Desarrollo de una plataforma de marketing digital para el mejoramiento de las estrategias de promoción de las Micro y Pequeñas Empresas del departamento de Usulután

El presente trabajo tiene como finalidad evidenciar la importancia que tienen actualmente las redes sociales en el ámbito empresarial y como han revolucionado la perspectiva mercadológica sobre la promoción de productos o servicios, debido a la gran aceptación de este nuevo medio de comunicación, es vital para todas las empresas diseñar planes de mercadeo, que integren estas nuevas herramientas tecnológicas.Por tanto el marketing ligado a los constantes cambios tecnológicos obliga a que el empresario implemente el internet como herramienta para lograr los objetivos estratégicos de sus negocios. Realizamos un análisis interno y externo de la situación actual para determinar los requerimientos informáticos que debe satisfacer la plataforma de marketing digital; se propone un plan de marketing digital a fin de estimular la comercialización de los productos y servicios de las MYPES así como el diseño de una plataforma de marketing digital con el propósito de cautivar al público objetivo y se presenta información publicitaria actualizada a través de la plataforma de marketing digital a los clientes actuales y potenciales con el fin de mejorar la imagen corporativa e incrementar las ventas. Es de gran importancia reconocer que actualmente la tecnología ha provocado un cambio estratégico en la forma de publicitar y promocionar los productos y servicios, así como también en la manera en la que los consumidores se relacionan con el entorno. Este cambio tecnológico ha afectado tanto a organizaciones lucrativas como no lucrativas, por lo que se debe planificar cómo reaccionar ante este cambio para poder adaptarse al nuevo contexto.

Marketing digital para incentivar el turismo internacional en los hoteles ubicados en la playa el tunco, departamento de La Libertad.

El turismo, es una actividad fundamental para el desarrollo económico, social, cultural y ecológico de El Salvador, ya que es un segmento económico de mucho potencial en la generación de riqueza y que acompañado de elementos de tipo social y cultural, es una alternativa para el desarrollo integral de diferentes sectores. El turismo de playa en El Salvador actualmente se está convirtiendo en uno de los rubros de mayor importancia para el desarrollo turístico del país. Actualmente se ha empezado a promover el turismo de playa de El Salvador a nivel internacional, destacando que en el país existen bellas playas durante todo el año, incluso, en periodos de invierno en los que brilla el sol durante casi todo el día. Tomando en consideración lo antes expuesto se presenta el informe final del trabajo de investigación titulado “Marketing Digital Para Incentivar el turismo en los Hoteles ubicados en La Playa El Tunco, Departamento de La Libertad” el cual se elaboró con el propósito que se utilice de guía para la implementación de estrategias que ayuden a mejorar el posicionamiento de los hoteles de la zona de la Playa El Tunco en los medios Digitales. Para obtener la información acerca de los medios utilizados por los turistas internacionales, principal demanda potencial para la oferta turística en la zona de la Playa el Tunco, resultó imprescindible realizar una investigación de campo en la cual se utilizaron como instrumentos de investigación dos cuestionarios, dirigidos de la siguiente manera: el primero, a los dueños o encargados de los hoteles de la zona de la playa El Tunco; el segundo, un cuestionario que se pasó a la totalidad de la muestra obtenida del universo representado por los turistas internacionales que visitaron la playa El Tunco en el momento de la investigación. El conjunto de técnicas utilizadas en la investigación de campo denotan que la demanda potencial se interesa en conocer nuevos destinos turísticos y se ven atraídos por la oferta turística de los Hoteles de la zona y la oferta de servicios especializada para los turistas extranjeros que practican deportes acuáticos, aprovechando la amplitud de arena, el reconocimiento del lugar y las condiciones de oleaje que presenta la playa El Tunco. Lo cual podrá tomarse como una ventaja competitiva frente a otras playas de la región. De acuerdo a los resultados obtenidos a través de la investigación bibliográfica y de campo se recomienda, utilizar el plan de Marketing Digital diseñado, ya que éste servirá de guía para desarrollar de manera efectiva la promoción turística a través de estrategias mercadológicas que vayan dirigidas a posicionar y comercializar los productos y servicios turísticos ofrecidos por los Hoteles de la zona

Relatório de estágio na empresa MBM Mobile™. Retorno do investimento nas ferramentas de marketing digital na empresa MBM Mobile™

Vindo de encontro com o âmbito do Mestrado em Gestão Empresarial do Instituto Superior de Contabilidade e Administração de Coimbra, o presente trabalho tem por objetivo, descrever as tarefas e atividades realizadas, durante os seis meses de estágio curricular desenvolvido pelo mestrando na empresa MBM mobile™. Inserindo-se dentro da temática do Marketing da Empresa, este relatório pretende ainda, contribuir academicamente para a constituição de uma fonte de análise daquele que é o Retorno do Investimento nas principais ferramentas de Marketing digital utilizadas pela MBM mobile™.

