bachelorThesis
Estrategia de marketing digital para : Burger Time
Autor
Castellanos Mendoza, Dylan
Velasco Velasquez, María Jose
Neira Gualtero, Valentina Jimena
Institución
Resumen
In the following work the development of the digital marketing strategy for the Burger Time restaurant will take shape. Starting with the general objective, which is governed by generating brand recognition and implementing digital tactics that achieve interaction and conversion of customers with the brand. Burger Time is considered as a fast food restaurant, which offers the customer to experience a unique and different, accessing 100% fresh and affordable products in the shortest time possible. The buyer is defined as the person with the objective of establishing a target audience to which the content will be directed and achieve effectiveness in digital campaigns. Through an analysis of the competition, we identified which are the main competitors of Burger Time and what competitive advantages our restaurant can have compared to the competition, due to the vacuums that some restaurants have in their digital strategies, taking advantage of these to achieve a key strategic positioning that, through interaction, generates customer conversion. After having the analysis of the competition, the content lines were defined, which will direct the information to the user with the aim of generating communication with the brand interacting with it, achieving attraction and conversion. Having established the content lines, the strategies that will be implemented for Burger Time were analyzed and identified. There will be an organic positioning strategy in search engines that will provide the user with ease when it comes to finding our page, generating brand recognition and strategic positioning in search engines through keywords and meta description. Additionally related to the search engines will be a strategy focused on obtaining strategic positioning in the search engines through the payment in Google Adwords, improving the visibility and position of our page in the search engines. Taking into account the above, a web page generation 3.0 will be developed focused on improving the communication between the user and the brand, offering a chat, the history, the menu, the points of sale and a newsletter that will generate constant interaction with the client. and / or user with the objective of reading their positive or negative opinion to be in constant improvement. On the other hand, advertising campaigns will be carried out on websites related to the buyer, social networks and on our website through pop-ups, display ads, SEM payment announcements that will allow us to be more visible to our target audience, generating different campaigns with different strategies and objectives of interaction and conversion, culminating in the development of the digital marketing strategy for Burger Time, where it is expected to have successful results that allow the brand to be positioned in the market.