Marketing digital para mejorar el posicionamiento de la empresa Sicma Ecuador

Abstract

This research aims to design a digital marketing plan (MktD) to improve the positioning and brand recognition of the company SICMA Ecuador for the year 2022. The level of this research is descriptive since the direct observation of the digital media, the interview directed to the company's CEO, and the survey of a sample of companies with active RUC in Quito city were research tools used to collect data. Finally, a situational diagnosis was necessary to get reliable information about the organization's current reality. The findings showed that the most active social networks are LinkedIn and Facebook. On the other hand, the SIVA marketing model helped determine that the economic activity carried out by the company under study generates great acceptance since it is a natural solution to the problems derived from the relationship between industrial action and the environment. Additionally, according to the manager's criteria, it was also possible to know that the MktD is one of the tools that generates the best results despite needing more planning. This fact supports the proposed idea that digital marketing does influence the company's positioning. Based on the results and findings, both from the research instruments and the situational analysis, a compendium of strategies adapted to the company's needs was proposed. These needs include a biometric study with eye tracking to the interface of the corporate website, content creation for social networks, application of metaphors in advertising, BCG analysis, etc. Implementing this marketing plan is a suggestion that will contribute to fulfilling the positioning objectives that the organization has proposed.