Diseño de estrategias de marketing digital para la Empresa Proalim, de la ciudad de Riobamba, provincia de Chimborazo, período 2016-2017

Abstract

The desing of digital marketing strategies for Proalim, from the city of Riobamba, province of Chimborazo, from 2016 to 2017, aims to improve the positioning of the brand. For the present investigation, information was collected through surveys formulated to the clients of the company, an interview applied to the manager of the company. In addition as a complement was made direct observation in the facilities and the formulation of a matrix SWOT to strategically analyze their current situation. It identified several weaknesses in communicating and promoting its products, as well as a number of problems it presents with respect to its presence and use of the Internet and social networks as part of its commercial management. Thus, it was concluded that digital marketing strategies have not been formulated or implemented in this entity. With the elaboration of a Digital Marketing Plan, objectives, strategies and actions were defined to enhance the use of social networks, the company website and the communication relations between the organization and its actual and potential clients.