Plan de marketing digital para la micro empresa Papelsa, Atuntaqui, Imbabura, Ecuador.
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Date
2024
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Publisher
PUCE - Ibarra
Abstract
El presente estudio tuvo como objetivo desarrollar una estrategia de marketing digital para la microempresa Papelsa en Atuntaqui, Imbabura, durante el periodo 2025-2026. La investigación se llevó a cabo utilizando un enfoque mixto, con un alcance descriptivo correlacional y un diseño no experimental de corte transversal. Se aplicaron encuestas a una muestra de 376 personas y se realizó una entrevista al gerente de la empresa. Los resultados revelaron que las personas prefieren realizar compras por internet y que los clientes de Papelsa utilizan las redes sociales para obtener información sobre la empresa. Se concluyó que el plan de marketing digital propuesto, que incluye estrategias a corto, mediano y largo plazo, podría servir como una valiosa herramienta para que Papelsa y otras microempresas en situaciones similares mejoren su presencia en línea e impulsen el crecimiento de sus negocios. La justificación del estudio radica en la necesidad de desarrollar estrategias de marketing digital para que las microempresas aprovechen las oportunidades de crecimiento en el entorno digital.
This study aimed to develop a digital marketing strategy for the microenterprise Papelsa in Atuntaqui, Imbabura, during the period 2025-2026. The research was conducted using a mixed approach, with a descriptive correlational scope and a non-experimental cross-sectional design. Surveys were applied to a sample of 376 people, and an interview was conducted with the company's manager. The results revealed that people prefer to make purchases online and that Papelsa's customers use social networks to obtain information about the company. It was concluded that the proposed digital marketing plan, which includes short, medium, and long term strategies, could serve as a valuable tool for Papelsa and other microenterprises in similar situations to improve their online presence and boost their business growth. The justification for the study lies in the need to develop digital marketing strategies for microenterprises to take advantage of growth opportunities in the digital environment.
This study aimed to develop a digital marketing strategy for the microenterprise Papelsa in Atuntaqui, Imbabura, during the period 2025-2026. The research was conducted using a mixed approach, with a descriptive correlational scope and a non-experimental cross-sectional design. Surveys were applied to a sample of 376 people, and an interview was conducted with the company's manager. The results revealed that people prefer to make purchases online and that Papelsa's customers use social networks to obtain information about the company. It was concluded that the proposed digital marketing plan, which includes short, medium, and long term strategies, could serve as a valuable tool for Papelsa and other microenterprises in similar situations to improve their online presence and boost their business growth. The justification for the study lies in the need to develop digital marketing strategies for microenterprises to take advantage of growth opportunities in the digital environment.