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Diseño de un plan marketing digital aplicado en redes sociales para la Empresa V.I.P Academy Ltda. En Santiago de Cali, Colombia 2018-2019
(Universidad Santiago de Cali, 2019) Sáenz Flórez, Paula Daniela; Ocampo Echeverri, Nathaly; Burbano, José María
Digital Marketing is in constant evolution and enterprises must follow its rhythm, due to the fact that it is the best partner in the positioning process, acceptation and preferences, this is because the internet has evolved the consumption and tendencies. The current competitive conditions take the companies to create new communication alternatives so that its objectives and market growth are successful. In this way, the project shows the design of a digital marketing plan in social media for the V.I.P Academy LTDA. Therefore, the first part of the investigation shows the most important variables from the clients of the company, so that the overview of the customer’s characterization is better. Secondly, a internal and external diagnosis is made, focused on the marketing area, so that the current situation can be determined, where the success or failure factors are discovered. Also, weaknesses and threats of the environment are taken into account so that they can turn into strengths and opportunities by the strategy creation. Finally, the design of some digital marketing strategies are applied to social media, defining objectives, tactics and their control.