TY - GEN
T1 - Modelo de Marketing Digital para una Mype del Sector Comercial
AU - Florián Castillo, Odar R.
AU - Bravo Huivin, Elizabeth K.
AU - Sagástegui Cruz, Julia O.
AU - Castro, Paolo Arbildo
AU - Estrella Shupingahua, Gianella C.
N1 - Publisher Copyright:
© 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2022
Y1 - 2022
N2 - The study aims to design a digital marketing model for marketing in an SME in the commercial sector, Trujillo 2021.the type of research applied according to the approach, type of study, purpose and design, qualitative, descriptive, applied and non-experimental; different techniques and instruments were applied such as interview, surveys, observation method, documentary review and questionnaires; from which a sample of 196 customers was chosen. the digital marketing design was carried out using the Sostac methodology resulting in the situational diagnosis, internal and external analysis, the identification of the Core processes and the implementation of strategies for the improvement of digital marketing. The results of the survey showed that 34% of the clients use WhatsApp to be aware of the liquor store, and only 13.5% of the respondents use Facebook and Instagram, 7% knew the brand through Facebook and 16% through Instagram, the content that our clients prefer are promotions. It was concluded that the design of digital marketing with the implementation of appropriate strategies favors the improvement of interactions and the benefits of digital media in line with the organization.
AB - The study aims to design a digital marketing model for marketing in an SME in the commercial sector, Trujillo 2021.the type of research applied according to the approach, type of study, purpose and design, qualitative, descriptive, applied and non-experimental; different techniques and instruments were applied such as interview, surveys, observation method, documentary review and questionnaires; from which a sample of 196 customers was chosen. the digital marketing design was carried out using the Sostac methodology resulting in the situational diagnosis, internal and external analysis, the identification of the Core processes and the implementation of strategies for the improvement of digital marketing. The results of the survey showed that 34% of the clients use WhatsApp to be aware of the liquor store, and only 13.5% of the respondents use Facebook and Instagram, 7% knew the brand through Facebook and 16% through Instagram, the content that our clients prefer are promotions. It was concluded that the design of digital marketing with the implementation of appropriate strategies favors the improvement of interactions and the benefits of digital media in line with the organization.
KW - Commercialization
KW - Digital marketing
KW - Marketing
KW - Process management
KW - SME
UR - https://www.scopus.com/pages/publications/85150738351
U2 - 10.18687/LEIRD2022.1.1.75
DO - 10.18687/LEIRD2022.1.1.75
M3 - Contribución a la conferencia
AN - SCOPUS:85150738351
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 2nd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 2nd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2022
Y2 - 6 December 2022 through 7 December 2022
ER -