El marketing digital como estrategia de posicionamiento para la Semana Santa en Tunja

Abstract

This article reflects on the need to develop a strategic digital marketing plan supported by the city brand, the purpose of which is to promote such an important celebration for the city of Tunja, and recognized nationally as Holly week. Therefore, the realization of a Special Safeguard Plan SSP is studied to achieve the protection of the manifestation by the State and the possible allocation of resources ensuring the realization and maintenance of the tradition over time. But this process requires various actions that involve all the agents present during the celebration to achieve the correct use of digital marketing strategies, within which the creation of social networks dedicated to the demonstration is examined; the design of a mobile application that reports in a clear and timely manner; conducting traveling exhibitions; and the design of routes or tours for the public interested in knowing in detail the celebration and the history of the city. Likewise, the city brand as an important tool for attracting tourism and for generating value for the city and its inhabitants.