Marketing digital para posicionar la marca Wanya de la Asociación Artesanal Conferib, en la ciudad de Cuenca

Abstract

The main purpose of this study is to develop a digital marketing plan for the positioning of the Wanya brand of the craft association CONFERIB of Cuenca city, to promote the enhancement of corporate identity and expand market participation. This was possible after conducting a field research to establish the business assessment and the needs of potential clients, these needs were determined by means of a survey applied to the economically active population of the city, which enabled to generate the profile of potential clients while the data coming from the business assessment, and the analysis of the environment were useful for a SWOT matrix design, which in turn, led to the generation of ten strategies duly analysed and synthesized according to the needs found. In addition, indicators that will ease the assessment of the effectiveness of the actions undertaken were delimited. These indicators include referential budget and the schedule for proper management of the proposed plan. The findings determine the relevance of social networks and digital media in the process of getting and gathering information as well as business processes. In this context, it must be considered the fact that the information must be handled in an informative, promotional, entertaining, and descriptive environment. It was established that the most used social networks are Facebook, WhatsApp, and the institutional website. Therefore, digital marketing will improve the positioning of the brand due to its great impact in mass communication, fostering the interaction of current and potential customers. Therefore, it is necessary to keep a permanent monitoring of digital platforms.