Plan de marketing digital para el posicionamiento de la empresa Almacenes Unihogar de la Ciudad de Riobamba

Abstract

Almacenes Unihogar company did not reach the desired positioning in digital marketing and was also unable to reach a broader audience, therefore, the objective of the research was to design a digital marketing plan through the analysis of techniques and development of strategies to improve the positioning of the Unihogar warehouse company located in Riobamba city in 2023. The methodology used was a mixed approach (quantitative and qualitative); The scope of the research was descriptive; a non-experimental design was used. It was a field type of study to obtain information through methods, techniques and instruments, an interview applied to workers and a survey applied to a sample of the economically active population (PEA) of Riobamba city. Through the applied methodology, it was determined that Almacenes Unihogar has low positioning and recognition in social networks, which negatively affected its sales volume. It is concluded that Almacenes Unihogar used several digital platforms, but there is a lack of coherence in communication and approach. Strengths were also identified in terms of presence on social networks, and weaknesses were found in the lack of interaction with customers and a low use of analysis tools for decision making.