Estrategias de marketing digital y la gestión de relaciones con los clientes de Sierra Nevada Restaurante & Paradero, cantón Guaranda, provincia Bolívar, año 2022.

The company “Sierra Nevada Restaurante & Paradero” has been providing its services for 4 years in order to get greater participation in the market to which it is directed. Digital marketing strategies and customer relationship management are important for the development of companies, helping to get competitive advantages within the market, greater profitability in sales and brand positioning. Through the research developed we have gotten positive and negative results starting with a situational analysis of the company where internal and external factors are identified. After this analysis the PESTLE matrix will be carried out developing the factor, its positive or negative impact and its respective detail, Then the FODA matrix will be carried out in order to determine the strengths, weaknesses, opportunities and threats. After that, the empathy matrix will be carried out to identify customer tastes and preferences. Finally, the customer loyalty program will be carried out. It will help us to develop strategies for attracting new potential customers and their loyalty. When developing the proposal, three important strategies will be identified. These three strategies are: staggered loyalty membership system, P.O.P (Point of Purchase) material and finally Digital Marketing. These strategies will help us to get a greater positioning of the brand, greater profitability and competitive advantages.

• Main Author: Posligua Florencia, Alexander Valentin (author)
• Other Authors: Yánez García, Daniela Anabel (author)
• Format: bachelorThesis
• Language: spa
• Published: 2023
• Subjects: ESTRATEGIAS DIGITALES; MARKETING DIGITAL; REDES SOCIALES; POSICIONAMIENTO; GESTIÓN
• Online Access: https://dspace.ueb.edu.ec/handle/123456789/4894