Marketing digital para generar ventas e-Commerce de la empresa textil Sumatex de la ciudad de Riobamba

Abstract

The main purpose of the research "Digital Marketing to generate e-Commerce sales of the textile company SUMATEX in the city of Riobamba" was to develop a digital marketing plan to generate online sales in the company. To achieve this objective, primary and secondary data were used to collect information. The market research, which was conducted as a starting point, was carried out According to the EAP (Economically Active Population) of the urban sector of Riobamba city, and the rate of population growth to determine the population to be surveyed. The main findings demonstrated that the company is not positioned in digital media, even though users own online shopping experience, and their willingness to purchase through the virtual store of the company is acceptable, it was also evidenced that users would like to receive information by social networks, such as Facebook, Instagram, and WhatsApp, as well as by email. Therefore, the purposive framework of the digital marketing plan includes strategies proposed to implement a virtual store, activate social networks, and design attractive content to interact with the audience. All these factors will contribute to the presence of the company in the market as well as its competitiveness. For this reason, it is recommended that the company implement and monitor the strategies developed in this study to achieve its institutional objectives.