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Title: Siliqua y los proyectos de exterior. Plan de marketing digital
Author: Sánchez Yera, Víctor
Tutor: Méndez-Aparicio, M Dolores  
Others: Cerdan Chiscano, Monica  
Abstract: Currently, we live in a society increasingly immersed in routine, where a lifestyle of "living to work" rather than "working to live" has taken hold. This has a direct impact on mental exhaustion and personal productivity, and we aim to change that. Through this Master thesis, our goal is to foster a stronger connection with nature and our beloved ones, enabling us to enjoy those unique moments and create lasting memories in the intimate space of our homes. Thus, this Digital Marketing Project focuses on the Catalan company “Siliqua Projectes d'Exterior”, a small business located on the outskirts of Barcelona. Their main focus is designing, constructing and maintaining outdoor home projects with a particular emphasis on gardens and terraces. They also serve as distributors of outdoor furniture. The project sets various general and SMART objectives to be achieved over a 6-month campaign. The primary goal is to enhance the online positioning to reach target customers through a welldefined plan of creative and valuable content creation, resulting in increased sales driven by a strategic planning. In order to gather the necessary information about the industry and assess the project's viability, a methodology based on web analytics research and first-hand data provided was used. This information was provided by the company in addition to other sources of interest such as the National Institute of Statistics and competitor websites. By implementing a direct strategy focused on content creation and online positioning, this project has positioned itself ahead of the competition. Creative tactics have been devised to organically attract users to the company through Search Engine Optimization (SEO) and supported by paid advertisements and campaigns of Search Engine Marketing (SEM), in addition to social media presence, highlighting the notoriety and building a value chain based on high-quality relationships with the target audience. To sum up, the marketing plan demonstrates a promising future projection, surpassing gross economic expectations for any fledgling project and providing an opportunity to expand the gardening business to new horizons.
Keywords: gardens
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 22-Jun-2023
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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TFM_Víctor Sánchez Yera.xlsxExcel complementario al Plan de Marketing del Trabajo de Fin de Máster42 kBMicrosoft Excel XMLView/Open
victorsy98TFM0623memoria.pdfMemoria del TFM8,66 MBAdobe PDFThumbnail
victorsy98TFM0623presentacion.pdfPresentación del TFM79,23 MBAdobe PDFThumbnail
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