Estrategias empresariales de marketing digital para mejorar la comercialización de carne bovina en el cantón Morona.

Abstract

The research was designed to develop business strategies in digital marketing to improve the commercialization of beef in the Morona canton, based on a theoretical and empirical analysis of the practices and perceptions of local traders. A quantitative, descriptive, non-experimental, and cross-sectional methodology was employed, using a structured survey administered to 34 formal beef retail establishments. The results were processed statistically and interpreted through frequency analysis and measures of central tendency. The findings reveal that, although traders recognize the quality of their products and express a willingness to invest in digital strategies, they exhibit significant weaknesses in the use of technological tools such as geolocation, paid advertising, graphic design, and database management. These shortcomings limit their market reach, weaken customer loyalty, and demonstrate the absence of clear strategic planning. Therefore, it is concluded that the main barrier to digital positioning does not lie in traders’ perception of marketing itself, but rather in the lack of technical training and institutional support necessary to implement coherent, innovative, and sustainable actions. This justifies the formulation of recommendations focused on structured training, the creation of a digital visibility platform, and the co-financing of targeted advertising campaigns among organized traders. Keywords: digital marketing, beef, traders, Morona, commercialization