Plan de marketing digital aplicable a “Víveres Byron” utilizando herramientas de inteligencia artificial para mejorar su posicionamiento en el mercado.

Abstract

The present research project whose title is Digital marketing plan applicable to Víveres Byron using artificial intelligence tools to improve its positioning in the market, had the objective of Designing a digital marketing plan based on artificial intelligence tools to enhance the positioning of Víveres Byron in the market, strengthening its online presence, improving the customer experience and contributing to the growth and sustainable competitiveness of the company. To achieve what was proposed, a methodology with a quantitative approach was used, using the technique of surveying 380 frequent customers of the business, to get an overview of people s perception of the brand. The main results were that 50 percent of the respondents are familiar with the brand, 40 percent expressed that the products offered are of high quality, 30 percent mentioned that they shop online weekly and 75 percent use the web to buy food and groceries. Thus, the proposal of the digital marketing plan was based on the use of artificial intelligence tools, since frequent customers are people who are familiar with online shopping. It was based on optimizing web content for search engines, improving online visibility, as well as the use of chatbots for 247 customer service and personalized email marketing. The main conclusions were that the business has a solid online customer base that will allow it to grow in this area.