Análisis de las estrategias digitales en la incorporación a la gestión del marketing de las empresas del sector información y comunicación (Empresas creadores de contenido audiovisual web) de la ciudad de Zamora año 2023- 2024

Abstract

Abstract: The study analyzes the incorporation of digital strategies in the effective management of digital marketing in the information and communication sector (companies creating web audiovisual content) in the city of Zamora during 2023-2024. The methodology is developed with a descriptive and quantitative approach, with data collection source both primary and secondary, the digital strategies of 14 leading companies were evaluated and emerging in the sector, through a survey made up of 12 questions. The results reveal that companies value digital strategies, especially on Facebook and YouTube, due to its high effectiveness. However, they face challenges on Instagram, LinkedIn and X due to its low effectiveness and return on investment. TikTok shows great potential growth. Audience perception has improved interaction and participation, but inconsistency in the effectiveness of some digital strategies can negatively affect the relationship with the audience, brand visibility and sustainability, due to challenges in monetization and follower growth.