Plan de marketing digital para el posicionamiento de la empresa “c.c henry” en la Ciudad de Riobamba

Abstract

The objective of this research work was to develop a Digital Marketing Plan for the positioning of the company “C.C HENRY” located in Riobamba city. Within the methodology, a mixed approach of exploratory and descriptive level was used, the non-experimental cross-sectional design was used, the types of research are documentary and field to obtain respective information through methods, techniques and research instruments, such as the observation, an interview and a questionnaire, the finite sample will be used for the calculation and Cronbach's Alpha will be used to determine the reliability of the questionnaire. The results achieved provide relevant information about the current state of the company, identifying the consumer profile and market segmentation, as well as the external and internal findings of the organization, the company lacks visual content on the different networks and digital platforms, These results allow the development of different strategies to improve the company's positioning in the market. In this context, it is concluded that the application of a digital marketing plan does influence the positioning of organizations, since it detects weaknesses and threats that harm the company and with this, design and execute strategies aimed at promoting products using digital networks and platforms.