Estado actual del marketing digital en las empresas de la industria publicitaria en la comuna 1 de San José de Cúcuta, Colombia
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Fecha
2024
Autores
Bayona Caamaño, Maryury Paola
Pabon Botello, Marlon Alexander
Sanchez Caballero, Deyssi Katherine
Ruales Vallejo, Deysi Cristina
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Ediciones Universidad Simón Bolívar
Facultad de administración y negocios
Facultad de administración y negocios
Resumen
Este estudio explora cómo las empresas de la industria publicitaria en la comuna 1 de San
José de Cúcuta, Colombia, están adaptándose al marketing digital para mantenerse competitivas.
A través de encuestas a 48 empresas locales, se indagó sobre su uso de redes sociales, las
estrategias digitales que emplean y los desafíos que enfrentan en un entorno donde la tecnología
avanza rápidamente.
Los resultados muestran que Instagram y Facebook son las plataformas predilectas para
conectar con el público, mientras que LinkedIn y Twitter tienen una presencia mucho menor. Las
empresas que han apostado por personalizar sus contenidos y trabajar con influencers han logrado
niveles más altos de interacción, demostrando que no basta con tener presencia digital; es crucial
construir relaciones auténticas y emocionales con la audiencia para realmente destacar.
A pesar de estos logros, las empresas enfrentan grandes desafíos, como la saturación
publicitaria en redes y la presión de mantenerse al día con las últimas tendencias tecnológicas. Las
recomendaciones señalan la importancia de diversificar la presencia digital, explorar herramientas
como la inteligencia artificial para optimizar campañas y crear contenido que no solo informe, sino
que también conecte emocionalmente.
Este estudio brinda una mirada profunda a cómo las empresas de Cúcuta enfrentan el reto de
la digitalización, ofreciendo claves para fortalecer sus estrategias y destacar en un mercado que
exige innovación constante y conexiones genuinas con el público.
This study explores how advertising companies in District 1 of San José de Cúcuta, Colombia, are adapting to digital marketing to stay competitive. Through surveys of 48 local companies, it examined their use of social media, the digital strategies they employ, and the challenges they face in an environment where technology is advancing rapidly. The findings reveal that Instagram and Facebook are the preferred platforms for connecting with audiences, while LinkedIn and Twitter have much lower presence. Companies that have invested in personalizing content and collaborating with influencers have achieved higher levels of engagement, showing that simply having a digital presence is not enough; it’s essential to build authentic and emotional connections with the audience to truly stand out. Despite these achievements, companies face significant challenges, such as ad saturation on social media and the pressure to keep up with the latest technological trends. The recommendations highlight the importance of diversifying digital presence, exploring tools like artificial intelligence to optimize campaigns, and creating content that not only informs but also connects emotionally. This study provides a deep insight into how Cúcuta companies are tackling the challenges of digitalization, offering keys to strengthening their strategies and standing out in a market that demands constant innovation and genuine audience connections.
This study explores how advertising companies in District 1 of San José de Cúcuta, Colombia, are adapting to digital marketing to stay competitive. Through surveys of 48 local companies, it examined their use of social media, the digital strategies they employ, and the challenges they face in an environment where technology is advancing rapidly. The findings reveal that Instagram and Facebook are the preferred platforms for connecting with audiences, while LinkedIn and Twitter have much lower presence. Companies that have invested in personalizing content and collaborating with influencers have achieved higher levels of engagement, showing that simply having a digital presence is not enough; it’s essential to build authentic and emotional connections with the audience to truly stand out. Despite these achievements, companies face significant challenges, such as ad saturation on social media and the pressure to keep up with the latest technological trends. The recommendations highlight the importance of diversifying digital presence, exploring tools like artificial intelligence to optimize campaigns, and creating content that not only informs but also connects emotionally. This study provides a deep insight into how Cúcuta companies are tackling the challenges of digitalization, offering keys to strengthening their strategies and standing out in a market that demands constant innovation and genuine audience connections.
Descripción
Palabras clave
Marketing digital, Estrategias publicitarias, Redes sociales, Personalización del Contenido y Saturación publicitaria
