DIGITAL MARKETING STRATEGIES IN ABBOTT LABORATORY CLIENTS DURING THE COVID-19 PANDEMIC - SAN JUAN DE LURIGANCHO, 2020

• Autores: Mazzini-Sacayco, Emma, Seminario-Unzueta, Randall
• Formato: artículo
• Fecha de Publicación: 2020
• Institución: Universidad María Auxiliadora
• Repositorio: Agora
• Lenguaje: español
• OAI Identifier: oai:revistaagora.com:article/131
• Enlace del recurso: https://revistaagora.com/index.php/cieUMA/article/view/131
• Nivel de acceso: acceso abierto
• Materia: Estrategias; Clientes; Marketing digital; Pagina web; Pandemia COVID-19; Strategies; Customers; Digital Marketing; Web page; COVID-19 pandemic

Objectives: The objective of the study is to describe digital marketing strategies in Abbott Laboratory clients during the COVID-19 pandemic in the San Juan de Lurigancho district, 2020. Materials and methods: This study has a quantitative approach, applied type, non-experimental cross-sectional design, descriptive level; Its population is the clients of the ABBOTT laboratory surveyed during the COVID-19 pandemic in the district of San Juan de Lurigancho, the sample consisted of a total of 72 clients, the technique was the Likert scale survey and the collection instrument data was the questionnaire with 35 items and 4 dimensions, the data will be analyzed using the SPSS program. Results: Indicate that digital marketing strategies in clients predominated at the always level with 54.2%, followed by 25% at the almost always level, in addition to 16.7% with a sometimes level, at Regarding flow dimensions, 51.4% are observed, 55.6% functionality, 45.8% feedback, 45.8% loyalty, determining that Abbott Laboratory customers use digital marketing at 50% of their total potential. Conclusions: Regarding digital marketing strategies in ABBOTT laboratory clients during the COVID-19 pandemic, reaching the following conclusions, clients should be trained to improve the use and positioning of the brand through digital marketing strategies and the management of the ABBOTT laboratory website.