Plan de marketing digital aplicable a “Entrenamiento de Esfuerzo Vital” Gym Gimnasio Femenino.

Abstract

The main objective of this research is to design a digital marketing plan for the women s gym Entrenamiento de Esfuerzo Vital, located in the city of Quito. To do this, a theoretical review focused on digital marketing was carried out, a market study was conducted by applying a survey to a group of women in the sector interested in physical activity and in the services offered by the premises, which has the particularity of being exclusively for the female gender. In this work the current situation was analyzed, determining that digital promotion is not used, it was identified that social networks are an important channel to reach potential customers, such as Facebook, WhatsApp, Instagram among others, so it was proceeded to select the most appropriate use of technologies, to carry out competitive tactics according to the new realities. A plan was designed containing strategies aimed at attracting new clients and seeking the loyalty of interested women by offering quality services. In addition, specific actions were defined to achieve the plan, including the creation of online advertising campaigns. Implementing digital marketing tactics and tools tailored to the gym s needs and objectives, such as search engine optimization, social media advertising and online reputation management, can help increase the gym s visibility and attract new customers, as well as retain existing Entrenamiento de Esfuerzo Vital gym customers.