Desarrollo de un modelo de marketing digital para una MIPYME comercial del sector de repuestos automotrices ubicada en el norte de Quito

Abstract

The present methodological proposal shows a simple and visual guide to digital marketing that was created based on the reality of a commercial SME (Small and Medium-sized Enterprise) in the automotive parts sector located in the north of Quito. However, this methodology can be used for any company with similar characteristics. The research carried out to create the model is mixed (quantitative and qualitative). Surveys were conducted on a sample of customers from the studied SME, and interviews were conducted with SME entrepreneurs from the "La Kennedy" neighborhood dedicated to the sale of automotive parts. The article presents a final model based on the AIDA marketing model. The created guide contains steps that can be followed to achieve various objectives in the digital world, such as generating attention, interest, desire, and finally, the action of the potential customer. The model was based on the preferences of a specific age group that was found to be the largest group of customers in the studied SME. The article also presents preferences and digital strategy reactions to: YouTube ads, advertising emails, advertising messages on instant messaging applications, and types of content on social networks. Additionally, it presents the reality of 7 different SMEs located in the same sector as the studied company.