Administración de Empresas - Palmira
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Browsing Administración de Empresas - Palmira by Author "Garcés Hurtado, Juan Sebastián"
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Item Diseño de un plan estratégico de marketing digital para el posicionamiento de la empresa ACR PLUS S.A.S(Universidad Santiago de Cali, 2022) Garcés Hurtado, Juan Sebastián; Peñaranda Franco, María Camila; Galvis Serna, Diego Armando (Director)The financial sector has gone through a substantial drop in the accommodation of financial products in the market, this caused due to the recent pandemic caused by the virus known as COVID-19 which produced a substantial reduction in the purchasing power and debt capacity of Colombian citizens, which has led companies in this sector to generate better digital marketing strategies that allow them to cope with the consequences generated by the pandemic. Therefore, an exploratory and descriptive qualitative study of the strategies used by the company ACR Plus was carried out to determine their effectiveness, collecting information through the application of a survey to a representative sample of 384 individuals; allowing to show that in the organization there are weaknesses in the strategies currently used in terms of marketing, thus establishing a starting point for the formulation of an action plan based on the inbound marketing model. Thus, after conducting the research, it is concluded that it is important to search for digital marketing models that allow companies to have greater communication with their potential consumers and strengthen the relationship with those who already consume their products, in this case the financial services offered by ACR Plus.