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Estrategias de marketing digital utilizadas por empresas del retail deportivo

Author

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  • Sergio Luque-Ortiz

Abstract

Con el fin de determinar qué tan efectivas son en la actualidad las estrategias de marketing en buscadores digitales utilizadas por empresas del retail deportivas, esta investigación ha tomado como caso de estudio las tiendas multideporte Decathlon y Sprinter por la importancia que ambas marcas tienen en el sector deportivo. La metodología empleada para llevar a cabo esta investigación, ha sido un análisis descriptivo mediante el estudio de diversos factores relacionados con el marketing digital, como son el posicionamiento en buscadores SEO (search engine optimization, por sus siglas en inglés), la usabilidad web y la creación de campanas de publicidad SEM (Search Engine Marketing, por sus siglas en inglés. La información se obtuvo usando diferentes herramientas empleadas en el marketing digital como Semrush y Screaming Frog. Se concluye que, a pesar de que ambas empresas realizan notables esfuerzos, los resultados son muy desiguales. Decathlon desarrolla estrategias de marketing digital más eficaces y útiles para la consolidación de la marca en términos de reputación y ventas, mientras que Sprinter presenta áreas con mejoras constantes.

Suggested Citation

  • Sergio Luque-Ortiz, 2021. "Estrategias de marketing digital utilizadas por empresas del retail deportivo," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(13), pages 1-21, January.
    • Handle: RePEc:col:000549:019262
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    File URL: https://revistas.itm.edu.co/index.php/revista-cea/article/view/1650
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    More about this item

    Keywords

    marketing digital; retail deportivo; estrategia mercadotécnica; plan de marketing; marketing deportivo;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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