“Plan de marketing digital para posicionar la empresa Movilcelistic S.A del Ecuador en la ciudad de Ambato”

Abstract

The main objective of this research work was to develop a digital marketing plan for Movilcelistic company in Ambato city during the year 2023, with the purpose of improving its positioning. To achieve this, the research was carried out combining qualitative and quantitative approaches, using a descriptive approach to evaluate each variable independently. The design applied was non-experimental, cross-sectional and field documentary type. Deductive and inductive methods were used. The sample used in the research was 384 people, and various techniques such as observation, documentation, interviews and surveys were applied. The surveys were exposed to a validation and reliability process to ensure their reliable use. As a result, it was found that digital marketing strategies exert a significant influence on social networks, such as Facebook, Instagram, WhatsApp and TikTok, as they are highly effective means of communication and marketing that allow positioning a brand in the market. Based on these conclusions, it was possible to support the idea to defend since the digital marketing plan is essential for the positioning of the company Movilcelistic SA, thus corroborating previous research. Consequently, it is concluded that digital marketing does indeed have an impact on the positioning of organizations, because it facilitates the effective promotion of a brand. Therefore, it emphasizes the importance of designing digital strategies that fit the tastes and preferences of the consumer.