Marketing Digital y Comercio Electrónico

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    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.