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Date
2025-11-06
Journal Title
Journal ISSN
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El propósito de este trabajo fue analizar la influencia de la visibilidad empresarial digital en las ventas de la Purificadora de Agua “Sol Naciente” en Choluteca durante el año 2025, considerando su limitada presencia en plataformas digitales frente a la competencia. El objetivo fue determinar si existe un modelo de gestión de marketing digital efectivo que permita mejorar su posicionamiento, captar nuevos clientes y aumentar sus ventas. Se aplicó una metodología de enfoque mixto, utilizando encuestas y análisis financiero para evaluar las estrategias actuales, la visibilidad digital y el comportamiento de ventas. Los resultados evidenciaron que la empresa carece de estrategias digitales como SEO, SEM o presencia activa en redes sociales, lo que limita su alcance frente a competidores mejor posicionados. Además, se identificó una ausencia de segmentación de audiencias, lo cual reduce la efectividad de las acciones comerciales. Entre los hallazgos más relevantes, los consumidores expresaron una mayor confianza en marcas con presencia digital sólida y contenido educativo, lo que representa una oportunidad clara de mejora. Se concluye que la adopción de estrategias digitales integradas es clave para el crecimiento sostenible de “Sol Naciente”. Por ello, se recomienda implementar campañas en redes sociales, optimización para motores de búsqueda, marketing de contenidos y el desarrollo de una tienda en línea para diversificar los canales de venta. Estas acciones permitirán a la empresa adaptarse al entorno digital actual, mejorar su competitividad y consolidar su posición en el mercado regional.
The purpose of this study was to analyze the influence of digital business visibility on the sales performance of the water purification company "Sol Naciente" in Choluteca during 2025, given its limited presence on digital platforms compared to its competitors. The objective of the research was to determine whether an effective digital marketing management model could enhance the company’s positioning, attract new customers, and boost its sales. A quantitative methodology was employed, focusing on data collection and analysis related to current marketing strategies, digital visibility, and sales trends. Tools such as surveys and digital metrics analysis were applied, revealing significant weaknesses in the company’s online presence and lack of audience segmentation. Key findings showed the absence of SEO, SEM, and active social media strategies, which constrained the company’s digital reach and competitiveness. Moreover, consumers demonstrated a strong interest in brands with a solid digital presence and educational content, signaling a clear opportunity for strategic improvement. The study concluded that adopting integrated digital strategies is essential for the sustainable growth of "Sol Naciente". It was recommended to implement social media campaigns, search engine optimization, and content marketing, along with the development of an online store to expand sales channels. These actions would enable the company to adapt to the current digital environment, enhance its competitiveness, and strengthen its position in the regional market.
The purpose of this study was to analyze the influence of digital business visibility on the sales performance of the water purification company "Sol Naciente" in Choluteca during 2025, given its limited presence on digital platforms compared to its competitors. The objective of the research was to determine whether an effective digital marketing management model could enhance the company’s positioning, attract new customers, and boost its sales. A quantitative methodology was employed, focusing on data collection and analysis related to current marketing strategies, digital visibility, and sales trends. Tools such as surveys and digital metrics analysis were applied, revealing significant weaknesses in the company’s online presence and lack of audience segmentation. Key findings showed the absence of SEO, SEM, and active social media strategies, which constrained the company’s digital reach and competitiveness. Moreover, consumers demonstrated a strong interest in brands with a solid digital presence and educational content, signaling a clear opportunity for strategic improvement. The study concluded that adopting integrated digital strategies is essential for the sustainable growth of "Sol Naciente". It was recommended to implement social media campaigns, search engine optimization, and content marketing, along with the development of an online store to expand sales channels. These actions would enable the company to adapt to the current digital environment, enhance its competitiveness, and strengthen its position in the regional market.
Keywords
Marketing, Digital, ventas