Plan de marketing digital para la empresa ropa intima

Abstract

The commercializing company Ropa Íntima Villavicencio has been in the textile market for more than 40 years, during this time it has managed to consolidate as one of the most recognized intimate apparel marketers locally, increasingly improving its sales process. In late 2020 and early 2021 the owners opted to improve their digital marketing processes taking advantage of the advice of the chamber of commerce in partnership with the Faculty of International Business of the Universidad Santo Tomás Villavicencio.

Currently the pandemic caused by covid-19 has brought multiple negative consequences for businesses in the region, within them the physical and / or traditional marketing models, such as the sale of textiles and clothing are forced to close their establishments and to register a decrease in sales. With the digital boom of the last century there is an opportunity to move the marketing process to a digital market, because it is the new trend that is consolidating to purchase products from anywhere in the world, therefore, Ropa Íntima must migrate in the safest and most effective way to the digital environment, through the use of websites and social networks that facilitate the social purpose of the company.

In the last decade, Ropa Íntima has tried to migrate to the virtual environment through the creation of a website and the opening of different social networks such as Facebook and Instagram, however, this process has not been easy, due to the fact that there is a deficiency in the implementation of digital marketing strategies by the staff of Ropa Íntima.

On the other hand, Ropa Íntima has tools that allow it to know its customers in depth, i.e. through the software that the establishment uses, CRM strategies are effective for customer loyalty and personalized service.