Análisis de las estrategias de marketing digital de las empresas de telecomunicaciones en Colombia
The purpose of this paper is to expose the digital marketing strategies implemented in the four main telecommunications companies in Colombia, América Móvil, which operates under the name of Claro, Une with its operator Tigo, Telefónica under the operator Movistar and Partners Telecom with its WOM o...
- Autores:
-
Garrido Ortega, Andersson Brhallan
Bedoya Alcaraz, Nicholas
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2022
- Institución:
- Universidad de Córdoba
- Repositorio:
- Repositorio Institucional Unicórdoba
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unicordoba.edu.co:ucordoba/5105
- Acceso en línea:
- https://repositorio.unicordoba.edu.co/handle/ucordoba/5105
- Palabra clave:
- Telecomunicaciones
Colombia
Marketing digital
Internet
Telefonía
Innovación
Telecommunications
Colombia
Digital marketing
Internet
Telephony
Innovation
- Rights
- openAccess
- License
- Copyright Universidad de Córdoba, 2022
| Summary: | The purpose of this paper is to expose the digital marketing strategies implemented in the four main telecommunications companies in Colombia, América Móvil, which operates under the name of Claro, Une with its operator Tigo, Telefónica under the operator Movistar and Partners Telecom with its WOM operator. To fulfill the proposed objective, three chapters were developed; the first recognizes the conceptual elements of digital marketing, its importance, origin and defines the most representative techniques in the current market; the second chapter describes the main characteristics of the telecommunications industry worldwide, how it has led the adoption of the Internet and digital marketing in its operations, and briefly describes the organizations under study, their importance for the Colombian industry and its contribution of value to the country's economy; finally, the digital marketing strategies implemented by the main Colombian telecommunications companies are studied, the ways in which they achieve rapprochement with their audience and the type of information they share with greater recurrence, and a comparison of some metrics in social networks is made, which allow identifying the company with the highest number of followers, reactions, interactions, times shared, among others. |
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