La orientación empresarial hacia el cliente en la Web 2.0 | Customer Relationship Management through Web 2.0
Main Article Content
Abstract
Resumen
Los espacios de la Web 2.0 se han configurado en el panorama digital como una herramienta al servicio de las estrategias empresariales de los anunciantes. Las capacidades de escucha de los clientes (actuales y potenciales) y de creación comunidades en torno a la marca, entre otras, facilitan a la compañía la puesta en marcha de una orientación empresarial hacia el cliente a través de estas herramientas. Los objetivos del presente artículo han sido analizar el empleo que las empresas están haciendo de los espacios de la Web 2.0, en este sentido, y estudiar la aplicación que se está haciendo de los programas de Customer Relationship Management a espacios como las redes sociales online. La metodología se ha centrado en tres técnicas de investigación cualitativas, a saber: la investigación documental, el estudio de 50 case studies y la realización de una encuesta auto-administrada con preguntas abiertas a profesionales del sector de la comunicación publicitaria online. Los resultados destacan la idoneidad de espacios como las redes sociales online, los blogs y las plataformas de video, por este orden, para llevar a cabo una estrategia de orientación empresarial hacia el cliente. Los espacios de la Web 2.0 ofrecen a las empresas la posibilidad de personalizar su mensaje y mantener una comunicación bidireccional con el cliente en aras de conseguir su fidelización.
Abstract:
Web 2.0 spaces have become a tool at the service of advertisers business strategies in the current digital scenery. The capabilities of listening to both, actual and potential, clients and of creating brand communities, amongst others, help the company to set off customer relationship orientation strategies through these spaces. The aims of the present article have been to analyze the use of Web 2.0 spaces by companies, from this point of view, and to study the application of Customer Relationship Management to spaces such as online social networks. The methodology has focused on three qualitative research techniques: documentary research, case studies and a survey with opened questions answered by online advertising communication professionals. The results show the suitability of spaces such as online social networks, blogs and digital video platforms, with this order, to set up customer relationship orientation strategies. Web 2.0 spaces offer companies the possibility of personalize their message and establish a bidirectional communication with clients in order to achieve their loyalty.
Palabras clave
Internet; Web 2.0; CRM; redes sociales; blogs; publicidad.
Keywords
Internet; Web 2.0; CRM; social networks; blogs; advertising.
Downloads
Article Details
Issue
Section
Miguel Hernández Communication Journal is an open access magazine. To publish on MHCJ, the authors accept the following terms:
- The authors will retain their copyright and guarantee the journal the right to first publish their work, which will be simultaneously subject to the Creative Commons Atribución/Reconocimiento-CompartirIgual 4.0 Internacional, which allows third parties share the work as long as its author and his first publication in this magazine are indicated.
- Authors may adopt other non-exclusive license agreements for the distribution of the version of the published work (eg, deposit it in an institutional telematic archive or publish it in a monographic volume) provided that the initial publication in this journal is indicated .
- Authors are allowed and recommended to disseminate their work through the Internet (e.g., in institutional telematic archives or on their website) before and during the submission process, which can produce interesting exchanges and increase citations. of the published work. (See The effect of open access).
- The document RESIGNATION OF PERCEPTION OF BENEFITS OF COPYRIGHT is intended for the print publication of MHCJ by the UNIVERSITAS publishing house. Both authors and publishers renounce the collection of economic benefits, if any, when the aforementioned publisher takes over the entire cost of printing, distribution and dissemination.