Optimización de procesos de venta y posicionamiento de marca a través de estrategias de marketing digital

Abstract

The conference paper entitled Optimization of Sales Processes and Brand Positioning Through Digital Marketing Strategies aims to analyze the role of social media as a strategic tool for commercialization, brand positioning, and customer loyalty, particularly for entrepreneurs and small and medium-sized enterprises (SMEs) with limited financial resources. The study is based on the understanding of digital marketing as an evolution of traditional marketing, characterized by immediacy, precise audience segmentation, and two-way interaction between consumers and brands (Chaffey & Ellis-Chadwick, 2022). The research examines the conceptual differences among the three dimensions of traditional, digital, and emotional marketing, establishing their technical characteristics, strategic implications, and integration as a comprehensive model for SMEs operating with limited resources. It also analyzes cases of extraordinary organic growth on Instagram (Selena Gomez), TikTok (Khaby Lame), and YouTube (MrBeast) as empirical evidence of the principles of organic marketing, while presenting Colombian case studies that demonstrate the applicability of these strategies within the local context. Furthermore, the paper proposes a structured step-by-step framework called the ABC Model, designed to guide SMEs in implementing digital marketing strategies with limited resources. The model includes the analysis of advertising campaign costs, an understanding of the algorithms used by each platform, and a technical justification for selecting Instagram, TikTok, and YouTube as the most suitable social media platforms for Colombian entrepreneurs.