Resumo

IZQUIERDO MORAN, Aída Margarita; ALVAREZ GOMEZ, Lyzbeth Kruscthalia; BAQUE VILLANUEVA, Lisenia Karina  e  ALVAREZ HERNANDEZ, Sary del Rocío. Development of digital marketing strategies to improve the commercialization of hardware products in the Company Ferrometales Allan del cantón Quevedo. Universidad y Sociedad [online]. 2023, vol.15, n.4, pp. 76-84.  Epub 10-Ago-2023. ISSN 2218-3620.

After overcoming the COVID-19 pandemic, the business market experienced significant expansion, which spurred the development of new business ventures in a variety of industries, including corporate, industrial, and textile, among others. Many companies have been affected by the global economic downturn, requiring the implementation of new strategies to drive sales and improve product marketing. In order to develop digital marketing strategies for the company, a descriptive qualitative and quantitative methodology was used, with the application of analytical, synthetic, inductive and deductive methods, as well as the particular method of administrative sciences. Survey techniques were used to obtain relevant information on the object of study. The results obtained through the application of the SWOT matrix allowed the establishment of clear objectives, the development of the appropriate commercial direction, the creation of the digital strategy and the improvement of the structure of processes and procedures through the execution of the necessary internal organizational actions, to increase the competitiveness of the ferret company Allan del Cantón Quevedo.

Palavras-chave : Digital strategies; Administrative sciences; Qualitative and quantitative methodology; Organizational actions.

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