Plan de marketing para el aumento de las ventas en línea de seguros de vida en la compañía MAPFRE Ecuador en la ciudad de Guayaquil.

Abstract

The general objective of the research topic is to determine the relationship between digital marketing and the increase in online sales of life insurance in the company MAPFRE Ecuador in the city of Guayaquil. As a null hypothesis we have proposed that the impact of the absence of digital marketing strategies for the sale of life insurance online does not influence the decrease in sales of this segment in the company MAPFRE Seguros. On the other hand, the alternative hypothesis raised is that the impact of the absence of digital marketing strategies for the sale of life insurance online influences the decrease in sales of this segment in the company MAPFRE Seguros. The methodology has as a design descriptive exploratory research with a cross-sectional design and an analysis of the results with a qualitative and quantitative approach. Conducting interviews with professionals, surveys to the population of the city of Guayaquil, which helped us to identify which strategies help us to meet our research objective, with this we conclude that Digital Marketing has a close relationship with the increase in sales of life insurance online, as well as that this has the ability to improve the positioningof brands in digital channels. We conclude that Digital Marketing represents acompetitive advantage among insurers.