Propuesta para la implementación de un modelo de venta digital enfocado en producto de inversiones en Banco de Loja para el año 2025

Abstract

Abstract: The research proposes a digital sales model for Banco de Loja's investment product in 2025. In an increasingly digital financial environment, the bank faces the challenge of modernizing its policy acquisition and expanding its reach through digital media. A qualitative approach based on in-depth interviews and on-site observation was used to analyze the current sales process and the barriers to digitalization. The findings reveal that, although the bank has ventured into digital channels, there are opportunities to improve the efficiency and personalization of the offering. In response, a digital sales model was designed that integrates strategies such as SEO, content marketing, and targeted advertising, focused on increasing product visibility, generating qualified leads, and converting them into active customers. The adoption of digital tools not only optimizes the sales process, but also improves the customer experience and strengthens the relationship with the bank, allowing it to adapt to market trends and facilitate access to investment products.