Especialización en Gerencia Estratégica de Marketing

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    Estrategia de Marketing Digital Para El Posicionamiento de Marca en Redes Sociales Facebook e Instagram de Entis Laboratorio.
    Briceño-Villalobos, Luis Alejandro; Hernández-Nieto, Juan Pablo; Buitrago-Reyes, Richard Orlando
    This project was carried out in order to create a digital marketing strategy for brand positioning in Entis Laboratorio's Facebook and Instagram social networks, identifying first-hand the problems through an internal diagnosis of the current situation of Entis' digital area, laying a foundation to develop an investigation that will lead to the progressive reactivation of the aforementioned social networks. By means of different theories that served as a guide for the research, topics related to brand positioning through digital marketing were addressed. The background of similar works, important concepts for the project and its current impact were taken into account. The instruments used to collect data and information were the survey and the interview to the Administrative Manager, where it was possible to know the consumption preferences in social networks of Entis customers, as well as if they would accept the presence of the company in a digital channel. It is relevant that Entis Laboratorio considers reactivating its social networks so that in this way it can expand its customer service methods, without losing its traditional user service mechanism. Likewise, it is recommended that the company does not skimp on continuing to investigate new market needs and trends.