Plan de marketing digital para posicionar la organización HSE Ecuador de la ciudad de Riobamba

Abstract

Digital marketing plan through digital communication and promotion strategies to position HSE ECUADOR Organization in Riobamba city, had the objective of developing innovative digital strategies through a situational analysis to position the company. For the development, a methodology with a quali-quantitative approach was applied, with inductive and deductive method, as well as a survey to the Economically Active Population of the year 2022 and an interview to the manager of the company to know the current situation regarding the management of digital marketing, where the following shortcomings deostrayed: poor management of digital communication, low positioning of the company in the market, lack of advertising, lack of agreements or alliances, the organization has not had adequate planning with the digital tools, which has led a lack of dissemination and communication in services, and the misuse of digital marketing. The implementation of a digital marketing plan is adapted to the current demands of the market making users who know about the company, and in the same way to obtain information through creative content where the customer can differentiate the brand and the company that offers, so the digital media and social networks are decisive for users when making purchasing decisions. The development of digital marketing strategies through a situational analysis is essential to position the company in the market, increases its visibility and online presence, improving its competitiveness and profitability. It is recommended to perform the evaluation of the impact of the implemented strategies with a measurement and analysis tool to evaluate conversions and to be able to determine the success or failure of the implemented strategies.