A study of entrepreneurship : Taiwanese digital content companies in China

China’s accession to the World Trade Organisation (WTO) has greatly enhanced global interest in investment in the Chinese media market, where demand for digital content is growing rapidly. The East Asian region is positioned as a growth area in many forms of digital content and digital service industries. China is attempting to catch up and take its place as a production centre to offset challenges from neighbouring countries. Meanwhile, Taiwan is seeking to use China both as an export market and as a production site for its digital content. This research investigates entry strategies of Taiwanese digital content firms into the Chinese market. By examining the strategies of a sample of Taiwan-based companies, this study also explores the evolution of their market strategies. However, the focus is on how distinctive business practices such as guanxi are important to Taiwanese business and to relations with Mainland China. This research examines how entrepreneurs manage the characteristics of digital content products and in turn how digital content entrepreneurs adapt to changing market circumstances. This project selected five Taiwan-based digital content companies that have business operations in China: Wang Film, Artkey, CnYES, Somode and iPartment. The study involved a field trip, undertaken between November 2006 and March 2007 to Shanghai and Taiwan to conduct interviews and to gather documentation and archival reports. Six senior managers and nine experts were interviewed. Data were analysed according to Miller’s firm-level entrepreneurship theory, foreign direct investment theory, Life Cycle Model and guanxi philosophy. Most studies of SMEs have focused on free market (capitalist) environments. In contrast, this thesis examines how Taiwanese digital content firms’ strategies apply in the Chinese market. I identified three main types of business strategy: cost-reduction, innovation and quality-enhancement; and four categories of functional strategies: product, marketing, resource acquisition and organizational restructuring. In this study, I introduce the concept of ‘entrepreneurial guanxi’, special relationships that imply mutual obligation, assurance and understanding to secure and exchange favors in entrepreneurial activities. While guanxi is a feature of many studies of business in Pan-Chinese society, it plays an important mediating role in digital content industries. In this thesis, I integrate the ‘Life Cycle Model’ with the dynamic concept of strategy. I outline the significant differences in the evolution of strategy between two types of digital content companies: off-line firms (Wang Film and Artkey) and web-based firms (CnYES, Somode and iPartment). Off-line digital content firms tended to adopt ‘resource acquisition strategies’ in their initial stages and ‘marketing strategies’ in second and subsequent stages. In contrast, web-based digital content companies mainly adopted product and marketing strategies in the early stages, and would adopt innovative approaches towards product and marketing strategies in the whole process of their business development. Some web-based digital content companies also adopted organizational restructuring strategies in the final stage. Finally, I propose the ‘Taxonomy Matrix of Entrepreneurial Strategies’ to emphasise the two dimensions of this matrix: innovation, and the firm’s resource acquisition for entrepreneurial strategy. This matrix is divided into four cells: Effective, Bounded, Conservative, and Impoverished.

Audience and Market Foresight Trends and Foresight in Digital Media

This report provides an overview of trends in digital media over the period from 2009-2015. It applies scenario analysis to provide foresight on macro trends in the economy, politics, society and culture that will impact upon digital media market development in Australia, and the prospects for growth in online and digital media industries. It considers developments in the diffusion of innovations in advertising and marketing, mobile media, user-created content, and legal issues for consumers engaging in online transactions.

Digital dawn : a revolution in movie distribution?

How will the digital technology revolution impact the movie business? Hollywood developed a highly successful industrial system that has functioned well for almost a century in the sense that it enabled the Major film studios to largely control and dominate the industry. However, the new digital technology may now be propelling Hollywood toward the biggest technological transition since the creation of the studio system almost a century ago. For example, Major Hollywood studios are already beginning to provide video-on-demand (VOD) digital distribution of movies over the Internet. This article examines what is happening, and why. It sets out the background and the incipient changes already occurring. It makes an argument regarding the fundamental strategic dynamics, that acetate film was the key to the control of the Hollywood system, and speculates about how a shift away from acetate film to digital video may transform that system. The focus is on the impact on how the Major studios release and market their movies, and how new market and marketing opportunities for the low-budget independent filmmaking sector may arise.

The Blair Witch Project : a marketing case study

The Blair Witch Project was a low budget movie made by student filmmakers that become an international box office hit in 1999. Blair Witch was a landmark in movie marketing and distribution because it was the first time that any movie had successfully leveraged the Internet as a marketing platform to reach a wide audience. The marketing team employed a range of innovative strategies and tactics to stimulate audience demand. This case study describes and analyses the success of the marketing launch of The Blair Witch Project.It also provides an Instructors booklet comprising seven questions and answers related to the marketing success of the movie.

Analysing the effect of digital technology on channel strategy, power and disintermediation in the home video market : the demise of the video store?

The antecedents of channel power (e.g. El-Ansary and Stern, 1972) and the impact of channel structure ( e.g. Anderson and Narus,1984) on channel dynamics have long been important topics within the channel literature. In addition to the theoretical and methodological contributions, research in these areas has helped channel managers to understand how power is generated and used in coordinating distribution strategies in different contexts. The study presented in this paper builds upon these previous literatures, which are first briefly reviewed below.

