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https://repositorio.ucm.edu.co/handle/10839/4314| Title: | Consultoría Marketing Digital (CMD) |
| Authors: | Cardona Osorio, Esteban Moreno Rivera, Juan José |
| Advisor: | Diaz Ospina, Juliana |
| Keywords: | Marketing Publicidad |
| Keywords: | Marketing Advertising |
| Publisher: | Universidad Católica de Manizales |
| Abstract(esp): | La globalización ha afectado y transformado la industria del marketing, cambiando lo que significa “crecer”. En el sector global esto ha generado mayor competencia ya que las grandes empresas del mercado (Google, Facebook, Amazon, YouTube, entre otras) están generando ingresos por medio de publicidad y abren una nueva forma de hacer marketing. Pero el panorama no es desalentador. El auge de las redes sociales comenzó a darse por todo el mundo y fue en ese momento cuando comenzó a tener realmente una importancia para las grandes marcas la presencia en este tipo de plataformas, los presupuestos publicitarios comenzaron a cambiar y la internet comenzó a abarcar un gran porcentaje de inversión de las marcas en pauta publicitaria. |
| Abstract(eng): | Globalization has affected and transformed the marketing industry, changing what it means to “grow.” In the global sector this has generated greater competition since the large companies in the market (Google, Facebook, Amazon, YouTube, among others) are generating income through advertising and opening a new way of marketing. But the outlook is not discouraging. The rise of social networks began to occur all over the world and it was at that moment when Presence on these types of platforms began to really be important for big brands, advertising budgets began to change and the Internet began to cover a large percentage of brands' investment in advertising. |
| URI: | https://repositorio.ucm.edu.co/handle/10839/4314 |
| Appears in Collections: | Publicidad |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| MorenoRiverJuanJose_2023_PUB.TG.pdf | Texto Completo | 1.14 MB | Adobe PDF |  View/Open |
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