Marketing Digital y Comercio Electrónico

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879

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Herramientas digitales y estrategias publicitarias de las empresas de Marketing y Servicios
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Villacís Arcos, Sylvana Andrea; Córdova Aldás, Víctor Hugo
The objective of this study was to analyze the types of digital tools and advertising strategies that the companies of the city of Ambato used more frequently, taking into account this city as a case study. Where it could be analyzed that people handle information according to their size and formality, without having a media planning, there are companies that manage a budget to make strategies through Internet or digital media. You can choose between public media to use advertising, the stars you can find Facebook, Instagram, WhatsApp, without leaving behind traditional media such as press, TV, Radio, Flyers. And the update or periodicity that update or receive publications according to the criteria mainly. It is for this reason that it was decided to create a strategic advertising plan to spread the services of the company. Integra2 Marketing and Services.
Estrategias de Marketing Digital en el Fortalecimiento y Posicionamiento del Comercio Móvil de la Ciudad de Latacunga
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Ortiz Arteaga, Rommel Edgar; Pilco Mosquera, Wilian Enrique
The present research project arises with the purpose of making a proposal of Digital Marketing of M-Commerce or mobile commerce, applicable to the MSMEs of the city of Latacunga. It is based on an application designed to be attached and downloadable through the Android platform, under the name Commercebite, an enterprise that was born with the aim of enhancing the products and services of small corporations that wish to subscribe and be part of the catalog of options in One place. For this purpose, a quantitative, descriptive and correlational study is carried out, constituted through the application of a numerical data collection instrument that allows to know the current panorama of the positioning strategies employed by the MSMEs of this city in favor of Improve your promotion context. Through these results, it is intended to establish the guidelines for the implementation and implementation of the Commercebite entrepreneurship initiative, which is born to meet the general needs of these companies. In addition to the application, a Fan Page will be founded within the Social Network Facebook, considering that it is among the most positioned digital platforms in Ecuador and has a wide reach when it comes to disseminating content and advertising various products and services. In addition, the guidelines of the application of said proposal are established, by activities and contemplating their minimum necessary requirements. It is expected that this research project represents an innovation when designing Digital Marketing strategies applicable to multiple contexts, as well as giving rise to the birth of ventures that allow improving the context of multiple entities at the same time.
Aplicación de redes sociales para el posicionamiento en el Sector Maderero de la provincia de Tungurahua
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Delgado Fiallos, María Gabriela; Verdesoto Velástegui, Oswaldo Santiago
The purpose of this project is to support the wood sector, specifically the Huambaló furniture manufacturer, to the Centros Artesanal Huambaló association (Cenarhu), which through the new communication channels on the internet, and their use in these media, there is a possibility to conquer new customers who are in a second on the other side of a device, hungry for information, the objective is to analyze Social Networks that allows improving the brand appreciation for the positioning of the furniture sector in the Tungurahua Province. It is based on a qualitative approach, an exhaustive research is carried out through a bibliography of scientific articles related to the subject, books, etc., then a questionnaire is elaborated with the use of constructs and items that are checked by authors of scientific articles related to the subject with their respective permits for their use, and surveys were conducted to the 40 members of Cenarhu and then verified by statistical analysis Wilcoxon correlation. From the analysis, it is proposed to carry out a social media plan on Facebook, determining that Facebook is the best communication tool to arrive with the Cenarhu brand, and a strategy is proposed to reach the objective, in the end it is verified that it has results positive for the Cenarhu association through the IOR.
Estrategias de comercio electrónico en las PYMES de manufactura de vidrio
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Quinatoa Sánchez, Cristina Isabel; Chávez Yépez, Howard Fabián
The present research work was carried out in the glass manufacturing company PRISMA CRISTAL, which by the number of workers belongs to small businesses; The main objective of the research was to determine the incidence of e-commerce strategies in SMEs of glass manufacturing. The methodology used was a quantitative approach, and responds to the need to understand the critical success factors for the adoption of electronic commerce was based on the current analysis that exists in external customers and obtain relevant information to draw conclusions, perform a comparative analysis with the theory of some authors who have done important research work in the area of electronic commerce, and of SMEs, also comparing field work. The data was collected using the survey technique and the questionnaire was used as an instrument for both external clients (B2C) and suppliers (B2B), to know if these strategies can be carried out in this type of business. After analyzing the data, a model was proposed based in the same way on works that have been carried out and have worked in other Latin American countries, logically with certain modifications to the success factors that fit our reality.
