Marketing digital para la Microempresa Silvia Ochoa en la ciudad de Babahoyo en el periodo 2024.
| dc.contributor.advisor | Vera Márquez, Carlota Judith | |
| dc.contributor.author | Robelli Torres, Ileana Eleonor | |
| dc.date.accessioned | 2025-05-02T23:15:58Z | |
| dc.date.available | 2025-05-02T23:15:58Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18171 | |
| dc.description | This case study analyzes the marketing strategies used by the Silvia Ochoa microenterprise in the city of Babahoyo, to attract and retain customers in the year 2024. Three specific objectives were determined: the bases of Digital Marketing and customer acquisition, analyze the preferences of the consumers of the Silvia Ochoa microenterprise, and explore E-Marketing strategies to promote customer loyalty. The methodology included a review of the literature on digital marketing and conducting surveys and interviews with the microenterprise's clients. The results indicated that Silvia Ochoa lacks a solid presence on social networks, limiting her visibility and interaction with her clientele. Although it uses WhatsApp as the main communication channel, it is not present on other social networks such as Facebook, TikTok and Instagram, which reduces its ability to attract new customers. The analysis concluded that digital marketing is essential for the competitiveness of microbusinesses, allowing them to differentiate themselves and maintain effective relationships with their customers. Despite operating since 2006 in the personal care and aesthetics sector, the company faces significant challenges in its digitalization. Therefore, it is suggested to implement a digital marketing plan that includes the active use of social networks, targeted advertising and direct communication strategies, with the aim of improving your visibility in the market and strengthening the loyalty of your customers. | es_ES |
| dc.description | This case study analyzes the marketing strategies used by the Silvia Ochoa microenterprise in the city of Babahoyo, to attract and retain customers in the year 2024. Three specific objectives were determined: the bases of Digital Marketing and customer acquisition, analyze the preferences of the consumers of the Silvia Ochoa microenterprise, and explore E-Marketing strategies to promote customer loyalty. The methodology included a review of the literature on digital marketing and conducting surveys and interviews with the microenterprise's clients. The results indicated that Silvia Ochoa lacks a solid presence on social networks, limiting her visibility and interaction with her clientele. Although it uses WhatsApp as the main communication channel, it is not present on other social networks such as Facebook, TikTok and Instagram, which reduces its ability to attract new customers. The analysis concluded that digital marketing is essential for the competitiveness of microbusinesses, allowing them to differentiate themselves and maintain effective relationships with their customers. Despite operating since 2006 in the personal care and aesthetics sector, the company faces significant challenges in its digitalization. Therefore, it is suggested to implement a digital marketing plan that includes the active use of social networks, targeted advertising and direct communication strategies, with the aim of improving your visibility in the market and strengthening the loyalty of your customers. | es_ES |
| dc.description.abstract | Este estudio de caso analiza las estrategias de marketing utilizadas por la microempresa Silvia Ochoa en la ciudad de Babahoyo, para la captación y fidelización de clientes en el año 2024. Se determinaron tres objetivos específicos: las bases del Marketing Digital y la captación de clientes, analizar las preferencias de los consumidores de la microempresa Silvia Ochoa, y explorar las estrategias de E-Marketing para fomentar la lealtad de los clientes. La metodología incluyó una revisión de la bibliografía sobre marketing digital y la realización de encuestas y entrevistas con los clientes de la microempresa. Los resultados indicaron que Silvia Ochoa carece de una sólida presencia en redes sociales, limitando su visibilidad y la interacción con su clientela. Aunque utiliza WhatsApp como principal canal de comunicación, no está presente en otras redes sociales como Facebook, TikTok e Instagram, lo que reduce su capacidad de atraer nuevos clientes. El análisis concluyó que el marketing digital es esencial para la competitividad de las microempresas, permitiéndoles diferenciarse y mantener relaciones efectivas con sus clientes. A pesar de operar desde 2006 en el sector de cuidado personal y estética, la empresa enfrenta importantes desafíos en su digitalización. Por lo tanto, se sugiere la implementación de un plan de marketing digital que incluya el uso activo de redes sociales, publicidad dirigida y estrategias de comunicación directa, con el objetivo de mejorar su visibilidad en el mercado y fortalecer la lealtad de sus clientes. | es_ES |
| dc.format.extent | 43 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Marketing Digital | es_ES |
| dc.subject | Captación de Clientes | es_ES |
| dc.subject | Fidelización | es_ES |
| dc.subject | E-Marketing | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Marketing digital para la Microempresa Silvia Ochoa en la ciudad de Babahoyo en el periodo 2024. | es_ES |
| dc.type | bachelorThesis | es_ES |
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