Plan de marketing digital para posicionar la marca Ofertas de Enigma en la ciudad de Riobamba

Abstract

For the brand Ofertas de Enigma, the lack of knowledge of digital marketing has generated a lack of innovation, measurement of results, business objectives, economic losses, updating in e-commerce and digital media, causing the company to not maintain an adequate positioning within the fashion industry, for this reason, concepts related to the subject were supported theoretically along with the collection of information and business analysis allowing the design of a digital marketing plan for the positioning of the brand Ofertas de Enigma in Riobamba city. The methodology developed within the research had a mixed approach. A non-experimental research with a correlational scope was used. The study took into account people, situations and events that allowed obtaining cross-sectional data, as well as the development of techniques such as the interview applied to the manager and sales consultant, the questionnaire applied to the economically active population and the use of biometric research where 10 people were subjected to eye tracking to know the perception of the brand. With the methodology applied, it was determined that the brand does not have a good positioning compared to its competitors and the lack of planning hinders the dissemination of information about the products through social networks, through the approach of digital marketing strategies the brand was positioned in digital media. Direct communication with customers was maintained, achieving participation in the fashion market. Finally, it is concluded, that it is necessary that the digital marketing plan is based on social networking strategies that maintain the positioning and increase sales in the brand, likewise, it is recommended the proper use of the digital marketing plan for the brand.