Marketing digital para el posicionamiento de la empresa “Industrias Metálicas Vilema” de la ciudad de Riobamba

Abstract

The research focused on the study of "Digital Marketing for the positioning of the company Industrias Metálicas Vilema located in Riobamba city." The company was facing significant challenges, such as declining sales due to intense competition and lack of digital media presence. The main objective was to develop a digital marketing plan to improve the position of "Industrias Metálicas Vilema" in Riobamba city. The methodology used combined qualitative and quantitative approaches, with an exploratory and descriptive design, without experimental intervention. Documentary and field research was carried out, using induction, deduction, analysis and synthesis methods. Data collection was carried out through observation, surveys and interviews, focusing on the economically active population of the province of Chimborazo for the market study. The results obtained allowed us to identify a low presence of "Industrias Metálicas Vilema" in digital media. It was concluded that the implementation of a digital marketing plan could significantly improve the recognition and position of the company in the city. In this context, the importance of implementing digital strategies is emphasized to stand out in a competitive market and effectively engage your target audience, thus laying the foundation for a successful future in the ever-changing digital environment.