Diseño de un plan de marketing digital para la empresa Mística ‘todo para la estética’

Abstract

In this work, the case of the company “Mística, todo para la estética” is presented, which has been in the market for a little more than 10 years, it has a physical point in the city of Villavicencio and promotes its products through the social media Instagram, however, does not take into account any of the digital marketing strategies that currently exist, which is why its page, despite having many followers, does not have the expected customer interaction, for the same reason Mística's online sales or often the same knowledge of the company, depend on someone else's advertising. Here the general objective is to design an entire digital marketing strategy for Mística, where all the knowledge acquired in the Digital Marketing and Analytics diploma is applied; starting from the elaboration of the current diagnosis of the company to understand in depth its current marketing strategy and its impact, then the design of the digital media plan and, finally, proposing a system of KPI's to measure the progress of the proposed strategies. Some engineering tools were applied such as the SWOT matrix, Pestel analysis, Porter's 5 forces and the buyer persona profile. In addition to interviews with the company manager and a survey applied to current clients to find out their perception of the company. The results confirmed that Mística is wasting its online presence to reach more people and, in the same way, generate more sales.