Marketing digital para el posicionamiento del Ecozoológico San Martin de la ciudad de Baños de Agua Santa

Abstract

This Curricular Integration Work is about Digital Marketing and how it influences the positioning of the organization, which has as its general objective to design a digital marketing plan for the San Martin de Baños de Agua Santa Zoo through a market study developing efficient positioning strategies—starting with the collection of information related to e-commerce of zoos with broad bibliographical support. The research methodology has a qualitative and quantitative approach, applying data collection techniques such as survey and interview, which were directed to tourists and inhabitants of Baños de Agua Santa canton and the organization's manager, respectively. With a transversal, non-experimental type of study. The research methods used are: inductive, deductive, analytical, and synthetic. It is noted that the company has lost market share and reduced its recognition for not maintaining permanent communicative actions. The proposal is developed with the situational analysis allowing to discover external and internal factors that directly or indirectly influence the company, using tools such as SWOT analysis, MEFE matrix, MEFI matrix, and cross SWOT matrix. Finally, based on the bibliographic and field information collected, digital marketing strategies were developed based on innovation, functionality, loyalty, website, and social networks. Establishing a digital marketing plan model that aligns with the company's needs is recommended.