enfocada en la captación de clientes en Ecuador

Fernando Eduardo Viteri Luque

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Bertha Mercedes Orbe Baldeón

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take full advantage of the digital tools available today.

The main objective of this article is to expose social

networks as the most efficient digital media for

customer acquisition among end users in the food

market; this time taking as reference the northern

sector of the city of Guayaquil; through which

information can be provided to the target audience

about companies and microenterprises, and in turn

information about the consumer profile can be

obtained. This research adopts an empirical and

by this target audience, as well as to identify new

trends in the field of digital marketing.

RESUMEN

Debido al progreso tecnológico y la evolución del

enfoque de los medios de comunicación digital, es

imperativo que las empresas aprovechen al máximo las

herramientas digitales disponibles en la actualidad. Este

artículo tiene como objetivo principal exponer las

redes sociales como medios digitales más eficientes

para la captación de clientes entre los usuarios finales

del mercado alimenticio; en esta ocasión tomando

como referencia el sector norte de la ciudad de

Guayaquil; a través de los cuales se puede

sector de Sauces en la ciudad de Guayaquil, hombres

y mujeres de 18 a 55 años con capacidad adquisitiva.

Los resultados obtenidos permitirán diagnosticar y

evaluar cuales son las redes sociales más utilizadas por

este público objetivo, así como identificar las nuevas

tendencias en el ámbito del marketing digital.

Palabras clave: Estrategias, Mercado, Marketing

Digital, Marketing Online, Redes Sociales, Tendencias,

Globalización

and participating in the acquisition of products and services. Users share their

preferences, needs and experiences online, giving companies the opportunity to observe

and analyze consumer behavior.

Information and Communication Technologies (ICT) become more common for

businesses. New internet providers and Cyber cafes began to appear in the Country.

According to the Telecommunications Regulation and Control Agency ARCOTEL until

March 2018 there are approximately 10 internet providers with market share.(p.40).

In Ecuador, Internet use has experienced significant growth, as revealed by the National

Institute of Statistics and Census (INEC), which reports that since the last census in

2012, 55.9% of the population has used the Internet, with 64.4% in urban areas and 37.9%

in rural areas (Lopez et al., 2018, p. 39). This increase in Internet adoption dates back

to 1995, when the popularization of the Internet began in Ecuador with the appearance

of graphical browsers such as Netscape, Internet Explorer, and Opera.

The aforementioned findings indicate that companies in Ecuador are increasingly

customers.

Therefore, the digital era of marketing arises as a result of technological advances, such

as the Internet, the World Wide Web (www), Information and Communication

Technologies (ICTs), social networks, and the imminent need for market innovation in

relation to globalization, which has driven the digital development of organizations. The

main objective of technological advances in relation to marketing is to facilitate

communication, promotion and sale of products and services, as well as to establish solid

business relationships with customers, offering them prompt solutions tailored to their

needs. One strategy that can help address this challenge is the incorporation of

technology in the market, this being digital marketing.

fundamental to understand and effectively manage online marketing strategies, ensuring

a satisfactory user experience and promoting customer loyalty.

It is essential to consider that in the context of digital marketing, Flow reflects the user's

state of mind online; Functionality refers to improving the website experience, making

terms of content and interaction (Osorio et al., 2016).

Thanks to technological advances, connectivity to digital media has become a reality. In

this context, digital marketing has acquired a role of great relevance in the community,

providing digital tools that allow customers to access the services of companies

effectively. The accessibility of these tools has facilitated the adaptation of strategies to

the individual needs of people, companies and organizations. The ubiquity of digital

technology has led to an increasing participation in the digital environment, since, from

the beginning of working life, people are connected to the internet through devices such

as smartphones, computers, social networks, blogs and websites.

