Cambios causados por la pandemia del COVID-19 en la estrategia de marketing digital de las empresas exportadoras de madera de balsa en Ecuador

Abstract

Abstract:Ecuador is one of the main exporters of balsa wood that has unique characteristics such as its straight fiber and open pores that allow its application in various industrial sectors, highlighting its commercialization in countries such as China and the United States Joined. The COVID-19 pandemic caused significant changes globally, companies balsa wood exporters from Ecuador were no exception. The present work of research is based on behavioral analysis of digital marketing strategies in said companies caused by the pandemic, the same one that contains 3 chapters. First defines the most important concepts of digital marketing, in the second consists the methodology applied in research with a quantitative approach and the analysis of information where it was identified that 89.7% of the population increased the use of devices electronic devices in the development of work activities during the pandemic period. In the third chapter, proposals are made to strengthen digital marketing strategies. in logging companies through digital tools and channels.