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Estrategias de marketing digital de la Lubricadora “Valverde” ubicado en la ciudad de Vinces durante el periodo 2023.
| dc.contributor.advisor | Ortiz Mosquera, César Geovanny | |
| dc.contributor.author | Salinas Santillán, Helen Eliana | |
| dc.date.accessioned | 2024-03-28T21:18:45Z | |
| dc.date.available | 2024-03-28T21:18:45Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15867 | |
| dc.description | This case study focuses on evaluating Valverde Lubricator, a company with more than 20 years of experience in the automotive industry. You face significant challenges with a limited digital presence and ineffective marketing strategies. Therefore, its objective is to develop and implement specific digital marketing strategies for the “Valverde” Lubricants company based in the city of Vinces for the period until 2023. Purpose of the strategies This strategy is to significantly improve the visibility of the company on the Internet. and increase your customer base. acquired from the automotive industry. The qualitative approach, supported by a bibliographic review, highlights the importance of digital marketing in relation to the reality of business. A methodological framework that addresses research questions is adopted, and the qualitative research is based on the review of existing literature. La Lubricadora Valverde, founded in 2002, has clear objectives and complies with Ecuadorian regulations. However, the lack of digital presence negatively impacts your financial and administrative management, internal processes and commercial management. Key digital marketing strategies are identified, such as Inbound Marketing, Content Marketing, and effective use of social media platforms. The results of the investigation reveal a limited digital presence and lack of effective strategies at Lubricadora Valverde. These challenges include high competition and lack of knowledge in digital marketing. Lack of action suggests lost opportunities to promote the brand and increase sales. Recommendations include establishing active profiles on key social networks, creating authentic content supported by images and videos, training staff in digital marketing, and diversifying communication channels. The implementation of these strategies is essential for the digital transformation and long-term success of Lubricadora Valverde in a digitally competitive market. | es_ES |
| dc.description | This case study focuses on evaluating Valverde Lubricator, a company with more than 20 years of experience in the automotive industry. You face significant challenges with a limited digital presence and ineffective marketing strategies. Therefore, its objective is to develop and implement specific digital marketing strategies for the “Valverde” Lubricants company based in the city of Vinces for the period until 2023. Purpose of the strategies This strategy is to significantly improve the visibility of the company on the Internet. and increase your customer base. acquired from the automotive industry. The qualitative approach, supported by a bibliographic review, highlights the importance of digital marketing in relation to the reality of business. A methodological framework that addresses research questions is adopted, and the qualitative research is based on the review of existing literature. La Lubricadora Valverde, founded in 2002, has clear objectives and complies with Ecuadorian regulations. However, the lack of digital presence negatively impacts your financial and administrative management, internal processes and commercial management. Key digital marketing strategies are identified, such as Inbound Marketing, Content Marketing, and effective use of social media platforms. The results of the investigation reveal a limited digital presence and lack of effective strategies at Lubricadora Valverde. These challenges include high competition and lack of knowledge in digital marketing. Lack of action suggests lost opportunities to promote the brand and increase sales. Recommendations include establishing active profiles on key social networks, creating authentic content supported by images and videos, training staff in digital marketing, and diversifying communication channels. The implementation of these strategies is essential for the digital transformation and long-term success of Lubricadora Valverde in a digitally competitive market. | es_ES |
| dc.description.abstract | Este caso de estudio se centra en evaluar a la Lubricadora Valverde, una empresa con más de 20 años de experiencia en la industria automotriz. Se enfrenta a importantes desafíos con una presencia digital limitada y estrategias de marketing ineficaces. Por lo anterior, su objetivo es desarrollar e implementar estrategias específicas de marketing digital para la empresa de Lubricantes “Valverde” con sede en la ciudad de Vinces para el periodo hasta el año 2023. Objeto de las estrategias Esta estrategia es mejorar significativamente la visibilidad de la empresa en Internet. y aumentar su base de clientes. adquiridos de la industria automotriz. El enfoque cualitativo, respaldado por una revisión bibliográfica, destaca la importancia del marketing digital en relación a la realidad de los negocios. Se adopta un marco metodológico que aborda preguntas de investigación, y la investigación cualitativa se basa en la revisión de literatura existente. La Lubricadora Valverde, fundada en 2002, tiene objetivos claros y cumple con regulaciones ecuatorianas. Sin embargo, la falta de presencia digital impacta negativamente su gestión financiera y administrativa, procesos internos y gestión comercial. Se identifican estrategias de marketing digital clave, como Inbound Marketing, Marketing de Contenidos, y uso efectivo de plataformas de redes sociales. Los resultados de la investigación revelan una presencia digital limitada y falta de estrategias efectivas en la Lubricadora Valverde. Estos desafíos incluyen alta competencia y falta de conocimiento en marketing digital. La falta de acción sugiere pérdida de oportunidades para promover la marca y aumentar ventas. Las recomendaciones incluyen establecer perfiles activos en redes sociales clave, crear contenido auténtico respaldado por imágenes y videos, capacitar al personal en marketing digital, y diversificar canales de comunicación. La implementación de estas estrategias es esencial para la transformación digital y éxito a largo plazo de la Lubricadora Valverde en un mercado digitalmente competitivo. | es_ES |
| dc.format.extent | 43 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2024 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing Digital | es_ES |
| dc.subject | Presencia Digital | es_ES |
| dc.subject | Captación de Clientes | es_ES |
| dc.subject | Inbound Marketing | es_ES |
| dc.title | Estrategias de marketing digital de la Lubricadora “Valverde” ubicado en la ciudad de Vinces durante el periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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