Marketing Digital y Comercio Electrónico

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End date: 2018Subject: search.filters.subject.MARKETING DIGITAL

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    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.
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    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.
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    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).
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    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.
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    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.
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    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.
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    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.
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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.