Based on these benchmarks and recognizing the growing adoption of digital marketing

tools, it is crucial to identify the most popular social networks among consumers. This

MATERIALS AND METHODS

This article is based on documentary research through bibliographic reviews of scientific

documents, government publications, national statistics, and market research such as the

one conducted by Orbe Baldeón (2021) who in his thesis, for obtaining a master's degree

in marketing with mention in digital strategy at the University of Guayaquil proposed

"Digital marketing strategies for attracting customers of the typical food restaurant

parrilladas el progreso in the city of Guayaquil".

The information gathering carried out for this article is characterized as an empirical,

non-experimental research, which relies on primary sources. These sources have

Research approaches constitute the methods that the researcher employs to obtain the

necessary results within a study. According to Mata (2019), the approach encompasses

the entire research process, as well as the stages and elements that compose it. This

allows to diagnose and evaluate which are the social networks most used by the target

audience and at the same time identify new trends on technological management.

According to Ventura (2017), the population is defined as a set of elements that share

certain characteristics that are the object of study. In this context, there is an inductive

approach between the population and the sample, where it is sought that the observed

part (the sample) is representative of the complete reality (the population), with the aim

of ensuring the validity of the conclusions obtained in the study (p. 648).

Therefore, for the development of this study we have considered the target population

of 76,540 inhabitants of the willows sector in the city of Guayaquil, men and women

between 18 and 55 years of age with purchasing power, data obtained from the ICM-

ESPOL 2010.

conducted by Orbe Baldeon (2021), which are related to user preferences regarding the

use of social networks. This approach will make it possible to determine which social

networking platforms are most used by consumers.

RESULTS

Of the total number of respondents, 75.8% use social networks to obtain information

about restaurants, and 24.20% do not. From the analysis obtained 75.8% use social

networks to get information about restaurants, 51% sometimes do, sometimes do not;

they make food purchases through social networks, and 20.3% always, 15.6% most of

the time do, 8.30% never, 4.7% most of the time do not. 86.9% of respondents at some

It is analyzed that 41.7% receive message information through WhatsApp, 35.9% use

message through Facebook, 20.6% use message through Instagram.

It is observed that most of the respondents use WhatsApp and Facebook, according to

the results, that is to say that these would be the two networks of greater use by the

According to the results obtained, it is interpreted that 86.90% of the respondents use

social networks to make their food purchases.

Likewise, it is observed that 95.30% of the respondents consider shopping online, for

convenience, health and safety, which indicates that it is the new trend of many people

to rely on social networks to make their purchases.

From the results obtained from the surveys, most of the surveyed customers use the

following social networks WhatsApp, Facebook and Instagram, which means that these

would be the most used networks by consumers.

CONCLUSIONS

The research conducted allows us to conclude that, in line with digital trends, there is a

making it an attractive option for users. The simplicity of the usage process has allowed

consumers to use this social network more frequently. In this sense, it is essential that

companies and businesses consider this trend when developing their future business

strategies, recognizing the important role of WhatsApp as a primary channel for

interaction with customers and through which information can be provided to the target

audience about companies and microenterprises, and in turn can be obtained

information about the consumer profile, this employing digital marketing strategies.

These digital platforms represent a fundamental vehicle for companies to expand their

reach to a more diverse audience, while allowing them to establish a direct interaction

with customers. They also help to increase brand visibility and generate new business

environment.

López, O., Beltran, C., Morales, R., & Cavero, O. (2018). Estrategia de Marketing Digital

por medio de las Redes Sociales en el Contexto de las Pymes del Ecuador.

CienciAmérica: Revista de divulgación científica de la Universidad Tecnológica

Indoamérica, 39-56.

Mata Solís, L. D. (07 de mayo de 2019). Investigalia. Obtenido de

https://investigaliacr.com/investigacion/el-enfoque-de-investigacion-la-

Una mirada al pasado, presente y futuro. Marketing Visionario, 10.

Raosoft. (2021). Obtenido de http://www.raosoft.com/samplesize.html

Ventura, J. L. (2017). ¿Población o muestra?: Una diferencia necesaria. Revista Cubana de

Salud Pública, 648-649.