El presente trabajo de investigación busca identificar las estrategias de marketing digital en empresas hoteleras tras la pandemia COVID-19 reuniendo información de las auditorías realizadas a empresas hoteleras pequeñas en países como México, Argentina y Colombia. Como metodología se utiliza la revisión bibliográfica con enfoque integrador ya que el trabajo se basa en la recolección de información ya existente de otros trabajos de investigación relacionados al tema del uso del marketing digital en empresas hoteleras. Inicialmente se mencionan las bases teóricas y conceptuales del marketing digital, las herramientas que usa y sus estrategias. Asimismo, se analiza el cambio generado por la pandemia COVID-19 en las empresas hoteleras, las nuevas estrategias del marketing digital usadas por las empresas hoteleras y la manera en que éstas han afectado su operatividad. Finalmente se expondrán los beneficios generados en las empresas hoteleras por el correcto uso de las estrategias del marketing digital pues se ha encontrado que el resultado del uso de estas, como redes sociales, es favorable para la operatividad del negocio. / This research work seeks to identify digital marketing strategies in hotel companies after the COVID-19 pandemic, gathering information from the audits carried out on small hotel companies in countries such as Mexico, Argentina and Colombia. The methodology used is the bibliographic review with an integrative approach since the work is based on the collection of existing information from other research works related to the issue of the use of digital marketing in hotel companies. Initially, the theoretical and conceptual bases of digital marketing, the tools it uses, and its strategies are mentioned. Likewise, the change generated by the COVID-19 pandemic in hotel companies, the new digital marketing strategies used by hotel companies and the way in which they have affected their operation is analyzed. Finally, the benefits generated in hotel companies by the correct use of digital marketing strategies will be exposed, since it has been found that the result of the use of these, as social networks, is favorable for the operation of the business. / Trabajo de investigación

This diploma thesis deals with proposals in the area of inner development of a company that is very dynamically growing and operating in the digital marketing industry situated in Brno. Theoretical part defines basic concepts of development management and growing pains including description of selected analytical or evaluation methods. Analyses regarding context, environment and functioning of the company are presented in the analytical part of this thesis. Based on these analyses are presented key factors. New designs come out of the conclusions and results of the evaluation part. It contains the description of changes and precautions including their implementation. This, as a goal, will improve current processes leading to increasing quality service and customer satisfaction.

Based on a variety of analytical approaches, this paper proposes marketing plan of e-commerce for the entry into foreign market. Both external and internal environmental factors are analysed and are used for SWOT analysis. The paper also analyses different communication channels of digital marketing which the monitored business currently use. It contains proposals to improve their efficient utilisation. The outcome is the design of complex communication mix in the digital environment, along with the specification of its individual phases when entering a new market.

La presente investigación se desarrolla con el objetivo de analizar el uso del storytelling en la publicidad del comercial “Beto y Elena” de América Televisión. Primeramente, se identifican los elementos del storytelling como: narrativa, personajes, música, aspectos emocionales y aspectos relacionales que generan identidad en el consumidor y, como consecuencia, el éxito de la publicidad “Beto y Elena”. El estudio tiene por finalidad comprender la percepción, identificación y recordación de los televidentes frente a este comercial que forma parte de la memoria colectiva. / This research is carried out with the aim of analyzing the use of storytelling in advertising for the commercial “Beto y Elena” by América Televisión. Firstly, the elements of storytelling are identified as: narratives, characters, music, emotional aspects and rational aspects that generate identity in the consumer and, as a consequence, the success of “Beto y Elena” advertising. The purpose of the study is to understand the perception, identification and recall of viewers in the face of this commercial that is part of the collective memory. / Trabajo de investigación

