Plan de marketing digital para posicionar la marca de ferretería Ferro Repuesto en la ciudad de Otavalo

Abstract

The present study was oriented to create a digital marketing plan for Ferro Repuesto Hardware Store headquartered in Otavalo city, province of Imbabura, with the aim of positioning the brand in the market, for which a qualitative and a quantitative approach was used with a nonexperimental design, applying an interview to the CEO of the company and a survey applied to a total sample of 381 people with current and potential clients, compiling sufficient information bases with which an internal and external diagnosis and findings were obtained that showed that the most used digital media tools are WhatsApp and Facebook. In addition, the activity that they would like to carry out is the visualization of digital catalogs, likewise respondents considered that there is a need to implement digital marketing to improve the positioning of Ferro Repuesto. Also, the analysis of strengths, weaknesses, opportunities and threats was carried out through the SWOT matrix for the subsequent crossing of variables where the strategies that help to fulfill the main objective were obtained, strategies that proposed to create a fan page on Facebook, a WhatsApp Business account, digital catalogs, website, email marketing campaign, use of the brand manual and application of QR codes. Each aspect studied in the market was considered to present a viable investigation, in this way, it is recommended to carry out the present digital marketing plan with the correct use of strategies and tactics, which will serve the brand to occupy a place in the users or consumers minds in order to generate visibility and trust towards the hardware store.