By itself, it has a simple definition; “inbound”. But when we talk about Inbound Marketing, we go deeper to the point of knowing that a set of strategies is formed that allows the capture of prospects. In other words, attracting potential clients to form part of the company as a loyal consumer.
Published in Chapter:
Generation of Digital Content Management Through Academic Entervention in EPS Organizations
Joffre Bernardo Loor Rosales (Universidad de Guayaquil, Ecuador), Francisco Daniel Orellana Mesías (Universidad de Guayaquil, Ecuador), Solangi Lisbeth Ortiz Elizalde (Universidad de Guayaquil, Ecuador), Bladimir Heriberto Jaramillo Escobar (Universidad de Guayaquil, Ecuador), and Naomi Melissa Moncayo Cobos (Universidad de Guayaquil, Ecuador)
Copyright: © 2021
|Pages: 20
DOI: 10.4018/978-1-7998-4930-8.ch011
Abstract
The research takes cases from the project called visual corporate identity of the popular and solidarity economy (VIPSE), which is being carried out at the University of Guayaquil. The objective of the research is to analyze the type of generated digital content that was taken into account for the brand positioning. It was developed from brand management by representatives, digital communication progress, and content generation; this methodology was applied to each association with students in their degree work; this set of guidelines in the generation of digital content is the result of an effective academic intervention. The type of research is qualitative, comparing data from various static and dynamic content, graphical composition analysis charts, developing expert interviews on content management and creation. The impact of the project has resulted in 11 organizations participating in the branding and generation of digital content.