Plan de marketing digital para posicionar la unión provincial de cooperativas de ahorro y crédito de chimborazo-uprocach en la Provincia de Chimborazo

Abstract

The UPROCACH lacked of recognition in the national financial market, so it was considered to implement an effective digital marketing plan through the use of social networks and an appropriate digital marketing strategy, therefore, the objective of the research was to propose a digital marketing plan through the design of strategies based on market research techniques and competition analysis, to increase the social recognition of the UPROCACH organization. The methodology used was a mixed approach (quantitative and qualitative).The scope of the research was descriptive with a non-experimental design, a field study to obtain information through methods, techniques and instruments, were a survey was applied to a sample of the economically active population (PEA) of Chimborazo province. Through the applied methodology, it was determined that UPROCACH has not exploited the full potential of digital marketing, limiting its application to a basic communication process. It is concluded that UPROCACH opens up the opportunity to stand out in a competitive environment and consolidate its position as an influential institution in the national financial sphere, while successfully navigating in a constant and evolving environment.