Marketing digital destinado al desarrollo del e-commerce en el sector del calzado.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Gudiño Tapia, Nora Isabel; Calvache Vargas, César Maximiliano
The Footwear Company LIWI is an Ambateña company, producer of high quality footwear, with stability in the local and national market, which was considered in the study as a benchmark within its sector. The problem of research stems from the fact that the LIWI Footwear Company has not been able to consolidate digital tools in e-commerce, which has caused a fundamental loss of space for electronic commerce, which has an impact on its development and process innovation. in the field of technologies. The objectives set out in the investigation determine that external customers do not use purchases through a web page, however, they are willing to do so because of the trust they feel in the company when doing their business. The proposal derived from this finding is developed based on a User Manual for the Administration of the Website in the Wix.com Platform Version 1.0, also attaching the implementation of a virtual shopping area so that the use of its website is the start to a new marketing system.
Social Media como estrategia de comunicación para la difusión del trail running en la ciudad de Latacunga.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Martínez Pérez, Marco Patricio; Morales Urrutia, Diana Cristina
The Fan Page MAT (Mashca Adventure Time) is dedicated to promoting a different lifestyle through physical activity, teamwork, healthy eating, the use of public space and the fulfillment of personal and group goals. This study focused on attracting new members of the Fan page MAT in the city of Latacunga through the use of social media, for the diffusion of trail running in the city. The present inquiry is aimed at making a comprehensive analysis of the current situation of the Fan page analyzing strengths, threats, opportunities and weaknesses in order to achieve better communication between members and future fans of the same, using social media and their tools for creating appropriate content and more attractive to our target audience. The methodology used in the research process was the analysis of surveys, as well as the observation of MAT community activities. In addition, knowledge was strengthened through scientific reading. Finally, the situation in which the Fan page MAT is located is determined, allowing the design of a content strategy in the social network Facebook, MAT page fan (Mashca Adventure Time) for the diffusion of trail running in the city of Latacunga, which allows improve the interaction and communication of members and potential fans taking into account the analysis and preferences of the respondents, and improve the experience of them when navigating and being part of the MAT community not only as members but as part of a family that seeks the well-being with the practice of trail running.
Análisis de la influencia de la estructura de una tienda virtual en la decisión de compra del consumidor on-line.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vargas Acosta, Tannia Patricia; Medina Chicaiza, Ricardo Patricio
This research project is aiming to help electronic suppliers to optimize the use of virtual stores to improve the value of their offer and create an ideal environment to achieve profitable exchanges. This research shows that the most important problem is the lack of analysis on virtual stores´ elements and their influence on the decision of purchase of the on-line consumer. The conceptual study analyzes the on-line marketing evolution, the elements that are part of online stores, the online consumer profile, and the most common e-commerce platforms, which information gave us the enough knowledge to use the expert judgment and also theoretic and empirics methods, which showed as results that the most influencer factors for the purchase decision are the security, usability and the business intelligence for customer’s satisfaction.
Estrategias SEO como herramienta de visibilidad en medios digitales del sector hotelero de La Maná, provincia de Cotopaxi
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Granja Herrera, Cristian Rolando; Jordán Vaca, Jorge Enrique
The objective of this research work is to establish strategies that improve the visibility of digital media in the hotel sector of La Maná Canton, through the use of SEO (Search Engine Optimization) tools, for which a quantitative, descriptive and correlational approach was applied; the survey was used as a data collection technique, which was validated using the Kuder-Richardson model. The survey was applied to 12 existing hotels in the city, the data obtained were validated, graphed and interpreted; In this way it was proved as a hypothesis that formulating strategies through the use of SEO analysis tools (Search Engine Optimization) affect the visibility of digital media in the hotel sector of the city of La Maná. Finally, the WooRank and LikeAlyzer tool was used to analyze the Web Pages and the Fan Page of the hotel sector. With the results obtained, strategies were established to improve their organic positioning in the network.
Auditoría de la imagen corporativa y reposicionamiento de la Empresa Eléctrica Regional del Sur S.A. en la ciudad de Loja
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Bustamante Ortega, Pablo Fabricio; Morales Urrutia, Diana Cristina
The main objective of this research is to determine the impact of the audit of the corporate image on the repositioning of the Southern Regional Electric Company S.A. In the city of Loja, whose approach is qualitative, in the research modality bibliographic and field research was used, the survey was carried out as a technique which was validated by the Cronbach alpha method and subsequently applied to 384 people. They were tabulated, graphed and interpreted in such a way that the hypothesis was proved demonstrating that with an adequate audit of the corporate image the repositioning of the Southern Regional Electric Company S.A. In the city of Loja. After analyzing and interpreting the results of the survey, it was concluded that the implementation of optimal strategies for the repositioning of the corporate image of the Southern Electric Power Company S.A. of the city of Loja will help to maintain a unique image before the other institutions as well as with the application of these strategies will be fully fulfilled with the general objective of the investigation.
