Desarrollar una estrategia de marketing digital para mejorar la visibilidad y el posicionamiento del taller CENAUTRONIC en el mercado de diagnóstico electrónico automotriz en el norte de Quito, aumentando la captación de clientes y la fidelización a través de plataformas digitales

Abstract

The research aims to design a digital marketing strategy to increase new customer acquisition for the CENAUTRONIC automotive workshop by 15% within six months, strengthening its visibility, positioning, and customer loyalty in the automotive electronic diagnostics market in northern Quito. To achieve this, specific objectives include analyzing the competitive landscape, identifying key variables of consumer digital behavior, and proposing digital tactics based on SEO, PPC, educational content, and social media. The methodology employed is a descriptive quantitative approach, using surveys administered via Google Forms to a simple random sample of 92 customers, calculated with a 95% confidence level and a 5% margin of error. The instrument demonstrated high reliability (α = 0.87) and was validated by experts. The results reveal low brand familiarity on social media, slow digital growth, and limited content generation, confirming the need to implement a structured strategy. Among the most relevant data identified were a 12% decrease in new customer acquisition, a return rate below 30%, and digital metrics inferior to direct competitors, reinforcing the urgent need to strengthen the workshop's digital presence.