Marketing digital para posicionar la marca Asociación de Artesanos y Emprendedores Primicias en la ciudad de Riobamba

Abstract

This research work aims to carry out Digital Marketing to improve the positioning of the artisans and entrepreneurs Association Primicias in Riobamba city, through the application of strategies based on the knowledge gained by theoretical framework and personal experience. We prepared a market study to get key information on the positioning in the digital market. Through the application of surveys aimed at the public that have internet in their homes, we also developed the RMG matrix. It allowed to examine the association in the social network, its competitiveness, and therefore its positioning in the riobambeño digital market. Thus, we added the association of current analysis with the use of SWOT to know the internal and external factors and its influence; We based these study parameters on an exploratory and descriptive research, which used inductive and deductive methods for its development that provide methodological significance to the research. In addition, it was possible to observe the existing shortcomings in the brand's management regarding the positioning in the digital market with little or no presence in the social network Facebook; we proposed communication strategies such as community manager hiring, Facebook content creation, construction of virtual store, among others. The total budget for 7,992.00 US dollars. It is advisable to apply digital marketing strategies being these workable to increase the positioning of the Primicias brand association, in the riobambeño digital market, this will increase the customer portfolio, and it will enable the efficient visualization of all the products and services generated by the entrepreneurs and artisans of the Primicias association, to increase its profits