Diseño y aplicación del marketing 4.0 en la microempresa Megaplas.

Abstract

Marketing 4.0, also known as digital marketing, is the new trend that companies should apply within their administrative management, as it enhances the ability to thrive in a business environment currently dominated by digitalization. This commercial approach provides a significant increase in revenue and profitability for organizations, as well as contributing to online visibility, customer loyalty, and adaptation to new digital trends. This project focuses on designing and applying Marketing 4.0 to the microenterprise Megaplas, which engages in the production and sale of water hoses. The objective is to implement digital tools and platforms to improve its market visibility. This will result in an enhanced visual aspect of the brand, along with a successful increase in the number of sales and potential customers. For field research, a descriptive methodology was applied to accurately identify market needs and opportunities. This type of methodology allowed the collection of data focused on the emotional, psychological, and personality traits of customers during their purchasing processes. Understanding these fundamental aspects for the application of Marketing 4.0 provides a deeper insight into who the customers are and what motivates them. Finally, recommendations are made to help with the feedback and maintenance of the digital platforms created, so that the microenterprise can adapt to technological changes and remain competitive in the current digital market.