El presente trabajo de investigación tiene como principal objetivo poder presentar un modelo de negocio enfocado en potenciar el conocimiento y habilidades de manejo de plataformas digitales para emprendedores bajo un concepto de agencia de marketing digital. E-Consulting, es una plataforma web orientada a ofrecer una modalidad e-Learning y servicios de herramientas esenciales para el manejo de plataformas digitales. Brindando calidad, facilidad y personalización en los servicios adquiridos por los usuarios. El propósito de este modelo de negocio permitirá que aquellos emprendedores que hagan uso ineficiente de sus redes sociales puedan perfeccionar sus estrategias de marketing y generar ventas en sus negocios propios. Este trabajo de investigación consta de tres capítulos básicos, los cuales serán detallados a continuación: Capítulo I: Fundamentos Iniciales, contará con la presentación del equipo de trabajo para el siguiente proyecto de investigación, al igual que la presentación del concepto y explicación de la idea de negocio. Capítulo II: Validación del Modelo de Negocio, en dicho apartado se procede a realizar un análisis, experimentación y evaluación del comportamiento de los clientes potenciales para nuestra propuesta de negocio. Además, se efectuarán las intenciones de compra que se desarrollaron a través de 3 experimentos en 1 semana y sus respectivas proyecciones de ventas para 3 años. Capítulo III: En este último capítulo se desarrollará el plan del negocio, un plan estratégico, plan operacional, de recursos humanos, plan de marketing, responsabilidad social empresarial, plan financiero, de financiamiento y valorización que se llevará a cabo en este proyecto. / The main objective of this research work is to present a business model focused on enhancing the knowledge and skills of managing digital platforms for entrepreneurs under a concept of digital marketing agency. E-Consulting, is a web platform oriented to offer an e-Learning modality and essential tool services for the management of digital platforms. Providing quality, ease and customization in the services purchased by users. The purpose of this business model will allow those entrepreneurs who make inefficient use of their social networks to perfect their marketing strategies and generate sales in their own businesses. This research work consists of three basic chapters, which will be detailed below: Chapter I: Initial Fundamentals, will include the presentation of the work team for the next research project, as well as the presentation of the concept and explanation of the business idea. Chapter II: Validation of the Business Model, in this section an analysis, experimentation and evaluation of the behavior of potential customers for our business proposal is carried out. In addition, the purchase intentions that were developed through 3 experiments in 1 week and their respective sales projections for 3 years will be made. Chapter III: This last chapter will develop the business plan, a strategic plan, operational plan, human resources, marketing plan, corporate social responsibility, financial plan, financing and valuation that will be carried out in this project. / Trabajo de investigación

Esta investigación tiene como objetivo entender la relación de las acciones de social media con la intención de compra en páginas de Instagram de marcas de joyas low cost, ya que dichas marcas han ido tomando notoriedad en redes sociales y las necesidades de los consumidores han ido migrando hacia joyas de precio accesible. Las marcas que hemos tomado como referencia en nuestra investigación son aquellas que tienen presencia en Instagram y cuentan con módulos o locales en centros comerciales, ya que, son las que tienen mayor preferencia por los clientes debido a la relación calidad - precio. Asimismo, busca entender cuáles son las acciones recurrentes en las marcas de joyas low cost y cuáles tiene mayor relación con la intención de compra. / This research aims to understand the relationship of social media actions with the purchase intention on Instagram pages of low-cost jewelry brands, since these brands have been gaining notoriety on social networks and the needs of consumers have been migrating toward affordable jewelry. The brands that we have taken as a reference in our research are those that have a presence on Instagram and have modules or stores in shopping centers, since they are the ones that have the greatest preference for customers due to the quality-price ratio. Likewise, it seeks to understand which ones with the recurring actions in low cost jewelry brands and which ones have a greater relationship with the purchase intention. / Trabajo de investigación

Syfte: Syftet med denna studie är att öka kunskapsområdet och förståelsen kring företagens användning av sökmotoroptimering och sökmotormarknadsföring, avseende integrering med andra digitala marknadsföringskanaler. Teoretisk referensram: De teorier som använts i denna studie är Push/Pull, The 4S Web Marketing Mix Model, Integrated Marketing Communication Mix och Digital Marketing Channel Decision Model. Metod: Denna studie utgår ifrån en kvalitativ forskningsstrategi där det empiriska underlaget har samlats in genom sju semistrukturerade telefonintervjuer. Slutsatser: Syftet med att använda sökmotorer är främst för att få synlighet och nå målgruppen. Sökmotormarknadsföring används i större utsträckning för att synas när de är hög konkurrens medan sökmotoroptimering används för att förse kunder med relevant information. Studiens slutsats visar att det krävs att det utvecklas en marknadsföringsmodell som utgår ifrån att kunder idag kontrollerar köpprocessen gällande hur företag ska förse kunder med information. Huruvida sökmotormarknadsföring integreras beror på företagens mål samt hur de integrerar digitala byråer i sin verksamhet. Företag med konkreta mål kan lättare anpassa strategi i sökmotorer efter andra digitala kanaler. Företag som anlitar byråer bör integrera byråerna i den digitala strategin för att anpassa strategi i sökmotorer efter andra digitala kanaler. / Purpose: The purpose of this research is to increase the area of knowledge and understanding of companies use of search engine optimization and search engine marketing, regarding integration with other digital marketing channels. Theoretical frame of reference: The theories used in this study are Push/Pull, The 4S web Marketing Mix Model, Integrated Marketing Communication Mix and Digital Marketing Channel Decision Model. Method: This study is based on a qualitative research strategy where the empirical data has been collected through seven semi-structured telephone interviews. Conclusions: The purpose of using search engines is primarily to gain visibility and reach the target audience. Search engine marketing is used to a greater extent to be seen when there is high competition while search engine optimization is used to provide customers with relevant information. The study's conclusion shows that it is necessary to develop a marketing model that is based on customers controlling the purchasing process regarding how companies should provide customers with information. Whether search engine marketing is integrated depends on the companies' goals and how they integrate digital agencies into their operations. Companies with concrete goals can adapt strategy in search engines with other digital channels. Companies that hire agencies should integrate the agencies into the digital strategy in order to adapt the strategy in search engines with other digital channels.

