Estrategias de marketing digital dirigidas a talleres mecánicos de motocicletas en Guayaquil

Abstract

This study analyzes the digital marketing strategies used by small and medium-sized enterprises (SMEs) in motorcycle repair workshops in Guayaquil. In an increasingly digitalized environment, these businesses must adapt to improve their visibility, strengthen their positioning, and attract new customers. The research addresses key concepts such as digital marketing, social media, digital communication, digital tools, consumer behavior, and strategies applied on platforms like Facebook, Instagram, and WhatsApp. It highlights the fundamental role of digital marketing due to its low cost, segmentation capacity, measurable results, and contribution to the digital transformation of businesses. Theoretical foundations emphasize the importance of creating visual content, maintaining an active online presence, and leveraging digital reputation to build customer loyalty. Finally, it outlines the need for training, technology investment, and the design of specific strategies to optimize positioning. The study demonstrates that efficient digital channel management generates competitive advantages and business growth, especially among young, connected clients such as men aged 25 to 34, who dominate the user profile.