Estrategias de marketing digital que influyen el fortalecimiento financiero de empresas publicitarias en la ciudad de Barranquilla
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Fecha
2023
Autores
Robles Bolívar, Geraldine
Molina Cantillo, Mónica Fabiana
Torrenegra Delgado, Miguel Ángel
Vargas Pedraza, Sindy Yulieth
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El marketing digital se ha convertido en una herramienta habitual del sector empresarial, su
empleabilidad les permite a las empresas responder a los desafíos de un entorno turbulento,
donde los hábitos de los consumidores han cambiado, así como la forma de competir entre
las empresas para lograr ser rentables en el tiempo. A través de plataformas digitales
estratégicas como redes sociales, motores de búsqueda y correo electrónico, las empresas
publicitarias en Barranquilla han logrado conectarse de manera directa y significativa con su
audiencia objetivo, generando un impacto duradero en la mente y el corazón de sus clientes
potenciales. De ahí que el objetivo general de este proyecto se basa en analizar las estrategias
de marketing Digital que influyen en el fortalecimiento financiero en las empresas del sector
publicitario en la ciudad de Barranquilla. La metodología empleada para responder a los
objetivos propuestos en el estudio se basa en un diseño no experimental, transversal, el
alcance es descriptivo – correlacional, bajo un enfoque cuantitativo. Las variables estudiadas
son estrategias de marketing digital y fortalecimiento financiero, definidas de forma
operacional para realizar la medición del estudio, adecuándolas al contexto tanto teórico
como operativo de la población a intervenir, tomando como refernte las dimensiones
comunicación, propagación de productos, mercantilización para la variable de marketing y
ventas, retorno a la inversión y optimización de recursos para la variable de fortalecimiento.
La población estuvo conformada por las empresas publicitarias en la ciudad de Barranquilla,
se realizó un muestreo no probabilístico por conveniencia. Se recolecto la información
mediante la aplicación de una encuesta, se tomó como referente un instrumento prevalidado
de Asparrin y Cordova (2020). El instrumento obtuvo un coeficiente de Alfa de Cronbach es
de 0.82, lo que equivale a una confiabilidad alta. Los resultados muestran que el retorno a la
inversión generada por la utilización de estrategias de marketing digital ha propiciado un
incremento en las ganancias no viéndose afectado los costos, esto les permite satisfacer a sus
clientes y obtener ventajas competitivas en el mercado, encontrando así, una herramienta
clave para enfrentar los desafíos del entorno empresarial actual. En conclusión, este trabajo
de investigación ha demostrado que el marketing digital desempeña un papel fundamental en
el fortalecimiento financiero de las empresas publicitarias en Barranquilla. En un entorno
empresarial en constante cambio, el marketing digital les brinda la capacidad de adaptarse a
los nuevos hábitos de los consumidores y competir de manera efectiva. Al implementar
estrategias adecuadas, las empresas pueden generar un retorno positivo de la inversión,
aumentar sus ganancias y mantener su rentabilidad a largo plazo. El marketing digital se ha
convertido en una herramienta esencial para satisfacer las demandas del mercado y mantener
una posición competitiva en la industria publicitaria. Aquellas empresas publicitarias en
Barranquilla que implementen de manera efectiva las estrategias de marketing digital estarán
en mejores condiciones de alcanzar el éxito y prosperar en un entorno empresarial cada vez
más competitivo. Estas estrategias les permiten llegar a una audiencia más amplia, generar
mayores oportunidades de negocio y aumentar sus ingresos. Además, fortalecen su imagen
de marca, construyen relaciones sólidas con sus clientes y obtienen ventajas competitivas
significativas.
