Marketing digital como estrategia de posicionamiento de marca: caso fijo

Abstract

E-commerce is a dynamic of the economy that increases as the internet expands coverage in new markets around the world, thus configuring new offers of products and services with innovative models that even allow reinventing patterns, such as the process of positioning a brand and selling transmute to the presence in social networks and the web space; transportation is the fundamental component to contribute to economic consolidation and develop sustainable markets by connecting geographic regions, increasing efficiency and coverage of enterprises and businesses, consolidating aspects in terms of quality, development opportunity, time and cost structure that facilitate business development. Transportation has become a necessity due to the exponential growth of e-commerce worldwide, demanding efficiency worldwide, demanding efficiency and economy. To develop the national industry, it is essential to focus efforts to increase competitiveness in digital strategies of e-business, promoting cost advantages, speed, reliability and flexibility in the distribution and transportation of goods capable of complementing the formulation of a correct digital marketing plan and the development of an integrated tracking system and interconnection of independent road transporters with e-commerce platforms, businesses and enterprises. The following study formulates a digital marketing strategy for the positioning of the platform www.fijo.com.co and their respective profiles in social networks around the road transport in road mode in the country offering domestic shipping services, under the particular conditions in terms of infrastructure and geographical layout in Colombia. A rigorous review of available literature on the subject was carried out and Google Scholar and Statista and Semrush reports were used as scientific database as a research method.