Digital marketing and its influence on the positioning of the Rocket brand in the canton of Rocafuerte

Abstract

Digital marketing refers to sales actions carried out through digital media. It can be done through pre-existing communities on social networks, which would improve communication and results achieved. The objective of this study was to analyze the influence of digital marketing on the positioning of the Rocket brand in Rocafuerte canton. Specific social media platforms were identified for the application of digital marketing strategies for the Rocket brand. The methodology employed a mixed approach, utilizing a non-experimental descriptive design through interview and survey techniques with a sample of 10 institutional clients. As a result, marketing strategies typically involve contests, promotions, and offers. Although product menus are always created, events that promote the brand are never held. The attributes that customers seek when purchasing the brand are usually good quality, reasonable prices, attractive designs, and a strong brand. Strategies for positioning usually involve quality, price, and promotion. Advertising, image, design, exclusivity, and product personalization are commonly used. The most widely used social media platforms for brand acquisition are WhatsApp Business and Facebook. In conclusion, marketing strategies are a valuable tool for improving a brand's position in the market. It is important to note that advertising is a key component and requires a well-designed approach to reach the target audience and deliver a creative and innovative product. Therefore, it is essential to use social media to practice them and promote the business and product.