Estudio comparativo de los medios digitales que utilizan las agencias de publicidad colombianas (reconocidas y no reconocidas a nivel mundial) para posicionar su marca

Abstract

The following comparative study was made with the intention to demystify the belief that the use of social networks and their strategies dictate the guidelines for a company in Colombia (in this case for advertising) to be successful and recognized. It concludes that it is not necessary to have all social networks and all digital platforms to achieve, and much less that they have to implement the strategies set to be visible in digital media. The steps to achieve visibility on social networks or digital media do not exist or they are not stipulated in advance. Exists the strategies but sometimes they are not appropriate to the company goals. It is concluded that the first guideline is to set objectives and goals, and then reach the appropriate means (in this case the digital), making the strategy work effectively.