector in Barranquilla. The objective of this research was to describe the digital marketing of the advertising sector. The research is descriptive with non-experimental and transversal design. The sample was composed by 15 companies, fulfilling the criteria: Medium company, with department of Digital Marketing, placed in Barranquilla. The results were a description digital marketing of the advertising sector, according of the internal and external factors in these companies present where there is a moderate consistency in the dynamics of the company’s response to external factors and vice versa. It was concluded that companies in this sector have difficulties in strategies that promote the development of internal competitiveness indicators that respond to changing external factors.
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Palabras clave
Marketing digital, Publicidad, Pymes, Competitividad, Digital Marketing, Advertising, SMEs, Competitiveness
