Estrategias promocionales digitales aplicables para la empresa VECEMAR CIA LTDA logrando mejorar su notoriedad y posicionamiento de marca.

Abstract

Maintaining a system of communication in marketing is fundamental for the corporations, permitting them to connect to the market and adapt to the new trends that arise as time passes by. The mass consumer industries are not staying behind, since they must keep their clients loyal, and the adapting of digital tools provides the ease to interact and establish long term relationships with the client, since it will be possible to carry out a follow, post-sale service, and personalized service where the client is part of their interest in satisfying their needs according to what they want at the moment. The present work has as starting point to make a diagnosis of the promotional strategies in order to propose new ones if necessary. The methodology applied is of a qualitative nature, using as an instrument the interview form for people who provide representative information that can enrich the research. The results highlight the need and importance of applying digital promotional strategies to improve brand awareness and positioning, generating an opportunity for growth as they establish trusting relationships with the customer, through publications with relevant and interactive content to encourage the purchase. It concludes with the proposal of the work based on primary and secondary sources, through the diagnosis and of literatures that support the vital importance of applying digital marketing, as well as fundamental tools that help to bring metrics of the contents in a systematized, orderly, fast way and effective. It was determined that the company VECEMAR CÍA LTDA needs to apply digital promotional strategies to reposition itself and improve its notoriety, capturing new markets and potential clients.