Digital Marketing Strategies Used by Sports Retail Companies
Journal Title: Revista CEA - Year 2021, Vol 7, Issue 13
Abstract
In order to determine the current effectiveness of the search engine marketing strategies used by sports retail companies, this paper examines the case of two multi-sport stores, Decathlon and Sprinter, due to the importance of both brands in the sports sector. The methodology implemented in this study was a descriptive analysis of several factors related to digital marketing, such as search engine optimization (SEO), website usability, and the creation of search engine marketing (SEM) campaigns. The information was collected using different tools widely employed in digital marketing, such as Semrush and Screaming Frog. It is concluded that, although both companies make remarkable efforts, their results are very dissimilar. Decathlon develops more efficient and useful digital marketing strategies to consolidate the brand in terms of reputation, while Sprinter presents areas for improvement.
Authors and Affiliations
Sergio Luque-Ortiz
Keywords
Related Articles
- EP ID EP697627
- DOI 10.22430/24223182.1650
- Views 119
- Downloads 0
La transferencia del conocimiento y las capacidades de medición y calibración en laboratorios nacionales de metrologÃa
El proceso de declaración de las capacidades de medición y calibración implica que de forma continua los laboratorios nacionales de metrologÃa se actualicen en temas nuevos, participen en comparaciones internacionale...
Propuesta de modelo de gestión del conocimiento para auditorÃas de control fiscal realizadas por la ContralorÃa General de MedellÃn
La ContralorÃa General de MedellÃn, en el ejercicio del control a los recursos públicos que gestiona el municipio y particulares, requiere que en las auditorÃas fiscales se refleje el conocimiento organizacional como...
Entrepreneurial Ecosystems and Societal Impact: Opportunities at the Intersection of Place, Sustainable Development, and Technology Management
Entrepreneurial ecosystems encompass the actors and factors within geographic areas that collectively foster entrepreneurship. Research on these ecosystems emphasizes the importance of “place” in both innovation and tech...
Types of Centennials on the Social Network TikTok and Their Perception of Advertisement
Social networks are spaces for socializing and interacting. One of their many characteristics is that they enable people to express themselves and share their daily lives. During the lockdowns due to the COVID-19 pandemi...
Logistics Capabilities as Determining Factors for SMEs’ Internationalization: A Systematic Literature Review
The aim of this article was to establish the set of logistics capabilities that small and medium-sized enterprises (SMEs) need for internationalization—which ultimately improves their competitiveness. This study adopted...