Examinando por Materia "Posicionamiento web"

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    Plan de mercadeo digital para una empresa de investigación de mercado en Colombia
    (Universidad EAFIT, 2020) Álvarez Uribe, Héctor Andrés; Uribe Ochoa, Beatriz Amparo; Lalinde Arango, Verónica
    The digital world, and with it the hyperconnectivity of today's consumer, makes it necessary for market research companies to adopt a digital marketing plan that allows them to maintain a good online positioning to increase the possibility of having an effective sale of their product or service. Therefore, this work begins with a bibliographic review of digital audiences and the main consumer trends that will allow the development of the SOSTAC methodology where the current situation of the main companies in the industry in Colombia is investigated in addition of two global benchmarks. A diagnosis is made against the plans and strategies they have in digital marketing, the target audience for the service is defined and finally the most appropriate channels and the optimal method of controlling the digital marketing plan is identified.