Estudio de factores determinantes sobre la integración del e-marketing al plan mercadeo en las empresas guayaquileñas.

Abstract

E-marketing or electronic marketing is considered an important alternative for companies in their business administrations because it supports sales management exclusively through digital media, however the results of the application of this resource will depend on specific factors considered. The objective of this study to determine the factors that affect the integration of e-marketing into the marketing plan in The Guatemalan Companies. Concepts related to the context of the study, such as the network society, social networks, web 2.0, among others cited and referenced from reliable sources, were considered within the theoretical framework. The methodology was based on a qualitative design, type of descriptive research and a deductive method; the population considered were the Guatemalan companies, for which applying interviews. Relevant results reflect a growing consideration of social media for buying and selling, the lower cost of straining on social media compared to traditional media advertising their products and services, this even though not all have a digital marketing plan unlike large companies, although for these investing in more complex strategies generate greater risks. As for the strategies considered in the proposal, they were mainly aimed at facilitating the integration of e-marketing into the marketing plan of companies, considering several specific actions on which these organizations could rely.