Digital Marketing Strategy to Improve Positioning. Case: Association in Lambayeque, Peru

Abstract

The present investigation had as a general objective to apply the digital marketing strategy to improve the positioning of an association in Lambayeque. The type of research was descriptive, with a pre-experimental design, it is a study where the dependent variable is the positioning and the independent variable is the digital marketing strategy. The study population consisted of 150 members of the association, where a convenience sample of 80 members was considered. Among the most important results, a resounding 38 percent of the respondents stated that the positioning strategies are not adequate, and they do not feel identified with the association; while after applying the post test it was found that the clients of the association recognized the achievement in 61%, with respect to the quality service it is stated that 52% do recognize that the association provides a quality service.