Application of digital marketing in a Peruvian company that sells alternative medicine products 2023

Soto Romy Georgette M.; Fuentes María Olivia P.; de la Fuente Ana Patricia G.; Taype Rossmery A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.532

Resumen

The use of the internet has significantly influenced the way in which companies offer their products and/or services, thus promoting the use of various tools that allow the application of digital marketing in a correct way both for trade, as well as for the realization of different administrative activities within the company. The objective of this study is to identify the level of application of digital marketing in a in a Peruvian company commercializing alternative medicine products in the year 2023, considering the dimensions, online branding, social networks and branded content. The study presented a quantitative approach of non-experimental and cross-sectional design. A census sample of 28 companies was considered and the instrument used was a 10-question interview with a Likert-type scale with a reliability of 0.907 Cronbach's Alpha. The results obtained on the digital marketing variable showed that the company is at a medium level of development in all its dimensions. So, it is necessary to improve the strategies used in its marketing plan. Likewise, they should update the content they share on social networks, invest in paid advertisements to achieve their positioning on social networks and finally train the employees in charge of the marketing area.

Instituciones: Universidad Privada del Norte