Estrategias de comunicación digital para la empresa Toque de Ángel en la ciudad de Guayaquil.

Abstract

The objective of this work is to identify the communication problem based on the analysisand development of digital communication strategies, focusing on the marketing mix to solve the problem of the company Toque de Ángel in the city of Guayaquil. The method used in the research is characterized by having a mixed quantitative and qualitative approach, exploratory and descriptive, the primary tools used were focus groups and interviews which yielded relevant data for the investigation. In order to decide the number of people to be surveyed, the population sample formula was applied, the group selected for the focus group focused on women from the three most representative provinces such as Jimena, Tarqui and Febres Cordero who range between 15 to 30 and 31 to 55 years that correspond to 80% of the population in the city of Guayaquil. Among the results obtained are that 41.3% of the people surveyed prefer emotional content, with 49.4% the most consumed social network is Instagram for their clothing, fashion and dresses query, 69.3% of the respondents consume digital media every day a week.