Plan de marketing digital para la empresa JJ BIKES Atuntaqui, Imbabura, Ecuador.
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Date
2024
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Publisher
PUCE - Ibarra
Abstract
Este estudio emplea una metodología mixta que combina enfoques cualitativos y cuantitativos, incluyendo encuestas a clientes y entrevistas al gerente de JJ BIKES, además de un análisis DAFO, para desarrollar y evaluar un plan de marketing digital con el objetivo de mejorar el posicionamiento estratégico de JJ BIKES en su mercado objetivo mediante el uso de medios digitales para aumentar la visibilidad y el reconocimiento de la marca. Los resultados indican que la implementación de este plan puede mejorar significativamente la percepción y preferencia de los clientes, identificando estrategias efectivas para la promoción en redes sociales y otros medios digitales, lo cual incrementó la interacción con los clientes y las ventas. Se concluye que un plan de marketing digital bien estructurado y ejecutado es crucial para el crecimiento y posicionamiento de JJ BIKES en el competitivo mercado actual, proporcionando una comprensión integral del mercado y permitiendo la creación de estrategias efectivas. Palabras claves: marketing digital, plan de marketing, estrategias de marketing, análisis DAFO, JJ BIKES, encuestas, entrevistas.
This study employs a mixed-methods approach, combining qualitative and quantitative techniques, including customer surveys and interviews with the manager of JJ BIKES, as well as a SWOT analysis, to develop and evaluate a digital marketing plan aimed at improving JJ BIKES' strategic positioning in its target market by using digital media to increase brand visibility and recognition. The results indicate that implementing this plan can significantly enhance customer perception and preference, identifying effective strategies for promotion on social media and other digital platforms, which led to increased customer interaction and sales. It is concluded that a well-structured and executed digital marketing plan is crucial for JJ BIKES' growth and positioning in the current competitive market, providing a comprehensive understanding of the market and allowing for the creation of effective strategies. Keywords: digital marketing, marketing plan, marketing strategies, SWOT analysis, JJ BIKES, surveys, interviews.
This study employs a mixed-methods approach, combining qualitative and quantitative techniques, including customer surveys and interviews with the manager of JJ BIKES, as well as a SWOT analysis, to develop and evaluate a digital marketing plan aimed at improving JJ BIKES' strategic positioning in its target market by using digital media to increase brand visibility and recognition. The results indicate that implementing this plan can significantly enhance customer perception and preference, identifying effective strategies for promotion on social media and other digital platforms, which led to increased customer interaction and sales. It is concluded that a well-structured and executed digital marketing plan is crucial for JJ BIKES' growth and positioning in the current competitive market, providing a comprehensive understanding of the market and allowing for the creation of effective strategies. Keywords: digital marketing, marketing plan, marketing strategies, SWOT analysis, JJ BIKES, surveys, interviews.
Description
Keywords
Marketing digital, Plan de marketing, Estrategias de marketing, Análisis dafo, Encuestas, Entrevistas