Marketing digital para el posicionamiento de la Cooperativa de Ahorro y Crédito Oscus Ltda, de la ciudad de Riobamba

Abstract

The present research work was developing digital marketing to position the Cooperativa de Ahorro y Crédito Oscus Ltda in the city of Riobamba. The objective is to position the financial products and services within the city, through the use of digital marketing tools being currently one of the most important factors to generate visibility for a brand. In order to have evidence of the research, a qualitative and quantitative study approach was used; inductive and deductive methods were used, an observation sheet was used for social networks, and the Cronbach's Alpha Coefficient tool was applied, which allowed obtaining a valid and reliable survey, a survey to the economically active population of the city of Riobamba was built, then the interpretation of the results was performed, through which it was evidenced that the preferred means to receive information with 69% are digital media; being, the social network Facebook and WhatsApp the most used, the citizens of Riobamba visualize more a publication through promotional and informative content and the services they most seek in a Savings and Credit Cooperative are financial credits. Thus, a SWOT matrix was developed and the variables were crossed based on the digital marketing plan, resulting in the use of the preferential information dissemination tool, advertising through Diario la Prensa, advertising on the Facebook page, WhatsApp Business along with the implementation of Chat Bot, thus building different digital strategies for the positioning of services and attracting new customers. It was concluded that with the proposed implementation of digital tools within the cooperative Oscus the institution will be able to disseminate and position its portfolio of services and products within the city of Riobamba, for this reason, it is recommended to implement the digital proposal and follow up on this research to achieve the expected results by the financial institution.