Análisis de estrategias de marketing digital para empresas panificadoras en Guayaquil.

Abstract

This research analyzes the impact of digital marketing strategies in bakeries in Guayaquil. A mixed methods approach is followed, combining surveys with 384 consumers and semi-structured interviews with bakery owners/managers and digital marketing experts. The results indicate that the strategies used are not effective due to a shortage of knowledge and resources. In addition, customers seek product quality, proximity and promotions, but also have little engagement with the content of online bakeries. This paper outlines and defines a proposed framework for the adoption of digital marketing to elevate sales and customer loyalty, considering steps in customer segmentation, content personalization, process automation, data analytics for optimal performance, integration and enhancement through WhatsApp and social media. Expert interviews point out that authentic and humanized content, spontaneous videos showcasing staff and processes improve online visibility. Additionally, investments in social media management staff, technology, AI-based analytics and promotional videos are required. Thus, it is concluded that training and resourcing improve the positioning of bakeries in the market.