Influence of digital marketing on the positioning and sales of medium-sized companies in Ciudad Serdán, Puebla

Abstract

In this research work, the objective is to show the influence that Digital Marketing has to increase brand positioning and increase sales to clients and in the market with the use of digital platforms in medium-sized companies dedicated to the retail sector. town of Cd. Serdán Puebla.

The methodology was with a qualitative and quantitative approach and of a non-experimental, descriptive type. The population of Medium Enterprises dedicated to commerce was 45 and since it was a relatively small population, it was determined that its entirety would be taken as a sample. For this sample, a survey was designed that contained 18 items using the Likert scale.

The data obtained was analyzed through graphs with their respective interpretation, obtaining the following results that demonstrate the influence that digital Marketing has on the Medium-sized companies of the town of Ciudad Serdán, therefore of a total of 45 companies dedicated to the commerce sector that represent 100%, 55% of them when implementing digital marketing strategies increase their sales by 40% and 44.4% consider that the positioning of the brand increases more than 70% when using digital marketing and in contrast we have that 37.9% of the companies surveyed completely agree that not applying digital marketing does not increase positioning or sales in the market, and 40.9% of them do not use Digital marketing due to lack of time.

In short, the application of Digital Marketing with its tools and strategies significantly influences the positioning and sales of medium-sized companies dedicated to commerce in the town of Ciudad Serdán Puebla, it even becomes a differentiation strategy and greater customer acquisition.