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Estrategias de marketing de la Tienda Online "Fabianas Store" de la ciudad de Babahoyo, período 2023.
| dc.contributor.advisor | Calderón Angulo, Reyes Johan | |
| dc.contributor.author | Silva Arreaga, Norma Isabel | |
| dc.date.accessioned | 2024-09-26T20:27:46Z | |
| dc.date.available | 2024-09-26T20:27:46Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17387 | |
| dc.description | The study titled "Marketing strategies of the online store FABIANA'S STORE in the city of Babahoyo, period 2023" analyzes in depth the marketing tactics used by the store. The main objective is to collect information about the presence on social networks, evaluate the strategies used and analyze the results to measure its effectiveness. Additionally, recommendations are proposed to improve store performance in terms of marketing and customer satisfaction. This study is part of the research line "Information and Communication Systems, Entrepreneurship and Innovation", specifically in the Marketing and Commercialization subline. FABIANA’S STORE, dedicated to the sale of beauty items, clothing and accessories, faces significant challenges in visibility and customer loyalty due to competition in the digital market. The analysis examines how human and material resources are coordinated to effectively connect with target markets. Digital advertising campaigns, search engine optimization (SEO), presence and engagement on social networks, and customer loyalty techniques are evaluated, in addition, the importance of a strong brand identity, a positive user experience in the online store, and the use of data analysis to personalize offers and communications. The study also addresses the need to increase investment in paid advertising and establish strategic collaborations with other brands and influencers in the sector through the collection and analysis of data, the strengths and weaknesses of current strategies will be identified and specific improvements will be proposed. to optimize online visibility, increase web traffic, and improve customer conversion and retention. | es_ES |
| dc.description | The study titled "Marketing strategies of the online store FABIANA'S STORE in the city of Babahoyo, period 2023" analyzes in depth the marketing tactics used by the store. The main objective is to collect information about the presence on social networks, evaluate the strategies used and analyze the results to measure its effectiveness. Additionally, recommendations are proposed to improve store performance in terms of marketing and customer satisfaction. This study is part of the research line "Information and Communication Systems, Entrepreneurship and Innovation", specifically in the Marketing and Commercialization subline. FABIANA’S STORE, dedicated to the sale of beauty items, clothing and accessories, faces significant challenges in visibility and customer loyalty due to competition in the digital market. The analysis examines how human and material resources are coordinated to effectively connect with target markets. Digital advertising campaigns, search engine optimization (SEO), presence and engagement on social networks, and customer loyalty techniques are evaluated, in addition, the importance of a strong brand identity, a positive user experience in the online store, and the use of data analysis to personalize offers and communications. The study also addresses the need to increase investment in paid advertising and establish strategic collaborations with other brands and influencers in the sector through the collection and analysis of data, the strengths and weaknesses of current strategies will be identified and specific improvements will be proposed. to optimize online visibility, increase web traffic, and improve customer conversion and retention. | es_ES |
| dc.description.abstract | El estudio titulado "Estrategias de marketing de la tienda online FABIANA’S STORE de la ciudad de Babahoyo, período 2023" analiza en profundidad las tácticas de marketing empleadas por la tienda el objetivo principal es recopilar información sobre la presencia en redes sociales, evaluar las estrategias utilizadas y analizar los resultados para medir su eficacia. Además, se proponen recomendaciones para mejorar el rendimiento de la tienda en términos de marketing y satisfacción del cliente. Este estudio se enmarca dentro de la línea de investigación "Sistemas de Información y Comunicación, Emprendimiento e Innovación", específicamente en la sublínea de Marketing y Comercialización. FABIANA’S STORE, dedicada a la venta de artículos de belleza, ropa y accesorios, se enfrenta a desafíos significativos en visibilidad y fidelización de clientes debido a la competencia en el mercado digital. El análisis examina cómo se coordinan los recursos humanos y materiales para conectar eficazmente con los mercados objetivo. Se evalúan campañas de publicidad digital, optimización de motores de búsqueda (SEO), presencia y compromiso en redes sociales, y técnicas de fidelización de clientes, además, se considera la importancia de una identidad de marca fuerte, una experiencia de usuario positiva en la tienda online, y el uso de análisis de datos para personalizar ofertas y comunicaciones. El estudio también aborda la necesidad de incrementar la inversión en publicidad pagada y de establecer colaboraciones estratégicas con otras marcas e influencers del sector a través de la recopilación y análisis de datos, se identificarán las fortalezas y debilidades de las estrategias actuales y se propondrán mejoras específicas para optimizar la visibilidad en línea, aumentar el tráfico web, y mejorar la conversión y retención de clientes. | 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 | Digital | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Web | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Estrategias de marketing de la Tienda Online "Fabianas Store" de la ciudad de Babahoyo, período 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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