Estrategias de marketing digital para la agencia de viajes Actuality Travel S.A en la ciudad de cuenca
Fecha
2020
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Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente estudio de caso consiste en la elaboración de estrategias de marketing digital
para la agencia de viajes Actuality Travel, en el cual se tiene como objetivo incrementar el
posicionamiento de marca mediante la introducción del marketing digital. Sin embargo, para
efectuar el progreso de la propuesta, se ha optado por realizar una breve explicación de
teorías generales que se han catalogado de gran aporte para este estudio.
Para ello se procedió a realizar una investigación descriptiva permitiendo entender las
situaciones apremiantes que está ocurriendo con los clientes, también se desarrolló una
investigación bibliográfica, exploratoria y de campo, donde además fue necesario utilizar las
herramientas de la encuesta y entrevista.
Posteriormente luego de obtener los resultados de la encuesta y entrevista, se confirma la
importancia del marketing digital como una estrategia indispensable para las agencias de
viajes, donde actualmente les permite posicionarse de buena manera gracias su aplicación. No
obstante, se propone el empleo de varias estrategias tales como: Facebook Ads, Instagram
Ads, Google Ads, oficinas virtuales, diseño del sitio web, entre otras.
This case study consists of the development of digital marketing strategies for the agency Actuality Travel, in which the objective is to increase brand positioning through the introduction of digital marketing. However, in order to make progress with the proposal, we have chosen to carry out a brief explanation of general theories that have been catalogued as being of great contribution to this study. For this purpose, a descriptive research was carried out, allowing to understand the urgent situations that are happening with the clients. Bibliographic, exploratory and field research was also developed, where it was also necessary to use the survey and interview tools. Later, after obtaining the results of the survey and interview, the importance of digital marketing as an indispensable strategy for travel agencies is confirmed, where it currently allows them to position themselves in a good way thanks to its application. However, it is proposed the use of several strategies such as: Facebook Ads, Instagram Ads, Google Ads, virtual offices, website design, among others.
This case study consists of the development of digital marketing strategies for the agency Actuality Travel, in which the objective is to increase brand positioning through the introduction of digital marketing. However, in order to make progress with the proposal, we have chosen to carry out a brief explanation of general theories that have been catalogued as being of great contribution to this study. For this purpose, a descriptive research was carried out, allowing to understand the urgent situations that are happening with the clients. Bibliographic, exploratory and field research was also developed, where it was also necessary to use the survey and interview tools. Later, after obtaining the results of the survey and interview, the importance of digital marketing as an indispensable strategy for travel agencies is confirmed, where it currently allows them to position themselves in a good way thanks to its application. However, it is proposed the use of several strategies such as: Facebook Ads, Instagram Ads, Google Ads, virtual offices, website design, among others.
Descripción
Palabras clave
MARKETING, MARKETING DIGITAL, ESTRATEGIAS, POSICIONAMIENTO