Investigación de mercado : implementación de Inbound Marketing en Columba Autos S.A.S, sede Tunja

Abstract

The present investigation arose due to the need to improve the positioning of the organization Columba Autos SAS, among the dealers of used vehicles, and in turn, increase the sales of the company, since the company is one of the oldest in this segment of the department of Boyacá, which would be a key and differential factor for its success. Currently, the ways of marketing products and services have surprisingly passed into the digital age, which is why companies must reinvent themselves and join forces to be at the forefront of these technological tools. Consequently, digital marketing offers a strategy called Inbound, a concept that emerged in 2005 by Brian Halligan, who together with Darmesh Shah in 2009 published a book called “Inbound Marketing: Get Found Using Google, Social Media and Blogs ”; As of this year, the concept was evolving, as its authors, when creating their company Hubspot, (Alvarado, 2019); who share the concept of Inbound marketing as: "a strategy that is based on attracting customers with useful and relevant content, adding value in each of the stages of the buyer's journey". (Digital, 2019). This is how, now people, when thinking about acquiring a vehicle, first seek advice on the internet, due to the multiple options that are found, that is why Inbound marketing is considered an optimal alternative for research, and thus, capture the attention of consumers, who will become potential customers and promoters of the organization, generating competitive advantage over other companies.