Plan de social media marketing para incrementar las métricas de la analítica web del diario La Industria de Trujillo, 2023
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Date
2024
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Universidad Nacional de Trujillo
Abstract
La presente investigación tuvo como objetivo general: Proponer un plan de social media marketing para incrementar las métricas de la analítica web del diario digital La Industria de Trujillo, 2023 para lo cual se realizó una investigación con enfoque cuantitativo, de tipo básica y de diseño descriptivo, con propuesta. Se aplicó una encuesta con una escala tipo Likert diseñado con tres dimensiones, diez indicadores y un total de quince ítems, aplicado a una muestra de 15 colaboradores del diario online de La Industria, asimismo, para conocer como plantear la propuesta de social media marketing se realizó una entrevista de veinte preguntas a dos expertos en la materia. Las conclusiones a las que se arribó fueron que se propuso un plan de social media marketing para incrementar la analítica web del diario digital La Industria de Trujillo, en donde se destaca la propuesta única de valor enmarcada en ofrecer contenido exclusivo y profundo, asegurando confiabilidad y transparencia en cada noticia. Su enfoque de experiencia personalizada adapta el contenido a los intereses individuales, mientras que la suscripción premium proporciona acceso a información exclusiva. Asimismo, se enmarca por enfocarse a una interacción activa con la audiencia, cobertura completa de eventos locales, innovación en la presentación de contenido y un compromiso sólido con la responsabilidad social. La propuesta apunta a que el diario se consolida como la fuente líder en información confiable y enriquecedora. Los aspectos relevantes son la implementación de medidas específicas para evaluar la percepción de los usuarios del diario digital La Industria de Trujillo, medir datos periódicamente para conocer los perfiles y tipos de usuarios que interesan al negocio, medir las motivaciones de los usuarios visitantes del medio para posibilitar la mejora del producto y el servicio informativo, así como examinar el comportamiento de los clientes potenciales. Finalmente, la propuesta fue respaldada de manera sólida por los expertos, quienes destacaron la calidad y viabilidad de los objetivos planteados, así como la pertinencia y claridad del enfoque estratégico.
The present research aimed to: Propose a social media marketing plan to increase web analytics for the digital newspaper La Industria de Trujillo, 2023. To achieve this, a quantitative research approach was used, with a basic and descriptive design, including a proposal. A survey was conducted using a Likert scale designed with three dimensions, ten indicators, and a total of fifteen items, applied to a sample of 15 collaborators from the online newspaper La Industria. Additionally, to outline the social media marketing proposal, an interview comprising twenty questions was conducted with two experts in the field. The conclusions reached were that a social media marketing plan was proposed to enhance the web analytics of the digital newspaper La Industria de Trujillo. This plan is highlighted by its unique value proposition focused on offering exclusive and in-depth content, ensuring reliability and transparency in every news piece. Its approach to personalized experience tailors content to individual interests, while the premium subscription provides access to exclusive information. Moreover, it is characterized by focusing on active interaction with the audience, comprehensive coverage of local events, innovation in content presentation, and a solid commitment to social responsibility. The proposal aims for the newspaper to establish itself as the leading source of reliable and enriching information. The relevant aspects include the implementation of specific measures to assess the users' perception of the digital newspaper La Industria de Trujillo, periodic data measurement to understand the profiles and types of users of interest to the business, measuring the motivations of the visiting users of the medium to facilitate the improvement of the product and the information service, as well as examining the behavior of potential customers. Finally, the proposal was solidly supported by the experts, who highlighted the quality and feasibility of the stated objectives, as well as the relevance and clarity of the strategic approach
The present research aimed to: Propose a social media marketing plan to increase web analytics for the digital newspaper La Industria de Trujillo, 2023. To achieve this, a quantitative research approach was used, with a basic and descriptive design, including a proposal. A survey was conducted using a Likert scale designed with three dimensions, ten indicators, and a total of fifteen items, applied to a sample of 15 collaborators from the online newspaper La Industria. Additionally, to outline the social media marketing proposal, an interview comprising twenty questions was conducted with two experts in the field. The conclusions reached were that a social media marketing plan was proposed to enhance the web analytics of the digital newspaper La Industria de Trujillo. This plan is highlighted by its unique value proposition focused on offering exclusive and in-depth content, ensuring reliability and transparency in every news piece. Its approach to personalized experience tailors content to individual interests, while the premium subscription provides access to exclusive information. Moreover, it is characterized by focusing on active interaction with the audience, comprehensive coverage of local events, innovation in content presentation, and a solid commitment to social responsibility. The proposal aims for the newspaper to establish itself as the leading source of reliable and enriching information. The relevant aspects include the implementation of specific measures to assess the users' perception of the digital newspaper La Industria de Trujillo, periodic data measurement to understand the profiles and types of users of interest to the business, measuring the motivations of the visiting users of the medium to facilitate the improvement of the product and the information service, as well as examining the behavior of potential customers. Finally, the proposal was solidly supported by the experts, who highlighted the quality and feasibility of the stated objectives, as well as the relevance and clarity of the strategic approach
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Keywords
Comunicación, Marketing, Estudio de mercado, Información y comunicación