Plan de marketing digital y su influencia en el incremento de la rentabilidad en la empresa Alex Tech de la ciudad de Santo Domingo

Abstract

The objective of this curricular integration work was to design a digital marketing plan to increase the profitability of the company ALEX TECH located in the city of Santo Domingo for the year 2021. The level of research used was descriptive correlational with a qualitative-quantitative approach, a non-experimental design according to the manipulation of the independent variable, and cross-sectional by the intervention in the fieldwork, the type of study used was documentary because theoretical foundations were collected to support the research and fieldwork because direct observation and interview of the entity's personnel were used to know the status of digital marketing manager in the company, then a survey based on a model of the 4Fs of digital marketing was applied to 383 people corresponding to a sample of the EAP of Santo Domingo in order to identify whether a digital marketing plan influences profitability. The results obtained show that the digital marketing plan does influence the increase in profitability in the company ALEX TECH, since, by means of Spearman's Rho correlation, it was shown that the dimensions of information flow, functionality, information feedback, and customer loyalty, maintain a positive correlation with the profitability dimension. In addition, a situational analysis was conducted to diagnose the company, and based on the findings, strategies were proposed to improve digital marketing management in the company such as the creation of a website, generating digital content, advertising campaigns on social networks, and product catalogs, among others. It is recommended not to neglect the activities on digital platforms and continuous monitoring of the proposed strategies.