Análisis de la información relacionada con marketing digital para el fortalecimiento del comercio electrónico de la agencia de viajes Discovering Colombia SAS, como acción administrativa basada en la gestión de mercados

Digital marketing strategies allow companies to guide efforts through activities directed towards users, in order to visit a website and execute the desired action; Electronic commerce represents an increase in transactions for tourism, due to the exchange of products and services on the network, taking into account that access to information has caused consumer satisfaction in real time and to measure, breaking geographical barriers and generating a direct relationship with it. The objective set for this essay consisted of analyzing the information related to digital marketing for decision-making by the administrative management of the Discovering Colombia S.A.S travel agency; The methodology used was qualitative analysis based on documentary analysis, allowing evidence of solid information that concluded that companies are obliged to implement digital marketing strategies taking into account that technology makes electronic commerce this given through direct relationship with the client, This means that more is known about customer behavior, reaching it, in an agile and practical way, due to the opportunity provided by digital marketing planning, to develop products and services focused on defined segments and individual customers; the foregoing based on processed data obtained effectively and efficiently through market research.