Diseño de una estrategia de INBOUND marketing para incrementar la captación de clientes potenciales. Caso de estudio: empresa SKYTEAM S.A.

Abstract

This research work focuses on the need for companies to develop non-intrusive strategies in marketing, thus allowing to generate a connection with customers. For this reason, the company Skyteam S.A. In an effort to increase a greater number of potential clients he has the goal of developing an inbound marketing strategy. To this end, as a first step, the respective bibliographies were reviewed to determine the assumptions and theories that seek to determine consumer behavior. Secondly, a methodological investigation was carried out, based on a quantitative approach using the technique of surveys of a total of 385 individuals in the city of Guayaquil to determine which market segment the company should focus on. The results obtained allowed describing the female population with the greatest interest in the costume jewelery provided by the company, among which the earrings, chains and necklaces were selected in which they are willing to invest between $ 25.00 and $ 49.99 dollars. Finally, for the development of the proposal, a SWOT analysis was carried out, to describe the strengths and weaknesses that the company has with respect to marketing and advertising actions. After that, for the inbound marketing strategy, the buyer persona or also known as the potential customer was determined, in which an archetype of caregiver and explorer customer is described, with the data obtained the customer's motivations and other aspects were determined relevant to generate valuable content through the Facebook social network and in this way the company can generate empathy with its niche and segment built on data, so that it can attract more potential customers.