Marketing digital como nueva estrategia para incrementar las ventas de la lotería de Boyacá

Abstract

In this article, digital marketing will be analyzed as a tool for the development of advertising strategies that guide, educate and create the habit of buying the products and services offered by the Lotería de Boyacá. Due to what was observed during the practice, a market segment was found that has not yet been conquered, which means the loss of potential customers and therefore an important part of the current market. Based on concepts such as marketing 2.0, which is a type of commercial strategy, which consists of using social networks as the main engine of advertising and interaction with consumers, who go from being a passive agent to an active agent who indirectly dictates how advertising campaigns should be. Bringing into context the personalization and the massiveness, which are the structure of marketing in our era, it seeks to generate proposals to adapt the promotions and advertising of the Boyacá lottery and make it more competitive, taking advantage of the advantages that the creation of digital marketing strategies, immediacy and real-time measurement of the effect of a specific promotional or advertising campaign.