Plan de marketing digital para aumentar las ventas y posicionar la marca: microempresa Mariscos Don Ordoñez en la ciudad de Quito en el año 2020

Abstract

This research addressed the topic of a digital marketing plan to increase sales and position the brand "Mariscos Don Ordoñez" in Quito city. The main objective was the design of strategies through digital marketing to set the brand and increase the sales in the seafood microenterprise in Quito. A quantitative and qualitative methodology of non-experimental type was used. Field observation, interviews, and surveys were used as data collection techniques in the research, which analyzed both the content and its response based on the study. The interview results confirmed that Don Ordoñez seafood microenterprise does not use digital communication to advertise its brand and its product portfolio in the market. On the other hand, the survey results showed that current and potential customers are willing to buy the products of the microenterprise; in turn, the design of digital platforms was essential to generate interaction between the client and the company in an indirect and direct way. It is concluded that digital marketing helped strengthen the microenterprise Don Ordoñez seafood because he boosted the sales of his products.