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Title: Quin és l'impacte d'una estratègia de crypto marketing sobre la retenció i monetització de clients al centre de fitness de Slowtrainning Barcelona?
Author: Garcia Lopez, Laura
Tutor: Carbonell Dolz, Oscar
Keywords: monetization
Blockchain technology
digital marketing
FIT token
Issue Date: Feb-2023
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The objective of this case study deals with the impact generated by a crypto marketing strategy on customer retention and monetization at the Slowtrainning Barcelona fitness center. The data collection method undertaken is based on primary and secondary sources of information, both quantitative and qualitative. The data obtained are obtained from searching the web and specialized platforms, data provided by Slowtrainning Barcelona and data obtained through personal interviews. The results obtained confirm the hypotheses initially put forward and conclude that the use of crypto marketing strategies improve the retention of clients of a fitness center by 1% in 10 months, and that crypto marketing companies are economically viable, since they generate a return on investment of between four and six times the initial investment made in the purchase and distribution of tokens. Crypto marketing strategies are specific digital marketing strategies that employ tokens to bonus their customers. Tokens are cryptocurrencies found within the blockchain ecosystem. The great discovery of this ecosystem by society, and the innovation in the application of crypto marketing strategies have generated some limitations in the case study presented. The limitations found in the present study are related to the difficulty of separating the data provided by Slowtrainning Barcelona, between those applied as results obtained thanks to crypto marketing strategies exclusively and those related to general digital marketing strategies. Separating the company's internal KPIs could help to concretize and quantify more precisely the real impact and results of crypto marketing strategies.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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