Estrategias de marketing de contenidos en la promoción de la marca Ambato Tierrita Linda
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Escobar López, Diana Marcela; Silva Ordoñez, Iván Fernando
The city of Ambato is a strategic point for tourism in Ecuador; its diversity in culture, flora, fauna, gastronomy, production, tourist sites marks the economic development of the population. In this research project the problem of poor promotion of the Ambato Tierrita Linda brand carried out by the Autonomous Decentralized Municipality of Ambato was addressed, determining as the main cause the lack of a content marketing strategy, causing a low impact of the brand. The main objective is to promote the city of Ambato through the website that is available to the general population. The research methodology followed a process of information collection using structured surveys based on the Likert scale, the questionnaire allowed to know the population's perception of the Ambato Tierrita brand and the interest in managing a website as a means of promotion. The results obtained point out that the inhabitants and tourists use the internet to consult about information about the place or tourist place they wish to visit, in some cases they also refer to the commercial and business aspect they wish to do in Ambato. In addition to the promotion of the brand, people believe that this leads to the introduction of the city on the world stage where foreigners can have immediate information, in such a way that the tourism and mass media actors interact through the website. The creation of an interactive web page aims to be an instrument for the promotion of the city of Ambato. The proposed phases consist of: Situational analysis of tourism, followed by the creation of the interactive website of the brand, the design of the content of the Ambato Tierrita Linda brand and the strategic evaluation through indicators.
Procedimientos para la gestión de la reputación online y marca institucional de la Prefectura de Cotopaxi
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Sánchez Pallo, Edison Rolando; Ballesteros López, Leonardo Gabriel
This is a social project, which through an analysis of the technological tools that will be called as: online media and social networks, which over time have been playing a role of high value and importance in public companies and private, in the same way in the daily life of the individuals that are part of the community. The investigation determines that there is an impact on the part of the online media in the management of an institution, evidenced by statistics that prove it and proposes the realization of a manual of procedures that allows an adequate management of the information presented to the community and generate an impact on the brand image of the Cotopaxi Prefecture and how it is perceived by the community. As a complement and through an in-depth analysis of the impact that online media have had and how they have influenced the behavior of institutions and citizens, the way they interact and the formation of new customs when disseminating information and the processing times of it, so that it reaches users since the appearance of social networks has totally changed the work management of the Prefecture of Cotopaxi. The purpose of the study is to contribute to the communication unit of the institution by contributing with a model that helps the correct use of online media, which the Prefecture can count on. So also detect in time how is assimilating citizenship to the brand of the institution through social networks and take the necessary actions in a particular situation. This is a starting line to constantly evaluate the situation of the brand in online media, as well as guidelines for improvement for management that can be the cause of success for the institution.
Estrategias de negocio para calzado de terapia basado en Instagram
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Plúas Llamuca, Geovanni Gonzalo; Medina Chicaiza, Ricardo Patricio
The objective of the research is to develop a business strategy based on Instagram, in the leather and therapy footwear sector. The strategy will allow to face the competition successfully, to balance the use of the resources of the companies, in favor of the development and innovation of new sources of communication, to socialize the information of its products and / or services. The present work demonstrates as a more representative problem, the insufficiency of innovation with respect to the content published in a social network Instagram, the study analyzes the topics related to the creation of a content strategy, to evaluate the satisfaction of the clients through empirical instruments such as a survey, to know the acceptability of using the Instagram application as a business strategy based on its content. The results of the strategy address seven phases: the current situation of the company, objectives, audience, editorial line, content development, publication distribution and measurement, in addition, The review of the research background and the results generated, proposed as a proposal for a content marketing plan to increase the level of interaction with customers, in other words, influence the purchase decision, this will allow to know the content (thematic, promotions, events, new services, etc.) preferred by clients.
Customer Relationship Management (CRM) y la satisfacción al cliente en las Instituciones de Educación Superior
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Sánchez Gutiérrez, Maritza Jimena; Mejía Vayas, Carlos Vinicio
The present research work is a study carried out on how Higher Education Institutions manage the relationships with students, from the CRM approach. Initially a conceptual investigation was carried out on the CRM from where the knowledge of the needs and desires of the students starts, through a survey important information was collected on how the Higher Education Institutions manages the relations with its students, how this influences in the expectations of the students about the services offered and the degree of satisfaction they perceive with respect to the different services. With the results obtained, it is proposed to develop a CRM strategy that allows managing relations with its students, using information technologies and appropriate and integrated communication channels to meet preferences and needs and provide services and satisfaction and allow them to feel an integral part of the institution during their student life and after it.
