Marketing digital para el posicionamiento del GAD parroquial de Casacay del cantón Pasaje provincia de El Oro

Abstract

The current research work had the objective of producing a digital marketing plan for the positioning of the parish government of Casacay. To conduct the research, a qualitative and quantitative approach was considered, since data collection methods such as survey, interview, and observation sheet were used, with a descriptive level of research, since it seeks to calculate each variable independently, with a descriptive level of research, non-experimental, cross-sectional, since the variables were not manipulated, the type of study used is documentary and field since information and data were collected from the parish GAD of Casacay, the techniques for data collection were performed as they are: Observation, documentary, survey and interview directed to the inhabitants of the city of Pasaje and the president of the parish GAD of Casacay. Also the research methods used in the work were: inductive, deductive, and analytical. It can be seen that the parish government has no participation in the competition and does not know the use of digital technology to maintain a connection with its users. The proposal was developed through the situational analysis of the company, allowing to discover external and internal factors that influence the company. There was the support of SWOT analysis tools, EFE, strategic SWOT, and MPEC Matrix. It is concluded that the parish GAD through the technical management of digital marketing and its tools, contributes to the creation of highly favorable scenarios for brand positioning in consumers, in such a way it is recommended the continuous design and updating of digital marketing strategies and monitoring them to meet the requirements of users.