Marketing Digital. Recomendaciones como Propuesta para su Implementación en Lácteos Monteverde: un Enfoque Estratégico

Abstract

Due to the constant technological advancement and new trends and lifestyles of people, it is important that companies implement digital strategies based on web 4.0, where artificial intelligence, sociability and speed in the dissemination of content in networks become key factors to attract, engage and retain customers, thereby improving the marketing of their products and/or services, according to Bernal (2023).

Currently, due to the lack of knowledge on the part of the management of Lácteos Monteverde about the advantages of using digital marketing, they have opted to use only traditional media to promote their products, resulting in a significant loss of opportunities in online communication spaces. For this reason, the main goal of this article is to design some digital marketing strategies for the commercialization of dairy products in the company Lácteos Monteverde, located in Ventaquemada, Boyacá.

The Methodology used arises from the non-experimental cross-sectional design, where variables obtained through the collection of data arising at a specific time and without being manipulated are analyzed. It has a descriptive scope, because it allows knowing the barriers of the company that limit its digital transformation. In addition, it presents a mixed approach (qualitative - quantitative), in which, through interview, focus group and survey, information is obtained on the digital preferences of dairy consumers. The article denotes its relevance given that it determines some marketing-oriented innovation practices in an initial plan for Lácteos Monteverde.