Biblioteca Digital de VanguardiaEvolution of digital marketing: case of the ecuadorian brand Forestea
The digital marketing strategies of the Forestea brand were analyzed on the Facebook social network in order to establish whether there is an evolution in the digital development of the brand. Forestea laun-ched its brand on Facebook in 2013 as a strategy to diversify its consumers. The products wer...
| Autores principales: | , |
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| Formato: | Revistas |
| Lenguaje: | Español Inglés |
| Publicado: |
Universidad Politécnica Salesiana (Ecuador)
2021
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| Acceso en línea: | https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03 |
| _version_ | 1782340260465737728 |
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| author | Bravo Torres, Diego Hinojosa-Becerra, Mónica |
| author_facet | Bravo Torres, Diego Hinojosa-Becerra, Mónica |
| author_sort | Bravo Torres, Diego |
| collection | Revista |
| description | The digital marketing strategies of the Forestea brand were analyzed on the Facebook social network in order to establish whether there is an evolution in the digital development of the brand. Forestea laun-ched its brand on Facebook in 2013 as a strategy to diversify its consumers. The products were analyzed including: composition, color factors, typography, message, content and form of diffusion. Followers’ in-teraction with their Facebook web page was observed. The data obtained were systematized in observa-tion files. This made it possible to determine the tools and resources that Forestea has used to strengthen its digital marketing through Facebook. The products published on the social network were counted, the months of January, June and December from the years 2013 to 2018; Due to the fact that the sales of the product have an increase of 45 % in the national and international market in the month of January. In December it falls by 50 % and in June they remain balanced. The stored data were summarized in tables per year, with a total of 24 observation files throughout the investigation. Since 2013, the brand’s digital marketing has evolved by changing colors, typography and the way images are presented on the social network. But they still need to strengthen the credibility of the followers and retain them to the brand. |
| format | Revistas |
| id | oai:revistas.ups.edu.ec:article-4973 |
| institution | Universitas |
| language | Español Inglés |
| publishDate | 2021 |
| publisher | Universidad Politécnica Salesiana (Ecuador) |
| record_format | ojs |
| spelling | oai:revistas.ups.edu.ec:article-49732021-09-06T14:54:23Z Evolution of digital marketing: case of the ecuadorian brand Forestea Evolución del marketing digital: caso de la marca ecuatoriana Forestea Bravo Torres, Diego Hinojosa-Becerra, Mónica Communication marketing Facebook Forestea brand digital Internet loyalty Comunicación marketing Facebook Forestea marca digital Internet fidelización The digital marketing strategies of the Forestea brand were analyzed on the Facebook social network in order to establish whether there is an evolution in the digital development of the brand. Forestea laun-ched its brand on Facebook in 2013 as a strategy to diversify its consumers. The products were analyzed including: composition, color factors, typography, message, content and form of diffusion. Followers’ in-teraction with their Facebook web page was observed. The data obtained were systematized in observa-tion files. This made it possible to determine the tools and resources that Forestea has used to strengthen its digital marketing through Facebook. The products published on the social network were counted, the months of January, June and December from the years 2013 to 2018; Due to the fact that the sales of the product have an increase of 45 % in the national and international market in the month of January. In December it falls by 50 % and in June they remain balanced. The stored data were summarized in tables per year, with a total of 24 observation files throughout the investigation. Since 2013, the brand’s digital marketing has evolved by changing colors, typography and the way images are presented on the social network. But they still need to strengthen the credibility of the followers and retain them to the brand. Se analizó las estrategias del marketing digital de la marca Forestea en la red social Facebook con el ob-jetivo establecer si existe una evolución en el desarrollo digital de la marca. Forestea lanzó su marca en Facebook en 2013 como una estrategia para diversificar sus consumidores. Se analizaron los productos incluyendo: composición, factores cromáticos, tipografía, mensaje, contenido y forma de difusión. Se observó la interacción de los seguidores con su página web de Facebook. Los datos obtenidos se siste-matizaron en fichas de observación. Esto permitió determinar las herramientas y recursos que Forestea ha utilizado para fortalecer su marketing digital a través de Facebook. Se contabilizó los productos publicados en la red social, los meses de enero, junio y diciembre de los años 2013 a 2018; debido a que las ventas del producto tienen un incremento del 45 % en el mercado nacional e internacional en enero. En diciembre desciende un 50 % y en junio se mantienen equilibradas. Los datos almacenados se resu-mieron en tablas por año, con un total de 24 fichas de observación durante toda la investigación. Desde 2013, el marketing digital de la marca ha evolucionado cambiando los colores la tipografía y la forma de presentar las imágenes en la red social. Pero aún necesitan afianzar la credibilidad de los seguidores y fidelizarlos a la marca. Universidad Politécnica Salesiana (Ecuador) 2021-08-04 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf text/html application/zip https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03 10.17163/uni.n35.2021.03 Universitas; No. 35 (2021): (September 2021-February 2022): Universitas XX1; 61-81 Universitas; Núm. 35 (2021): (septiembre 2021-febrero 2022): Universitas XX1; 61-81 1390-8634 1390-3837 10.17163/uni.n35 spa eng https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03/4486 https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03/4490 https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03/4656 https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03/4657 Derechos de autor 2021 Universidad Politénica Salesiana |
| spellingShingle | Bravo Torres, Diego Hinojosa-Becerra, Mónica Evolution of digital marketing: case of the ecuadorian brand Forestea |
| title | Evolution of digital marketing: case of the ecuadorian brand Forestea |
| title_full | Evolution of digital marketing: case of the ecuadorian brand Forestea |
| title_fullStr | Evolution of digital marketing: case of the ecuadorian brand Forestea |
| title_full_unstemmed | Evolution of digital marketing: case of the ecuadorian brand Forestea |
| title_short | Evolution of digital marketing: case of the ecuadorian brand Forestea |
| title_sort | evolution of digital marketing: case of the ecuadorian brand forestea |
| url | https://universitas.ups.edu.ec/index.php/universitas/article/view/35.2021.03 |