Estrategias de marketing digital para posicionar la marca “Soy soya” de la microempresa de galletas de soya de la ciudad de Riobamba, Provincia de Chimborazo.

Abstract

The objective of this work is to implement strategies of Digital Marketing for the positioning of the brand "Soy Soya" of the Micro Company of soy biscuits in Riobamba. The research has a qualitative and quantitative approach, the scope is descriptive, analytical and correlational; a survey was applied to a total of 381 people on the digital media use and the consumption of cookies, an interview was made to the general manager of the microcompany

of soy biscuits: "Soy Soya" to know the current situation regarding to the management of digital marketing, by means of an observation card, the characteristics of digital tools in social networks were registered. The results obtained indicate the strong impact of social networks and digital media on people, being the factor that influences the decision to purchase, in addition Microenterprise does not have a brand positioning and communicative visual content to be known through digital media. To solve these results, digital marketing strategies are designed to improve brand positioning. It is concluded that by implementing digital strategies according to the demands of the current market, they allow the user to know more closely the brand and therefore the microenterprise, delivering information through creative content, providing a better way to brand positioning through parameters of measurement with metrics that benefit positively the payment of the investment. It is recommended to keep digital marketing in mind in general strategic planning, being the most economical commercial alternative for micro business development.