Estrategias de marketing para la venta de productos tecnológicos en el norte de Quito sector La Mariscal periodo abril 2024-julio 2024

Abstract

This research was conducted to demonstrate the use of marketing strategies in technology companies in the north of Quito, La Mariscal sector, the digital era has experienced remarkable advances, emerging different types of marketing that fit the profile of each client, to maximize sales volume in technology companies and achieve positioning in the industry. The method applied was inductive, since it started with particular premises on marketing strategies to reach general conclusions, after conducting surveys in technology establishments. For this study, a database of the Superintendence of Companies was used, resulting in a total of 25 companies of the La Mariscal sector dedicated to the commercialization of technological products, taking the totality of the same population as a sample, due to the reduced number of establishments. Among the main findings of this research, it was concluded that digital marketing strategies were the ones that most captured the attention of customers due to their multiple advantages. The main one is the availability of information, accessible 24 hours a day through web pages. In addition, digital marketing stands out for its ability to optimize resources, allowing consumers immediate access to product or service details, which facilitates purchasing decisions from anywhere. Unlike traditional marketing, which relies on mass media and involves higher costs and time. In addition, this study revealed that the strategy that has the greatest impact is influencer marketing, since customers see them as referents because they make recommendations or testimonial advertising of a product or service, which attracts the community that follows them, which generates an emotional connection and reinforces the effectiveness of digital marketing. However, some customers still prefer traditional strategies, which are more familiar to them.