Marketing digital una estrategia competitiva en Barcelona Activa

Abstract

Taking into account that we are in the digital era and the market is constantly evolving; we understand that marketing is the "process by which companies create value for customers and build strong relationships with them in order to obtain value in return from those customers" (Kotler P. A., 2008). and "the digital has become the usual way of dealing with information by users and the Internet is already a fundamental tool to search for information, view audiovisual content, buy, interact with others, entertain or work" (ANETCOM, 2007). An analysis of the digital marketing paradigm is sought through the visit to the Barcelona Activa Organization, interacting with the observation of the tools obtained, based on their experience and management of companies from the incubator level to the maturity of the same; creating value chains3 and synergy4 between organizations for their optimal development, managing the new strategies and technological tools of the digital world.