Estrategias de marketing y transformación digital en Cooperativas de Ahorro y Crédito del segmento dos de la Superintendencia de Economía Popular y Solidaria en la provincia de Pichincha: análisis y propuesta de marketing 360

Abstract

Abstract: Cooperativism allows financial inclusion for sectors that have traditionally been excluded by banks. On the other hand, marketing combined with digital transformation enables organizations that adopt them to improve their results, offering a range of innovative services and generating greater consideration among users. Currently, the adoption of these technologies is slow among the lower cooperative sectors, preventing them from gaining relevance in a digitalized environment. Therefore, this research aims to highlight the current landscape of segment 2 cooperatives, along with the different opportunities and potential applications of technologies or strategies, based on the opinions of marketing, commercial, and technology managers in the Ecuadorian cooperative sector, together with qualitative and quantitative research that includes perception surveys of the target audience of cooperatives. This study could serve as a starting point for those responsible for the marketing and digital transformation areas of financial entities in segments 2 and 3 of SEPS to implement their own plans in this regard.