Plan de marketing digital para la Empresa “Post Sport”, de la ciudad de Ambato

Abstract

The present research work entitled Digital Marketing Plan for the Post Sport company in the Ambato city has as main objective to implement the use of digital marketing tools and web 2.0 in the company. In order to comply with this objective, a research work was carried out which applied a survey to the Economically Active Population of the Ambato City in order to know the most used digital media and social networks at present. In addition, an analysis of the current situation of the company in the market was elaborated through the elaboration of a SWOT matrix and competitive profile matrices. It was possible to determine the preference of the users in terms of digital media and social networks, with the elaborated analysis of the company, the shortcomings existing in the company were determined, among them the lack of a marketing area, the lack of personnel with knowledge in this area and the lack of management of social networks. The proposal contains digital marketing tools such as Similar web and NeilPatel, as well as the creation of the Marketing area within the company. It is recommended to apply the proposed Digital Marketing Plan and use statistical tools that will allow to measure the scope of pages and fanpage managed.