Análisis de estrategias de marketing digital 5.0 para restaurantes en la ciudad Cuenca, Ecuador en el primer semestre del año 2024

Abstract

This research aims to analyze Digital Marketing 5.0 strategies that enhance online visibility and customer attraction in the restaurant industry in Cuenca, Ecuador, during the first half of 2024. The study is established due to the growing importance of digital marketing in the restaurant sector and the need to understand the most effective strategies for this specific context. By identifying the strategies used and evaluating their effectiveness in terms of engagement, conversions, and sales, recommendations are proposed to improve the implementation of Digital Marketing 5.0 in the sector. The methodology used is mixed, through surveys to a sample of 50 restaurants in the city. The main results show that the most used strategies are the use of social networks, the creation of valuable content, email marketing, and the implementation of chatbots. In conclusion, the importance of applying these strategies to the restaurant sector in Cuenca is highlighted and recommendations are proposed to optimize their implementation.