Digital strategies for brand positioning in the field of construction in Quito, Ecuador

Abstract

Digitalization has revolutionized various economic sectors globally, including the construction sector, and Ecuador is no exception. These companies face the challenge of differentiating and positioning themselves in the minds of consumers and stakeholders. Hence, digital strategies emerge as essential tools to reach the target audience. This sector is a fundamental pillar of the country’s economic development. However, the low adoption of digital strategies, the disconnection with trends, the lack of specialized personnel in strategic communication issues, and the resistance to change limit the brand positioning. Therefore, there is a need to investigate and analyze which digital strategies are most frequently used for brand positioning in construction. This research is based on observing digital strategies applied in social networks, with a qualitative-quantitative approach to evaluate the effectiveness of the strategies used in social networks. Thus, the company ‘Impertek GT’ from Quito was the case study. In conclusion, an effective digital strategy plan enables positioning brands associated with the construction field.