Plan de marketing digital para incrementar el posicionamiento de “Textiles y Confecciones Sumac Pacari” de la cuidad de Riobamba

Abstract

The objective of this study was to develop a digital marketing plan through strategies that allow a better positioning in the mind of consumers of Textiles y Confecciones Sumac Pacari located in Riobamba city. The research was qualitative and quantitative with a descriptive research level, the instruments used: the observation guide, a bibliographic record, a questionnaire and an interview. The study determined that social networks are important tools in marketing, and that an online purchase improves the user experience. Therefore, the development of a digital marketing plan will influence the positioning of the microcap company. Based on the information from surveys and the analysis of the company, 8 strategies were determined, such as: social network marketing, content marketing, the creation of an online store, a whatsapp business account, hiring a social media manager, perform e-mail marketing, SEM positioning and after-sales service, concluding that the proposed strategies will achieve an adequate positioning as they are designed for the creation and strengthening of the audience, the closing of sales and loyalty. Therefore, the correct application of strategies is recommended as well as the immediate response to current and possible clients in order to avoid negative comments and finally carry out annual evaluations to rethink the strategies if necessary.