Plan de marketing digital para impulsar el posicionamiento de la empresa Artes Yoli en la ciudad de Riobamba

Abstract

The company Artes Yoli is in an unfavorable situation because it lacks of positioning in Riobamba city, since it did not apply marketing strategies, which avoids it to be known in Riobamba’s market. This research work aimed to develop a Digital Marketing plan for the company Artes Yoli, which through digital media strategies will boost the positioning of the company, giving presence to its products in different digital platforms, which will allow it to attract a large number of users and gain new customers. The methodology used consisted of a qualitative and quantitative approach, through a market study, which provided fundamental information about the target audience and also about the company's environment and its positioning situation. The population considered was the economically active population of Riobamba city using the finite sample formula, resulting in a total of 382 people to be surveyed, an interview was also conducted with the manager of the company to know in depth about the relevant aspects that happen internally in the company. This research is of a cross-sectional non-experimental nature and the methods used were exploratory and descriptive. A digital marketing plan for any company will be essential to achieve positioning, since currently internet platforms are the means of dissemination, where people get in touch with companies and products they purchase; being social networks where they spend most of their time, so it is recommended to implement marketing strategies through these digital media.