Análisis sobre los fundamentos del marketing digital para emprendedores del sector alimenticio en Quito.

Abstract

The project entitled “Analysis of the Fundamentals of Digital Marketing for Entrepreneurs in the Food Sector in Quito” aimed to analyze the level of knowledge regarding the fundamentals of digital marketing among entrepreneurs in the food sector in the city of Quito, in order to identify the main gaps affecting their digital positioning. The study was conducted using a quantitative approach through the application of a survey to a sample of 120 entrepreneurs from the food sector in the Metropolitan District of Quito. The results revealed a high adoption of digital tools and social media platforms such as Instagram, TikTok, and WhatsApp Business for product promotion and customer interaction. However, limitations were identified in strategic competencies related to audience segmentation, target audience definition, content planning, and digital metrics analysis. The findings suggest that, although there is a significant presence in digital environments, knowledge gaps persist, limiting the effective use of available technological tools and reducing the impact of online commercial activities. In conclusion, the study demonstrates that strengthening digital marketing competencies can contribute to improving the visibility, positioning, and competitiveness of food-related businesses, promoting a more strategic management of their digital presence in an increasingly dynamic and competitive environment.