Caracterización de las prácticas de marketing digital en las organizaciones del sector gastronómico en América Latina

Abstract

Digital marketing is necessary in organizations, since it facilitates national and international trade processes, generates integration with customers, facilitates communication and benefits the different companies, in this case those of the gastronomic sector. For the analysis, the methodology is established and qualitative research guided by a documentary review of instruments such as institutional repositories, academic theses on similar topics and scientific/academic articles. In conclusion, the document provided information on strategies established in restaurants by enhancing social networks and their websites, giving importance to the content and data on the products that are promoted, as well as home applications such as Rappi, Domicilios.com and Ifood. Finally, 3 relevant models in digital marketing were determined, giving way to the proposal of a single model for restaurants with the combination of 2 models.