Marketing digital para posicionar la marca de la Cooperativa de Ahorro y Crédito “Achik Inti” de la provincia de Cañar, cantón Cañar

Abstract

The present study called digital marketing to position the brand of the Cooperativa de Ahorro y Crédito “Achik Inti” located in the province of Cañar, is aimed to achieve that the brand takes an important place in the mind of the consumer by means of tools and elements of digital marketing. The research started with the collection of information through direct observation in the Institution and tools such as surveys that were applied to the Economically Active Population of the province of Cañar, in 2020, with 68747 inhabitants and also the interview to the manager of the entity. Then, an analysis of the results was carried out showing that 39% of the population spends from 3 to 5 hours estimated to use the internet being frequent its use every day at least 1 hour a day in the rest of the population, on the other hand, 57% of the people indicate that they want to receive information from the Financial Institution through social networks, communication media that offer openness allowing clear, persuasive and dynamic messages to the public, in addition the SWOT matrix and the crossing of variables called Strategic SWOT was carried out. Finally, strategies were developed that will allow the consumer to take a significant part in the mind of the consumer through experiences that generate loyalty with partners and the target audience. The competition should also be studied and be aware of it, for which measurements were made with the indicators that are important tools within the SEO positioning, development of the CHAT BOT and QR code. The application and monitoring of this research is recommended in order to achieve the results expected by the Financial Institution.