Engaging social customers : influencing new marketing strategies for social media information sources

A global, online quantitative study among 300 consumers of digital technology products found the most reliable information sources were friends, family or word of mouth (WOM) from someone they knew, followed by expert product reviews, and product reviews written by other consumers. The most unreliable information sources were advertising or infomercials, automated recommendations based on purchasing patterns or retailers. While a very small number of consumers evaluated products online, rating of products and online discussions were more frequent activities. The most popular social media websites for reviews were Facebook, Twitter, Amazon and e-Bay, indicating the importance of WOM in social networks and online media spaces that feature product reviews as it is the most persuasive piece of information in both online and offline social networks. These results suggest that ‘social customers’ must be considered as an integral part of a marketing strategy.

How digital technologies have changed the way we “teach”

Proud suggested that the biggest and most obvious impact of the digital world felt by academics, was in the area of teaching. He demonstrated a number of the initiatives which have been by developed by outside organizations and within various universities. Those include larger classrooms, online teaching and Blackboard. All of these were believed to provide improved learning by students, but, most commonly also expanded the faculty workload. He then discussed a number of the newer technologies which are becoming available such as the virtual classroom, Google Glass, Adobe online, Skype and others. All of these tools, he argued were in response to increasing economic pressures on the University, the result of which is that entire courses have migrated online. The reason for university interest in these new technologies were listed as reduced need for classrooms and classroom space, less need for on-campus facilities and even a decline in need for weekly in-class lectures. Thus, it has been argued that these new tools and technologies liberate the faculty from the tyranny of geography through the introduction of blogs, online videos, discussion forums and communication tools such as wikis, Facebook sites and Yammer, all of which seem to have specific advantages. The question raised, however, is: How successful have these new digital innovations been? As an example, he cited his own experience in teaching distance learning programs in Thailand and elsewhere. Those results are still being reviewed, with no definitive view developed.

Luxury brand identity : the influence of mobile digital technology

This thesis examined the influence of mobile digital technology on the brand identity of luxury brands. Specifically it focused on the use of mobile applications by automobile, hotel and beauty brands and compared the perceptions of marketing managers with consumers on how mobile applications influenced luxury brand identity and image. Outcomes of this research included a model to depict the ongoing process between mobile-mediated luxury brand identity and image, and a typology of luxury brand mobile applications listing key features of mobile-mediated luxemosphere. Overall findings suggest that the influence of mobile applications on luxury brand identity has been negative, as their brand image appeared to be degraded, resulting in diminishing the brand identity.

Exchanging data between Digital Human Modelling systems : a review of data formats

Digital human modeling (DHM) systems underwent significant development within the last years. They achieved constantly growing importance in the field of ergonomic workplace design, product development, product usability, ergonomic research, ergonomic education, audiovisual marketing and the entertainment industry. They help to design ergonomic products as well as healthy and safe socio-technical work systems. In the domain of scientific DHM systems, no industry specific standard interfaces are defined which could facilitate the exchange of 3D solid body data, anthropometric data or motion data. The focus of this article is to provide an overview of requirements for a reliable data exchange between different DHM systems in order to identify suitable file formats. Examples from the literature are discussed in detail. Methods: As a first step a literature review is conducted on existing studies and file formats for exchanging data between different DHM systems. The found file formats can be structured into different categories: static 3D solid body data exchange, anthropometric data exchange, motion data exchange and comprehensive data exchange. Each file format is discussed and advantages as well as disadvantages for the DHM context are pointed out. Case studies are furthermore presented, which show first approaches to exchange data between DHM systems. Lessons learnt are shortly summarized. Results: A selection of suitable file formats for data exchange between DHM systems is determined from the literature review.

The need for internal social marketing (ISM): extending the people focus to service employees

BreastScreen Queensland (BSQ) is a government-based health service that provides free breast cancer screening services to eligible women using digital mammography technology.' In 2007, BSQ launched its first social marketing campaign' aimed at achieving a 30 per cent increase in women's programme participation by addressing the barriers to regular screening and by dispelling myths about breast cancer (Tornabene 2010). 'The Facts' mass media social marketing campaign used a credible spokesperson, Australian journalist]ana Wendt, to deliver the call to action' Don't make excuses. Make an appointment'.

Integrated marketing communications

Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 4th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up to date theories and practice, the text clearly explains and demonstrates how to best select and co-ordinate all of a brand’s marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. A wide range of local and global examples include: Spotify, Pandora, Coca-Cola, Pepsi, Woolworths, Nike, KFC, Victoria Bitter, Tigerair and Air New Zealand. Each new copy of the text also offers 12 month access to wealth of student on-line revision and learning tools: CourseMate Express + Search me! marketing. Unique to the text is a series of end of chapter local videos showing students how key objectives in IMC theory are applied by real businesses.