Estrategias de social media para mejorar el posicionamiento de empresa distribuidora de pintura en la ciudad de Guayaquil.

Abstract

The paint industry is currently the most active in the construction sector. In Guayaquil there are multiple companies and distributors dedicated to the manufacture and sale of these paints. These organizations take into consideration customer suggestions regarding current trends in color and contrast for interior and exterior spaces. In addition to fulfilling the decorative function to improve the image of a property, it focuses on giving them protection and durability with respect to a wide range of paints intended for this purpose, qualities that are exposed in their advertising messages and that have transcended to a modality of digital marketing. This study presents information on the paint industry for façade remodeling, analyzing innovative customer contact practices through social media interactions. The main members of this market are interviewed, who exposed the feasibility of strategies such as: contests or raffles, live videos, usergenerated content, creating content on the social network profile with a focus not only on the product but also on the service. to the client. In this way, the context of the subject of study is raised, dealing with various definitions related to the paint sector in Guayaquil, as well as the various digital tools for its commercialization in social media, the behavior of the paint consumer in the productive sector is detailed. construction, starting from the current competition, the bargaining power, and what the companies that offer substitute products represent.