Plan de marketing digital para mejorar el posicionamiento de la asociación Jambi Kiwa en la ciudad de Riobamba provincia de Chimborazo

Abstract

The objective of this study was to generate digital marketing strategies that allow achieving brand positioning. The research methodology that was used in this research used a qualitative-quantitative research approach under an exploratory, descriptive and explanatory level, the research design is non-experimental and transversal, documentary and a field research was used applying the deductive-inductive, analytical-synthetic methods, to collect the information a survey was applied to the economically active population from Riobamba city and an interview was conducted with the manager of the association. Within the results, it was possible to know that the association is not positioned in the market due to the weak digital presence, a result of the lack of implementation of digital marketing strategies. The proposal is made up of the situational analysis, objectives, strategies, tactics, action plan and control. In this way, the implementation of the proposal will provide the association with a greater reach through the use of digital media, allowing it to improve brand positioning to generate greater profitability and positioning in the market. The application and monitoring of this digital marketing plan is recommended, which will contribute to obtaining the desired results.