Incidencia del Marketing Digital en el Posicionamiento de Mercado del Negocio “Mi Peluquería” Manta, 2024.

Abstract

This research was developed with the purpose of analyzing the impact of digital marketing on the market positioning of the business "Mi Peluquería" located in Manta, whose problem focused on the need to apply digital tools that strengthen the perception of the brand in a competitive and saturated environment. This work adopted a methodology based on a quantitative approach with a descriptive-correlational scope and a non-experimental cross-sectional design. The sample consisted of 40 regular users of the beauty salon, who were given a questionnaire structured in 20 ordinal questions, evaluated using the Likert scale. Among the relevant results, it was evident that one of the primary factors that influence the positive perception of the brand is the personalization of content and the strategic use of social networks, where customers valued the personalized relationship through digital platforms; on the other hand, it was determined that the use of digital materials makes it possible to capture the attention of the target audience and improve differentiation in a competitive market. It was concluded that innovative strategies focused on digital marketing improve market positioning, and even generate a greater increase in customer satisfaction and enhance long-term relationships with users; this approach represents a key solution for small local businesses seeking to consolidate themselves in a saturated market, since the integration of these strategies can guarantee a sustainable impact on business performance.