Formulacion de una estrategia de marketing digital para la agropecuaria camargo vanegas AGROCAVA

Abstract

The study seeks a digital marketing strategy for Agropecuaria Camargo Vanegas, which improves its positioning, competitiveness and relationship with customers, in an environment and sector that is increasingly digital. Companies in the agricultural sector, by tradition, have used more conventional business methods. However, today the sector must face and adapt to new technologies and purchasing patterns, where communication, visibility and trust in the digital environment are critical factors for the sustainability of companies. The description encompasses a mixed approach (quantitative and qualitative) to data triangulation. For this reason, questionnaires and interviews are designed and applied that provide inputs for the analysis of the state of the market, the use and perception of customers' social networks, and the levels of knowledge about the communication of Agropecuaria Camargo Vanegas. Establishing a baseline, delimiting and prioritizing the variables is a process that is aimed at the dissemination of contextualized digital marketing proposals. From data analysis, information is crystallized that intervenes directly in the strengthening of productivity and in the competitive position of the company in the digital environment. Thanks to the results obtained through the PESTEL tool and the internal diagnosis using the SWOT matrix, strategies focused on the implementation of digital channels, sustainability communication, strengthening the corporate image and the development of valuable content were classified and prioritized. Finally, a digital marketing plan was developed where objectives, actions, tools, indicators, schedule and action plan are defined, which allows Agropecuaria Camargo Vanegas, to modernize and level its commercial management to the requirements of the digital market.