Marketing digital para el posicionamiento de marca de la Cooperativa de Ahorro y Crédito Minga limitada en la ciudad de Riobamba

Abstract

The present study entitled "Digital marketing for the positioning of the Cooperativa de ahorro y crédito Minga Limitada (COAC) located in Riobamba city" aims to strengthen its corporate identity in the market, through the use of digital marketing tools that represent important factors to be considered at the present time. To achieve the goal mentioned before, a qualitative-quantitative approach was used through an interview applied to the manager of COAC Minga Limitada and also a survey to the economically active population in the city. Afterwards, the analysis of the results was carried out and shown that 42% of the people make use of digital media such as social network, web pages, search engines. They also want to receive information from the institution as digital media let to optimize time and generate a clearer and more concrete message. A digital marketing plan was developed to strengthen the institution through different activities such as: improving its website, its presence in Facebook Ads, Google Ads, Similar web and finally a Chat Bot for Whatsapp business. It is recommended to apply these strategies and the monitoring of this study to get the expected outcomes established by the institution.