Análisis de estrategias de marketing digital aplicadas por COVID-19 en restaurantes y bares del Barrio las Peñas de Guayaquil, Año 2022

Abstract

This research analyzes the digital marketing strategies applied by bars and restaurants that served to survive the ravages caused by the pandemic of covid 19 in this sector. Many businesses, located in the foothills of the Santa Ana hill, had no presence on social networks, so they had to enter the digital world, creating a content plan that helped them position themselves, make themselves known, and grow their brand image and attract customers again. This study analyzes the application of digital marketing strategies adopted by Covid-19 to boost sales in restaurants and bars in Barrio las Peñas. Also, to identify which businesses applied digital marketing strategies, to know the impact that these strategies have had, and, finally, know which tools would be the most appropriate for these businesses. The research was developed under a mixed approach; using surveys where the sample was represented by 203 people who were potential customers of the bars and restaurants in the Barrio las Peñas, and interviews with the owners and managers of these bars. Consequently, the results indicate that these bars and restaurants are more known for customers' posts and tags on their profiles than for their content on social networks, which shows that these businesses are not investing in guidelines and that they do not have trained personnel in charge of their networks.