Plan de marketing digital para posicionar a las empresas de seguridad y salud ocupacional del sector norte de la ciudad de Guayaquil.

Abstract

The present research aimed to design a Digital Marketing Plan, supported by social media platforms, to position companies that offer Occupational Safety and Health services in the northern sector of the Guayaquil City. Digital Marketing is one of the modalities of Marketing that has generated the greatest impact on business activities, thanks to the advantages it offers to improve communication with customers. Based on this, focused on improving communication with customers, with differentiating strategies, through websites known as: social networks, we seek to improve the positioning and brand value of companies. In the sector, three companies were detected that offer these services in a comprehensive and focused way, for which after an external and internal strategic analysis, as well as the study of the surveys applied, to current and potential customers, were designed strategies aimed at harnessing the benefits offered by digital communication channels, mainly social networks that, as demonstrated in the study, are the most used by users today. The designed strategies were implemented with the help of an Integral Scorecard. Subsequently, the statistical analysis of the scope or visualizations of the contents, used to measure positioning, allowed us to conclude that the implementation of digital marketing strategies positively influences the positioning of this type of companies. It is recommended to identify consumer usage preferences, in order to select the mix of digital media that best meets their needs.