Análisis de estrategías del marketing digital para el posicionamiento de nuevos productos en los supermecados de Guayaquil
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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El proyecto de titulación se realizó en los supermercados de la parroquia Tarqui de la ciudad de Guayaquil, en donde se hizo un estudio a los consumidores para determinar la noción que tienen con respecto al marketing digital, en el cual se pudo detectar un déficit de conocimiento sobre el tema, que ocasionaría una disminución en el posicionamiento de los nuevos productos. Con este resultado se proponen estrategias digitales, para llamar la atención y posicionarse en la mente del usuario, haciendo los seguimientos apropiados de manera personal y digital, y así poder satisfacer las necesidades del cliente al momento de adquirir un nuevo producto. Este proyecto consta de tres capítulos en donde en el capítulo uno se explica el concepto sobre lo que es el marketing digital y todo lo referente a sus avances e innovaciones tecnológicos que se presentan en la actualidad. En el capítulo dos se aplicarán métodos de investigación cualitativa y cuantitativa para observar como es el comportamiento del cliente en el mercado, además se emplearon instrumentos de recopilación como la encuesta y entrevista para obtener información más acertada para hacer más fácil la explicación. El capítulo tres con los análisis y resultados obtenidos se propone la implementación de estrategias de información digital, promocionales y de contenido con el fin de reducir los gastos de los nuevos emprendedores, y que tengan un conocimiento adecuado de las nuevas herramientas que se presentan en el marketing digital para que promocionen sus productos y tengan una incidencia positiva en los supermercados.
The titling project was carried out in the supermarkets of the parish of Tarqui in the city of Guayaquil, where a study was made to the consumers to determine the notion that they have with respect to the digital marketing, in which a deficit of knowledge could be detected On the subject, that would cause a decrease in the positioning of the new products. With this result, digital strategies are proposed, to attract attention and position themselves in the user's mind, making the appropriate follow-up in a personal and digital way, and thus be able to satisfy the client's needs when acquiring a new product. This project consists of three chapters in which chapter one explains the concept of what digital marketing is all about and related to its advances and technological innovations that are presented today. Chapter two will apply methods of qualitative and quantitative research to observe how is the behavior of the customer in the market, in addition used collection instruments such as the survey and interview to obtain more accurate information to make the explanation easier. Chapter three with the analyzes and results obtained proposes the implementation of digital information, promotional and content strategies in order to reduce the expenses of the new entrepreneurs, and that they have an adequate knowledge of the new tools that are presented in the Digital marketing to promote their products and have a positive impact on supermarkets..
The titling project was carried out in the supermarkets of the parish of Tarqui in the city of Guayaquil, where a study was made to the consumers to determine the notion that they have with respect to the digital marketing, in which a deficit of knowledge could be detected On the subject, that would cause a decrease in the positioning of the new products. With this result, digital strategies are proposed, to attract attention and position themselves in the user's mind, making the appropriate follow-up in a personal and digital way, and thus be able to satisfy the client's needs when acquiring a new product. This project consists of three chapters in which chapter one explains the concept of what digital marketing is all about and related to its advances and technological innovations that are presented today. Chapter two will apply methods of qualitative and quantitative research to observe how is the behavior of the customer in the market, in addition used collection instruments such as the survey and interview to obtain more accurate information to make the explanation easier. Chapter three with the analyzes and results obtained proposes the implementation of digital information, promotional and content strategies in order to reduce the expenses of the new entrepreneurs, and that they have an adequate knowledge of the new tools that are presented in the Digital marketing to promote their products and have a positive impact on supermarkets..
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MARKETING DIGITAL, ESTRATEGIAS DIGITALES, HERRAMIENTAS TECNOLOGICAS, POSICIONAMIENTO