Digital marketing positioning in a retail sector company

Luis León-Zevallos (), Roque Juan Espinoza Casco () and Roberto Macha-Huamán ()

Edu - Tech Enterprise, 2024, vol. 2, 11

Abstract: The present study aims to analyze digital marketing and delineate the relationship with the customer and positioning that arises from the use of this tool for a retail business, presenting the following hypotheses: a) Digital marketing improves the relationship with customers; and b) Digital marketing contributes to the company's positioning. Additionally, the selected methodology was a quantitative approach, using a survey technique with a questionnaire of 19 questions for a sample of 100 people, obtaining results that digital marketing achieves a better relationship with the customer and allows for better market positioning through tools such as social networks. In conclusion, digital marketing serves as an alternative for retail to achieve a closer connection with users and, through this marketing, obtain better market participation due to a good image that positions the brand ahead of others.

Keywords: digital marketing; customer; positioning; retail; social networks (search for similar items in EconPapers)
Date: 2024
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