Análisis de estrategias de marketing digital para el posicionamiento de una empresa de pastelería en la ciudad de Guayaquil.

Abstract

Given the growing awareness that in a digitized business landscape like Guayaquil, pastry businesses require more than just a social media presence to establish themselves, this study aimed to analyze digital marketing strategies for positioning a pastry business in the city of Guayaquil. The study addressed content management, audience engagement, and communication on these digital platforms. Methodologically, a mixed-methods approach was used, employing a non-experimental, exploratory-descriptive design. This included a quantitative phase, consisting of structured surveys administered to digital consumers aged 20 to 35 residing in Guayaquil, and a qualitative phase, consisting of semi-structured interviews with administrators or marketing managers of established pastry shops. The application of primary and secondary sources was examined, and the data were synthesized using SPSS, including thematic analysis. The expected outcome was the identification of participants' digital consumption preferences, the main digital platforms accessed by young people in Guayaquil, the drivers of their content use, and the key strategic and brand contributions that can help establish different brand positions. In conclusion, this study suggests that a planned, consumer-oriented digital strategy, with appropriate content and consistent interaction, could become a powerful resource for promoting the competitiveness and brand recognition of bakeries in the local market.