Estrategias de comunicación Online y la percepción de la imagen corporativa de las Pymes del Cantón Latacunga

Abstract

The information and communication technologies have changed the way of seeing and understanding the world, the communication industry is consecrated as one of the fundamental sectors not only for its economic dimension and the flowering of digital content, but for its contribution to the positioning of companies. The research is of a quantitative nature using the technique of the survey, for which a sample of entrepreneurs, journalists and users of the Pymes of the canton of Latacunga was taken, whose answers help to determine the strategies of online communication and the perception of the corporate image. properly managed help the client know the products and services of companies through their web platforms and social networks. When analyzing the results it was evidenced that a considerable percentage of Latacunga Pymes have social networks and some with a web page, however the majority is not updated frequently, which causes disinterest in the user. According to the results, at least 50% of Pymes do not have a communication, marketing or public relations department that develops positioning activities, which reduces the possibility of having a well-structured communication plan. Small and medium-sized companies that still do not use the tools provided by the new information technologies would be afraid of the change that this implies, that is why advertising is destined to traditional media such as radio, television and the press. lower proportion considering that the investment is much higher in these media, unlike digital media. in terms of the corporate image of the surveyed, a good part has a logo and social networks where they offer their products and services but it is not well managed, which is why the proposal proposes the creation of an online communication agency whose main service is the management of the online corporate image, according to the database of the Superintendence of Companies Latacunga no they have similar services.