Marketing digital para la comercialización de "Plastifibra" en Sangolquí.

Abstract

Digital marketing has gained traction in commercial activities of startups in Ecuador, directly impacting business growth and success. This study aimed to analyze how digital marketing can improve the marketing of "Plastifibra" in Sangolquí, optimizing its reach and effectiveness in the local market to increase its competitiveness and visibility. Therefore, a methodology with a quantitative approach was carried out, combining descriptive, analytical, and exploratory methods. A survey was applied to 104 customers, providing a representative insight into their preferences and perceptions. To measure the reliability of the questionnaire, SPSS statistical software version 26 was used, obtaining a reliability coefficient of 0.761, indicating acceptable consistency in the responses. The survey results revealed that a large portion of respondents considered the digital advertisements of "Plastifibra" to be of little or no relevance, and a high proportion expressed dissatisfaction with the quality of the products. These findings underscore the need for "Plastifibra" to adjust its digital marketing strategies to improve the relevance of its campaigns and the quality of its products. In conclusion, it is established that digital marketing strategies are a key alternative to optimize the marketing of "Plastifibra," allowing the company to increase its visibility and competitiveness at the web platform level.