Marketing digital para el sector textil de la provincia de Tungurahua: Caso Andelas CIA. LTDA.

Abstract

The company ANDELAS CIA. LTAD., It is located in the province of Tungurahua which is in the market approximately forty years, the base of the business has been knitted fabrics, tinted, frosted, thermoset, among others. The potential lack of awareness of advertising strategies through digital means has led to a slow growth in sales, so it focuses on determining online advertising strategies that increase the participation of the company. In this way the application of new technological trends allow innovating the traditional way of advertising as well as the application of digital marketing as an essential tool that helps the textile sector to promote its products and attract customers through specific strategies for the sector. The research directed at customers made up of confeccionistas and distributors allowed to identify the importance of the application of online advertising as well as their degree of positive interaction since there is currently no advertising by the competition. It was also possible to identify the main social networks that are being used in the market, their tastes, preferences and activities developed in these media. From the above, the proposal is based on the planning of strategies in social media, mainly on Facebook and YouTube, which allow analyzing, scheduling and evaluating the actions that will be carried out in a certain period of time to reach customers and comply with the objectives proposed by the company.