Diseño de estrategias de marketing digital para la empresa “Fiesteros” en la ciudad de Guayaquil.

Abstract

Fiesteros is a company dedicated to the commercialization of articles for parties, aimed at a general population, through a physical establishment located in the north of the city of Guayaquil and through virtual media. The disadvantage of this organization is focused on the little interaction with followers and the sales necessary to achieve the expected success. Therefore, the present study supports as an objective to determine the strategic design of digital marketing for the company "Fiesteros" in the city of Guayaquil, through the development of a proposal. A descriptive research design was applied with a mixed approach, in conjunction with the application of surveys and Focus Group. The results showed that their interest group must be the female gender between 18 and 30 years old, which perform one to two parties annually with a budget of $ 51.00 to $ 150.00. As part of the communication improvement between both actors, it must use the integration of a Community Manager, content marketing on social networks, video marketing, web positioning and Live Streaming with the most recognized platforms such as TikTok, YouTube, Pinterest and website. Finally, the marketing plan is characterized by being viable, given the possession of an IRR of 57.7% and a positive NPV of $5,807.6. Regarding the return on investment at a general level, an ROI was identified with a rate of 18.6%.