Posicionamiento de marca digital de la aerolínea LATAM.

Abstract

LATAM is a Chilean-Brazilian airline, recognized as one of the best airlines in the world. It is mainly accredited for having adapted to the needs of passengers, who every day seek to be more connected in business through the low-cost format. Through this essay we will analyze how the airline managed to position itself in Latin America, in terms of sales and digital services thanks to the strategies implemented through digital marketing and e-commerce. In the background we will make a description of the pros and cons of your traditional sales method; Likewise, the shift towards digital using LATAM's marketing from its web platform, due to the COVID-19 situation. At the end, the importance of digital marketing and electronic commerce to boost the airline's sales at a national, local and international level will result, positioning itself as one of the best airlines worldwide.