Estrategia de Marketing Digital, para el reposicionamiento de la Imprenta Gutenberg de la ciudad de Riobamba.
Today, digital transformation has become a necessity, especially for traditional companies such as printing companies, which face the challenge of adapting to new channels and forms of communication to remain competitive in the market. This document focuses on the repositioning of the Gutenberg prin...
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| Format: | bachelorThesis |
| Sprache: | spa |
| Veröffentlicht: |
2025
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| Schlagworte: | |
| Online Zugang: | http://dspace.unach.edu.ec/handle/51000/16064 |
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Tag hinzufügen | Zusammenfassung: | Today, digital transformation has become a necessity, especially for traditional companies such as printing companies, which face the challenge of adapting to new channels and forms of communication to remain competitive in the market. This document focuses on the repositioning of the Gutenberg printing house in Riobamba through the development of a digital marketing strategy aimed at strengthening the brand's presence in the local market through digital platforms (Facebook, Instagram, TikTok, LinkedIn, and the corporate website). A brand refresh and visual identity manual were developed to update the company's image in line with current trends and enhance its positioning in the digital environment. A content schedule for publication was developed strategy using hours and days obtained through research and the development of a theoretical framework. The graphic and audiovisual resources were selected based on the criteria of digital marketing experts and the data was obtained through a semi-structured interview. These data were analyzed using the ATLAS.ti 25. The TI tool, which identified high frequencies of impact from digital marketing, repositioning strategy, design trends, digital channels, UX/UI, and KPIs, which were key to the development of the implemented marketing strategy. Finally, to evaluate the strategy's impact, the Metricool tool was used, which obtained the engagement rate, growth index of the social media platforms developed, and the total level of interaction during the month of analysis. The results obtained demonstrate that the interaction between the brand and the target audience is favorable, which certifies the effectiveness of the implemented strategy. |
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