Propuesta plan estratégico de marketing digital para la promoción de marca Sammy’s House como prestadora de servicios de alojamiento.

Abstract

For accommodation service providers, specifically for tourist apartments, promotion and advertising focused on each of them is very important, which is why, for this work, a proposal was made, focused on a strategic digital marketing plan for the promotion of the Sammy's House brand as a provider of accommodation services, so that this establishment, in addition to being welcoming and with a home-like atmosphere, can be distinguished by name and brand to anyone, through recognition and implementation of different strategies. Which in order to achieve the objective, first a study of the current state of the microenterprise and a study on the actions and competitive advantages that help its implementation were carried out. Secondly, a survey was carried out to identify the opinion and characteristics of potential guests for a tourist apartment in the city of Bogotá. Finally, a design was made to propose a digital marketing strategy, based on the previous study, support from different theories and the needs and purpose of Sammy's House.