Marketing digital para el posicionamiento de la empresa Animal Park en la ciudad de Baños

Abstract

The general objective of this Curricular Integration Project was to design a digital marketing plan through the proposal of strategies that allow the positioning of the theme park "Animal Park" in Baños de Agua Santa canton. To conduct the research, a qualitative and quantitative approach was considered, with a descriptive level of analysis, non-experimental, and cross-sectional, the type of study used was documentary and field, with deductive, inductive, analytical, and synthetic methods necessary to carry out the research, for this an interview was conducted with the general manager of "Animal Park," direct observation on the digital platforms of the organization and finally, a survey focused on the PEA of the canton Baños de Agua Santa and tourists who visit it. Among the most relevant findings of the research, it was found that the management of social networks is essential for successful positioning in the market. The communication between users and the company increases as they go to spaces such as Facebook and Instagram to obtain information about the services offered. It is concluded that the organization, through the technical management of digital marketing and its tools, contributes to the creation of highly favorable scenarios for a brand positioning in consumers, so it is recommended the continuous design and updating of digital marketing strategies and monitoring them to meet the requirements of the market.