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Estrategias publicitarias en MCL Comex en la ciudad de Babahoyo, en el periodo 2023.
| dc.contributor.advisor | Ortiz Campi, Juan Oswaldo | |
| dc.contributor.author | Moreta De Lucca, Emely Carolina | |
| dc.date.accessioned | 2024-09-26T16:58:12Z | |
| dc.date.available | 2024-09-26T16:58:12Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17366 | |
| dc.description | The case study entitled "Advertising strategies in the company MCL COMEX in the city of Babahoyo in the period 2023" analyzes the marketing tactics used in the company, which carries out its commercial activity as a courier for parcels and packages, the challenges that it presents are low audience segmentation and little digital presence. To carry out this study, inductive and descriptive methods were used, which revealed the deficiencies that the company currently presents in its advertising area, this determined through an interview with the owner and surveys applied to customers, the results obtained indicated that there is a regular perception of advertising and a lack of brand awareness among customers, which indicates a need to improve segmentation and online presence. It is recommended to carry out more specific and attractive campaigns, improve digital presence and use tools to measure advertising effectiveness. The analysis also highlights the importance of developing a comprehensive digital strategy, including the creation of relevant online content and the use of platforms such as Google Ads and social media to increase visibility. In addition, it is suggested that the company continuously monitor its metrics to adjust its strategies in real time. With these improvements, MCL COMEX will be able to optimize the use of its resources, increase the return on investment in advertising and establish stronger connections with its customers, which will contribute to a better positioning in the competitive market. | es_ES |
| dc.description | The case study entitled "Advertising strategies in the company MCL COMEX in the city of Babahoyo in the period 2023" analyzes the marketing tactics used in the company, which carries out its commercial activity as a courier for parcels and packages, the challenges that it presents are low audience segmentation and little digital presence. To carry out this study, inductive and descriptive methods were used, which revealed the deficiencies that the company currently presents in its advertising area, this determined through an interview with the owner and surveys applied to customers, the results obtained indicated that there is a regular perception of advertising and a lack of brand awareness among customers, which indicates a need to improve segmentation and online presence. It is recommended to carry out more specific and attractive campaigns, improve digital presence and use tools to measure advertising effectiveness. The analysis also highlights the importance of developing a comprehensive digital strategy, including the creation of relevant online content and the use of platforms such as Google Ads and social media to increase visibility. In addition, it is suggested that the company continuously monitor its metrics to adjust its strategies in real time. With these improvements, MCL COMEX will be able to optimize the use of its resources, increase the return on investment in advertising and establish stronger connections with its customers, which will contribute to a better positioning in the competitive market. | es_ES |
| dc.description.abstract | El estudio de caso titulado "Estrategias publicitarias en la empresa MCL COMEX en la ciudad de Babahoyo en el periodo 2023" analiza las tácticas de marketing empleadas en la compañía, ejerce como actividad comercial ser un courier de encomiendas y paquetería, los desafíos que esta presenta son la baja segmentación de audiencia y poca presencia digital. Para realizar este estudio se utilizó los métodos inductivos y descriptivos, mismo que dieron a conocer las deficiencias que presenta hoy en día la empresa en su área de publicidad, esto determinó mediante una entrevista a la propietaria y las encuestas aplicadas a los clientes, los resultados obtenidos indicaron que hay una percepción regular de la publicidad y una falta de conocimiento de la marca entre los clientes, lo que señala una necesidad de mejorar la segmentación y la presencia en línea. Se recomienda realizar campañas más específicas y atractivas, mejorar la presencia digital y utilizar herramientas para medir la efectividad publicitaria. El análisis también resalta la importancia de desarrollar una estrategia digital integral, incluyendo la creación de contenido en línea relevante y el uso de plataformas como Google Ads y redes sociales para aumentar la visibilidad. Además, se sugiere que la empresa realice un seguimiento continuo de sus métricas para ajustar sus estrategias en tiempo real. Con estas mejoras, MCL COMEX podrá optimizar el uso de sus recursos, aumentar el retorno de inversión en publicidad y establecer conexiones más sólidas con sus clientes, lo que contribuirá a un mejor posicionamiento en el mercado competitivo. | es_ES |
| dc.format.extent | 43 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 | Publicidad | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Clientes | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Estrategias publicitarias en MCL Comex en la ciudad de Babahoyo, en el periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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