Marketing Digital Engagement: caso Burger King.

Abstract

This article makes a documentary description of digital marketing, together with its challenges and challenges in accordance with the new dynamics of society in the interaction with technological development. In it, different conceptual contributions are made from an inductive approach towards the conception and relationship of Engagement with the development of digital strategies. Then, with a case analysis, these concepts are identified in the manifestations of SEO, SEM and CRM, highlighting the most representative digital actions from the Burguer King Brand and its innovation policy. Consumer and corporation relationships are sought in the generation of the value promise. Likewise, Burger King's guidelines are compared from its Engagement on social networks. The document in its conclusions points out the importance of digital marketing in the generation of emotional and permanent links with the target audience, the positive and negative development of skills and competencies by establishing the dynamics of interaction with users or clients, the power of trust. and the prospects linked to strengthening Engagement as the center of corporate strategy.