Plan de marketing digital para posicionar la empresa "Trompos y Garabatos" de la ciudad de Quito

Abstract

The present work of curricular integration "Digital Marketing Plan to position the company Trompos y Garabatos from Quito city." Its general objective was to define strategic guidelines around digital marketing to improve its positioning. In order to achieve this objective, a qualitative-quantitative approach was used, an exploratory, descriptive and explanatory level of research, as far as the research design is of a nonexperimental and cross-sectional nature, a documentary and field research was applied, the methods were deductive-inductive, analytical-synthetic; To obtain the primary information, a survey was applied to the sample of the economically active population in Quito, to know which digital media and social networks are in most frequently used today. Likewise, an interview was carried out to the director of the company in order to find out the relevant particularities regarding the management of digital marketing carried out by the company. With this research it was possible to determine the profile of the target audience, the social networks that are most used, the company's competition, the content that customers prefer to view and how they rate the service provided by it. Based on the results obtained, the proposal was structured, which contains the situational diagnosis, objectives, strategies and tactics, action plan, budget and control. The implementation of the proposed digital marketing plan is recommended, as it will allow you to obtain greater brand recognition and consolidate in the artistic services market.