Posicionamiento de marca en entornos digitales para la ONG ADRA Ecuador

Abstract

Abstract: This degree work addresses the topic of brand positioning in environments digital for the NGO ADRA Ecuador. The objective of the research is to strengthen the presence digital of the organization through an analysis of the current situation of its communication in digital environments and the development of a strategic content plan. Was used a mixed methodology that combines qualitative and quantitative approaches to obtain a vision comprehensive. The techniques used included interviews with the personnel of the organization, as well as web analytics through an SEO audit that evaluated the structure, usability and compatibility of the site. In addition, a network audit was carried out which included the analysis of profiles, audience, content, performance and competitiveness. The general conclusion of the results indicates that, although ADRA Ecuador has a presence average digital, there is a significant opportunity to improve your visibility and effectiveness online. The implementation of the strategic content plan will strengthen the positioning of the brand and will improve performance on digital platforms.