Creación de una agencia de marketing digital para el sector gastronómico en el cantón Salitre.

Abstract

The main objective of this research work is to determine the viability of the proposal to create a digital marketing agency specialized in the gastronomic sector of the Salitre canton. This agency's main goal is to connect local businesses with the digital environment through effective strategies on social networks. Social networks, which in recent years have become an integral part of our daily lives, are also part of businesses' advertising strategies due to their wide reach and their ability to interact directly with consumers. The proposal of this agency is to take advantage of these platforms to help businesses in the gastronomic sector expand their online presence and attract a larger clientele. For the study methodology, a mixed approach was used that combines quantitative and qualitative methods. A survey was conducted with a representative sample of 152 business owners in the gastronomic sector in the Salitre canton. This survey allowed us to collect valuable information about the needs and expectations of these businesses in relation to digital marketing. The feasibility of the proposal was evaluated considering several aspects, including a financial analysis with tools such as NPV, IRR, MARR and Payback, confirming the viability of the proposal.