Estrategias de marketing digital y su impacto en el desarrollo turístico de la ciudad de Latacunga
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Arias Figueroa, Doris Fernanda; Pilco Mosquera, Wilian Enrique
The main purpose of this research is to establish digital marketing strategies that contribute to the tourist development of the city of Latacunga, Cotopaxi Province; Because it is a city of high tourist concurrence, it is necessary and essential to apply digital marketing as a key point to boost tourism development and to cover the majority of domestic and foreign tourists entering the country. In order to develop this work it was necessary to identify the problems that focus on the inadequate digital marketing strategies and their impact on the tourist development of the city, which has caused a decrease in tourist revenues to the area; the determination of a theoretical framework that facilitated the best understanding of the subject; a methodology based on a qualitative and qualitative approach that allowed for a data collection and analysis that served to answer the research questions and check the previously established hypothesis, which resulted in accepting the hypothesis formulated: digital marketing strategies if they will improve the tourist development in the city of Latacunga; and finally the proposal that consisted in the design of digital marketing strategies that will provide a demonstration to the tourist development of the city of Latacunga through tourism promotion tools (website, fan pages, YouTube).
Estrategias de comunicación para la adopción de servicios de banca por internet en el sector financiero de la provincia de Tungurahua
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Pérez Morejón, Cristina Gabriela; Verdesoto Velástegui, Oswaldo Santiago
The present investigation is of great importance since currently doing any on-line process is appropriate but many of the people are unaware of the internet services provided by the bank in its virtual platform and its Mobile App and do not take advantage of it to optimize it´s In the meantime, the problem is identified so that users of the financial sector adopt Internet banking services through communication strategies where the main objective is to determine how communication strategies impact the adoption of Internet banking services in the Internet. financial sector of the province of Tungurahua, which had a qualitative approach, updated bibliography, degree works, scientific articles, etc. was used, from there a questionnaire of 12 well-structured questions was born, which were validated by the Alpha statistical method of Cronbach, later through a survey the information was collected 17 managers of the banking institutions of the city of Ambato, and an analysis and interpretation of the responses was carried out, which indicates results of how the use of banking services on the Internet will contribute positively, hence the social network strategy that It will contain the following steps: raise the theme of the strategy, target audience, objective of the strategy, selection of technological tools, development of the activity, publication schedule and monitoring through metrics, so it is validated by the iadov method that measures customer satisfaction in regards to the implementation of the strategy in social networks that is instagram and facebook.
Modelo de e-marketing para empresas de automatización de la provincia de Tungurahua
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Carvajal Salvador, María Fernanda; Saltos Cruz, Juan Gabriel
Automation security system’s companies in Tungurahua do not apply an accurate e-marketing model to create consumer’s empowerment. One of the reasons is because they do not have the knowledge in the use of technological tools. Also, because of the fear in invest money in digital media and do not receive a return on investment. The ones, who decided to invest in digital media, do not know if the tools they use are adequate to persuade consumers. This investigation determined how e-marketing model influences in consumer’s empowerment in automation system companies. The most relevant results, determined that it is necessary for companies to invest in the most used social networks and focus on the target. It is important not to neglect the websites, because there depends how consumers perceive the company position and seriousness. Finally, e-marketing model has relation with consumer´s empowerment, for this reason, it is recommended to create a digital communication plan.
Marketing virtual como herramienta de posicionamiento de lácteos de Tungurahua (CONLACT).
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vaca Castillo, Juan Carlos; Calvache Vargas, Cesar Maximiliano
The Tungurahua Dairy Consortium (CONLACT), is located in the Parish of Huachi Loreto in Canton Ambato, the problem addressed was the inappropriate use of virtual marketing in the Tungurahua dairy consortium, due to ignorance of technological tools To promote its products, the study was able to determine how the deficient use of virtual marketing affects the positioning of the Consortium. The methodology used was: a quantitative approach due to the need for the use of a statistical model for the verification of hypotheses, the bibliographic and field modalities for the collection of information. The level of exploratory, descriptive, correlational and explanatory research, the population was 373538 people. The most relevant results were: that the social networks owned by the consortium do not make it possible to publicize the products of the associations, at present people do not use electronic commerce to make purchases of dairy products, dairy associations do not generate value added in their products. Finally, it should be emphasized that digital marketing has a close relationship with positioning, denoting an average positive correlation. Therefore, it was recommended to design a digital marketing plan.