Publicidad 2.0 como herramienta estratégica para los agremiados a la Federación Provincial de Artesanos Profesionales del Cañar

Abstract

With the passing of time, technology and the internet together have evolved the way of making known businesses and/or enterprises, advertising 2.0 is considered as the evolution of the internet, from the traditional way to the different digital tools, which have the purpose of addressing different users in an online market. Studying the several digital advertising tools has become imperative to identify the importance of its application in the online market, so the present study focuses on analyzing those tools used by artisans, exclusively to the members of the "Federación Provincial de Artesanos Profesionales del Cañar". To develop this study, we have worked with a population census in the Federation, composed of 166 surveys, through an online questionnaire structured by 13 multiple choice questions. In the same way, to obtain the results, the statistical program Microsoft Excel and IBM SPSS Statistics were used, based on an analysis of data tables, graphs and chi-square tests, providing an answer to the hypotheses formulated. Finally, the information provided with this research will support the commercial development of artisans who are part of the Federation and entrepreneurs who wish to expand in the online market through the use of digital tools and, if needed, to obtain new strategies to engage and maintain customer loyalty