Evaluation of the digital marketing mix of virtual self-service sales platforms in Colombia
Abstract
This research addresses the evaluation and analysis of the components of the digital marketing mix (product, price, place, promotion and -5P- platform) embodied in the virtual self-service sales platforms in Colombia. In Colombia it is evident the lack of dynamism to take advantage of all the benefits that e-commerce and digital marketing can offer to the companies, which can contribute to their development and growth. This research intends to identify, classify, evaluate and analyze the digital marketing mix of the virtual sales platforms of the self-services existing in Colombia. The research methodology developed is of a quantitative approach, the scope is descriptive, the design is of a non-experimental transversal nature, the technique used is that of content analysis and the instrument for the collection of information is the questionnaire. This research found that the vast majority of virtual sales platforms use various digital marketing tools that create a unique and enjoyable experience for the customer, in line with the theory of this branch of the discipline, in terms of its structure (5 P) and models for evaluating websites. The vast majority of self-service virtual sales platforms in Colombia analyzed present a very pertinent structure in terms of the digital marketing mix and, give an account of the solution to the problems that existed some years ago, making this tool a commercial boost for these companies.
JEL Codes: M Business Administration and Business Economics; Marketing; Accounting; Staff economy. M3 Marketing and Advertising. M31 Marketing.
Similar Articles
-
Analysis of the perception of teachers and students on the use of traditional and innovative teaching methodologies in higher education
María Eugenia Morales Sierra, Hans Molano-Cardeño, Daniel Cardona-Valencia, Daniela Delgado-Cadavid
-
Epistemological findings in management research applying immanient critique, from humanism to the humanistic curriculum
Camilo Osejo-Bucheli
-
The relationship between corporate social responsibility and the intention to visit in Shopping Center
Joel Esteban, Leonardo Ortegon-Cortazar
-
Economic impact of the Magical Towns from the perspective of citizens: Izamal, Yucatán
Karina Concepción González Herrera, Aurea Licet Castillo Gallegos, Karla Gabriela Gómez-Galaz, José Jesús Hernán Negrón-Noh
-
The Pueblos Mágicos (Magic Villages) and the relevance of cultural education in its population, in order to promote tourism and local development
Rosalba Bolaños Ortega, Verónica Lizardi Rojo, Norma Angélica Roldán Oropeza
-
Promotion of skills related to computational thinking through project-based learning
Juan Antonio Sánchez Márquez, Mónica Móndelo Villaseñor, Elizabeth Mena Avilés, Ana Jovita Méndez Martínez
-
Emotional intelligence: influence on human resources management in organizations
Jose María Biedma-Ferrer
-
Quality Management of the Higher Secondary School ENMS de León
Mónica Mondelo Villaseñor, Roberto Javier Gamboa Santiago, Rocío Menchaca Rodríguez, Juan Antonio Sánchez Márquez
-
Customer service, service, product and price as determining variables of customer satisfaction in a service SME.
Nemecio Lorenzo Valenzuela Salazar, Clara Patricia Buentello Martínez, Lilia Alanis Gomez, Veronica Villareal Sánchez
-
Role of the Public Accountant of the decentralized institutes of Villavicencio in adaptation of accounting processes under the NTCGP 1000: 2009
Lina Álvarez González, Lizeth León Machado
Authors
-
Paula Andrea Mejia Henao
Universidad de San Buenaventura
Paula Andrea Mejia Henao
Business Administrator from the University from Valle, Master in Marketing from the University Libre and Self-evaluation Coordinator of the Faculty of Economic and Administrative Sciences, Full-time Professor of the Business Administration Program and Research Seed Coordinator "Business Management and Control ”(GYCE), University of San Buenaventura (Headquarters - Bogotá). Peer qualified register evaluator Higher Education Quality Assurance System (SACES) - Ministry of National Education (MEN).
-
Yeimi Viviana Marín Chaves
University San Buenaventura
Yeimi Viviana Marín Chaves
Business Administrator, University la Salle, Master in Integrated Management Systems, UNIR. Specialist in Management in Quality and Innovation processes, EAN, and Specialist in Environmental Management, Graduate School of the Police. Director of the Business Administration Program, and Coordinator of the Research Seedbed "Seedbed of Research in Sustainable Development" (SIDES), University of San Buenaventura (Bogotá Office).
References
Acosta Herrera, D., & Martínez Bohórquez, A. (2018). Marketing Digital y su evolución en Colombia. Recuperado el abril de 2020, de Universidad Libre de Colombia: https://repository.unilibre.edu.co/bitstream/handle/10901/11280/Marketing%20Digital%20y%20su%20Evoluci%C3%B3n%20en%20Colombia.pdf?sequence=2&isAllowed=y
AECEM. (2009). Libro blanco del comercio electrónico. Guía práctica de comercio electrónico para PYMES. Recuperado el 2020, de https://libros.metabiblioteca.org/bitstream/001/243/8/AECEM_Libro_Blanco.pdf
Allen, E., & Fjermestad, J. (2002). E-Commerce Strategies: The Manufacturer Retailer Consumer Relationship. Americas Conference on Information Systems (AMCIS), http://aisel.aisnet.org/amcis2000/67
Andréu, J. (2018). Las técnicas de Análisis de Contenido: Una revisión actualizada. Recuperado el Noviembre de 2016, de http://mastor.cl/blog/wp-content/uploads/2018/02/Andreu.-analisis-de-contenido.-34-pags-pdf.pdf
Azadi, S., & Rahimzadeh, E. (s.f.). Developing marketing strategy for electronic business by ussing McCarthy`s four marketing mix model and Porter`s five competitive forces, 2(2012), 47, https://doi.org/10.5195/emaj.2012.25
Barnes, S. V. (2002). An integrative approach to the assessment of e-commerce quality. Journal of Electronic Commerce Research, 3(3), 115-116, https://www.researchgate.net/publication/220437591_An_Integrative_Approach_to_the_Assessment_of_E-Commerce_Quality
Bizhanova, K., Mamyrbekov, A., Umarov, I., Orazymbetova, A., & Khairullaeva, A. (2019). Impact of digital marketing development on entrepreneurship. E3S Web of Conferences 135, 04023 (pág. 3). ITESE, https://doi.org/10.1051/e3sconf/201913504023
Centro Nacional de Consultoría. (2019). Medición de indicadores -Tendencia de la oferta de Bienes y Servicios en línea-. Recuperado el mayo de 2020, de https://www.mintic.gov.co/portal/604/articles-102717_recurso_1.pdf
Chaffey, D., & Ellis-Chadwick, F. (2014). Marketing digital, estrategia, implementación y práctica. México: Pearson Educación.
