Universidad Católica Boliviana "San Pablo"

ABSTRACT This research has as main objective to design a digital marketing strategy for the company Tigo Star in Santa Cruz de la Sierra - Bolivia, so that in this way can attract and retain more users. The research starts with finding problems and root causes, the approach of the working hypothesis and specific objectives of the theoretical and practical frameworks. Then the theoretical framework where all theories to be used in research work and practical framework in which the results of research conducted to study segments are obtained are presented develops. And the work concludes with a proposal that would resolve the problems encountered, hypothesis testing and the conclusions and recommendations.