Estrategias en medios digitales para aumentar la notoriedad de la Unidad Educativa Santa María (UESMA) en la ciudad de Machala.

Abstract

The evolution of marketing, has allowed to generate a new context called digital marketing, that is, its development changed the traditional way of selling through a physical space and advertise through television, radio, written press, among other traditional media , to a virtual space, given that companies currently seek to locate their products and services in the different digital media on the internet network, for this reason, the fundamental thing for organizations is that their target audience notices their presence within these platforms. This research aims to develop online strategies to increase the visibility of an educational institution, with the intention of contributing to this proposal, the Santa María Educational Unit (UESMA) was taken into account as an object of study, with the purpose of improving the level of recognition that the educational unit has in relation to its competence, to carry out such research the survey technique was used, considering an intentional sample of 50 people in the city of Machala, the observation of digital media to analyze the interaction with the users, and documentary research to analyze relevant information. The results show that people in the city of Machala, prefer advertising in digital media, through the social networks of Facebook and Instagram, and want their content to disseminate information about their infrastructure, profile of teachers and academic recognition of the students, and activities that are carried out in the educational establishment.