Consumer Insights para generar marketing de contenidos en la microempresa Edén Company de la ciudad de Riobamba

Abstract

The present study called "Consumer Insights to generate content marketing at the Eden Company, a microcap located in Riobamba" aims to identify consumer insights to determine purchasing behavior and generate a creative idea based on a marketing strategy of contents that contribute to the fulfillment of certain organizational objectives. To do this, a qualitative- quantitative research approach was applied, with an exploratory and descriptive level. At the beginning, a direct observation about the company´s management of social media was carried out, along with an interview applied to the owner, through open questions and a model based on the RMG matrix, to measure competitiveness and organization sales. Surveys were applied to real and potential clients, in order to establish the necessary requirements based on the information obtained to plan strategies that will contribute positively to the development, improvement and growth of the organization. Once the information collected in the field research has been obtained, it is determined that the microcap shows a low brand positioning and shortcomings in the process of managing content on social media. For this reason, five insights are identified with a creative idea aimed at the content marketing strategy, such as: brand awareness campaign, campaign to generate web traffic, lead capture campaign, lead nurturing campaign and marketing campaign. customer success. Because of this, it is recommended that every organization must first identify true and deep reasons of clients, in order to generate a high-level content and impact that leads to an emotional symbolic relationship between the brand and the client.