Publicación:

Generación de estrategia de marketing digital para la empresa Netti Group SAS para lograr la participación y posicionamiento de marca en Santiago de Cali

Resumen

In the case study conducted for the company Netti Group SAS, located in the Urban area of Santiago de Cali, Valle, which will be carried out in the marketing area of the company. This document seeks to find the most efficient strategies that allow to solve the problem detected in the company through a diagnosis with their respective matrices allowing the planning of strategies for organization. As a theoretical framework, it presents a context based on the definition of strategies, strategic marketing and Digital marketing, which will allow inputs that enable the implementation of strategies for customer retention and positioning. The characterization of the company through the application of the DOFA matrix allowed identifying the generalities of the company, as well as the characteristics of the competences, market characteristics, market trends and market needs. Finally, a Digital Marketing Plan is proposed with strategies aimed at action to achieve customer acquisition and positioning in the digital ecosystem, using Branding techniques and increasing Engagement with the client. Likewise, recommendations are generated through SEO Analytics that allows the company Netti Group SAS to be more visible in search engines.