1. Learning Objectives

• Distinguish the unique characteristics of digital marketing as a key exponent of business strategies in interconnected environments. 

• Recognize the importance of digital transformation and the incorporation of digitization strategies in businesses. 

• Communicate in digital environments; connect and collaborate with others; interact and participate in communities and networks; foster a digital culture. 

• Identify digital technologies for sharing information, data, and digital content. 

• Recognize digital technologies to build confidence and participate as a citizen in society. 

• Differentiate basic behavioral norms and digital environment management. 

• Choose communication forms and strategies tailored to a specific audience. 

• Understand the actions to implement the digitization of commercial strategies in both online and physical establishments.

2. Introduction

It is evident that the pandemic has brought about a change in scenario for everyone. And although forecasts predicted downfall of the physical world in favor of the online, the truth is that both are coexisting and feeding off each other, among other things, due to new marketing strategies aimed at meeting consumer needs in a level of personalization and individualization never seen before.

Traditional marketing has given way to digital marketing as the main exponent of business strategies in interconnected environments. For the successful implementation of content digitization, we must chart a good roadmap with actions that drive the digital.

The pandemic highlighted the need to reinvent and improve the user experience by taking advantage of the opportunities offered by new technologies. People have become more digital since the COVID-19 lockdown and have acquired new habits that have accelerated digitization.

It is necessary to adapt now to the new demands, aiming to:

  • Improve user loyalty.

  • Create more personalized actions.

  • Provide extra security with their personal data.

However, the truth is that digitization does not have a standard formula, and a strategy must be outlined that offers measurable and profitable results.



Last modified: Monday, 13 November 2023, 9:09 PM