Elements of digital marketing and the positioning of the company INNOVA BIOTECH AGRO SAC

Valenzuela-Hurtado Y.; Meneses-Claudio B.; Carmen-Choquehuanca E. · Salud, Ciencia y Tecnologia - Serie de Conferencias (2023) · DOI: 10.56294/sctconf2023373

Resumen

The research was carried out in order to determine the relationship of digital marketing in the positioning of the company INNOVA BIOTECH AGRO SAC, Lima in the year 2021, intended to serve as a guide for the general management of the company studied and other similar companies immersed in the agro-industrial sector by adapting the elements of digital marketing, being mechanisms that help to improve the recognition or positioning. The methodology used was a correlational research, with a quantitative approach and basic type, in turn with a non-experimental design and cross-sectional, applying a data collection instrument to potential customers of the company, represented by 227 farmers. In this regard, the findings show the existence of a Spearman correlation level (0,306) between the digital marketing variable and the positioning variable, demonstrating a positive relationship between both variables applied to the agroindustrial company. The study concludes that the positioning of the agroindustrial company evaluated will improve as digital marketing strategies are properly implemented, as well as to raise the competitiveness indexes of the agroindustrial company reflected in a higher positioning, it is necessary to strengthen the sales process mechanisms, the commercial communication tools and the different digital advertising actions. © Autor(es); 2023.

Instituciones: Universidad Tecnológica del Perú