Marketing digital para el posicionamiento de marca de la cooperativa de transportes interprovincial “ Ñuca Llacta” de la ciudad de Riobamba

Abstract

The present study consists in the development of digital marketing for Cooperativa de Transportes Interprovincial "Ñuca Llacta" located in Riobamba city, with the aim of positioning its brand and image within the market. According to the field research, the respective questionnaire was applied to a selected population of 383 people and an interview to the CEO of the company which allowed to obtain important information, where 67% of users have heard about the existence of the institution. Likewise, 83% of people would like to receive information about favorable and strategic results to make organizational decisions through social networks. Therefore, according to the data analyzed, this proposal was developed to generate digital marketing strategies such as: web media strategies, social media, digital content, paid advertising, chatbots, and the redesign of the corporate identity. The approach and development of strategies are satisfactorily concluded providing a practical solution to the existing problem. Finally, the application of each of the strategies proposed is recommended in order to achieve the main objective of the company which is to insert its corporate brand within the interprovincial transportation area.