Plan de marketing digital para impulsar el canal e-commerce de la empresa Alfaparf Ecuador

Abstract

Abstract: This degree project develops the topic of a digital marketing plan to promote the ecommerce channel of the company Alfaparf Ecuador, a company located in the city of Guayaquil, Ecuador. The general objective was established to optimize the online store through a set of strategies aimed at improving online visibility, increasing purchase conversions and customer retention. The project identifies some strengths to take advantage of and weaknesses to overcome such as the lack of SEO optimization and the rate of abandoned carts, developing strategic solutions developed in a digital marketing plan, as well as SEO strategy, SEM strategies, Social Media Marketing and a program loyalty program that aims to retain current and future customers of the channel. This digital marketing plan is very detailed in this project, so that each of the proposed strategies can be executed and thus obtain favorable results that benefit the company. That is why some conclusions and recommendations to improve processes and offer useful information for those who execute the plan are also detailed as a fundamental part.