Implementación de medios sociales como estrategia de marketing en confecciones Leonela Yamilet para el incremento de sus ventas.

Abstract

The objective of this research is to implement social media as a marketing strategy in Confecciones Leonela Yamilet to increase its sales, as the company currently does not utilize them due to a lack of understanding of their importance. The specific objectives are to identify the social media platforms offered by digital platforms as marketing tools, design digital elements for company promotion, and measure the increase in sales to assess growth. A field research was conducted, revealing that customers primarily use Facebook and Instagram. Therefore, the company will establish a presence on these platforms to showcase its products and enhance sales. The field research involved surveying potential customers of Confecciones Leonela Yamilet at two shopping centers in the city. The results indicated that most potential customers use social media to gather information about products and services before making purchases. However, the company had no digital presence, putting it at a disadvantage compared to its competitors. A SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) was carried out to identify the companys internal strengths and weaknesses, as well as the markets external opportunities and threats. This revealed the necessity of implementing a digital marketing strategy to enhance the companys online visibility and presence. Digital platforms such as Facebook and Instagram were designed and established. Furthermore, a Wix website was created to enable customers to make online purchases and learn more about the company and its products.