Plan de emprendimiento de una agencia de marketing digital en la ciudad de Machala.

Abstract

The present project of entrepreneurship was based on a study to determine the feasibility and viability of the creation of a digital marketing agency specializing in the management of digital pages and digital tools (web page, social networks: Facebook and Instagram) for small and medium-sized enterprises (PYMES) of the city of Machala. At present, the management of digital tools has been increasing in a positive way in the domestic market, becoming a tool of information and recognition for many companies. In the city of Machala through the study of the competition gave as a result there are many agencies and independent persons who perform management of social networks in a professional manner, basic and empirical, because our market is in a state of transition between traditional and technological development. The process of the study was carried out in a quantitative and qualitative used these two methods of investigation, due to the quantitative research was obtained through secondary data with the purpose of knowing the number of small and medium-sized businesses existing in the city of Machala and increased use of technology companies, these data were collected from the digital platform of the National Institute of Statistics and Censuses of Ecuador. A qualitative study was based on the collection of information through interviews with recognized professionals of digital marketing city of Machala, who with their professional input and experience showed us that it is necessary to educate our customers on the use and the benefits that can be obtained with the use of different digital tools, In addition it is important to the communication that is obtained with the client using the correct channels such as direct communication and good development, through the implementation of the interviews more secondary school was structured the study of relevant market to develop a work plan that meets all the characteristics and needs of the customer. The service of the present project is to provide a complete and integrated advice in routing the strategic digital marketing and business together with the graphic visual and audio visual, focusing on the management and planning of strategies implemented direct marketing, positioning, sales, customer service, sales and business addressing post. In addition, we will have online presence in digital media such as: web page, social networks and search engines (SEO and SEM), where we will communicate with our customers by offering our services and promotional packages. Direct Messages and paid advertising in social networks. There will be a digital marketing event where they will present the company to Valdigital as a new marketing agency that offers community services manager in the city of Machala, where we will invite entrepreneurs, business owners of PYMES Within the financial feasibility is used indicated that express the economic performance through investment the TIR and VNP is high which indicates to us that our project of entrepreneurship is an act to run it or do it, where to contribute to social development, technological and economic development in the city of Machala.