Plan de marketing digital para el posicionamiento de la empresa pública CONDUESPOCH en la Ciudad de Riobamba

Abstract

The public company, "ConduEspoch" in Riobamba, faces significant challenges due to the lack of an effective digital marketing strategy, which has led to a decrease in demand and low positioning in the local market. Given this situation, the main objective of the research was to develop a digital marketing plan for "ConduEspoch" in the city of Riobamba to increase its visibility, promotion and strengthen its online position in the year 2023 through the application of digital marketing strategies and tools. The methodology implemented had a quantitative, qualitative approach; an experimental design of transversal type was used since the variables described were not manipulated and it was developed in a determined period. The universe of study was the economically active population of the city of Riobamba, being fundamental to the application of a field investigation to obtain the respective information through methods, techniques, and instruments, among which were the interview directed to the management of the company and the survey applied to the sample of the universe of investigation. The results showed that the implementation of digital marketing strategies in driving schools has a positive impact on their market position. When analyzing the methods and tools used by "ConduEspoch," the need to strengthen its online presence was identified, as it was compared unfavorably with other driving schools, and limited use of digital tools was observed. In conclusion, it highlights the importance of developing a comprehensive digital marketing plan to address these shortcomings and improve online visibility, promotion, and, lately, the market positioning of "ConduEspoch."