| dc.description.abstract | The current integrative project arose from the observation of the owner of the CP company,
who detected the need to carry out a detailed analysis of the needs of its customers and design
appropriate strategies for the digital sales funnel. To achieve this, a study of the variables of
the 7Ps of the Digital Marketing Mix was carried out, through the collection of information
through surveys, interviews, and the use of the focus group technique.
Likewise, specific strategies were developed for each of the stages of the digital sales funnel:
awareness, consideration, action, and loyalty. These strategies aim to address and respond
to the key questions of each phase of the digital sales funnel. In this sense, it seeks to solve
concerns such as who the publication is directed to (target audience), what digital channel is
most appropriate for sharing content (content location), what is the ideal format for the
publication (format), what type of content is most appropriate for each stage of the funnel
(message), and how long should the publication last and how often should it be published
(duration and frequency). In addition, key performance indicators were established for each
stage of the sales funnel.
For the execution of the strategies, the annual marketing operational plan for 2023 was
developed, which consists of strategic objectives, specific integral value strategies, actions,
resources, budget, schedule, copy, indicators, and content format for each of the stages of
the digital sales funnel. | |
