Diseño de un Plan de Marketing Digital para la Estación de Radio Interoceánica de la parroquia Shell, provincia de Pastaza período 2017

Abstract

The present research entitled "Design of a digital marketing plan for the interoceanic radio station of Shell parish, Pastaza province, period 2017" aims to improve the digital media and web 2.0 at the part of the radio station, which will permit to strengthen relationships with their current and potential customers, and therefore its positioning. To achieve this aim, a market research was carried out through a population sample in which a survey was applied to know the opinion regarding the population’s preferences of the Shell parish about the internet use. With the aid of this research, we could determine the following: the profile of the potential customers, the social networks in which the interoceanic radio station has to increase its hearing, the type of advertising that the social network users would prefer to see, the way how the population would prefer to interact with the radio, and the amount of users that has visited the Interoceanic radio station website. On the basis of the results, a proactive framework was carried out including several strategies for digital marketing, such as the improvement of the website of the radio station interoceanic, SEO and SEM strategies, and the creation of own content. It is concluded that the use of the internet through a proper handling of digital media and the web 2.0 should be studied, since it offers possibilities for the enterprises to develop reaching a greater number of potential customers. It is recommended to consider the results of this research and to apply the proposal of digital marketing plan to have positive results.