Planeación de estrategias gerenciales de marketing digital para el posicionamiento de marca de la empresa “Sistemas Especiales de Construcción” - Plan estratégico de mercadeo digital SEC

Abstract

The company Sistemas Especiales de Construcción SAS, is a Colombian company founded in 2002 and the object of the organization is the study, design and construction of all types of civil works and / or buildings with the VSL ™ Post-tensioning technology, as well as the manufacture, distribution, import and export of post-tensioned cables, supports, joints, retained earth walls and in general elements and equipment used in specialized construction of bridges and buildings. In his career in the country SEC has used traditional brand positioning strategies based on the recognition of the international brand VSL, of which has the rights of representation, in this way he has achieved great national recognition; However, in the area of digital marketing, it has not made any kind of effort, and on the part of the authors of this document, it is suspected that they are missing out on the new technological conditions of interaction with customers that our era offers. For this reason, this document reflects an effort on the part of the authors to identify what kind of digital strategies are currently being used to be closer not only to the clients but also to all those involved in the chain of service provided by SEC. ; to then make an approach to the diagnosis of the current state of the company, competition and customers in the digital world and finally outline some ideas in the form of proposals to management to find the best path of initial incursion in the world of digital marketing , with the final and important objective of increasing presence and recognition in the market that consequently lead to the increase of the economic numbers of the organization.