Estrategias de comunicación digital con mayor impacto en el e-commerce

Abstract

Within e-commerce, communication and its strategic application become more important when buyer behavior changes. This research seeks to determine those communication strategies with the greatest impact on e-commerce in the e-stores Marpesia and El Kiosco Cuencano in 2020. In the first place, those aspects that solve the literature review on digital communication will be resolved. Next, through in-depth interviews, this project defines the purchasing characteristics and strategies used with impact for e-shops with the application of digital communication. Finally, the Mystery Shopper is the last tool that, according to Nicholas Mercurio and John Flesta, the design was established and the strategies with the greatest impact were analyzed following a phantom purchasing process focused on managed communication. The results show certain communication strategies aimed at the use of social platforms, focused on segmented content that link the digital experience and the appropriate use of channels in relation to customers through a satisfactory purchase process, including the handling and management of posts and Visual content elements that complement the flow of information and interaction. This builds key communication factors in the digital field, preserving the internal perspective of virtual stores with the purchasing behavior of their customers