“Marketing digital para el posicionamiento de marca de la empresa creaciones M.B. de la ciudad de Ambato”

Abstract

The present investigation is referred to the elaboration of a Digital Marketing with the purpose of achieving the positioning of the company Creaciones MB, of the city of Ambato. In the elaboration of the investigation, the diagnostic and planning phases were fulfilled. The initial phase was carried out through the general diagnosis of the entities involved in the investigation (Manager and consumers), the information collected assigned as a base to determine aspects, factors and variables related to the investigation. The methodology was based on the qualitative-quantitative approach, since data was collected that allowed the analysis of digital marketing and the market positioning of the company under study. The level of research was descriptive, since it will be adapted to specify the characteristics of marketing applied in the company. The research design was non-experimental cross-sectional, without manipulation of the variables, the information obtained was carried out only once. The research was of a documentary type, which supported the theoretical framework and was compiled through information from documents on the network, such as articles, books, magazines, blogs, among others. The instrument applied was the questionnaire, survey type, unstructured personal, made by eleven (11) articles. The processed results determined that the company Creaciones MB does not apply digital marketing strategies, which has prevented the positioning of the brand in the market. (10) digital marketing strategies were proposed that will allow the positioning of the company Creaciones MB, at a local and national level, with the creation of a Fanpage on Facebook and Instagram, a digital catalog, ChatBot and WhatsApp Business.