Análisis de estrategias de marketing digital de venta de electrodomésticos, en la ciudad de Guayaquil caso Artefacta.

Abstract

This case study focused on the analysis of digital marketing strategies implemented by the company Artefacta and its impact on sales of household appliances. This is because these strategies make it possible to understand to whom a message will be directed, the way in which it will be communicated, how it will be spoken, the type of message that will be sent and the differentiation of a company with others when they compete in the same market. In accordance with what was indicated for the present study, the survey technique for data collection is taken into consideration, which allowed us to determine that: (a) the strategies focus on satisfying the needs and desires of electrical appliance consumers, (b) the key success factor is communication directed by digital media, (c) it takes advantage of the customers' purchasing habits and their predisposition, and (d) the strategies focus on promoting the reduction of costs associated with the time that would be incurred the client and/or potential consumers, according to the scope of the 4 C's of Marketing. In the same way, the entity applied the criteria of the 4 E's of Digital Marketing. Therefore, the company was recommended to constantly monitor the trends of customers and potential consumers regarding the use of devices and social networks so that they continue to align with the constant changes in the market and their needs.