Plan de marketing digital para posicionar la empresa EDISISTEMAS en la ciudad de Quito

Abstract

The present study was designed with the purpose that the company EDISISTEMAS is supported by different digital platforms to position and increase the value of the company. Thus, documents from various sources were reviewed in relation to the subject of the study to support the importance of the digital marketing plan for the development of the company. The research methodology that was used was with a mixed approach (quali-quantitative), an exploratory and descriptive level of research, and the research design was non-experimental and cross-sectional, applying a type of documentary and field study. In addition, research instruments were used, such as; the survey and interview guide, which allowed to determine that the company did not make adequate use of digital platforms, leading it to lose digital presence and lack of recognition by consumers. In this way,, it was possible to demonstrate the importance of adapting to changes in the market. Subsequently, the proposal was made based on the Manuel Malvezzi model which allowed analyzing the current situation of the company, establishing the objectives that would direct the strategies of the digital marketing plan. It is recommended to implement the strategies proposed in this document as they will allow the company to achieve the expected positioning and recognition in the mind of the consumer, responding efficiently to new market trends.