Rodríguez Bermúdez, DanielVilladiego Novoa, Clemente Andrés2022-04-042022-04-042022-04-04https://repositorio.unicordoba.edu.co/handle/ucordoba/5149The main objective of this monographic work is to identify the opportunities that digital marketing strategies represent for companies dedicated to the commercialization of fast foods, and their application by them. For this, it is necessary to recognize the characteristics of the market and the way in which it develops in the digital context. In this way it will be possible to recognize the best options for the company when designing the digital marketing plan. It is necessary to establish a description of the situation of the restaurant market focused on fast food and its relationship with digital marketing and its tools. Information is presented from different academic and scientific sources such as repository files, magazine articles and books, which contribute to the identification of characteristics of digital strategies such as SEO positioning, SEM, online advertising, content marketing, social networks and Email marketing, each one with its own methods of application and scope determined as they are developed. Finally, it is important to recognize which will be the most appropriate strategy according to the objectives set with the implementation of this, for this it is necessary to design a digital marketing plan following a detailed order, which was possible to explain based on the contributions made by different exponents of the theme.Lista de Tablas .................................................................................................................................4Lista de Ilustraciones.......................................................................................................................4Resumen............................................................................................................................................5Abstract.............................................................................................................................................6Introducción .....................................................................................................................................61. Capítulo I: Contextualización..................................................................................................91.1. Panorama Del Mercado De Comidas Rápidas y Su Sector .........................................101.2. Transformación Digital Del Sector Empresarial..........................................................111.3. Marketing Digital En Empresas Del Sector Restaurantes...........................................132. Capitulo II: Estrategias De Marketing Digital.....................................................................132.1. Estrategia de Posicionamiento SEO y SEM..................................................................142.2. Estrategia de Publicidad Online....................................................................................162.3. Interacción En Redes Sociales.......................................................................................172.4. Email Marketing.............................................................................................................192.5. Estrategia de Marketing de Contenidos........................................................................203. Capítulo 3: Estructuración Del Plan De Marketing Digital ................................................213.1. Diagnóstico y Análisis del Punto de Partida .................................................................213.1.1. Análisis interno........................................................................................................223.1.2. Análisis externo .......................................................................................................243.1.3. DOFA.......................................................................................................................253.2. Clasificación y Selección del Público Objetivo .............................................................273.2.1. Buyer Persona .........................................................................................................283.3. Objetivos .........................................................................................................................293.3.1. Embudo de Ventas...................................................................................................293.3.2. Método SMART.......................................................................................................303.4. Selección de la Estrategias.............................................................................................323.4.1. Aplicación de Posicionamiento SEO y SEM...........................................................323.4.2. Elaboración de Contenido y Publicidad en Redes Sociales....................................343.4.3. Campaña de Email Marketing ................................................................................353.5. Presupuesto.....................................................................................................................373.6. Ejecución.........................................................................................................................393.7. Medición..........................................................................................................................40Conclusiones...................................................................................................................................42Referencias......................................................................................................................................44application/pdfspaCopyright Universidad de Córdoba, 2022Trabajo de grado - Pregradoinfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)EstrategiasMarketing digitalHerramientas digitalesComidas rápidasMercadoStrategiesDigital marketingDigital toolsFast foodMarket