Plan de marketing digital para posicionar a la empresa Lebens Capacitaciones Cía. Ltda. de la ciudad de Riobamba

Abstract

This research work entitled "Digital Marketing Plan to Position the Lebens Capacitaciones cía. Ltda. Company of Riobamba city”, had as main objective the recognition of the brand through the digital channels of the organization, which support competitiveness and growth in relation to the competition. Initially, it was required a collection of information.to develop the research. It was achieved through the situational analysis and a survey that was applied to 383 people from different regions of the country. Then, in the interpretation of the results was showed that the use of the Internet is considered as the main means of communication for the collection of information, also the most social network used is Facebook through the smart phone device, in addition 54% of the surveyed people do not know the company, and 87% agree to receive information on the services offered by the company. In short, different digital strategies were applied to improve the organization's brand image, such as the creation of the Marketing area, improvement of the website and pages on the Facebook social network, as well as the sub-brands, the implementation of the Whatsapp Business customer service platform, and the design of a plan to attract new customers through promotions and the dissemination of preferential and sectored information. It was concluded that currently digital media play an important role in organizations and in the business that they develop. It is suggested to implement digital proposals and maintain a constant control to be recognized in the digital media of the company.