To travel in the footsteps of movies and books is something that attracts more and more tourists and the research in the field has often focused on the motivation of tourists when choosing a destination. This study instead focuses on how the businesses that organize the attractions work. The purpose of this essay is to investigate how some operators in tourism in Stockholm and Ystad work to attract tourists to the Wallander and Millennium walks with a focus on the formation of the tours and digital marketing. The method used is qualitative. Three interviews are conducted with informants from Stadsmuseet, Ystad Studios Visitor Center and Stockholm Business Region. In addition to the interviews digital marketing is analyzed in the form of websites and social media. The results of the study show that there are not that many products linked to Wallander and Millennium, besides the tours, and no new ones are developed since no new books are being published. The digital marketing has reduced during the last few years, especially for Millennium, because of the interest decreasing. But these city tours attract tourists to the destinations since they are travel reasons and they contribute to an increased knowledge and an attractive image of the place. / Att resa i filmers och böckers fotspår är något som lockar allt fler turister och forskning inom området har ofta fokuserat på turisternas motivation vid valet av destination. Denna studie fokuserar istället på hur verksamheterna som arrangerar attraktionerna arbetar. Syftet för denna studie är att undersöka hur några aktörer inom turism i Stockholm och Ystad arbetar med att locka turister till Wallander- och Millenniumvandringarna med fokus på utformning av rundturerna och digital marknadsföring. Metoden som används är kvalitativ. Tre intervjuer genomförs med informanter från Stadsmuseet, Ystad Studios Visitor Center och Stockholm Business Region. Utöver intervjuerna analyseras även digital marknadsföring i form av hemsidor och sociala medier. Resultatet av undersökningen visar att det inte finns så många produkter med koppling till Wallander och Millennium, förutom stadsvandringarna, och det utvecklas inte några nya eftersom det inte publiceras nya böcker. Den digitala marknadsföringen har minskat de senaste åren, speciellt för Millennium, på grund av att intresset har sjunkit. Men dessa stadsvandringar lockar turister till destinationerna eftersom de är reseanledningar och de bidrar till en ökad kännedom och en attraktiv bild av platsen.

The study is performed with the aim to investigate why healthcare companies are lagging compared to other industries within digital marketing. This is made with an abductive approach whereas a literature review was performed in the beginning of the study and after empirical data gathering and analysis was reviewed, the literature review was completed. The study is performed as a case study at a clinical research organization in Uppsala, Sweden 2020. Qualitative and quantitative methods were applied through interviews with search engine optimizing (SEO) specialist and with interviews with business developers at companies within the healthcare sector. The quantitative part has two data gatherings, (1) a survey towards SEO specialist and employees at various companies and (2) data gathering of branch colleagues’ top keywords for volume and traffic. Outcomes are that there is not enough research made within digital marketing for healthcare companies or business to business in general. Other finding is that the healthcare industry is lagging compared to other industries in terms of digital marketing.

