Digital Marketing Strategy in Peasant Family Agriculture: Case of the Orange Flesh Sweet Potato in Manabí

Abstract

The orange-fleshed sweet potato, grown by Peasant Family Agriculture (AFC) in Manabí, Ecuador, has great commercial potential. However, its positioning in the national market is still weak. This study seeks to develop a digital marketing strategy that helps strengthen the presence of this product in the market.

The research design is sequential exploratory, beginning with the qualitative phase through conducting interviews with stakeholders who have successfully positioned related products in the market, as well as with members of the AFC. This is followed by the quantitative phase, in which a questionnaire was administered using the non-probabilistic convenience sampling technique. A sample of eighty-one individuals from the population was selected because they were available to the researcher.

This comprehensive and targeted approach aims to deeply understand the context and offer concrete recommendations for developing a digital marketing strategy. The strategy's design is grounded in an in-depth analysis of the current market, with insights from success stories guiding its formulation. Furthermore, the proposed strategy emphasizes attractive visual content and narratives that spotlight the values of peasant family agriculture, along with the effective use of platforms to engage specific audiences. Additionally, it includes the adoption of techniques to enhance search engine visibility, thereby boosting the credibility and reach of the message.