Marketing digital para el posicionamiento de la marca de la asociación de producción textil Pluss Apluss en la ciudad de Riobamba

Abstract

The objective of this work was to develop a digital marketing plan, designing strategies and tactics that contribute to the positioning of the association Pluss Appluss in the city of Riobamba for the year 2023. On the other hand, the research was developed under a qualitative and quantitative approach with a descriptive character level, since it sought to measure each variable involved in the subject of study independently, also a non-experimental, cross-sectional, field documentary-type design was used, employing deductive, inductive, analytical and synthetic methods. The sample for the study was 383 people, and the techniques of observation, documentary, interview, focus group, and survey were applied, the latter being subjected to a process of validity and reliability to ensure reliability in its use. It was obtained as a result that digital marketing strategies are influential in social networks such as Facebook, Instagram, WhatsApp, and YouTube, since they are means of communication and marketing that allow the positioning of a brand in the market, based on the same it was possible to support the idea to defend that the digital marketing plan affects the positioning of the association Pluss Appluss since it coincides with other research works. Thus it was concluded that digital marketing does have an impact on the positioning of organizations, because it facilitates the positioning of the brand effectively, for this reason, it is emphasized that digital strategies should be designed according to the tastes and preferences of the consumer.