Marketing digital para posicionar la marca de la Cooperativa de Ahorro y Crédito Acción y Desarrollo en la ciudad de Riobamba

Abstract

This research work aimed to design Digital Marketing strategies to improve the COAC "Acción y Desarrollo" positioning in the city of Riobamba because it did not have digital tools. The methodology used for the research was based on a qualitative and quantitative approach, with an exploratory and descriptive research level, and the design, according to the manipulation of the independent variable, was non-experimental. After conducting field research, the city's population was sampled with data from INEC in 2010, and the population projection formula was used, resulting in a total of 384 people. The methods applied were induc6tive and deductive. The survey and interview tools were used for the research techniques: the survey was devoted to people over 18 years of age who are part of the city's EAP, and an interview was also conducted with the manager of the cooperative. The main findings determine that Digital Marketing is an excellent tool for the cooperative to be recognized due to the internet trend. Another of the research conclusions is that the cooperative is not recognized within the city. Therefore, it represents a low percentage of positioning regarding financial entities and not having active social networks. It is concluded that the current strategies are insufficient to obtain the recognition that the cooperative seeks. The efforts made in digital media are feeble and lacking in goals, so its positioning has been limited. Therefore, the application of Digital Marketing is recommended, directing the strategies to seek the necessary means to improve its positioning and thus stand out in the market.