Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students
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 throu...
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| Autores principales: | , , , , |
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2021
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| _version_ | 1881508834789294080 |
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| author | Sanchez Garces, Jorge Alejandro Soria Quijaite, Juan Jesus Turpo Chaparro, Josue Edison Avila-George, Himer López Gonzales, Javier Linkolk |
| author_browse | Avila-George, Himer López Gonzales, Javier Linkolk Sanchez Garces, Jorge Alejandro Soria Quijaite, Juan Jesus Turpo Chaparro, Josue Edison |
| author_facet | Sanchez Garces, Jorge Alejandro Soria Quijaite, Juan Jesus Turpo Chaparro, Josue Edison Avila-George, Himer López Gonzales, Javier Linkolk |
| author_sort | Sanchez Garces, Jorge Alejandro |
| collection | Producción científica |
| description | 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. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1000 |
| institution | UPeU |
| language | English |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/10002026-11-02T12:57:04ZImplementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University StudentsSanchez Garces, Jorge AlejandroSoria Quijaite, Juan JesusTurpo Chaparro, Josue EdisonAvila-George, HimerLópez Gonzales, Javier Linkolkmarketing strategyfunnelacquisitionconversionretentionIn 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.Articlehttps://www.mdpi.com/2076-3417/11/5/2131/pdf?version=1614650137https://doi.org/10.3390/app1105213110.3390/app11052131https://hdl.handle.net/20.500.15037/1000W3135442878enApplied Sciences2076-34172021-02-282026-06-13T09:42:45Z2026-06-13T09:42:45Z |
| spellingShingle | marketing strategy funnel acquisition conversion retention Sanchez Garces, Jorge Alejandro Soria Quijaite, Juan Jesus Turpo Chaparro, Josue Edison Avila-George, Himer López Gonzales, Javier Linkolk Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students |
| title | Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students |
| title_full | Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students |
| title_fullStr | Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students |
| title_full_unstemmed | Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students |
| title_short | Implementing the RECONAC Marketing Strategy for the Interaction and Brand Adoption of Peruvian University Students |
| title_sort | implementing the reconac marketing strategy for the interaction and brand adoption of peruvian university students |
| topic | marketing strategy funnel acquisition conversion retention |
| topic_facet | marketing strategy funnel acquisition conversion retention |
| url | https://www.mdpi.com/2076-3417/11/5/2131/pdf?version=1614650137 https://doi.org/10.3390/app11052131 https://hdl.handle.net/20.500.15037/1000 |
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