Estrategias de marketing para posicionar la marca “INBORJA” S.A, a través de medios digitales en la ciudad de Machala.

Abstract

The internet currently benefits companies by keeping the relationship with customers active. The importance of using the different digital tools is based on the behavior of the consumer, this has generated a change with progress over the years which induces organizations to immerse themselves in the web. The present investigation is based on a qualitative approach, by analyzing similar cases analyzing appropriate strategies that have been used, observing guides were used to the existing digital media in the company. In carrying out this research, appropriate strategies were determined for the positioning of the "Imborja" brand in digital media, in order to reach a high number of visitors and get to position the brand. It is considered that the proper management of social networks through strategies that allow maintaining a business-client relationship, creating direct communication; for this to happen, publications must be made constantly with informative, attractive and dynamic content which captures the user's attention and increases the number of followers.