Impacto en el plan estratégico de marketing digital de ADRA Honduras incorporando la inteligencia artificial en sus estrategias
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Date
2025-05-05
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Universidad Tecnológica Centroamericana UNITEC
Abstract
En el presente informe se detalla el impacto en el plan estratégico de marketing digital de ADRA Honduras incorporando la inteligencia artificial en sus estrategias, tomando en cuenta el alcance de una campaña de redes sociales que se llevó a cabo para esta investigación en concreto y, la opinión de los clientes. La investigación se realizó siguiendo un enfoque mixto con un alcance descriptivo a través de un diseño no experimental con corte longitudinal y transversal, sumado a un método deductivo. La recolección de datos se realizó a través de una extracción de estadísticas tomadas de META ADS, así como de una solicitud formal a la institución financiera la cual brindó algunos datos de la cartera de crédito, de igual forma a través de una encuesta que se les hizo a algunos clientes para identificar su nivel de satisfacción de productos y el servicio al cliente. Se identificó que ADRA Honduras, tuvo un crecimiento positivo a raíz de estas campañas en comparación a las estrategias de marketing que se realizaban con anterioridad y que el porcentaje de clientes encuestados están satisfechos con la institución. Es por esto por lo que es necesario seguir implementando estrategias contemporáneas en ADRA Honduras las cuales puedan ayudar a posicionar más la ONG y su programa de microfinanzas.
This report details the impact on ADRA Honduras' digital marketing strategic plan by incorporating artificial intelligence into its strategies, taking into account the scope of a social media campaign that was carried out for this specific research and the opinion of customers. The research was carried out following a mixed approach with a descriptive scope through a non-experimental design with longitudinal and cross-sectional sections, added to a deductive method. Data collection was carried out through an extraction of statistics taken from META ADS, as well as a formal request to the financial institution which provided some data on the credit portfolio, in the same way through a survey that was made to some clients to identify their level of satisfaction with products and customer service. It was identified that ADRA Honduras had positive growth as a result of these campaigns compared to the marketing strategies that were carried out previously and that the percentage of customers surveyed are satisfied with the institution. This is why it is necessary to continue implementing contemporary strategies in ADRA Honduras that can help further position the NGO and its microfinance program.
This report details the impact on ADRA Honduras' digital marketing strategic plan by incorporating artificial intelligence into its strategies, taking into account the scope of a social media campaign that was carried out for this specific research and the opinion of customers. The research was carried out following a mixed approach with a descriptive scope through a non-experimental design with longitudinal and cross-sectional sections, added to a deductive method. Data collection was carried out through an extraction of statistics taken from META ADS, as well as a formal request to the financial institution which provided some data on the credit portfolio, in the same way through a survey that was made to some clients to identify their level of satisfaction with products and customer service. It was identified that ADRA Honduras had positive growth as a result of these campaigns compared to the marketing strategies that were carried out previously and that the percentage of customers surveyed are satisfied with the institution. This is why it is necessary to continue implementing contemporary strategies in ADRA Honduras that can help further position the NGO and its microfinance program.
Keywords
Campaña de Marketing, Cartera de Clientes, Inteligencia Artificial, Microfinanzas