Implementación de estrategias de marketing digital para el posicionamiento de la cervecería Hisca Taller Artesanal en el departamento de Boyacá

Abstract

This research article aims to analyze the positioning of the company Hisca craft workshop located in the municipality of Villa de Leyva dedicated to the production and sale of craft beer. Likewise, propose Digital Marketing strategies to increase the recognition of the same in the department of Boyacá, making it competitive in the brewing sector and the opportunity to build a solid presence, connect with the audience, and compete effectively in a market that values authenticity and narrative behind the product, thanks to new technological trends we seek that through digital media could build and strengthen the brand identity, generating direct communication with consumers. Thus, a research with a mixed approach and descriptive scope was applied, where through a survey we collected relevant information on the perception of consumers of the brand, which allowed us to conduct an in-depth analysis and give way to the creation of digital marketing strategies through inbound marketing with specific goals, it is concluded that the strategies will allow the brand to take advantage of digital media to increase the presence of consumers at the departmental level and of course the positioning that was the main objective.