Publicación:

Propuesta de marketing digital en Agrocampo S.A.S

Resumen

The changes that have arisen in the area of communication, as a result of technological advances, have not only transformed the means by which the information is transmitted, but also the communication dynamics in general. These dynamics have particularly changed the relationship between a sender and a receiver, as well as the ways the message is spread. Currently, interaction and immediacy are factors that are always present thanks to the social networks. The user not only consumes the content that is provided but he/she is also able to create and replicate it, making this the basis for attracting and retaining new customers. Nowadays, all the companies are looking for a space within the digital ecosystem. The Agrocampo S.A.S, the first veterinary hypermarket in Colombia, is not the exception. However, it is not only sufficient to have a profile in the social networks and to create a web page. The success in the digital field is based on providing the user with the dynamic and eye-catching multimedia content that not only informs, but, most importantly, calls for action which provides useful and inovative content. Two key steps are essential in order to establish a digital marketing proposal that strengthens the loyalty of the target audience of Agrocampo S.A.S in the digital ecosystem. Firstly, the company characteristics must be established through the elaboration of the Integral Map of Communications. Secondly, the Agrocampo S.A.S has to compare its digital presence with its competition; that is, to recognise the lack of a strategy that adresses the new paradigm of communication.