Primer consejero

Illera Correal, Arianne


This degree work aims to propose a model of digital marketing plan that allows customer loyalty and corporate positioning. The investigation is delimited in choosing 59 SMEs manufacturers of footwear in Bogotá more specifically in the Restrepo neighborhood, evidencing a lack in the use of new technologies for their processes, which was verified through the surveys, together with a study of the sector and a SWOT analysis. Most of these companies are family businesses that do not possess the knowledge necessary to implement a strategy that will increase your revenue and loyalty to their customers, therefore, proposed a digital marketing plan step by step to be gradually implemented in the company's processes. In the first instance, was carried out a SWOT analysis, product of an investigation of the current status of the manufacturing of footwear in Colombia and the use of digital tools. In the second instance, proceeded to survey the chosen companies to know the perceptions of the subject in question and, finally, a standard digital marketing plan was proposed to be gradually applied in enterprises to the extent of their needs and objectives. It is concluded, that the success or failure of a strategy based on digital marketing depends on a proper administration and management of the technological tools that are implemented in the company, in addition of perseverance and effort to contribute the responsible

Palabras clave

Industria del calzado, Mercadeo por internet, Tecnología, Negocios, Relaciones con clientes

Tipo de documento

Trabajo de Grado

Licencia Creative Commons

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Nombre de la licenciatura

Finanzas y Comercio Internacional


Facultad de Ciencias Económicas y Sociales