Diseño De Un Plan De Marketing Digital Para El Local De Ropa “Mega Textil
Fecha
2022-03
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
En el contexto de la pandemia, el marketing digital desempeña un rol clave en el desarrollo de ventajas competitivas. El presente trabajo académico tiene por objeto abordar esta realidad a través de un estudio de caso desarrollado en Mega Textil, una Pyme ubicada en el centro de la ciudad de Guayaquil. A través del proceso de investigación se determinó que el negocio en cuestión no ha logrado incorporarse adecuadamente a la dinámica del marketing digital, y en efecto, presenta serias limitaciones en su actividad comercial; en este sentido, se propuso el desarrollo de un plan de marketing digital que integre acciones estratégicas para conseguir una mejora en la imagen y facilitar el posicionamiento de la marca. A través de los hallazgos obtenidos con las encuestas se pudo conocer que la mayoría de los usuarios prefieren la comunicación mediante redes sociales, por ello, se propone la creación de perfiles en Facebook, Instagram y WhatsApp en donde se enfatice en el contenido, las promociones y se creen campañas de publicidad; además, se integra el control y la retroalimentación como eje clave para el éxito de plan de marketing digital.
In the context of the pandemic, digital marketing plays a key role in developing competitive advantages. This academic document aims to address this reality through a case study developed in Mega Textil, an SME located in the center of the city of Guayaquil. Through the investigation process, it was determined that the business in question has not been able to adequately incorporate itself into the dynamics of digital marketing, and in fact, it presents serious limitations in its commercial activity; In this sense, the development of a digital marketing plan was proposed that integrates strategic actions to achieve an improvement in the image and facilitate the positioning of the brand. Through the findings obtained with the surveys, it was possible to know that users prefer communication through social networks, for this reason, the creation of profiles on Facebook, Instagram and WhatsApp is proposed, where emphasis is placed on content, promotions and advertising campaigns are created; In addition, control and feedback are integrated as a key axis for the success of the digital marketing plan.
In the context of the pandemic, digital marketing plays a key role in developing competitive advantages. This academic document aims to address this reality through a case study developed in Mega Textil, an SME located in the center of the city of Guayaquil. Through the investigation process, it was determined that the business in question has not been able to adequately incorporate itself into the dynamics of digital marketing, and in fact, it presents serious limitations in its commercial activity; In this sense, the development of a digital marketing plan was proposed that integrates strategic actions to achieve an improvement in the image and facilitate the positioning of the brand. Through the findings obtained with the surveys, it was possible to know that users prefer communication through social networks, for this reason, the creation of profiles on Facebook, Instagram and WhatsApp is proposed, where emphasis is placed on content, promotions and advertising campaigns are created; In addition, control and feedback are integrated as a key axis for the success of the digital marketing plan.
Descripción
pdf
Palabras clave
MARKETING DIGITAL, ESTRATEGIAS, REDES SOCIALES
Citación
APA