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El marketing digital en la industria de cosméticos del Ecuador: Un caso de estudio

Author

Listed:
  • Miriam Guerrero
  • Carlos Sempértegui Seminario
  • Jaime Eduardo González Díaz

Abstract

El propósito de este artículo es exponer el aprovechamiento del correo electrónico como medio publicitario, impulsado por el envío de facturas electrónicas de la industria o tiendas de cosméticos en Ecuador. Es producto de un estudio descriptivo de diseno mixto. Que en lo cualitativo utilizó entrevistas y un Focus Group con cosmetólogas, usuarias y representantes de empresas del gremio; en lo cuantitativo se aplicó una encuesta estructurada a una muestra de 50 actores claves. Todo indica que el marketing digital tendría un gran potencial de aplicación por parte de la industria cosmética de Ecuador, claro está, ligado a una verdadera e intensa estrategia de marketing, para impactar realmente la operación de la empresa y obtener mejores resultados. Igualmente, se sugiere utilizar el marketing de afiliación como estrategia para la implementación del marketing digital en esta industria.

Suggested Citation

  • Miriam Guerrero & Carlos Sempértegui Seminario & Jaime Eduardo González Díaz, 2017. "El marketing digital en la industria de cosméticos del Ecuador: Un caso de estudio," Revista Saber, Ciencia y Libertad, Universidad Libre - Sede Cartagena, vol. 12(2), pages 137-146, July.
  • Handle: RePEc:col:000497:016551
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