Abstract
In marketing, there is a notable lack of models, which leads to the loss of potential customers since there is no feedback for improvement in the marketing strategy. In the face of the Internet revolution, this study used digital channels and interaction to achieve potential customer retention through a Funnel; this allowed a potential client to go through the acquisition, conversion, and retention stages. In addition, activities were developed that allow the potential user to become a retained client. Thus, considering the stages of a marketing strategy, a non-probabilistic sample was used, composed of a pre-test period with 1088 users and a post-test period with 1450 users. Overall, there was a significant improvement in the time a client remained observing the website per session, with a 20.6% efficiency; furthermore, there was a 36.25% efficiency increase of the user conversion process per session in the digital channel. Likewise, a 46.43% efficiency increase was measured in visits to the digital channel, which confirms that the proposed marketing strategy significantly improves previous marketing strategies. Therefore, it is concluded that the proposal based on the elements of insight aligned with the measurement proposed by Google Analytics Key Performance Indicators, which was used to test and observe the improvements to continue the feedback, taking advantage of the characteristic of the digital channel with its two-way participation.
Highlights
In marketing, insight has emerged as a multidisciplinary field whose objective is to assess consumers’ cognitive and emotional responses to marketing presentations, and stimuli [1,2]
Social networks and digital channels have given the user/customer a new potential, which is to interact with other people who work for the seller, providing information that was not achieved through traditional means
This paper proposes a marketing strategy that seeks to change how the University presents academic services
Summary
Insight has emerged as a multidisciplinary field whose objective is to assess consumers’ cognitive and emotional responses to marketing presentations, and stimuli [1,2]. Vetoncilla Maestre [3] mentioned the need to introduce experience based on historical data into marketing plans, which provides feedback and improves the strategy This has not yet been implemented in most Peruvian universities’ marketing plans and has not been deployed in advertising directed to the potential customer. Social networks and digital channels have given the user/customer a new potential, which is to interact with other people who work for the seller, providing information that was not achieved through traditional means For this reason, the Internet revolution has transformed the way of selling and other interactions that result in profits for both the seller and the buyer [4]
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