Plan de marketing digital para posicionar la empresa Tirsaccomunicaciones S.A. en la cuidad de Latacunga

Abstract

In this curricular integration work, It was carried out a "Digital Marketing Plan for the company Tirssacomunicaciones S.A.", with the aim of improving the positioning in the city of Latacunga, year 2021. In this sense, a qualitative-quantitative approach was used, with a descriptive research level, in addition the research design is non-experimental and cross-sectional, a research was carried out applied and field documentary, the methods were deductive-inductive, analytical-systemic, to obtain the information, it was used with the survey techniques that were applied in the city of Latacunga to the economically active population (EAP) in order to determine the profile of the audience regarding the use of digital media, in the same way the interview allowed to know the current situation of the company in order to work on the proposal which is structured by the diagnosis of the current internal and external situation of the company, analyzing the digital environment, defining of the target customer, digital marketing objectives, strategies, the budget, the action and control plan and tools for measurement (KPIs), therefore, it is necessary to apply the proposed strategies because they allow to solve the problems of the company in this way to increase the positioning.