Marketing digital para incrementar las ventas en línea de alba suplements de la empresa nutrion de la Ciudad de Riobamba

Abstract

The brand Alba Supplements, lacks a digital Marketing maintaining an empirical approach to increase sales, causing unsatisfactory results. Therefore, the objective of this research was to carry out a digital marketing to increase online sales of Alba Supplements at NUTRION Company in Riobamba city to improve and consolidate the brand's position in the local market. The methodology applied had a mixed approach, with a descriptive, documentary and explanatory type of research. The techniques used for the development of the research were the survey and the interview. The information collection instruments were the survey applied through Google Forms to the Economically Active Population (EAP) and the interviews applied to the company manager who gave his point of view on the business idea. Through the applied methodology, a deep analysis of the market situation and the identification of the buyer was carried out, which helped to implement digital strategies focused on enhancing the online presence and the engagement with potential customers. The results show a significant increase in sales and brand visibility, demonstrating the effectiveness of the digital marketing model applied and a positive return on investment. It is recommended to Alba Supplements to continue optimizing its digital strategy, constantly updating its online marketing tactics and exploring new digital platforms to expand its reach. This study highlights the importance of digital marketing for PYMEs in today's market, providing an effective strategic framework to improve their competitiveness and business performance.