Keywords
Marketing Strategies 2.0
Continual interaction
Public institutions Estrategias de marketing 2.0
Interacción continua
Instituciones públicas
Continual interaction
Public institutions Estrategias de marketing 2.0
Interacción continua
Instituciones públicas
How to Cite
Pelekais, C. de, & Olivete, Érika. (2016). 2.0 Marketing Strategies in Public Institutions: Envisioning the Future. Renovat: Journal of Interdisciplinary Studies in Social Sciences, Technology and Innovation, (1), 110–127. Retrieved from https://revistas.sena.edu.co/index.php/rnt/article/view/496
Abstract
The article addresses the analysis of 2.0 marketing strategies in public institutions with an eye to understanding the future. What is reviewed is supported in the postulates of Ferrell et al (S/F), Colvee (S/F), Del Santo et al (2012), Fonseca (2014), Gálvez (2010) and Sanagustin (2010), among others. The study was descriptive, with a non-experimental, cross-sectional, field design. The population consisted of two reporting units, workers responsible for managing digital media at each of the institutions and a sample of digital media users at the aforementioned public institutions. The first unit was measured through a population census, applied using a questionnaire of 49 items. The second reporting unit was analyzed using a survey, conducted with a questionnaire of 31 items. Conclusions are that these organizations have tried to implement tactics considering some factors of the process but not others, lacking established objectives and qualified personnel in the area of marketing to design suitable 2.0 environment tactics. This has resulted in a waste of the many advantages offered by Marketing 2.0 applied in digital mediathrough strategies focused on users, even more when the right environment to exploit these opportunities exists.
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