Bibliographic citations
Meza, A., Deza, L., Romero, M. (2024). Las Estrategias de Marketing digital incrementan la asistencia al teatro La Plaza en el año 2024. [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675545
Meza, A., Deza, L., Romero, M. Las Estrategias de Marketing digital incrementan la asistencia al teatro La Plaza en el año 2024. [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675545
@mastersthesis{renati/713705,
title = "Las Estrategias de Marketing digital incrementan la asistencia al teatro La Plaza en el año 2024.",
author = "Romero Hinostroza, Moises Abraham",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This thesis addresses the attendance issue of theater La Plaza, belonging to the Cultural Association Drama, characterized by low revenue due to an average occupancy rate of 48% in its theatrical performances. The current situation has led to financial dependence on the revenue generated by theater Los Productores, which is also managed by the same association. In response to this challenge, this research proposes implementing digital marketing strategies to increase attendance at theater La Plaza's performances in Lima in 2024. Three main strategies are proposed: Firstly, audience segmentation and personalization techniques will be utilized to effectively target marketing campaigns for specific groups of target audiences. Secondly, innovative social media campaigns with engaging and relevant content will be developed to positively influence the increase in attendance at theater La Plaza's performances. Thirdly, an integrated strategy will be undertaken, including search engine optimization (SEO), pay-per-click (PPC) marketing campaigns, social media and email marketing strategies, to thus reversing the current situation of the theater with respect to the low occupancy that it has. This study aims to improve the theatre's occupancy, strengthen its presence in the Lima theatre market, and enhance the overall experience of the attending audience. The results of this research are expected to provide valuable insights and practical guidance for other theatres and cultural organizations facing similar challenges in the entertainment industry.
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