Mobile technology for the economic empowerment of nomad communities: A strategic digital marketing tool

Mariuxi Tejada Castro, Sandra Zapata Vega, Pablo Calderón Castro, Enrique Martínez García, Franklin Cabezas Galarza

Article ID: 7256
Vol 8, Issue 9, 2024

VIEWS - 967 (Abstract)

Abstract


This study focuses on the effectiveness of systematic approaches to achieve business success, through integrated digital marketing strategies with the use of mobile applications. Focused on contemporary digital markets, the research highlights the transformative potential of these strategies about improving the quality of services and products, while promoting business sustainability. The objective of this research is to develop and evaluate a mobile application, designed to optimize customer orders within communities on the move. Through a mixed approach that includes semi-structured interviews with community members and digital marketing experts, along with quantitative surveys, assessed user perceptions and effectiveness of the app. The results indicate great acceptance and effectiveness of this digital tool, facilitating direct interactions, and improving accessibility to the service despite physical and digital limitations, reducing digital gaps and promoting economic empowerment among marginalized communities.


Keywords


economic empowerment; digital marketing tools; nomad communities; mobile technology

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DOI: https://doi.org/10.24294/jipd.v8i9.7256

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Copyright (c) 2024 Mariuxi Tejada Castro, Sandra Zapata Vega, Pablo Calderón Castro, Enrique Martínez García, Franklin Cabezas Galarza

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