Rodríguez Bermúdez, DanielEspinosa Barrios, Paula AndreaSampayo Galarcio, Elianeth2022-03-312022-03-312021-12-02https://repositorio.unicordoba.edu.co/handle/ucordoba/5126Technological disruption has generated a transcendental shift in traditional marketing processes; the hotel sector has not been immune to this evolution and has proactively adopted digital marketing strategies to improve its positioning. Due to the above, the current monographic work aims to propose digital marketing strategies for the positioning of the Hotel 41 Plaza brand, which is dedicated to providing accommodation and restaurant services in the municipality of Montería, Córdoba. To achieve this, first of all, the conceptual characteristics of digital marketing, its main strategies, the importance attributed to it and the most recognized tactics were recognized; secondly, the successful cases of the application of digital marketing strategies in the hotel and tourism sector were shown, and the benefits that this type of company can obtain by adopting them; to finally design a digital marketing plan aimed at Hotel 41 Plaza de Montería, whose purpose is the recognition and positioning of the brand in the national and international market, and has an external and internal analysis of the current situation of the hotel sector in the municipality, determines the strategies, tactics, traffic channels, objectives, roles, schedule of activities, budget, monitoring indicators, among other essential components of a digital marketing plan.Resumen .............................................................................................................................. 9Abstract ............................................................................................................................. 101 Introducción ................................................................................................................ 11Capítulo I .......................................................................................................................... 162 Marketing Digital ....................................................................................................... 162.1 Principales Características................................................................................... 172.2 Herramientas del Marketing Digital .................................................................... 192.3 Importancia del Marketing Digital en Las Empresas .......................................... 202.4 Principales Estrategias de Marketing Digital ...................................................... 222.4.1 Redes Sociales ............................................................................................... 222.4.2 Marketing de Contenidos .............................................................................. 222.4.3 Search Engine Optimization.......................................................................... 232.4.4 Email Marketing ............................................................................................ 232.4.5 Publicidad en Buscadores SEM .................................................................... 232.4.6 Marketing Viral ............................................................................................. 24Capítulo II ......................................................................................................................... 253 Aplicación de Estrategias de Marketing Digital en el Sector de Hotelería y Turismo253.1 Análisis Actual del Sector Hotelero Colombiano ............................................... 253.2 Uso del Marketing Digital en el Sector de Hotelería y Turismo ......................... 273.2.1 Casos de Éxito en el Sector Hotelero ............................................................ 29Capítulo III ........................................................................................................................ 334 Plan de Marketing para el Hotel 41 Plaza de Montería, Córdoba .............................. 334.1 Análisis de la Situación ....................................................................................... 334.1.1 Análisis de la Situación Externa.................................................................... 334.1.2 Análisis de la Situación Interna ..................................................................... 354.1.3 Matriz DOFA ................................................................................................ 364.2 Estrategias ........................................................................................................... 374.2.1 Estrategias FO ............................................................................................... 374.2.2 Estrategias DO............................................................................................... 384.2.3 Estrategias FA ............................................................................................... 394.2.4 Estrategias DA............................................................................................... 394.3 Público Objetivo .................................................................................................. 404.4 Canales de Tráfico ............................................................................................... 404.5 Objetivos del Plan de Marketing ......................................................................... 404.6 Tácticas................................................................................................................ 414.6.1 Posicionamiento en Buscadores SEO Y SEM .............................................. 414.6.2 Redes sociales ............................................................................................... 424.7 Definición de Roles ............................................................................................. 434.8 Cronograma de Implementación de Estrategias .................................................. 454.9 Presupuesto.......................................................................................................... 464.10 Monitoreo y Control de Resultados ................................................................. 465 Conclusiones ............................................................................................................... 486 Bibliografía ................................................................................................................. 51application/pdfspaCopyright Universidad de Córdoba, 2022Trabajo de grado - Pregradoinfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)Marketing digitalHoteleríaTurismoTecnologíasMonteríaPosicionamientoRedes socialesDigital marketingHospitalityTourismTechnologiesMonteríaPositioningSocial networks