Marketing 360° en la transformación de modelos estratégicos a las nuevas dinámicas del consumidor
DOI:
https://doi.org/10.5281/zenodo.15249937Palabras clave:
marketing 360°, estrategias digitales, estrategias tradicionalesResumen
Esta investigación tuvo como objetivo analizar la transformación del marketing 360° en la adaptación de modelos estratégicos a las nuevas dinámicas del consumidor. Se empleó un enfoque cuantitativo, con diseño no experimental y alcance descriptivo. Para ello, se encuestó a 100 consumidores de una empresa peruana representativa del sector alimentario, y los datos fueron analizados mediante el software SPSS versión 25. Los resultados evidenciaron una presencia digital moderada y una baja recordación de estrategias tradicionales, lo que resalta la necesidad de una integración más eficaz de los canales de comunicación. Se concluye que una estrategia omnicanal bien estructurada, centrada en la optimización de la segmentación y la personalización de contenidos, permite mejorar la interacción con el consumidor y fortalecer el posicionamiento de las empresas en un mercado altamente competitivo.
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