Diseño de un sistema de Marketing Digital para fortalecer la marca franquicia Pro - Ferreterías, de la Empresa MEGAPROFER S.A., en la ciudad de Ambato, período 2015

Abstract

The aim of this research study was to design a Digital Marketing system based on strategies designed to strengthen the brand of the franchise Pro-Ferreterías, which belongs to the company MEGAPROFER S.A in the city of Ambato. The aim was to design a system that would allow for the use and optimization of digital media such as social networks and e-commerce, taking into account the rise of digital media around the world, which has led to radical changes in how business is done, from communication to the way that products and services are distributed. Digital Marketing is used as a marketing strategy to insert the company into the broad field of new communication and information technologies and presented as an innovative factor in the environment where Pro-Ferreterías is a developed. This study demonstrates how the brand Pro- Ferreterías, a business that is growing and developing in the city of Ambato, can become involved in Digital Marketing, with an organized and systematic approach that supports the enhancement of the brand's features, with the goal of capturing customers that are on the web, social media, and the internet in general, based on the use of tools such as market research, and a brand audit, which facilitated an understanding of the public's participation in digital media, and gave an understanding of the public's perception of the brand. Strategies have been formulated taking into account that 98% of people surveyed as part of our research were found to use social networks, 76% mainly use the internet to access social media and 46% use digital media to gather information on products they may need. The application of Digital Marketing is recommended in order for Pro-Ferreterías to improve its position in the global market, similarly it is recommended that the financial plan be structured based on digital marketing strategies, working with community manager who would be responsible for the function and control of communication on digital media, and the final recommendation was that a schedule of proposed activities be established according to the new trends that are appearing on the market.