Marketing digital y su influencia en la promoción de productos de las distribuidoras de acabados de construcción: Manta.

Abstract

In an environment where consumers prefer to make purchases and get information through digital platforms, digital marketing has established itself as an essential tool for companies, revolutionizing the way they promote and distribute their products by having to adapt to these new market dynamics. The main objective of this research is to determine the influence of digital marketing on the promotion of products from construction finishing distributors: Manta, through a quantitative and qualitative study, with an exploratory, transversal, deductive and correlational design. Data collection was carried out through a structured survey, validated with a Cronbach coefficient of 0.994, guaranteeing the reliability of the instrument. In addition, interviews were conducted with the owners of the distributors to obtain qualitative information on the digital strategies implemented. Likewise, a positive correlation of the variables studied was obtained, according to the Spearman coefficient, confirming that digital marketing influences the promotion of products of the distributors of construction finishes: Manta, approving the alternative hypothesis. As a proposal for improvement for the present study, the creation of a content plan on social networks that integrates digital marketing tools and strategies, such as SEO, advertising, interactive content and websites, was proposed. These actions are aimed at strengthening the visibility of the distributors and improving the way in which they promote their products in a more effective way.