Digital Marketing Challenges in Venezuela
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ScribdTranslationsDigital Marketing Challenges in Venezuela
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ScribdTranslationsCHAPTER I
THE PROBLEM
CHAPTER I
THE PROBLEM
1. PROBLEM STATEMENT
Currently, digital marketing has become fundamental in the
companies worldwide as technology has advanced constantly and the
people are increasingly becoming a part of this world, making customers
connect to achieve global and international trade, in order to idealize
business models, marketing plans, segment your markets, reach the
updated client and design strategies aimed at detecting the
opportunities in the markets.
In this context, it can be said that digital marketing is the set of
strategies aimed at promoting a brand on the internet and driving
technological that each company has. And currently, it is one of the main
available ways for companies to communicate with the public in a
direct, personalized and at the right moment.
In this sense, Sainz de Vicuña (2018) states that it is a system
interactive within the set of actions of the company's marketing, which
use telematic communication systems to achieve the goal
The main goal of any marketing activity: to get a response
measurable before a project and a business transaction.
According to the OC&C website, for the year 2022, spending through the
Voice commerce will be $40 billion in the U.S. and $5 billion.
in the United Kingdom. (OC&C Strategy Consultants, 2017). Likewise, on their website
the European School of Business Management (03/06/2019) noted that the
Digital marketing is growing exponentially in Latin America. Each
more and more companies are well aware that this discipline is
essential to accelerate the growth of any business and, in this way,
achieve bringing them to a higher level. For example, Brazil is the largest occupies the first
positioned in the digital marketing market in Latin America.
Currently, in Latin America, companies that have begun to be observed are
has been developing digital marketing strategies, and this is thanks to the
globalization and the effects of the COVID-19 pandemic, which forced the
businesses to bridge the digital divide.
Mexico and Argentina also lead among the top markets of greatest
relevance in Latin America in the digital world. On the other hand, in Venezuela, there are
19.31 million people with access to the Internet, that is equal to 60% of the
population. It is clear that, despite the internal situation of the country, businesses
Venezuelans have all the possibilities to position themselves on the Internet and
develop the strategies to achieve it.
In Venezuela, according to the portal Tecno soluciones (01/10/21) it indicates that for
It is no secret the difficult situation the country is going through.
at a time was the most powerful in Latin America. Venezuela is in a situation
in which, everyday life itself represents a problem. The deficiency in the
public services (electricity and Internet) and the technological lag. Those are the
two main issues that affect digital marketing makers
Venezuela. Although the inability to make payments with credit cards
Venezuelans also complicate the processes of purchasing applications or making payments.
of advertising.
On the portal, they also indicate that the demand for the connection in Venezuela
increases, but the speed decreases. The vast majority of Venezuelans
they connect to the Internet through the state-owned company, however, in the last two
In recent years, satellite internet service providers have proliferated. Neither
there is a large supply of technology service providers that comply with
the demands of what users require at the level of digital marketing.
In accordance with what has been stated, it is understood that the relationship between
The relationship between the company and clients must be extremely close for purchases to be made.
products or the offering of services digitally is an experience
rewarding for both parties, digital marketing takes care of this, doesn't it?
only to innovate in the technological world by bringing new strategies that
they help the positioning of companies but also in creating satisfactions
that go beyond just offering products and services.
Following what has been stated, we can mention that, according to the manager
General de Confecciones Brenda C, A. has basically not innovated enough.
to consider that you are managing digital marketing well, your
sales are not as estimated and they have not realized that by now there are thousands
of tools with a small investment cost to be able to make known
the services they offer and their quality.
If the situation continues, the company could face significant risks.
financial factors associated with the decline in sales through traditional channels, since the
The users of digital channels are increasingly numerous. This is why it is proposed that the
evaluation of the digital marketing of the company Confecciones Brenda, C. A., which
provide the organization with an overview of the proper use of the media
employees, the 4Ps and the tools used by this type of marketing.
1.1. FORMULATION OF THE PROBLEM
According to the previously mentioned situation in accordance with the proposal of
digital marketing for the company Confecciones Brenca C.A., this work
The research aimed to answer the following questions:
What is the digital marketing like for the company Confecciones Brenda C.A.?
What are the means used in the company's digital marketing?
Brenda C.A. Confections?
What are the 4Ps of digital marketing of the company Confecciones Brenda
C.A.?
What are the digital marketing tools of the company Confecciones?
Brenda C.A.?
2. RESEARCH OBJECTIVES
2.1. GENERAL OBJECTIVE
Evaluate the digital marketing of the company Confecciones Brenda C.A.
2.2. SPECIFIC OBJECTIVES
Analyze the methods used in digital marketing to evaluate the
digital marketing of the company Confecciones Brenda C.A.
Describir las 4P del marketing digital para evaluar el marketing digital de la
Confecciones Brenda C.A. company
Identify the digital marketing tools to evaluate marketing
digital of the company Confecciones Brenda C.A.
JUSTIFICATION
Currently, we are experiencing the development and growth of the
digital platforms, and their everyday use has had a great impact, if we talk about the
Work tools have made it easier to understand products and services,
That is why appropriate strategies must be evaluated in order to
to use them and apply them to the fullest.
This research aimed at evaluating digital marketing of
Confecciones Brenda C.A presents a theoretical relevance, based on the
application of theoretical - conceptual approaches that manifest through
different authors and various theories related to digital marketing
allowing for its validation and verification.
Likewise, the research is justified within the practical context, as
it has a type of theoretical justification within a theoretical framework supported by
experts authors on the variable subject of study, which allows for a
confrontation of the approaches of different authors with reality, favoring the
validation and verification of these theories in practice.
Finally, the research will use a valid methodological procedure and
reliable for the evaluation, processing, and analysis of information, which
it will serve as a basis for other related studies of interest concerning the variable
object of study.
4. DELIMITATION
The present research in the spatial and temporal context will be carried out in
cabo in the municipality of San Francisco, Zulia state, in a period of time
between October (2021) and July (2022). It is immersed in the area
strategic theme of digital marketing, under the theories of Macia (2018), Somalo
(2017), Sainz de Vicuña (2018), among others.
This study is linked to Historical Objective No. 1 of the Plan
the Homeland (2019-2025), National Objective 1.6, strategic and general objectives