Análisis de la eficacia de las campañas de marketing digital en el sector de cuidado personal. Empresas de venta de cosméticos durante los años 2013 – 2014. Caso de estudio

Abstract

This Master Thesis aims to analyze the effectiveness of the digital marketing campaigns in the health & beauty sectors in the period of 2013 through 2014. The result of this work is provided by an analysis between digital and traditional marketing, a review of the evolution of marketing, a media guide that collects the most important features of the eight most used social networks in the country and the world, a methodology for evaluating digital marketing campaigns which will help media planners to project results and monitor progress taking timely actions if necessary. Finally a campaign of a Cosmetics Company that has the greatest acceptance in Ecuador will be analyze.