Inbound marketing para el posicionamiento de la marca Daniela Encalada Flores en la ciudad de Riobamba

Abstract

In recent years, companies have found new digital tools that, through technology, have allowed them to expand their businesses and adapt their business models. That is why the objective for the work was to define how Inbound Marketing influences in terms of visibility, engagement and audience loyalty, to improve the positioning of the brand Daniela Encalada Flores in the city of Riobamba in the year 2023. Using a methodology that had a qualitative and quantitative approach, where the study population were Riobambeñas companies, a quantitative approach was used to determine the impact of inbound marketing in the positioning of a brand, also structured surveys were conducted that evaluated key variables such as brand awareness, brand perception, the scope of inbound marketing actions and the impact on the visibility and reputation of the brand. In addition, a qualitative approach was applied through the word coffee technique to small and medium entrepreneurs in the city who have hired the services of the study unit, where detailed information was obtained about the processes, strategies, challenges and specific benefits that Daniela Encalada's personal brand has experienced by using inbound marketing. As a result, it was determined that Daniela Encalada Flores is known as a public figure but not as a brand, which is why she does not have a good level of potential customers for her brand. Concluding that the Inbound marketing strategy has been explored its current state of positioning in the market, along with the actions taken since its genesis to establish its identity in a competitive environment all through the detailed observation of its reach in social networks and its relationship with prestigious brands