Plan de marketing digital para posicionar la empresa Artesanias Valdiviezo en la cuidad de Riobamba

Abstract

The present research work entitled "Digital marketing plan for positioning Artesanías Valdiviezo Company in Riobamba city”, aims to design a digital marketing plan to position the company in the market where it competes. To achieve the aforementioned, information was collected through a structured methodology with scientific rigor. First, an interview guide was applied to the owner manager, then a survey was designed and applied to the economically active population of Riobamba city. Subsequently, the information obtained was analyzed where it was evidenced that the efforts of the company aimed at digitization are not carried out appropriately. In addition, the focus should be on positioning. As part of the statistical analysis that came from the survey, it was possible to determine that internet users are more frequently connected to it using mainly social networks and browsers as part of their daily routine, however 25% of those people who were surveyed, recognize the image of the company, considering that the competition in this trade is low, this is considered unfavorable for the company. Finally, the findings were used in the development of strategies to increase the positioning, through the presence in social networks and browsers. Thus, it was necessary to implement a monitoring system by means of indicators. Furthermore, important tools were used to achieve the objectives such as the use of chat bot in Messenger and personalization of offers in WhatsApp Business. Therefore, it is concluded that the use of digital marketing strategies allows to achieve the proposed objectives it is recommended the constant updating and monitoring of the research to achieve the results desired by the company.