Digital Marketing As a Tool For Positioning the Artesanias Armev Company in Digital Media in the Canton Riobamba

Abstract

Abstract This study was conducted to establish strategies based on a digital marketing plan to position the company ARMEV in the canton Riobamba since only 25% of consumers recognize the company. For this purpose, the company has developed a research with scientific rigor using deductive, systemic, and synthetic methods from a bibliographic and field research to reach a proposal focused on managing digital media. A survey, an interview guide, and an observation sheet were used to collect market information. The information obtained from other sources was analyzed and incdicated that digital marketing improved the relationship with the customer through communication and the use of digital tools to market the products. Likewise, the research conducted corroborates the effectiveness of digital marketing to find 89% of consumers connected to the Internet, mainly through social networks (62%) and browsers (48%), focusing the strategies to communication and marketing of products. The research concludes by indicating that companies that are in a negative situation with respect to digital positioning should raise and develop strategies focused on managing online marketing tools and therefore meet the needs of consumers in an optimal way, enabling the company to achieve positioning, increase web traffic of Internet ecosystems, and highlight the attributes of the offer compared to the competition.

Keywords

• marketing, digital marketing, positioning, consumer behavior.