Estrategias de Marketing Digital para el posicionamiento de la marca Arte Hogar
Fecha
2023
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Universidad de Guayaquil. Facultad de Ciencias Administrativas
Resumen
La presente investigación tiene como finalidad diseñar estrategias de marketing digital para el posicionamiento web de la marca Arte Hogar en la ciudad de Guayaquil. Para lo cual se desarrolló una investigación de campo a los clientes de la empresa con el objetivo de conocer la situación real de la marca en la mente de sus consumidores y logrando evaluar sus fortalezas, debilidades, oportunidades y amenazas que permitan desarrollar estrategias de marketing digital adecuadas. Se utilizó como técnica de investigación para la recolección de datos la encuesta que se elaboró con preguntas objetivas que permitieron conocer la factibilidad de la propuesta de investigación, que consiste en posicionar la marca en el ámbito digital con el objetivo de un crecimiento en las plataformas digitales que conlleve a un incremento de ventas y a su vez implementar estrategias adecuadas para la fidelización de sus clientes. Además, para efecto de este estudio se realizó el análisis de retorno a la inversión en publicidad dando como resultado 6.67
This research aims to design digital marketing strategies for the positioning of the Arte Hogar brand in the city of Guayaquil. For which a field research was developed to customers of the company with the aim of knowing the real situation of the brand in the minds of its consumers and managing to evaluate its strengths, weaknesses, opportunities and threats to develop appropriate digital marketing strategies. The survey was used as a research technique for data collection and was prepared with objective questions that allowed us to know the feasibility of the research proposal, which consists in positioning the brand in the digital field with the objective of a growth in digital platforms that leads to an increase in sales and in turn implement appropriate strategies for customer loyalty. In addition, for the purpose of this study, the ROI analysis was performed, resulting in 6.67
This research aims to design digital marketing strategies for the positioning of the Arte Hogar brand in the city of Guayaquil. For which a field research was developed to customers of the company with the aim of knowing the real situation of the brand in the minds of its consumers and managing to evaluate its strengths, weaknesses, opportunities and threats to develop appropriate digital marketing strategies. The survey was used as a research technique for data collection and was prepared with objective questions that allowed us to know the feasibility of the research proposal, which consists in positioning the brand in the digital field with the objective of a growth in digital platforms that leads to an increase in sales and in turn implement appropriate strategies for customer loyalty. In addition, for the purpose of this study, the ROI analysis was performed, resulting in 6.67
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Palabras clave
MARKETING DIGITAL, COMERCIO ELECTRÓNICO, COMPORTAMIENTO DEL CONSUMIDOR, BUYER PERSONA, POSICIONAMIENTO, MARKETING DE CONTENIDO, MARKETING RELACIONAL
Citación
APA