Browsing by Author "Calderon-Maldonado, Cristiam Raul"

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    Estrategia de marketing digital en Instagram, Facebook y Tiktok para Barriles Colombia
    Bastidas-Alba, Carlos Esteban; Calderon-Maldonado, Cristiam Raul; Orjuela-Sierra, Paula Ximena; Buitrago-Reyes, Richard Orlando
    The main objective of this work is to implement an effective digital marketing strategy to improve the positioning of the Barriles Colombia brand in the Colombian market. Although the brand has a solid positioning in the liquor category, missed opportunities have been identified by not reaching the target audience through social networks. To gather accurate information on how to effectively implement a desired user experience on Facebook and Instagram, we adopted a mixed methodological approach. This included researching various academic and professional sources, as well as conducting surveys and analyzing various marketing matrices. In analyzing the results obtained, we have identified significant deficiencies in the current use of social networks by Barriles Colombia. In particular, we have observed a lack of a solid digital marketing strategy that would allow us to take full advantage of the potential of platforms such as Facebook and Instagram to connect with the target audience and increase the brand's visibility. In summary, this paper highlights the importance of developing and implementing a comprehensive and results-oriented digital marketing strategy for Barriles Colombia. In doing so, we hope not only to improve the brand's positioning in the Colombian market, but also to strengthen customer relationships and increase participation in social networks.