Inbound marketing y el desarrollo de mercado de clientes potenciales en una empresa turística en la Ciudad de Guayaquil
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Hoy en día, las estrategias de marketing han evolucionado hasta el punto de utilizar estrategias relacionadas a atraer al cliente mediante el uso de herramientas digitales en el que los contenidos que se deben utilizar en las campañas apuntan a motivar al cliente a través de sus intereses y herramientas digitales, un ejemplo de ello es la estrategia de inbound marketing. Por ello la empresa Gecotours, tiene por objetivo diseñar una estrategia de inbound marketing para desarrollo de clientes potenciales. El primer objetivo se concentraba en obtener las respectivas teorías, conceptos para conocer a detalle la estrategia de inbound marketing y de las herramientas de social media. El segundo objetivo es conocer a los clientes que consumen los servicios de Gecotours como operador turístico, sus características demográficas, económicas, intereses y motivaciones para así definir al cliente ideal o buyer. Finalmente el desarrollo de la estrategia se centró en base del arquetipo del cliente, para determinar el tono del mensaje siendo la característica del cliente un arquetipo cuidador y mediante este perfil definir el contenido digital a presentar mediante los medios digitales descritos y de esa forma atraer a los leads o clientes potenciales.
Nowadays, marketing strategies have evolved to the point of using strategies related to attracting the client through the use of digital tools in which the contents that should be used in the campaigns aim to motivate the client through their interests and digital tools, an example of this is the inbound marketing strategy. That is why the Gecotours company aims to design an inbound marketing strategy for the development of potential customers. The first objective was to obtain the respective theories, concepts to know in detail the inbound marketing strategy and social media tools. The second objective is to know the customers who consume Gecotours services as a tour operator, their demographic, economic characteristics, interests and motivations in order to define the ideal customer or buyer. Finally, the development of the strategy focused on the client's archetype, to determine the tone of the message, the characteristic of the client being a caretaker archetype and using this profile to define the digital content to be presented by means of the digital media described and thus attract leads or potential customers.
Nowadays, marketing strategies have evolved to the point of using strategies related to attracting the client through the use of digital tools in which the contents that should be used in the campaigns aim to motivate the client through their interests and digital tools, an example of this is the inbound marketing strategy. That is why the Gecotours company aims to design an inbound marketing strategy for the development of potential customers. The first objective was to obtain the respective theories, concepts to know in detail the inbound marketing strategy and social media tools. The second objective is to know the customers who consume Gecotours services as a tour operator, their demographic, economic characteristics, interests and motivations in order to define the ideal customer or buyer. Finally, the development of the strategy focused on the client's archetype, to determine the tone of the message, the characteristic of the client being a caretaker archetype and using this profile to define the digital content to be presented by means of the digital media described and thus attract leads or potential customers.
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MARKETING DE ENTRADA, CLIENTE IDEAL, CLIENTE POTENCIAL