Estrategias de marketing digital para posicionar minimarkets del sector norte de la ciudad de Guayaquil

Abstract

The article presents a detailed analysis of the digital marketing strategies used by minimarkets in the northern sector of Guayaquil, with the aim of understanding how these tactics contribute to their market position. The most common and successful strategies were identified and categorized through data collection methods such as interviews and surveys. Three minimarkets were selected, and 384 customers were surveyed, in addition to interviewing the owners. The results indicate that promotions posted on social media are the most remembered by customers, and that specific discounts are the most influential in their purchasing decisions.