Diseño de un sistema de benchmarking potenciado con inteligencia artificial para mejorar estrategias de marketing digital

Abstract

This article proposed a predictive benchmarking system using artificial intelligence (AI) to optimize the digital marketing strategies of companies in a highly competitive environment. Companies need to react quickly to the actions of their competitors, and anticipating their movements has become a crucial factor for maintaining a competitive advantage. The rapid evolution of digital platforms and the increasing amount of data generated by consumers' online activities complicate the analysis and response capabilities of companies. This study presented an innovative solution through the use of machine learning algorithms and real-time data analysis, enabling companies to foresee their competitors' moves and recommend proactive marketing strategies. The primary objective was to demonstrate that the implementation of this system would not only improve the efficiency of strategic decisions but also provide a sustainable competitive advantage. The importance of adapting this technology to the Colombian market was highlighted. The theoretical results suggest that the use of this system could increase web traffic, improve conversion rates, and maximize the return on investment of advertising campaigns. Limitations included the dependency on accurate and updated data, as well as the need for specific adjustments to the local context.