The Journal of Middle East and North Africa Sciences

1-3

Authors: Maritzelena Zamora García; Kathy Laura Vargas Matamoros; Crisanto Tenopala Hernández; José Luis Moreno Rivera; Antonio Solís Lima

Nowadays we live surrounded by technology and we have witnessed its evolution, having to adapt to the mandatory changes to understand and advance with great leaps with it. With the appearance of the Internet, organizations have had to migrate to a digital infrastructure, thus changing their perspective on the appropriate marketing for their company, which places them in a situation of technological and strategic challenges to stay ahead and thus cause the impact and expected result. Identifying the needs of the client and taking him by the hand towards the acquisition of a particular product or service has become an essential concept to be able to define the appropriate strategies for marketing, especially in the case of services and even more so when these services are of a technological nature and depend on digital media to be marketed. Inbound marketing is based on non-invasive tactics through which it is intended to achieve first of all the attraction of the client through valuable content, secondly, the adequate interaction with him in his journey during the acquisition of the service of a company more personal and empathetic way and, finally, the feeling of delight and satisfaction with which the process closes and completes the cycle achieving customer loyalty. In the fall of 2021, a study was carried out based on the responses of 35 large restaurant companies in Mexico that operate in the state of Puebla on how a technology and information consultancy can make their technological services known to the restaurant sector. This study analyzes the acceptance of inbound strategies in the commercialization of consulting services to this specific sector.