Analysis of digital advertising and the use of social media in the Gastronomic Show of Santiago de Anaya, Hidalgo

Abstract

The Gastronomic Show of Santiago de Anaya, Hidalgo, highlights the cultural richness of the Mezquital Valley, but its limited promotion prevents a wider reach. With more than 42 years of tradition, the event faces visibility problems due to the lack of digital promotion strategies. Customer-centric digital marketing has evolved to include digital advertising, allowing two-way communication and segmentation. In Mexico, online advertising has grown, using platforms such as YouTube and social networks. Social media marketing combines digital marketing with social networks to build engaged communities and provide detailed analysis of consumer behavior, facilitating the selection of platforms for effective marketing strategies. Research was conducted with a quantitative approach, surveying different attendees to understand the use of digital media. It is recommended to implement digital advertising strategies and market segmentation to increase visibility and attract more visitors.