Marketing digital para el posicionamiento de la Cooperativa de Ahorro y Crédito Sol de los Andes Ltda. en la ciudad de Riobamba

Abstract

This Curricular Integration Work is about Digital Marketing and its influence when positioning a company, the same that has as general objective, to generate digital marketing strategies through the application of Social Media to improve the positioning of the Savings and Credit Cooperative Sol de los Andes Ltda. Chimborazo in the city of Riobamba. The methodology used in this research was with a qualitative and quantitative research approach, with a descriptive and exploratory level, has a study design in which the manipulation of the independent variable is non-experimental and field survey interventions are horizontal, with a documentary and field research, followed by the inductive, deductive and synthetic analytical method was also used, the objective population was taken as the PEA of the city of Riobamba to perform the calculation of the sample. The results of this research showed that 76.3% of respondents use the internet as a means of communication and the most used tool is the social network Facebook with 35.7% and also to achieve the positioning of the company people prefer to make promotions and advertising on social networks with all this information were raised strategies according to business objectives. The strategies proposed are based on digital marketing principles such as flow, functionality, feedback and loyalty, for which research was conducted in verified bibliographic and field sources. It is recommended to use marketing plan models that fit the needs of the company and thus improve the positioning of the Cooperative "Sol de los Andes" Ltda.