Rodríguez Bermúdez, DanielGarrido Ortega, Andersson BrhallanBedoya Alcaraz, Nicholas2022-03-302022-03-302022-03-29https://repositorio.unicordoba.edu.co/handle/ucordoba/5105The purpose of this paper is to expose the digital marketing strategies implemented in the four main telecommunications companies in Colombia, América Móvil, which operates under the name of Claro, Une with its operator Tigo, Telefónica under the operator Movistar and Partners Telecom with its WOM operator. To fulfill the proposed objective, three chapters were developed; the first recognizes the conceptual elements of digital marketing, its importance, origin and defines the most representative techniques in the current market; the second chapter describes the main characteristics of the telecommunications industry worldwide, how it has led the adoption of the Internet and digital marketing in its operations, and briefly describes the organizations under study, their importance for the Colombian industry and its contribution of value to the country's economy; finally, the digital marketing strategies implemented by the main Colombian telecommunications companies are studied, the ways in which they achieve rapprochement with their audience and the type of information they share with greater recurrence, and a comparison of some metrics in social networks is made, which allow identifying the company with the highest number of followers, reactions, interactions, times shared, among others.Resumen .............................................................................................................................. 5Abstract ............................................................................................................................... 61 Introducción .................................................................................................................. 72 Capítulo I. Características Conceptuales del Marketing Digital ................................ 112.1 Marketing Digital ................................................................................................ 112.1.1 Origen del Marketing Digital ........................................................................ 122.1.2 Principales Estrategias de Marketing Digital ................................................ 133 Capítulo II. Uso del Marketing Digital en la Industria de las Telecomunicaciones ... 223.1 Aspectos Generales de la Industria de las Telecomunicaciones ......................... 223.2 Marketing Digital en la Industria de las Telecomunicaciones ............................ 243.3 Empresas de Telecomunicaciones Objeto de Estudio ......................................... 283.3.1 América Móvil (Claro) .................................................................................. 283.3.2 UNE Telecomunicaciones (Tigo).................................................................. 293.3.3 Telefónica (Movistar) .................................................................................... 303.3.4 Partners Telecom Colombia S.A.S (WOM) .................................................. 314 Capítulo III. Marketing Digital en las Empresas de Telecomunicaciones en Colombia... 324.1 Estrategias de Marketing Implementadas ........................................................... 324.1.1 Claro .............................................................................................................. 324.1.2 Tigo ............................................................................................................... 344.1.3 Movistar ........................................................................................................ 364.1.4 WOM ............................................................................................................. 384.1.5 Comparativo de Métricas en Redes Sociales ................................................ 405 Conclusiones ............................................................................................................... 426 Bibliografía ................................................................................................................. 44application/pdfspaCopyright Universidad de Córdoba, 2022Trabajo de grado - Pregradoinfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)TelecomunicacionesColombiaMarketing digitalInternetTelefoníaInnovaciónTelecommunicationsColombiaDigital marketingInternetTelephonyInnovation