Diseño de estrategias de marketing digital para la Cooperativa de Ahorro y Crédito “Juan Pío de Mora” Limitada

Abstract

The objective of this research work was to ascertain which is the contribution of digital marketing on the recovery and loyalty of account holders of the Cooperativa de Ahorro y Crédito “Juan Pío de Mora” Limitada. For this purpose, an experimental research with a transversal design and quantitative/qualitative focus was performed. Two surveys were applied: one targeting account holders with inactive accounts, with 376 participants, asking questions about the motives to maintain their accounts inactive, and the other survey was applied to account holders with active accounts, 373 participants, to strengthen loyalty and to find what additional benefits the account holders want. The media through which the account holders would like to access more information about the Cooperative. Similarly, an observation form was used to assess the actual state of the official media. The results show the different perceptions that the account holders have about the management of information on the Cooperative’s social networks, being unsatisfactory, since the official media are not being used properly, they do not offer relevant information and the information is not updated frequently, that is why no one follows these pages. With the results obtained, digital marketing strategies are eveloped to strengthen communication between the cooperative and its clients, to have a better performance of the official communication means. As a conclusion: Digital Marketing is a great help for external communication since it offers account holders a fast and direct relationship. The implementation of the proposal, through the marketing department, the advertising area and the managers, is recommended.