Marketing digital para el posicionamiento de marca de la COAC “Mushuk Yuyay- Chimborazo” Ltda. de la ciudad de Riobamba

Abstract

This research, entitled “Digital Marketing for Brand Positioning,” of the COAC “Mushuk Yuyay- Chimborazo” Ltda. in Riobamba City aimed to develop digital marketing strategies that contribute to increasing the number of members, improving the company´s positioning of the company, and gaining prestige for the services provided. Its method is based on a qualitative-quantitative approach, using exploratory and descriptive research levels to detail aspects related to digital marketing. This research design was non-experimental since the variables were not manipulated and they used the type of documentary research for scientific support. A field study allowed merging the information used in the proposal. This sample corresponds to 384 people who are part of the active population (EAP), between 18 and 65 years old, to whom the survey technique applied with the respective instrument of structured questions and an interview directed to the manager of the financial institution to identify the strengths, opportunities, weaknesses, and threats at the institutional level. From the gathered results, 40% of the sample uses the Internet to get information, which can use applying digital marketing strategies and thus position itself as a prestigious financial institution. Finally, digital marketing has become an essential means of corporate communication to promote and position a brand through social networks, ensuring that the information reaches the largest number of customers, and recommending the use of research to create strategic alliances that contribute to the organization growth.