Bibliographic citations
Góngora, A., (2022). Inbound Marketing como estrategia de social Marketing para potenciar las ventas de la panadería y pastelería CAXAPAN, Cajamarca 2020 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/8714
Góngora, A., Inbound Marketing como estrategia de social Marketing para potenciar las ventas de la panadería y pastelería CAXAPAN, Cajamarca 2020 [Tesis]. PE: Universidad Privada Antenor Orrego; 2022. https://hdl.handle.net/20.500.12759/8714
@misc{renati/378561,
title = "Inbound Marketing como estrategia de social Marketing para potenciar las ventas de la panadería y pastelería CAXAPAN, Cajamarca 2020",
author = "Góngora Pérez, Alexandra Fiorella",
publisher = "Universidad Privada Antenor Orrego",
year = "2022"
}
The present research aimed to: Propose a model of ""Inbound Marketing"" as a Social Marketing strategy to boost the sales of the ""Caxapan Bakery and Pastry"", in the city of Cajamarca, 2020; For which the following research question was formulated: What aspects of Social Marketing can be considered to propose an Inbound Marketing model to boost the sales of the ""Caxapan Bakery and Pastry"" in the city of Cajamarca, 2020? This research is of an applied type, with a non-experimental, descriptive transactional design; For data collection, the survey and interview were used as techniques. The population consisted of 248 clients, taking 93 people as a sample; It was concluded in the presentation of a proposed model of ""Inbound Marketing"" defining the buyer person, buyer journey, design of the buyer journey map, establishing the stages of attraction, conversion, education, closure and loyalty; it was determined that the social media marketing tools to be used are social networks, blogs and a static website; the customer's pain points are: the content of the Facebook page, lack of a defined online catalog, lack of virtual payment methods. The techniques necessary in the attraction stage are: content marketing, web optimization, social networks, and social ads; conversion stage: chat bots and email marketing; education stage: lead scoring and lead nurturing; closing and loyalty stage: cross selling.
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