Análisis de la efectividad del uso de marketing digital, en el lema comercial "Soy Boyacá"

Abstract

The virtual world has occupied an important space today, forcing entrepreneurs and cities to get involved in this area, and to use digital Marketing tools, which allow them to increase their competitiveness. In this way, the author Hayb Selman (2017) defines Digital Marketing as “the set of marketing strategies that occur on the web and that seek some part of conversion by the user”; concept that is valuablely applied in brand development in a territory, in order to be recognized, crossing borders. Consequently, in this article a descriptive research methodology was used, since from a behavior of digital content variables and the observation of its acceptance by the audience, the phenomena that occurred there are described, in order to expose which digital marketing tools are useful, and identify which strategies are being well implemented. For this, the report on the behavior of networks during the Soy Boyacá FIC Bicentenario 2019 Business Fair and the Soy Boyacá Bicentenario event in Corferias of the same year were considered.