Logo_Icesi

Filtros

2023 - 20243
Restablecer filtros

Ajustes

Tema: Digital marketing

Resultados de la búsqueda

Mostrando 1 - 3 de 3
  • Miniatura
    Ítem
    Plan de marketing digital para el hostal “La casa de Adry” en Cali
    (Universidad Icesi, 2023-11-20) Orozco Arbelaez, Mariajose; Franco Urbano, Cesar Augusto; Arboleda Castro, Maria Elvira
    El presente trabajo de grado busca impulsar el turismo en un hostal de la ciudad de Cali mediante la implementación de un plan de mercadeo digital dirigido a turistas extranjeros que visitan la ciudad. La investigación parte de bases teóricas propuestas por autores e investigaciones relevantes en el campo de estudio, permitiendo contextualizar y justificar el proyecto. Partiendo de estos fundamentos, se procede a desarrollar una metodología que combina métodos cualitativos y cuantitativos de investigación, y se emplea un enfoque tanto exploratorio como descriptivo
  • Miniatura
    Ítem
    Estrategia para impulsar el consumo de gas natural a través de la venta de calentadores
    (Universidad Icesi, 2023-12-19) Tenorio, Natalia Márquez; Guerrero, Luisa Marcela Sandoval; Ramírez Robledo, Carlos Enrique
    From the notion that an innovator idea is that which looks for new ways of doing things, the proposal described in this paper is to impulse the consumption of natural gas throughout three strategies for the sale and installation of gas water heaters in the homes where Gases de Occidente has presence, taking into account that with 4 cubic meters of consumption is the gas based product that most consumption represents. The first strategy is a digital marketing campaign to impulse the sale of water heaters through the program lead by Brilla. The second, is a BTL marketing strategy for the creation of a virtual store where the main product is the water heater , above all this strategy is directed to the other sale channels for this gas base product. Lastly, a communication strategy to strengthen the alliances between Haceb, Gases de Occidente, and the constructors companies for the installation of water heaters in construction sites with the Brilla program.
  • Miniatura
    Ítem
    Plan de marketing digital para ropa deportiva masculina Outwod
    (Universidad Icesi, 2024-12-22) Barco Arcila, Jorge Wilsor; Fajardo Zuluaga, César Augusto; Navarrete, Mauricio
    This document presents a digital marketing plan for Outwod, a Colombian men's sportswear brand, with the objective of increasing sales tenfold in the next 12 months compared to 2024. Outwod targets active, sports - passionate men aged 25 - 44 who seek function ality, style, and comfort in their athletic wear. The strategy focuses on maximizing social media presence and strengthening customer relationships through valuable content and targeted advertising campaigns. The plan involves developing a detailed social media editorial calendar for platforms like Instagram, WhatsApp, and Mercado Libre, and implementing advertising campaigns on Meta Ads and Mercado Ads. Tools such as Google Analytics and social media analytics will be used to measure the success of action s and adjust strategies in real - time. Outwod offers innovative design, personalized attention, functionality, performance, and a sense of community. The brand targets a male segment with a growing interest in physical well - being and a willingness to invest in quality products. In addition, a referral plan and collaborations with sports accounts are proposed to increase visibility and sales.