Global knowledge › Archives › Vol. 6 No. S1 (2021): I Encuentro de Investigadores en las Ciencias Administrativas › Article

Digital transformation and integrated marketing: a study on enhancing business competitiveness

Carolina Castro Rodriguez
Universidad Pedagógica y Tecnológica de Colombia,
Miryam Teresa Diaz Rodriguez
Universidad Pedagógica y Tecnológica de Colombia, Sogamoso
Derly Yasmin Pineda Calixto
Universidad Pedagógica y Tecnológica de Colombia
ORCID https://orcid.org/0000-0002-8688-4251
Abstract

The digital transformation has imposed new challenges for companies, where the integration of digital marketing strategies has become a key factor in maintaining competitiveness. This study aimed to analyse the effectiveness of digital marketing strategies implemented in the company ‘Lácteos Los Ángeles S.A.’. Through a quantitative and qualitative methodology, diagnostic tools such as the BCG Matrix, Porter's 5 Forces Model and PEST analysis were applied to evaluate both the internal and external environment of the company. Concrete actions such as the creation of a website and the management of social networks were carried out. The findings show a significant increase in online visibility, influenced by promotional campaigns and the opening of new digital channels. It is concluded that the integration of digital and traditional strategies, under a holistic and adaptive approach, is crucial to optimize online presence and improve competitiveness in a dynamic digital market.

How to Cite
Rodriguez, C. C., Diaz Rodriguez, M. T., & Pineda Calixto, D. Y. (2021). Digital transformation and integrated marketing: a study on enhancing business competitiveness. Global Knowledge, 6(S1), 376-388. https://doi.org/10.70165/cglobal.v6iS1.444
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