Samhället står inför stora utmaningar att konsumera hållbart, vilket fast fashion-företag kritiseras för att bidra till. På grund av den ökade medvetenheten i samhället om hållbarhet har dessa företag börjat ta större ansvar för miljön genom att utveckla mer hållbara affärslösningar. I samband med detta kommer dock nya utmaningar, nämligen att nå ut till konsumenter med det bra arbete som görs så att de både blir intresserade av produkterna och påverkas till attkonsumera dessa. Kommunikationen som företag sänder ut har enligt tidigare forskning ansettsbristfällig ur flera aspekter, vilket innefattar hur den är utformad och vad den innehåller för attkunden ska känna att de hållbara plaggen är attraktiva att köpa. Marknadsföringen har nämligen inte uppfattats som trovärdig och konsumenter uppger att de upplever risker med de hållbara produktalternativen. I denna kvalitativa studie har innehållsanalyser gjorts på sex stora skandinaviska fast fashion-företags digitala kanaler, mer exakt Instagram samt hemsidor. Detta för att undersöka hur fast fashion-företag faktiskt kommunicerar idag och vad det är som karaktäriserar deras strategier. Studiens resultat syftar till att bidra med kunskap och tillvägagångssätt som modeföretag, medhållbara produktalternativ, kan ta hjälp av för att nå ut med dess budskap. Frågeställningarna som vi sökt svar på är hur fast fashion-företags visuella kommunikation av hållbara produktalternativ uttrycks samt vilka strategier som kan urskiljas för att företagen skall engagera konsumenter samt minska konsumenters upplevda risker med hållbara produktalternativ. Tidigare forskning har ofta fokuserat på att studera vad som påverkarkonsumenters köpintention och vilka strategier som ökar varumärkens värde. Med vår studiekom vi fram till hur kommunikationen faktiskt ser ut idag och resultatet visar att det finns en mängd olika strategier som företag använder sig av. Det företagen gör mest av är att kommunicera hållbarhetspåståenden, men de talar även till konsumenters personliga vinning. Det har också gått att urskilja att vissa fast fashion-företag använder sig av storytelling och word-of-mouth för att skapa engagemang kring hållbara produkter, men detta till en lägre grad. Utifrån deras utformning av kommunikationen går det vidare att se att de på olika sätt vill bjuda in till en hållbarhetsdialog med kunden, men det är eventuellt ett område som skulle kunna undersökas mer. De slutsatserna som går att dra är därmed att företag behöver arbeta mer med sin kommunikation för att konsumenter ska nås på ett sätt som uppfattas som trovärdigt vad gäller hållbarhetspåståenden. Företag bör även arbeta med att generera mer engagemanggällande hållbarhet. / In today’s society fast fashion companies are being criticized for promoting unsustainable consumption, which inhibit reaching the societal sustainability goals regarding consumption. But since there is an increased awareness about sustainability, these companies have started to take greater responsibility for the environment by developing more sustainable business solutions that enable a production of sustainable product alternatives. Although companies progress, this adaption arises new challenges regarding marketing communication. Today’s companies struggle to reach consumers with their new sustainability approach in order to both influence and make consumers interested to consume more sustainable products. According to previous research, the communication that companies send out has been considered deficient in several aspects. This includes what the messages in the marketing communication contain to make consumers feel that the sustainable garments are attractive to buy as well as its perceived reliability. In this qualitative study, we implement content analyzes on six Scandinavian fast fashion companies’ digital channels, more precisely Instagram and websites. This enables the possibility to analyze the communication of their more sustainable products and examine what characterizes their communication strategies. The study's result is aimed to contribute with more knowledge within the field and marketing strategies that fast fashion companies, with sustainable product alternatives, can use to reach out with their sustainability message regarding their sustainable products. The questions we sought to answer were how fast fashion companies expressed their visual communication of sustainable product alternatives. But also, which marketing strategies that could be distinguished in the company’s communication in order to both engage consumers and reduce consumers perceived risk with buying sustainable product alternatives. Previous research has often focused on studying what affects consumers purchasing intention and what kind of marketing strategies there are to increase brand value. With this as our framework, we came to know what the sustainability communication looks like today within fast fashion companies. The results show that there are a variety of strategies that companies use. Companies mostly communicate sustainability claims, but they also speak to consumers' personal gain. It has also been discernible that some fast fashion companies use storytelling and word-of-mouth to create engagement around sustainable products, but to a lesser extent. Based on the design of the communication, it is possible to see that they want to invite consumers in a sustainability dialogue when marketing their products, but this is an area that could be explored more. The conclusions that can be drawn are therefore that companies need to work more with their communication in order to reach consumers in a way that is perceived as credible in terms of sustainability claims. Companies should also work to generate more engagement around sustainability in their marketing strategies.