Plan de marketing digital para posicionar la empresa IDC Computadoras en la ciudad de Riobamba

Abstract

The present research work "Digital marketing plan to position the company IDC Computers in the city of Riobamba", was developed to provide the organization with the necessary guidelines in the field of digital marketing to improve brand positioning. The research conducted is qualitative with a quantitative approach, exploratory and descriptive level, and corresponds to a non-experimental, cross-sectional, documentary, and field study; inductive-deductive and analytical-synthetic methods were used. The instruments used for the collection of primary information were the survey applied to the economically active population of the city of Riobamba, to determine the use of digital media and the interview with Mr. Fernando Guilcapi to identify the digital marketing actions that the company performs. The findings of the research allowed us to diagnose the current situation of the company, showing shortcomings such as inefficient online presence and the existence of strong competition led by recognized brands with great trajectory in the market. In order to respond to the requirements of IDC Computers, it is proposed to create a digital marketing plan that details the objectives to be achieved, the strategies that will contribute to the positioning of the company, the action plan, budget, and indicators; because nowadays, it is an imperative need for organizations to perform digital marketing actions, as it allows them to reach a greater number of people, with minimal investment. It is recommended to implement and follow up on the proposal for the company to materialize its objectives and improve its competitive position in the technological equipment market.