Digital marketing has become a common tool in the business sector, its employability allows companies to respond to the challenges of a turbulent environment, where consumer habits have changed, as well as the way companies compete to achieve be profitable over time. Through chosen digital platforms such as social media, search engines, and email, advertising companies in Barranquilla have successfully connected with their target audience in a direct and meaningful way, creating a lasting impact in the minds and hearts of their potential customers. Hence, the general objective of this project is based on analyzing Digital marketing strategies that influence financial strengthening in companies in the advertising sector in the city of Barranquilla. The methodology used to respond to the objectives proposed in the study is based on a non-experimental, cross-sectional design, the scope is descriptive - correlational, under a quantitative approach. The variables studied are digital marketing strategies and financial strengthening, defined operationally to carry out the measurement of the study, adapting them to both the theoretical and operational context of the population to intervene, taking as a reference the dimensions of communication, product propagation, commercialization for the marketing variable and sales, return on investment and optimization of resources for the strengthening variable. The population was made up of advertising companies in the city of Barranquilla, a non-probabilistic sampling was carried out for convenience. The information was collected through the application of a survey, a pre-validated instrument by Asparrin and Cordova (2020) was taken as a reference. The instrument obtained a Cronbach's Alpha coefficient of 0.82, which is equivalent to high reliability. The results show. The results show that the return on investment generated by the use of digital marketing strategies has led to an increase in profits, without affecting costs, this allows them to satisfy their customers and obtain competitive advantages in the market. Therefore, finding a key tool to face the challenges of the current business environment. In conclusion, this research work has demonstrated that digital marketing plays a fundamental role in the financial strengthening of advertising companies in Barranquilla. In an ever- changing business environment, digital marketing provides them with the ability to adapt to changing consumer habits and compete effectively. By implementing appropriate strategies, companies can generate a positive return on investment, increase their profits, and maintain long-term profitability. Digital marketing has become an essential tool to meet market demands and maintain a competitive position in the advertising industry. Advertising companies in Barranquilla that effectively implement digital marketing strategies will be better positioned to achieve success and thrive in an increasingly competitive business environment. These strategies allow them to reach a broader audience, generate greater business opportunities, and increase their revenue. Additionally, they strengthen their brand image, build strong relationships with their customers, and gain significant competitive advantages.
Digital marketing has become a common tool in the business sector, its employability allows companies to respond to the challenges of a turbulent environment, where consumer habits have changed, as well as the way companies compete to achieve be profitable over time. Through chosen digital platforms such as social media, search engines, and email, advertising companies in Barranquilla have successfully connected with their target audience in a direct and meaningful way, creating a lasting impact in the minds and hearts of their potential customers. Hence, the general objective of this project is based on analyzing Digital marketing strategies that influence financial strengthening in companies in the advertising sector in the city of Barranquilla. The methodology used to respond to the objectives proposed in the study is based on a non-experimental, cross-sectional design, the scope is descriptive - correlational, under a quantitative approach. The variables studied are digital marketing strategies and financial strengthening, defined operationally to carry out the measurement of the study, adapting them to both the theoretical and operational context of the population to intervene, taking as a reference the dimensions of communication, product propagation, commercialization for the marketing variable and sales, return on investment and optimization of resources for the strengthening variable. The population was made up of advertising companies in the city of Barranquilla, a non-probabilistic sampling was carried out for convenience. The information was collected through the application of a survey, a pre-validated instrument by Asparrin and Cordova (2020) was taken as a reference. The instrument obtained a Cronbach's Alpha coefficient of 0.82, which is equivalent to high reliability. The results show. The results show that the return on investment generated by the use of digital marketing strategies has led to an increase in profits, without affecting costs, this allows them to satisfy their customers and obtain competitive advantages in the market. Therefore, finding a key tool to face the challenges of the current business environment. In conclusion, this research work has demonstrated that digital marketing plays a fundamental role in the financial strengthening of advertising companies in Barranquilla. In an ever- changing business environment, digital marketing provides them with the ability to adapt to changing consumer habits and compete effectively. By implementing appropriate strategies, companies can generate a positive return on investment, increase their profits, and maintain long-term profitability. Digital marketing has become an essential tool to meet market demands and maintain a competitive position in the advertising industry. Advertising companies in Barranquilla that effectively implement digital marketing strategies will be better positioned to achieve success and thrive in an increasingly competitive business environment. These strategies allow them to reach a broader audience, generate greater business opportunities, and increase their revenue. Additionally, they strengthen their brand image, build strong relationships with their customers, and gain significant competitive advantages.
Descripción
Palabras clave
Marketing digital, Publicidad, Fortalecimiento financiero, Estrategias, Empresas, Digital marketing, Advertising, Financial strengthening, Strategies, Companies
