Estrategias de marketing para mejorar el embudo de conversión de ventas: una revisión sistemática

Abstract

In the context of digital marketing, the sales conversion funnel has gained significant importance due to the expansion of digital channels, which has broadened its scope in the customer conversion process, guiding them from prospect to customer status. However, a key challenge presents itself: how to effectively integrate the sales funnel into digital marketing strategies to achieve successful conversion. The objective is to explore how the sales conversion funnel adapts to the changing digital marketing environment to achieve optimal reach and effectiveness in the sales process. The methodology used was based on a systematic and rigorous literature review, with the application of PRISMA coding to ensure accurate selection of relevant and pertinent documents. To achieve the objective, a systematic review of a large set of documents was carried out, covering a total of 10085 sources from which 35 documents were selected as relevant to the analysis. These documents were scrutinized to examine how the sales funnel is applied in digital marketing and how it influences the perception of the target audience and the optimization of analytical tools. In conclusion, it highlights the importance of adapting tools in response to changes in digital marketing to achieve optimal reach and effectiveness in the sales process and the need to employ effective techniques that capture customer attention.