Implementing the reconac marketing strategy for the interaction and brand adoption of peruvian university students

Jorge Sánchez-Garcés, Juan J. Soria, Josué E. Turpo-Chaparro, Himer Avila-George, Javier Linkolk López-Gonzales

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

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.

Original languageEnglish
Article number2131
Pages (from-to)1-11
Number of pages11
JournalApplied Sciences (Switzerland)
Volume11
Issue number5
DOIs
StatePublished - 1 Mar 2021

Fingerprint

Dive into the research topics of 'Implementing the reconac marketing strategy for the interaction and brand adoption of peruvian university students'. Together they form a unique fingerprint.

Cite this