A METODOLOGIA INBOUND COMO PROPOSTA DE PLANO DE MARKETING DIGITAL PARA O SETOR DE RESTAURANTES DE PUEBLA, MÉXICO

• DOI: 10.22533/at.ed.46122161113

• Palavras-chave: -

• Keywords: Inbound marketing, marketing, strategies, positioning.

• Abstract:

  Identify needs of the client in order to be able to accompany him in his process for the acquisition of a particular product or service has become a fundamental concept with which it is possible to define the appropriate marketing strategies.

  Inbound marketing is a methodology that is based on carrying out this process through a cycle that begins with the appropriate non-invasive attraction tactics for prospects, followed by effective interaction in their purchase process, and ends with the measurement of the satisfaction or delight of the now customer. In this way it is possible to start the cycle again, and even turn the customer into a captive customer and thus build loyalty.

  For the present investigation, a questionnaire composed of 20 questions on technology services was carried out, taking the restaurant sector in Puebla city as the target market. A census of 35 large restaurant chains registered in CANIRAC Puebla was carried out with the aim of collecting information on the opinion of the restaurant sector about software development services. This to obtain the quantitative data corresponding to the investigation.

  An analysis of the indicators obtained in each item was carried out for the interpretation of the results obtained in the survey. These were recorded and transferred to the SPSS statistical program, with which the correlation between variables was validated and then graphs and interpretation of these results were presented.

  The proposal for this study is the design of a digital marketing plan that includes actions and strategies to attract customers based on the elements of the inbound methodology. In this proposal, the data analysis of the results of the research instruments is considered in such a way that it can contribute to the increase in customer acquisition and that, in turn, can be seen in the future reflected in its productivity.