Códigos Qr como Táctica Aplicable en Estrategias de Marketing de Bajo Costo

Translated title of the contribution: Qr Codes as an Applicable Tactic in Low Cost Marketing Strategies

Research output: Contribution to conferencePaper

Abstract

The study proposes the creation of a tactic applicable in low cost marketing strategies, allowing to combine different concepts such as guerrilla marketing, technology and creativity. For this, the concept of guerrilla marketing is taken as the fundamental basis. Commercial companies must adjust to limited budgets so it is necessary for these organizations to design and implement advertising tactics framed in guerrilla marketing strategies that allow them to achieve greater presence in the market. In order to reach the proposed goal, we analyzed different technologies that could be used in business marketing, such as the QR code, NFC chips and augmented reality, comparing the ease of decoding, the cost of implementation and the uses related to Marketing, sales and advertising. Next, we study the Guayaquil market to determine the applications developed by the companies and the level of knowledge by the potential customers about the QR codes, in the same way we proceed to verify the existence of suitable hardware and software for the implementation of this technology in marketing. Finally, we propose a five-level structure that must comply with an advertisement with QR codes to achieve effectiveness.
Translated title of the contributionQr Codes as an Applicable Tactic in Low Cost Marketing Strategies
Original languageSpanish (Ecuador)
StatePublished - 1 Jun 2017
Event3er Congreso Internacional Investigación e Innovación en Desarrollo Empresarial - EC
Duration: 1 Jun 20173 Jun 2017

Conference

Conference3er Congreso Internacional Investigación e Innovación en Desarrollo Empresarial
Period1/06/173/06/17

Keywords

  • Qr codes
  • Marketing
  • Guerrilla marketing
  • Advertising

CACES Knowledge Areas

  • 614A Commerce

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