Marketing digital para el posicionamiento de la empresa INNOLAC de la ciudad de Riobamba

Abstract

The objective of this research work was to develop a digital marketing plan, using techniques and strategies to position the company INNOLAC in the city of Riobamba. Within the methodology, a mixed approach of the descriptive level was used, and a non-experimental and transversal design was considered, as well as the survey and the interview as data collection techniques. The results provided relevant information on the current state of the Innolac company, allowing the identification of the consumer profile, as well as the specific needs and demands. Because of that, the company lacks a presence on social networks, as well as attractive and communicative visual content to be disclosed on digital platforms. In addition, these results allowed the development of effective strategies to achieve the desired positioning in the market. Thus, digital media and social networks were decisive for users' purchasing decisions. In that sense, it is concluded that the implementation of a digital marketing plan that adapts to the current market demands allows users to obtain a greater understanding of the company and obtain information through creative content. This, in turn, cooperates to improve Innolac's position in the market effectively. It is recommended to evaluate the current situation periodically to detect possible weaknesses in digital marketing management, thereby designing new strategies that address the identified needs.