Abstract

CALLAN BACILIO, Richard et al. 360° marketing in the transformation of strategic models to the new dynamics of the consumer. Revista InveCom [online]. 2026, vol.6, n.1, e601016.  Epub July 15, 2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.15249937.

This research aimed to analyze the transformation of 360° marketing in the adaptation of strategic models to new consumer dynamics. A quantitative approach was used, with a non-experimental design and descriptive scope. To do this, 100 consumers from a Peruvian company representative of the food sector were surveyed, and the data were analyzed using the SPSS version 25 software. The results showed a moderate digital presence and low recall of traditional strategies, which highlights the need for a more effective integration of communication channels. It is concluded that a well-structured omnichannel strategy, focused on the optimization of segmentation and personalization of content, allows improving interaction with the consumer and strengthening the positioning of companies in a highly competitive market.

Keywords : 360° marketing; digital strategies; traditional strategies.

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