Gestión Publicitaria en el comercial Yahveh del Cantón Babahoyo Provincia de Los Ríos, período 2023 - 2024.
| dc.contributor.advisor | Mora Aristega, Julio Ernesto | |
| dc.contributor.author | Guerrero Bajaña, Luisana Katherine | |
| dc.date.accessioned | 2024-09-26T04:00:51Z | |
| dc.date.available | 2024-09-26T04:00:51Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17354 | |
| dc.description | Comercial Yahveh Jireh, located in Babahoyo, faces significant challenges in its digital marketing management due to the absence of a specific department and lack of training in this area, resulting in limited visibility and sporadic, poorly directed campaigns. This study aims to diagnose the internal and external factors influencing the company's digital advertising, evaluate the effectiveness of the implemented strategies, and propose improvements to optimize its online presence. The analysis results reveal an intermediate situation, with a weighted score of 2.32 in the EFI and 2.55 in the EFE, indicating that while there are strengths such as strategic location and product variety, there are also critical weaknesses, such as the lack of a digital marketing department and limited staff knowledge in this area. Externally, the growth of e-commerce and increasing use of social media present key opportunities, whereas high competition and rapid changes in online consumption trends pose significant threats. The conclusions emphasize the need to implement strategies to address these weaknesses and leverage the opportunities. It is recommended to create a specialized digital marketing department, train staff in the latest marketing trends and tools, allocate a specific budget for these activities, and improve internal communication. Additionally, it is crucial to develop an effective marketing calendar and explore collaborations with local influencers to increase the commercial's visibility and reach. With these actions, Comercial Yahveh Jireh can significantly improve its digital marketing management, strengthen its market presence, and enhance its competitiveness in Babahoyo's digital environment. | es_ES |
| dc.description | Comercial Yahveh Jireh, located in Babahoyo, faces significant challenges in its digital marketing management due to the absence of a specific department and lack of training in this area, resulting in limited visibility and sporadic, poorly directed campaigns. This study aims to diagnose the internal and external factors influencing the company's digital advertising, evaluate the effectiveness of the implemented strategies, and propose improvements to optimize its online presence. The analysis results reveal an intermediate situation, with a weighted score of 2.32 in the EFI and 2.55 in the EFE, indicating that while there are strengths such as strategic location and product variety, there are also critical weaknesses, such as the lack of a digital marketing department and limited staff knowledge in this area. Externally, the growth of e-commerce and increasing use of social media present key opportunities, whereas high competition and rapid changes in online consumption trends pose significant threats. The conclusions emphasize the need to implement strategies to address these weaknesses and leverage the opportunities. It is recommended to create a specialized digital marketing department, train staff in the latest marketing trends and tools, allocate a specific budget for these activities, and improve internal communication. Additionally, it is crucial to develop an effective marketing calendar and explore collaborations with local influencers to increase the commercial's visibility and reach. With these actions, Comercial Yahveh Jireh can significantly improve its digital marketing management, strengthen its market presence, and enhance its competitiveness in Babahoyo's digital environment. | es_ES |
| dc.description.abstract | El Comercial Yahveh Jireh, ubicado en Babahoyo, enfrenta desafíos significativos en su gestión de gestión publicitaria debido a la ausencia de un departamento específico y a la falta de capacitación en esta área, lo cual ha resultado en una visibilidad limitada y en campañas esporádicas y mal direccionadas. Este estudio tiene como objetivo diagnosticar los factores internos y externos que influyen en la publicidad digital de la empresa, evaluar la efectividad de las estrategias implementadas y proponer mejoras para optimizar su presencia en línea. Los resultados del análisis revelan una situación intermedia, con un puntaje ponderado de 2.32 en la EFI y 2.55 en la EFE, indicando que, aunque existen fortalezas como la ubicación estratégica y la variedad de productos, también hay debilidades críticas, como la falta de un departamento de gestión publicitaria y el conocimiento limitado del personal en esta área. Externamente, el crecimiento del comercio electrónico y el uso creciente de redes sociales presentan oportunidades clave, mientras que la alta competencia y los rápidos cambios en las tendencias de consumo representan amenazas significativas. Las conclusiones subrayan la necesidad de implementar estrategias para abordar estas debilidades y aprovechar las oportunidades. Se recomienda crear un departamento de gestión publicitaria especializado, capacitar al personal en las últimas tendencias y herramientas de marketing, asignar un presupuesto específico para estas actividades y mejorar la comunicación interna. Además, es crucial desarrollar un calendario de marketing efectivo y explorar colaboraciones con influencers locales para aumentar la visibilidad y el alcance del comercial. | es_ES |
| dc.format.extent | 49 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2024 | 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 | Gestión | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Digital | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Gestión Publicitaria en el comercial Yahveh del Cantón Babahoyo Provincia de Los Ríos, período 2023 - 2024. | es_ES |
| dc.type | bachelorThesis | es_ES |
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Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador