Digital Marketing Model through Inbound Marketing to enhance brand positioning in a veterinary clinic

Aponte G.C.; Lopez Vergara J.; Torres C.; Cespedes C. · Congreso Internacional de Innovacion y Tendencias en Ingenieria, CONIITI (2024) · DOI: 10.1109/coniiti64189.2024.10854796

Resumen

The article focuses on the veterinary sector, which has experienced robust growth and the emergence of new competitors. In Peru, there are approximately 4950 veterinary clinics, with 50% of them concentrated in Lima, increasingly competing to retain and attract new clients. Social media has become an efficient means to interact with and capture the attention of users. This research aims in the short term to increase reactions and followers on social media, and in the medium term, to achieve the loyalty and conversion of users into loyal customers to the brand. Considering the evidence, implementing a digital marketing model on social media based on inbound marketing is required. This will optimize the presence and positioning of a veterinary clinic's brand, generating greater customer loyalty and sales opportunities.

Instituciones: Universidad Peruana de Ciencias Aplicadas