Estrategias de marketing digital internacional y su impacto en la experiencia del cliente: una revisión sistemática de la literatura (Prisma, 2020)
International digital marketing strategies and their impact on customer experience: a systematic literature review (Prisma, 2020)
DOI:
https://doi.org/10.56712/latam.v5i5.2804Palabras clave:
marketing digital internacional, experiencia del cliente, pandemia de covid-19Resumen
El artículo aborda las estrategias internacionales de marketing digital y su impacto en la experiencia del cliente. Destaca la importancia de adaptarse a los cambios digitales y cómo la pandemia de COVID-19 aceleró esta tendencia. Se realizó una revisión sistemática de la literatura y se encontraron hallazgos significativos, incluyendo la relevancia de la inteligencia artificial, los chatbots y las redes sociales en el marketing digital. Se enfatiza la necesidad de una comunicación auténtica y transparente para influir en las decisiones del consumidor globalizado. Además, se subraya la importancia de la formación en marketing digital y la resiliencia empresarial en la era digital. En resumen, el marketing digital es esencial para mejorar la relación con los clientes y el éxito en un mundo digital en constante evolución.
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