Presencia digital de marcas en Argentina. ¿Cómo gestionar la estrategia digital de una marca?
Internet offers possibilities which cover different aspects of a person’s life. All this is summed up in the time that people spend surfing the web every day.The social construction of the meaning of the brand through consumers’ opinions compels companies to have responses to these challenges. Howev...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Ediciones UNL
2017
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| Acceso en línea: | https://bibliotecavirtual.unl.edu.ar/publicaciones/index.php/CE/article/view/6904 |
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| Sumario: | Internet offers possibilities which cover different aspects of a person’s life. All this is summed up in the time that people spend surfing the web every day.The social construction of the meaning of the brand through consumers’ opinions compels companies to have responses to these challenges. However, there may be brands which are not interested in having strong social presence, and instead need to have an efficient technological development for customers to access their websites. The scope of the network around the world and the possibilities it offers the user make companies enter the virtual world, not spontaneously or "going with the flow", but in a strategic way, analyzing the impact of their actions, deciding on the goals they want to achieve and/or enhance with their participation in the web. How should a company manage its brand strategy online? What tools are available for this purpose?Although the fact that brands must have digital presence is not debatable, which model a company should follow is not clear. At the moment, there are no action patterns, models of strategies or diagnosis which allow a theoretical approach to this issue. Therefore, the aim of this paper is to offer guidelines which may enable companies to identify the key elements to develop digital brand presence. |
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