Estrategias de marketing digital para marcas deportivas en la ciudad de Guayaquil.

Abstract

The implementation of digital marketing strategies will facilitate the reach, positioning, perception and even the connection that they can had with its consumers, which later generates the image of the brand and manages to classify it among the best. Therefore, the main objective of this research work is to know the different digital marketing strategies that sports brands are implementing in the city of Guayaquil. In addition, the theoretical concepts regarding digital marketing and its execution in the sports market will be taken into consideration. A descriptive analysis with a mixed approach was implemented, with the application of surveys, in-depth interviews and direct observation. Finally, it was possible to determine that the strategies that have the greatest impact on their implementation are: promotions and discounts, use of influencers and loyalty programs, complementing those strategias with differentiating marketing content depending on what you want to transmit on the social networks with the most interaction, which is mainly the Instagram social network.