MARKETING DIGITAL
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2017-06
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Jaén: Universidad de Jaén
Resumen
[ES] El presente Trabajo de Fin de Grado se centra en el mundo del marketing digital, su repercusión, evolución y aplicación en la actualidad. Las razones que me han llevado a decantarme por él, están basadas por un lado en la gran repercusión social que este tema suscita y por otro desde un punto de vista personal, ya que desde que empezamos su estudio en clase despertó en mí una gran curiosidad. Este documento está dividido en tres partes: La primera parte del trabajo está compuesta por una introducción del marketing digital donde se habla de sus inicios, los cambios que se han ido produciendo con el paso del tiempo, las herramientas del marketing o las estrategias que se llevan a cabo en este sector. La segunda parte está centrada en las compras on-line, haciendo una búsqueda, análisis y comparación entre los estudios ya realizados sobre el perfil de los consumidores on-line para obtener ideas acerca de cómo actúa este tipo de consumidor y, con posterioridad, he realizado un estudio personal para obtener conclusiones propias y comprobar si mis resultados y los de los otros estudios se asemejan o si por el contrario, tienen conclusiones diferentes. En la tercera y última parte, se relacionan los resultados obtenidos en el estudio que he desarrollado con los datos de estudios anteriores, obteniendo conclusiones finales sobre el perfil del consumidor que podrían ayudar a las empresas a conocer y satisfacer mejor las necesidades de los clientes.
[EN]This Final Degree Project is focused on the World of digital marketing, it´s impact, evolution and application nowadays. The reasons which led me to work on this project are based on the large social impact this topic raises and, on the other hand, from a personal point of view, given that since we started its study in class, it awoke a great curiosity on me. This document is divided into three parts: The first one consists of an introduction of digital marketing that includes aspects such as it´s beginning, changes that have been taking place with the passage of time, tools of marketing and strategies that are carried out in this sector. The second part is focused on online shopping where a search, analysis and comparison of the studies already carried out on the profile of online consumers has been done to get ideas about how this kind of consumer acts; and later, I have made a personal study to get my own conclusions and check if my results and those of the other studies resemble or, on the contrary, if they come to different conclusions. Finally, the results obtained in the study I have developed are connected with data from previous studies, obtaining final outcomes on the profile of consumers that could help business to know and meet customers’ needs better.
[EN]This Final Degree Project is focused on the World of digital marketing, it´s impact, evolution and application nowadays. The reasons which led me to work on this project are based on the large social impact this topic raises and, on the other hand, from a personal point of view, given that since we started its study in class, it awoke a great curiosity on me. This document is divided into three parts: The first one consists of an introduction of digital marketing that includes aspects such as it´s beginning, changes that have been taking place with the passage of time, tools of marketing and strategies that are carried out in this sector. The second part is focused on online shopping where a search, analysis and comparison of the studies already carried out on the profile of online consumers has been done to get ideas about how this kind of consumer acts; and later, I have made a personal study to get my own conclusions and check if my results and those of the other studies resemble or, on the contrary, if they come to different conclusions. Finally, the results obtained in the study I have developed are connected with data from previous studies, obtaining final outcomes on the profile of consumers that could help business to know and meet customers’ needs better.