Optimización digital de servicio aéreo del departamento de Boyacá, mediante una estrategia integral de visibilidad, compromiso y posicionamiento en el mercado aeronáutico regional

Abstract

This paper presents an improvement plan for the digital optimization of the company Servicio Aéreo de Boyacá with the objective of promoting development through air transport. Based on a diagnosis of the SWOT matrix (weaknesses, opportunities, strengths and threats), the internal factors evaluation matrix (MEFI) and a social media measurement analysis; significant deficiencies were identified in the company's digital marketing strategy, including: low activity on social networks, an outdated website and limited interaction with its target audience, which are residents, business travelers, tourists in the department of Boyacá and surrounding regions that need regional air transport. The plan focused on two main objectives: 1. revitalize social media platforms and 2. organize informational events. For the first objective, actions such as increasing the frequency of publications and improving interaction with followers were implemented, while for the second objective, an educational webinar was organized which was led by Captain Juan José Navia Cardona, the theme focused on the operations, restrictions and contributions of the Juan José Rondón airport, as well as on the impact of entrepreneurs on the growth of the regional aeronautical sector, despite some technical problems, it was well received by the participants. The study concludes that a robust digital presence is crucial for the growth and competitiveness of the airline in the regional market. Areas for continuous improvement were identified, such as increasing the frequency of publications and solving technical problems in future events. In this order of ideas, the work lays the foundations for sustainable development and greater competitiveness in the regional aeronautical market of Boyacá.