Digital Marketing in the Commercial Processes of an SME in the Gastronomic Sector

Florián Castillo O.R.; Torres D.L.B.; Ostolaza N.M.I. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/laccei2022.1.1.169

Resumen

The purpose of this study is to design a digital marketing model suitable for improving the business processes of an SME in the gastronomic sector; the research is non-experimental and cross-sectional-descriptive, given its qualitative approach. The population is 300 clients, 10 workers and 14 processes, where the sample for convenience is 30 clients, 3 collaborators a nd 4 commercial processes as study units. Concluding, that the digital marketing model designed is aligned to the reality and conditions of the SME, in turn is a means for improving business processes, being social networks essential to have an online presence and generate a relationship and communication between the company and its customers, making use of digital tools and marketing strategies linked to optimize marketing, the model consists of strategies, marketing action plans, publication schedules and planning measurement and monitoring, which involves an approximate investment of S/10125.

Instituciones: Universidad Privada del Norte