Plan de marketing digital para posicionar la marca créditos "J&M" en el cantón Milagro : modelo B2C.

Abstract

This research work highlights the relevance and importance of a digital marketing plan through social networks in the positioning of the brand "J & M" Credits in the Canton Milagro. In the development of the project, data are presented that show the growth in the use of digital media and how marketing campaigns have been directed to social networks and have been complemented with traditional media. In response to this, various types of research were applied, such as field research, descriptive research, correlational research and quantitative research, allowing the analysis of the company's active clients and everything related to social media content preferences, expectations regarding the brand, satisfaction of the services offered and market trends. The results showed that the application of marketing strategies through social networks will contribute to the market positioning of the brand. For this reason, a series of conclusions and recommendations are defined that make viable the need to have presence in digital media from an investment with little risk, but with a return of 38%.