Daily use of marketing
Introduction
Today the internet is increasingGreat help tool, since it has allowed the company to carry out a personalized and more efficient segmentation, as an example we have social networks where customers can interact with the company, also make users known to users the contents they offer.
Developing
Through marketing 3.0 The organization has tried to establish a closer relationship between company and client, forging this relationship with human values such as responsibility, honesty, justice, freedom, respect, among others, at the time of informing. In the same way improve their customer quality by offering diversifying their services and doing them in a much more personalized way unlike years ago than the company was clearly dedicated to informing;For example, currently both in their printed and digital specimens, it offers elements of reflections on issues of public interest in editorial sections, opinions, cartoons, columnists, among others. Same in which it promotes values such as responsibility, transparency, freedom of expression, respect, etc.
Through social networks and web pages, the company tries to meet its marketing 3 goals.0 together with marketing 4.0 through which you have tried to forge this company-client relationship;That is, through its websites they seek more efficient and immediate communication and achieve the customer’s loyalty towards the company;For example, through the Facebook and Instagram pages users can be informed and also share the contents that the newspaper El Universo has shared in their social networks and generates interest or curiosity. In turn, it is worth mentioning that thanks to the search algorithms that the Internet possesses, it allows a news to expand much faster and more easy than through the written press;for this reason,
Digital marketing has enabled the daily company El Universo to strengthen the relationship it has with its clients, especially through social networks because although it is true today the company focuses on meeting the client and its interests, and it is aThrough their social networks, that users maintain a much narrower connection, since through comments, likes, private messages or when their followers share the content of the newspaper, the company can get to learn more about its users;In other words through likes or shared content, the company knows what are the most taste issues of consumers;This is also possible through its website even though it is not so direct and it is a bit more complex to reinforce its relationship. In the same way, the way it offers its services to the user is much faster and less expensive for both readers and the company.
On the other hand, it presents a great disadvantage for the company in view of the fact that it limits the user in the sense that it will always need an internet connection;Additionally, this tool is a field not very explored by the company, therefore, they will not know the results they will have. Another disadvantage is that what was your star product, the printed specimens, every day loses popularity and becomes a background for the consumer, this fact would lead to the organization, since it is the product that generated itA GREAT INCOME TO THE COMPANY. And today when considered outdated and unfemed and has caused their sales to fall from an average of 135.000 Daily copies until selling 23.000 And what was its traditional marketing collapsed in its great totality.
It is evident that the printed specimens of the daily company El Universo have lost the prominence of the company, but what is this because this is? While it is true, it has been clear that one of the main causes that have caused the decline of these specimens of the company is the arrival of the digital age;However, this derives many other causes between them is the appearance of blogs, web pages and television could even be considered, since they contain much more specific information and save time, since the reader does not have to search for the pageBy page the news you want to inform.
The second cause is social networks thanks to search algorithms, social networks are responsible for informing the user of the most recent and popular news;Therefore, the consumer does not need to look for the news. The third cause is the damage to the environment, in other words, it is believed that the newspaper harms the felling of trees on a large scale, therefore, it is considered that the best way to preserve nature is not to be informed throughthe printed copies but the digital.
And the last cause is that buying a daily copy, will eventually generate expenses to the user, while it can be informed through the Internet, which is free and available 24 hours a day.
Until 2011 with their star product, the specimens, in maturity and with a new department which would be in charge of digital marketing, they had more than 800 employees with several level organization charts, however today with the specimens in their final stage inThe market and with new technologies always in apogee the company has reduced more than 90% of its employees;That is, because the reproduction and sale of specimens is no longer the same, and the Covid-19 pandemic brought great consequences the company was forced to fire more than 700 employees.
conclusion
To conclude, the company’s analysis has shown that globalization and the use of technology has affected both in a positive and negative way to the reproduction and sales of the specimens. On the one hand, the change for which it has been forced to cross the daily company El Universo has been of great impact, because although it is true, it had to adapt quickly to the new market that was coming from the arrival of the Internet;That is, it is evident that being in a world of counting changes and evolution the same will happen with the business market. Consumers will always express new needs and desires.
Consequently, it forces companies to leave their comfort zone;In the case of the company El Universo that it used offering the same product and generating a lot of liquidity for the company, it was not easy to adapt to this change;Since, even when the organization is recognized as one of the best in the industry, from the apogee and acceptance of technology, especially with the Internet, according to the data obtained from the company, the sales and circulation of the printed specimens hasdecreased by more than 90% because unlike the use of the Internet and electronic devices, obsolete paper is considered;It should be noted that this fact leaves the company very unstable and vulnerable to its new competition;Although it is recommended. Therefore, the company is forced to innovate its market.
The same goes for staff, now that it no longer obtains the same sales as before the company it no longer has the need to have the same labor and has had to do without the services of 90% of its employees. On the other hand, it should be noted that thanks to the Digital Age, the company is kept in the market and break through new potential customers, for example, young people. It has also managed to develop new skills such as increasing sales techniques such as electronic commerce and renewing its marketing strategies in an easier and less expensive and complicated way, both for the company and for the user. Similarly, through digital marketing, it has managed to learn more about its consumers, their needs, tastes and wishes.
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