Marketing digital para el posicionamiento de la marca Agencia Seguros K-CER en la ciudad de Riobamba

Abstract

The purpose pursued by the present degree work is on Digital Marketing for the positioning of the “Agencia Seguros K-CER” brand in Riobamba. The first was to start with researches of the same nature in fields related to the world of insurers and extensive bibliographic support on the variables involved in the subject. Regarding the methodology used, it has qualitative and quantitative approaches, applying techniques such as surveys directed at Riobamba citizens, and interviews with connoisseurs of the marketing field in three insurers in the city with a non-experimental transversal type of study. On the other hand, the methods involved were: inductive, deductive, analytical, and systematic. The scientific contribution is supported by the verification of the hypothesis, in this case favourable, since it showed a correlation and levels of significance between the variables, using the Chi-Square test. In the proposal, a situational analysis was developed, allowing the visualization of all the internal and external factors that directly or indirectly influence the insurer, with the help of tools such as the Pest matrix, Porter's five forces, value chain, strengths, opportunities, weaknesses, and threats (SWOT) and the matrix strengths, opportunities, weaknesses, and threats (SWOT). Subsequently, the corresponding Digital Marketing strategies were carried out based on three principles: innovation, loyalty, and social networks, created from the information collected in the course of all this research.