Propuesta comunicacional para potenciar el posicionamiento digital de la marca Banco Pichincha del Ecuador durante el 2021

Abstract

Abstract: The objective of this research is to strengthen the digital positioning of the Banco Pichincha brand through a digital communication plan through a mixed approach with a non-experimental design.For this, an analysis of the most used social networks such as Facebook, Instagram and Twitter of the financial institution aregenerated, in which the number of interactions and publication that it generates on a daily or weekly basis and the level of followers it contains is evidenced.To determine the sample, non-probabilistic convenience sampling was used, establishing as a study individual a person in charge of the digital marketing area of Banco Pichincha in the city of Quito, through the interview technique, which has 10 questions. open.The main conclusion is obtained that Banco Pichincha currently maintains a good digital position in the market buthas weaknesses due to the lack of secure attention of digital platforms and insufficientfinancial information, the different strategies that promote the correct use of digital platforms are recognized. social networks, allowing the organization to generate informative content and financial education.