Chaffey, D., & Smith, P. (2013). EMarketing Excellence. México: New York.
Chaffey, D., Ellis-Chadwick, F., Johnston, K., & Mayer, R. (2006). Internet Marketing. Strategy, Implementation and Practice. Harlow: Pearson Education.
Consejo Nacional de Política Económica y Social. (2009). Documento Conpes 3620 de 2009. Recuperado el 2020, de https://habeasdatacolombia.uniandes.edu.co/wp-content/uploads/conpes-3620-comerci-electronico-9-nov-2009.pdf
Constantinides, E. (2002). The 4S Web-Marketing Mix model. Electronic Commerce Research and Applications 1, 58-60, https://doi.org/10.1016/S1567-4223(02)00006-6
González, O. B. (2013). El índice cuantitativo de calidad web como instrumento objetivo de medición de la calidad de sitios web corporativos. Investigaciones Europeas de Dirección y Economía de la Empresa, 2013(19), 19-29, https://doi.org/10.1016/j.iedee.2012.07.004
Hernández, R. F. (2014). Metodología de la Investigación. 6 ed. México: McGraw Hill Education.
Kannan, P., & Li, H. (2016). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 4-5, https://doi.org/10.1016/j.ijresmar.2016.11.006
La República. (1º de agosto de 2019). Las transacciones digitales representaron 8,5% del PIB de Colombia para 2018. Recuperado el 2020, de https://www.larepublica.co/empresas/las-transacciones-digitales-representaron-85-del-pib-de-colombia-para-2018-2891715
Liacono, E. W. (2014). WEBQUAL: A measure of website quality. Research Gate. AMA Winter Conference, 9-12, https://www.researchgate.net/publication/248412208_WebQual_A_Measure_of_Web_Site_Quality
Miranda, F. B. (2005). La banca por internet en España. Aplicación del índice de Evaluación (IEW). Boletín Económico de ICE 2005, 2005(2855), 18-21, https://www.researchgate.net/publication/28116705_La_banca_por_Internet_en_Espana_aplicacion_del_Indice_de_Evaluacion_Web_IEW
Observatorio e-Commerce Colombia. (2016). 4to Estudio Transacciones Digitales: eCommerce & Recaudo Colombia 2016 – Primer semestre 2017. Recuperado el mayo de 2020, de https://www.observatorioecommerce.com.co/wp-content/uploads/2017/12/Cuarto-Estudio-de-Transacciones-Digitales-eCommerce-Recaudo-Colombia-2016-y-primer-semestre-del-2017.pdf
Observatorio eCommerce Colombia. (2019). Medición de Indicadores de consumo del Observatorio eCommerce. Recuperado el mayo de 2020, de https://www.observatorioecommerce.com.co/wp-content/uploads/2019/03/estudio-consumo-ecommerce-colombia-observatorio-2019.pdf
Observatorio eCommerce. (2017). Transacciones Digitales Colombia: eCommerce & Recaudo. Recuperado el mayo de 2020, de https://www.observatorioecommerce.com.co/wp-content/uploads/2018/04/4TO-ESTUDIO-DE-TRANSACCIONES-DIGITALES-EN-COLOMBIA-2016-2017-1.pdf
Olsina, L. R. (2002). A quantitative method for quality evaluation of web sites and applications. IEEE Multimedia, 9(4), 5-6, https://www.researchgate.net/publication/228574962_A_quantitative_method_for_quality_evaluation_of_web_sites_and_applications
Park, Y. G. (2007). Sucess factors for destination marketing web sites: A quantitative meta-analysis. Journal of Travel Research, 2007(46), 50, https://doi.org/10.1177/0047287507302381
Polillo, R. (2011). Quality model for web (2.0) sites: a methodological approach and a proposal. Lectures Trends in Web Engineering, 2011(7059), 8-10, https://doi.org/10.1007/978-3-642-27997-3_25
Portal ISO 25000. (2016). ISO 25000 Calidad del producto software. ISO/IEC 25010. Obtenido de http://iso25000.com/index.php/normas-iso-25000/iso-25010
Universidad Nacional Abierta y a Distancia. (2016). Estándares y modelos de calidad del software. Obtenido de http://datateca.unad.edu.co/contenidos/301569/AVA_2014_II_-_301569/AVA_ESTANDARES_Y_MODELOS_DE_CALIDAD_DEL_SOFTWARE.pdf
Zeithaml, V. P. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(49), 369, https://doi.org/10.1177/009207002236911