Content Marketing as a Strategy to Increase Sales in Times of COVID-19
Article Sidebar
Main Article Content
Abstract
Content marketing is a marketing technique that is based on creating, publishing and sharing content of interest to the target audience. Thus, this article aims to diagnose the influence on the use of content marketing to increase sales in times of COVID-19. As it is a descriptive-exploratory study, it details the study variables and investigates this little-studied topic. A desk research was used to gather relevant information from scientific articles, books, theses, and government documents. The study population is 41,790 companies in the province of Tungurahua, with a sample of 268 companies, which correspond to MIPYMES (micro, small and medium-sized companies); and to whom a structured survey was applied. Within the results, 4 blocks are presented: A) demographic data; B) use of Marketing in companies; C) Management of COVID-19; D) Implementation of Content Marketing and statistical analysis. In conclusion, the sales of MSMEs are benefited by the application of content marketing, since they achieve a profitability level of 80% to emerge from times of pandemic. So, this type of marketing is a viable strategy for MSMEs that use digital media to expand their activities, which was evidenced in this study.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Jennifer Tatiana Chango-Guamanquispe, Universidad Técnica de Ambato - Ecuador
Graduated from the Marketing and Business Management career, work experience in sales and Marketing. Courses in reference to the behavior and types of clients.
Edwin Alberto Lara-Flores, Universidad Técnica de Ambato - Ecuador
Full-time University Professor in reference modules in areas related to Administration, Business and Marketing. Courses on the aforementioned areas and fourth level studies.
References
Benítez, M., Velasco, C., Sequiera, A., Enríquez, J., Menezes, F., & Paolucci, F. (2020). Responses to COVID-19 in five Latin American countries. Health Policy and Technology, 17(20), 1-35.
Chandler, A. (1962). Estrategia una historia.
Coll, P. (2019). El marketing de contenidos en la estrategia de growth hacking en la nueva economía. Index, 105-16.
De la Fuente, S. (2015). Análisis de conglomerados. México: Mc Graw Hill.
Handley, A., & Chapman. (2018). Regras de Conteúdo: Como Criar Excelentes Blogs, Podcasts, Vídeos, E-books, Webinários (e Muito Mais) que Atraiam Clientes e Impulsionem Seu Negócio. Alta Books.
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación (5a ed ed.). México, D.F: McGraw-Hill.
Hongwei, H., & Lloyd, H. (2020). The Impact of Covid-19 Pandemic on Corporate Social Responsibility andMarketing Philosophy. Journal of Business Research, 1-29.
INEC. (2016). Ecuador en cifras. Tungurahua. Obtenido de https://www.ecuadorencifras.gob.ec/estadisticas/
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.
Kiberg, A. (2011). Marketing de fidelización. Bogotá: ECOE.
Kotler, P., Kartajaya, H., & Setiawan, I. (2011). Marketing 3.0. Barcelona: LID.
Moliner, L., Aguirre, A., Domenech, A., Vallet, T., Vallet, I., & Alegre, F. (2017). Diseño, validación y análisis factorial exploratorio y confirmatorio de la escala de actitud Cohesiona para la evaluación de la eficacia de los talleres de habilidades cooperativas. Estudios Pedagógicos, XLIII(1), 213-234.
OMS. (2019). Organización Mundial de la Salud. Obtenido de https://www.who.int/es/emergencies/diseases/novel-coronavirus-2019
Patiño, D., Vélez, M., Velásquez, P., & Vera, C. (2020). Non-pharmaceutical interventions for containment, mitigation and suppression of COVID-19 infection. Colombia Médica, 51(2).
Ramos, J. (2016). Marketing de contenidos.Guía práctica. XinXii.
Roberts, J. (2004). La empresa moderna. España: Antoni Bosch.
Rodelo, F., & Muñiz, C. (2016). Uso del análisis de conglomerados para la detección de encuadres en el tratamientoperiodístico de la Iniciativa Mérida. Comunicación y Sociedad(27), 53-77.
Rose, R., & Pulizzi, J. (2011). Managing Content Marketing.
Saiz, J., Vega, A., Acevedo, Á., & Castillo, D. (2020). B Corps: A Socioeconomic Approach for the COVID-19 Post-crisis. Front Psychol, 11(1867).
Vila, G., & Bebbington, A. (2020). Political Settlements and the Governance of Covid-19: Mining, Risk, and Territorial Control in Peru. Journal of Latin American Geography(19), 215–223.