TY - JOUR
T1 - Implementing the reconac marketing strategy for the interaction and brand adoption of peruvian university students
AU - Sánchez-Garcés, Jorge
AU - Soria, Juan J.
AU - Turpo-Chaparro, Josué E.
AU - Avila-George, Himer
AU - López-Gonzales, Javier Linkolk
N1 - Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2021/3/1
Y1 - 2021/3/1
N2 - 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.
AB - 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.
KW - Acquisition
KW - Conversion
KW - Funnel
KW - Marketing strategy
KW - Retention
UR - http://www.scopus.com/inward/record.url?scp=85102242919&partnerID=8YFLogxK
U2 - 10.3390/app11052131
DO - 10.3390/app11052131
M3 - Article
AN - SCOPUS:85102242919
SN - 2076-3417
VL - 11
SP - 1
EP - 11
JO - Applied Sciences (Switzerland)
JF - Applied Sciences (Switzerland)
IS - 5
M1 - 2131
ER -