Plan de medios

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reponame:Repositorio Institucional EdocUR

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Rangel Figueredo, Alexandra; Zamarra Salgado, Juliana; Administrador de Negocios Internacionales
Facultad de administración; Universidad del Rosario
Mercadeo digital; Estrategias de mercadeo digital; Plan de medios digital; Lanzamiento de producto; Posicionamiento; Mercadeo en motores de búsqueda; Mercadeo en redes sociales; 658.83; Administración de productos; Administración de mercadeo; Análisis del mercadeo; Digital marketing; Digital marketing strategies; Digital media plan; Product launch; Brand positioning; Marketing on search engines; Marketing on social media
thesis / dissertation description
Digital marketing strategies allow brands to interact with clients in an immediate way, which lets them gather information that contributes with the customization of their offer and communication being possible to position brands. As it is supported by a continuous improvement process as it collects real time data related with the performance of communication campaigns in social media, search engines and web page, among others. Then, to understand the components involved in the development of a digital marketing strategy, we take as a role the Ogilvy & Mather Agency of publicity for promoting effective strategies on digital media to develop a digital marketing plan for Nairo Quintana, who wishes to launch a new product that reaches a broader audience. As he wants to increase sales, market share and national recognition. This digital strategy is designed for the launch of RefleSpray, a product inspired on the need of visibility for cyclists in the city to avoid accidents and contributing to their wellbeing in a fashion way. As it is a reflector spray that comes in different colors for clothes and bikes, allowing cyclists to make their own designs.