Digital Marketing Model for a SME Company in the Commercial Sector

Florián Castillo O.R.; Bravo Huivin E.K.; Sagástegui Cruz J.O.; Castro P.A.; Estrella Shupingahua G.C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/leird2022.1.1.75

Resumen

The study aims to design a digital marketing model for marketing in an SME in the commercial sector, Trujillo 2021.the type of research applied according to the approach, type of study, purpose and design, qualitative, descriptive, applied and non-experimental; different techniques and instruments were applied such as interview, surveys, observation method, documentary review and questionnaires; from which a sample of 196 customers was chosen. the digital marketing design was carried out using the Sostac methodology resulting in the situational diagnosis, internal and external analysis, the identification of the Core processes and the implementation of strategies for the improvement of digital marketing. The results of the survey showed that 34% of the clients use WhatsApp to be aware of the liquor store, and only 13.5% of the respondents use Facebook and Instagram, 7% knew the brand through Facebook and 16% through Instagram, the content that our clients prefer are promotions. It was concluded that the design of digital marketing with the implementation of appropriate strategies favors the improvement of interactions and the benefits of digital media in line with the organization.

Instituciones: Universidad Privada del Norte