Evaluación estratégica a procesos del marketing digital para posicionamiento de marca

This research project deals with strategic evaluation of digital marketing processes for brand positioning in social events business in the city of Guayaquil. Currently, this type of businesses does not have adequate digital marketing strategies that allow it to position its brand locally. If social events business want to continue competing in the market and position themselves as a business that provides all kinds of services to satisfy potential customers, it must restructure themselves efficiently, take advantage of the use of technology to improve its presence on social networks. After this, strategies must be generated with which it can compete in the local market. The research methodology applied in this study is a qualitative approach, using the types of documentary, field and descriptive research to then proceed to data collection, the result of observation and interviews. According to the result obtained, it is intended to carry out a strategic evaluation of digital marketing processes, through the use of performance indicators or KPIs and with appropriate metrics according to the case, it is intended to obtain an analysis of the advertising campaigns carried out previously and with the results obtained, corrections can be made in order to improve subsequent campaigns and thus achieve the objective of positioning the brand.

• Autor principal: Márquez Bravo, Williams Salvador (author)
• Formato: masterThesis
• Idioma: spa
• Publicado em: 2023
• Assuntos: Evaluación; Marketing; Negocio; Marca
• Acesso em linha: http://repositorio.ulvr.edu.ec/handle/44000/6061