Plan de marketing digital para el posicionamiento de la marca Cubritech en la ciudad de Cali

Abstract

In this project was based on the elaboration of a digital marketing plan for the positioning Cubritech brand in the caretaker of Cali city for the year 2020 Digital marketing encompasses all those advertising and commercial strategies and actions that are executed in the media and internet channels. Based on the model proposed by the authors Chaffey & Ellis 2014, developed under four phases that consisted of internal and external and company analysis, the analysis of the digital ecosystem of the direct competition of Cubritech, in addition to the segmentation analysis suitable for the design of strategies and actions to be implemented to achieve brand recognition. Finally, carry out a follow-up plan to the strategies proposed. Information was taken through primary and secondary sources obtained by the company, physical books and online. The opportunity that was noticed in this pyme was seized, since in its organizational structure it does not have any person in charge of preparing this type of work, therefore, it can contribute to the growth of the company, both in its sales and in the attraction of new customers and brand recognition. Given the increase in the use of social networks and online interaction of the brand with its users. The digital marketing plan makes available a series of diversified tools from which strategies and actions can be carried out in the digital field