Digital Marketing: fundamental concepts and strategies. Applications in the Tourism Industry

Abstract

[eng] The present essay intends to cover, broadly speaking, those concepts and ideas that comprise digital marketing as a social and behavioral science, from a business point of view. In an increasingly globalized world, where technological advances seem to lead the corporate performance standards, it is essential to analyze which are the criteria to take into consideration, for instance, when directing an advertising campaign, or how to position a company in the principal Internet search engines. In this regard, tourism performs a proactive activity, always ahead of new trends and, due to that fact, it results appropriate to identify the strategies used in this sector in terms of online commerce.