Plan de marketing digital para reactivar el sector artesanal del cantón Guano provincia de Chimborazo

Abstract

The present study aims to design a Digital Marketing Plan that allows to reactivate the artisan sector in Guano canton, in order to positively influence the trading of products and promote their growth within the market. For this study, surveys and interviews were applied to the artisans, where the results obtained demonstrate shortcomings in relation to the marketing channels and means used as they are not the most appropriate for the current situation. An action plan was drawn up to increase the tourist potential in the area with the objective of increasing the sales margin at the different points of sale. This proposal aims to improve the commercialization and especially the identity of the Artisans Association in the canton, guaranteeing the effective and efficient development of the demand and achieving a positioning through strategies of digital marketing; implementing online sales through social networks, creating a digital and physical product catalog which generates faster sales. The Association of Artisans is recommended to create and keep the institutional logo and strategies updated as it constitutes a way of identification and positioning. Besides, digital tools must be constantly innovated as through this, it is possible to obtain satisfied and loyal customers to the brand.