Digital Marketing as a Positioning Tool: Strategic Proposal for Todo Infinity

Abstract

This research project was developed with the objective of designing digital marketing strategies as a positioning tool for the company Todo Infinity. To achieve this, a theoretical and investigative analysis was conducted, which included evaluating current customer perceptions and analyzing the competition. Relevant information was collected to assess the feasibility of the research proposal and to guide the design of digital strategies focused on brand positioning. The results indicate that the most significant relationship is found between the variables "POSITIONING" and "DIGITAL CHANNELS," suggesting that a greater presence and use of various digital channels positively contributes to strengthening brand positioning. Based on these findings, the design and implementation of digital marketing strategies aimed at enhancing brand positioning is proposed. This proposal is grounded in the results obtained from the market research analysis and the study of various matrices applied during the research process. It is concluded that digital marketing is a key tool for improving brand visibility and perception, and that its proper planning and execution are essential to achieving the established objectives.