Plan de marketing digital con énfasis en el uso de redes sociales y página web para la empresa Referee

Abstract

This project proposes a digital marketing plan for the company Referee, focusing on social media and the website, aiming to enhance its adaptability in digital communication and increase sales. Based on a literature review of the four phases of inbound marketing, Referee's current situation was diagnosed through an analysis of internal and external factors. A mixed-methods market research was conducted using surveys and interviews to identify demographic and psychographic variables, as well as the preferences of buyer personas regarding content consumption and communication channels. The proposal was structured in four stages, including strategies such as opening profiles on new social media platforms, implementing a content plan and advertising campaigns, optimizing the website, utilizing forms and newsletters, managing leads and communication channels, and establishing membership levels and incentives. An action plan and a control plan were included to guide the implementation and measurement of the strategies.