Uso Del Marketing Digital Y Territorial Como Estrategias Para El Desarrollo Empresarial Boyacense - Marca "Soy Boyacá".

Abstract

The region brand "Soy Boyacá" was created and implemented as an initiative to promote the products and services produced in Boyacá, from a different and innovative perspective; where the culture, traditions and history that forge the identity of the region are also made visible. To carry out its objective, the brand has integrated different strategies in favor of the business development of the department; being digital and territorial marketing an important part of these strategies. However, it is necessary to understand how the use of digital and territorial marketing can contribute to the mission of enhancing the competitiveness of the boyacense business sector. Due to the above, this article seeks to establish how digital and territorial marketing strategies are related, for this, the Soy Boyacá brand and the concepts of digital and territorial marketing are approached in a theoretical way; finally the activities / actions taken by "Soy Boyacá" are analyzed, in order to know how it implements the strategies and how they influence the objective of promoting business development in Boyacá.