Estrategia de marketing de contenidos para la empresa Fuente San Felipe S.A. de la ciudad de Latacunga

Abstract

Abstract:Digital marketing helps to increase brand positioning. The present investigative work aims to propose a strategic digital content marketing plan to strengthen the image of the company Fuente San Felipe S.A. from Latacunga city. An innovative proposal must adjust to the expectations and interests of the users and by this way to achieve an effective brand positioning. The dissemination of quality audiovisual content through digital platforms such as Facebook and Instagram, allow to persuade more users and obtain greater interaction. To carry out the project, the deductive method with a qualitative approach was used, also were applied techniques such as: in-depth interviews, bibliographic review, web analytics, social analytics and content analysis, for the interviews the manager and the head of the communication department were chosen and for the analysis were used the social networks and the website. The proposed proposal will serve to the brand to continue transmitting credibility and trust, with marketing strategies and actions. The results show that it is necessary to work with new formats for the contents.