Tik Tok, una estrategia de marketing digital en los negocios ambateños

Abstract

ABSTRACT Social networks have become fundamental communication tools for mankind, this has allowed social, cultural, political, economic and entertainment spaces to be linked and strengthened. Thanks to these digital platforms, access to information has been much faster, even the brand positioning of companies and organizations have benefited. The pandemic caused businesses to decline economically due to the loss of customers, that is when the solution for entrepreneurs was the use of TikTok, it is already a dynamic and creative social network that attracts the attention of the public, it is clear that previously other networks such as Instagram and Facebook were already used, but TikTok caused a stir for being a different platform to the others, and different refers to the fact that it has a number of editing tools, broadcasting and content creation. At this point, the objective of the present research is to explain the importance and level of knowledge of the use of TikTok as a digital marketing tool. For this, a quantitative and qualitative methodology has been implemented, where an interview was conducted with a digital marketing specialist, digital surveys directed to 67 entrepreneurs in the city of Ambato; in addition, using the Likert scale, the level of importance of the use of TikTok as a tool for buying and selling products and services was measured. The results showed that TikTok is useful and important for brand positioning, as long as several parameters are taken into account, including communication strategies, knowledge in editing, target audience to which the content is directed, use of hashtags, among others.