Propuesta de transformación digital para la distribución de los productos de la empresa Aserrio y Carpintería San Antonio de la ciudad de Loja, año 2021

Abstract

Abstract: Digital marketing is a new modality in the market, which organizations adopt to generate customer value. This research seeks to generate a proposal for digital transformation with a focus on digital marketing actions for the distribution of products of the company Aserrío y Carpintería "San Antonio" in the city of Loja. The research used a descriptive type of research with a quantitative approach. Four chapters were developed in which chapter one was necessary to develop a theoretical framework with the basic theory of digital marketing. In chapter two, a diagnosis of the current situation of the company was made. Chapter three details the methodology and the analysis of data that demonstrated the perception of customers against the company, tastes and preference of use of digital media and social networks for the consumption of products. In chapter four, a strategic proposal for digital transformation focused on actions and digital marketing proposals adapted to the company that will allow it to improve its digital communication, with the application of strategies in different digital media and social networks. This work includes conclusions and recommendations.