HOW THE DIGITAL MARKETING STRATEGIES USED BY CLUB ATLÉTICO ATENAS FROM SAN CARLOS OF THE URUGUAYAN PROFESSIONAL FOOTBALL IN 2020

Abstract

The work focused on the Club Atlético Atenas de San Carlos, team of the Second Division of Professional Football in Uruguay, mainly in the area of social networks and the relationship that this sector has with the partners, since the loyalty of the followers was sought.
The general objective of the research was to investigate the communication and digital marketing strategies used by Club Atlético Atenas of San Carlos, of Professional Uruguayan Football.
The strategies already carried out by the club were investigated in order to analyze their results and be able to develop new strategies.
All the concepts and preferences were detailed, which were the theoretical basis of the research that specified the problem and addressed it in the correct way.
For this research, it will be addressed based on theoretical references fully dedicated to marketing, such as Philip Kotler, considered the father of marketing together with
In turn, a mixed methodological approach will be seen, with a quantitative predominance over the qualitative one, since the hypotheses proposed had to be tested with statistical data.
It should be noted that qualitative and quantitative techniques were implemented for research. The quantitative ones were based on statistical data and analytical data that were found on Facebook, Twitter and Instagram. In the case of the qualitative ones, the expert interview technique was used.
The two digital marketing strategies used by the club were identified: content marketing and merchandising marketing