Marketing digital para el posicionamiento de marca de la Cooperativa de Ahorro y Crédito Chibuleo de la ciudad de Riobamba

Abstract

The present research work entitled “Digital Marketing for Brand positioning of the Cooperativa de Ahorro y Credito Chibuleo of the Riobamba city” its main objective is to achieve Brand recognition through the use of digital marketing tolos in the entity. To achieve the sforementioned, it was initially requiered to colled the information, which was achieved through the application of methodologies such as direct observation in the Institution and tolos such as surveys that were applied to the Economically Active Population of the Riobamba city and also the respective interview with the head of the Agency of the Chibuleo COAC of the Riobamba city wass carried out. Subsequently, an analysis of results was carried out, which showed that 85% of people make use of digital media such as email, social networks, web pages, blogs would also like to receive information regarding Chibuleo Coac since These Media allow to optimize time and manage to generate a clearer and more concrete message. In addition, a SWOT matrix was developed and the crossing of variables was performed to obtain the strategies. Finally, it was proceeded by applying different strategies that will better allow the image of the institution through loyalty with the partners and the target audience that were measure with indicators, which are important tolos in SEO positioning, development of the QR code and which are important tolos in SEO positioning, development of the QR code and CHAT BOT. The application and monitoring of this work is recommended to achieve the desired results in the entity.