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Diseño de estrategia de marketing digital para Jep Mobiliari
(Universidad Santiago de Cali, 2019) Navarrete Ruiz, Michelle Daniela; Berrocal Alzate, Nataly; Rodríguez Bran, Luis Esteban; Guzmán Beltrán, Ingrid
This paper proposes the design of a digital marketing strategy for the furniture company JEP MOBILIARI, where the positioning of the brand in social networks will be affected through contents that demonstrate the experiences evoked by the company's products. The opportunity to carry out this work is based on an analysis of the DOFA matrix where internal and external issues of the company are observed and compared, which provide timely information for the use of the most effective communication strategies that impact the strategic target audience, achieving strengthen ties with customers and interested community. Also, an association study was conducted to identify the type of content that will be published on the social media of JEP MOBILIARI.