This document is aimed at the approach and development of the Dona Empanada integrative project, applying the knowledge learned about digital marketing. Through a comparative analysis between multiple marketing strategies that Dona Empanada requires to achieve its main objective, it can be highlighted that the strategy to be implemented must be sustainable over time and have the objective of “Boosting the digital presence of Dona Empanada in Bogotá, increasing visibility and engagement to strengthen its position in the fast food market and increase conversions during 2025.” This objective can be achieved through a strategy based on a marketing plan aimed at the public: Millenials and GenZ of Bogotá. This market is concentrated in people between 24 and 35 years old, students and professionals in the city.
