Diseño de estrategias de marketing digital para impulsar pequeñas empresas en la ciudad de Guayaquil.

Abstract

The main urpose of this study is: Design a proposal for digital marketing strategies for small and médium-sized companies in the city of Guayaquil. Through a synergy of quantitative and qualitative methods, the references of the digital consumer in the national context, for which 385 surveys were carried out on digital consumers in the city of Guayaquil, in accordance with the inclusión and exclusión criterio. The main findings of said survey denote the inclination of demand towards online consumption whose occasional frequency is 61% and monthy 22%, which is why strategies aimed at this market niche are proposed. Likewise, according to the interviews carried out with the experts, ot was obtained that marketing strategies should be directed at Content Marketing: Create valuable content to attract and retain customers, Social Networks: Interact with the audience and build a community, email marketing: send personalized communications to customers Influence Marketing: Collaborate with influencers to reach a briader audience.