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Estrategias publicitarias digitales de la marca Oway en la ciudad de Babahoyo
| dc.contributor.advisor | Lemos Beltran, Daniel Gustavo | |
| dc.contributor.author | Peña Lamilla, Yoleyda Jamilex | |
| dc.date.accessioned | 2023-11-07T15:45:58Z | |
| dc.date.available | 2023-11-07T15:45:58Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15054 | |
| dc.description | The problem focuses on identifying the possible reasons behind the lack of effectiveness of digital advertising strategies. It must be determined if they have any defined market segmentation, if they know their public objective and if the digital advertising content is adapted to the characteristics and behavior of their followers. Some areas of analysis that should be considered include that they handle inadequate segmentation, it is also necessary to investigate whether it has correctly identified its target audience and whether digital advertising methods have been adequately adapted to the characteristics and behavior of the segmentation. The objective of this case study is to analyze the digital advertising strategies implemented by the Oway venture in the city of Babahoyo. Currently, the business environment has become highly competitive and dynamic, especially in the digital field. Bear in mind that advertising planning plays a crucial role in the success and growth of companies, since they allow reaching a broader audience, generating greater brand visibility and increasing sales. This case study provided valuable information for local entrepreneurs and people interested in the field of digital advertising. | es_ES |
| dc.description | The problem focuses on identifying the possible reasons behind the lack of effectiveness of digital advertising strategies. It must be determined if they have any defined market segmentation, if they know their public objective and if the digital advertising content is adapted to the characteristics and behavior of their followers. Some areas of analysis that should be considered include that they handle inadequate segmentation, it is also necessary to investigate whether it has correctly identified its target audience and whether digital advertising methods have been adequately adapted to the characteristics and behavior of the segmentation. The objective of this case study is to analyze the digital advertising strategies implemented by the Oway venture in the city of Babahoyo. Currently, the business environment has become highly competitive and dynamic, especially in the digital field. Bear in mind that advertising planning plays a crucial role in the success and growth of companies, since they allow reaching a broader audience, generating greater brand visibility and increasing sales. This case study provided valuable information for local entrepreneurs and people interested in the field of digital advertising. | es_ES |
| dc.description.abstract | El problema se centra en identificar las posibles razones detrás de la falta de efectividad de las estrategias publicitarias digitales. Se debe determinar si tienen alguna segmentación de mercado definida, si conocen a su público objetivo y si es que los contenidos publicitarios digitales se adaptan a las características y comportamiento de sus seguidores. Algunas áreas de análisis que se deben considerar incluyen que manejan una segmentación inadecuada, además es necesario investigar si esta ha identificado de manera correcta a su público objetivo y si los métodos publicitarios digitales se han adaptado adecuadamente a las características y comportamiento de la segmentación. El presente estudio de caso tiene como objetivo analizar las estrategias publicitarias digitales implementadas por el emprendimiento Oway en la ciudad de Babahoyo. En la actualidad, el entorno empresarial se ha vuelto altamente competitivo y dinámico, especialmente en el ámbito digital. Tener en consideración que la planificación publicitaria juega un papel crucial en el éxito y crecimiento de las empresas, ya que permiten alcanzar a un público más amplio, generar mayor visibilidad de marca y aumentar las ventas. Este estudio de caso proporcionará información valiosa para los emprendedores locales y para las personas interesadas en la rama de la publicidad digital. | es_ES |
| dc.format.extent | 44 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Publicidad | es_ES |
| dc.subject | Digital | es_ES |
| dc.subject | Seguidores | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.title | Estrategias publicitarias digitales de la marca Oway en la ciudad de Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
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