Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.1/12676 |
Resumo: | Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown. |
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Digital marketing actions that achieve a better attraction and loyalty of users: an analytical studyDigital marketingWebsites analyticsLead generationCurrently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.MDPISapientiaRamos, CeliaMatos, NelsonLópez García, Juan JoséLizcano, David2019-07-25T12:28:19Z20192019-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.1/12676eng1999-5903https://doi.org/10.3390/fi11060130info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-24T10:24:39Zoai:sapientia.ualg.pt:10400.1/12676Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:03:59.152040Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
title |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
spellingShingle |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study Ramos, Celia Digital marketing Websites analytics Lead generation |
title_short |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
title_full |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
title_fullStr |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
title_full_unstemmed |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
title_sort |
Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study |
author |
Ramos, Celia |
author_facet |
Ramos, Celia Matos, Nelson López García, Juan José Lizcano, David |
author_role |
author |
author2 |
Matos, Nelson López García, Juan José Lizcano, David |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
Sapientia |
dc.contributor.author.fl_str_mv |
Ramos, Celia Matos, Nelson López García, Juan José Lizcano, David |
dc.subject.por.fl_str_mv |
Digital marketing Websites analytics Lead generation |
topic |
Digital marketing Websites analytics Lead generation |
description |
Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-07-25T12:28:19Z 2019 2019-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.1/12676 |
url |
http://hdl.handle.net/10400.1/12676 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1999-5903 https://doi.org/10.3390/fi11060130 |
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info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
MDPI |
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MDPI |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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