Marketing digital: como estrategia de crecimiento de los nuevos emprendimientos en el sector servicios en Santiago de Cali 2019

Abstract

Since the nineties the internet has changed people's habits, especially that of communication and marketing, the internet is used as a worldwide means to communicate, is present from relationships with friends to negotiations, moves from friendship even money.Previously, the market was the place where buyers and sellers met to carry out their commercial operations, exchange products or services, the market concept was linked to a geographical point, with technological advances and specifically the internet and communications, the market has evolved, the so-called digital marketing appears, where marketing or marketing strategies are taken to digital media. The current market generates high competitiveness between companies and people, consumers are increasingly demanding, and participatory, there is greater access to information and knowledge. Companies regardless of their size, to be competitive, they need to implement digital marketing strategies. Consumer behavior is changing, and this is why companies focus on the analysis of this behavior, the user increases the consumption of information using digital media, traditional advertising media such as radio, television and press pass to a second flat. The objective of this research is to analyze the impact of digital marketing as a contribution to the growth of new entrepreneurs in the service sector in the city of Santiago de Cali. The methodology used is descriptive, based on some existing bibliographies; the development of digital marketing is analyzed. The experimental method is also used, where information is collected through surveys conducted at fast food establishments. Digital marketing strategies help to inform, communicate, persuade, build loyalty, get the attention of the customer to consume the product or service, receive the opinion of the consumer that is of great value as it allows you to provide feedback and improve. It is important that the company or enterprise make the effort to invest in digital marketing, since with these strategies you can know the patterns of consumer behavior, advertising in different digital media at low cost, two-way communication with the consumer, and data analysis in real time, which leads to increased sales, business growth, feedback. Digital marketing is the means that allows us to reach the consumer, encourage communication with the customer, and feed back from it, for this digital marketing has important tools such as web pages, and social networks, according to our research tools Most commonly used digital in fast food ventures are Facebook social networks and Whatsaap mobile marketing.