Análisis de la incorporación de estrategias digitales a la gestión del marketing de las empresas del sector de la construcción de la ciudad de Catamayo año 2023-2024

Abstract

Abstract: In an increasingly digitalized world, digital strategies have become an strategic imperative for the survival and growth of organizations, regardless of its size or sector. This work was developed with the objective of analyze the incorporation of digital strategies in the construction sector in Catamayo, Ecuador. The methodology included a descriptive and quantitative approach, applying surveys to 12 companies in the sector to evaluate their level of incorporation. The results indicated a considerable lack of digitalization, revealing limited implementation of strategies such as SEO, SEM, social networks and e-commerce. This situation, aggravated by economic challenges and resistance to change, significantly compromises competitiveness of the sector. Based on these findings, recommendations were made specifics linked to the creation of a digital identity, specifically in the creation of profiles on social networks, website development and adapted SEO and SEM campaigns to the sector, underscoring the urgent need to integrate digital strategies to improve competitiveness and sustainability of construction companies.