Propuesta de modelo de marketing digital de la empresa Automotores del Sur de la ciudad de Loja en el periodo 2022 - 2023

Abstract

Abstract: The business sector has recently undergone various changes with the arrival of technology, digitalization, and the internet. Consequently, they have had to innovate their offerings and service processes in order to remain in the market and in the minds of consumers. In this sense, strategic digital communication has become the cornerstone of all types of businesses, allowing them to analyze their market and establish paid or organic advertising campaigns, thus providing a solution to their limited budgets and staff. This research aims to design a strategic digital marketing plan for the company Automotores del Sur in the city of Loja, with the goal of strengthening its brand presence and increasing its number of followers on Facebook, Instagram, and TikTok through engaging and diverse content. To achieve this, a mixed qualitative-quantitative descriptive methodology was used, with a cross-sectional design, which allowed us to analyze the company's current situation. Along these lines, we implemented a proposal for digital communication strategies, designing the website, creating a TikTok account, a chronopost, and redesigning the logo and graphic design to position and make the brand visible among its audience.