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=
Recibido: 13-04-2017 /Aceptado: 09-05-2=
017/
Publicado: 01-07-2018
Marketing digital como una
estrategia y publicidad para promover la agricultura y ganadería en la
parroquia Moraspungo del Cantón Pangua .
<=
/span>
Digital
Marketing as a strategy and publicity to promote agriculture and livestock =
in
the parish of the Canton Pangua Moraspungo .
&nb=
sp;
Velasteguí
López Efraín. [1=
] ,
Zambrano Guerrero Natali =
span>
<=
/span>
Resumen.
El presente ensayo tiene como finalidad conocer las
actividades agropecuarias en una de las fuentes de desarrollo del país, las
estrategias de marketing son los surcos donde sembrar un plan de acciones p=
ara
alcanzar visibilidad y tráfico en internet. Con mayor trascendencia en
economías donde importantes porcentajes de la población se vinculan a esta,
pues se cuenta actualmente con los medios para diseñar y evaluar estrategias
que lleven a la implementación de mecanismos de apoyo al sector agropecuari=
o.
La importancia del marketing, sobre todo lo primer=
o es
saber que existen una serie de procesos organizados, en pro de un objetivo y
para cubrir una necesidad es marketing.
Y por ello, sin vinculación ninguna a una empresa. =
Las estrategias consisten en un conjunto de accion=
es
que se llevan adelante para alcanzar determinados objetivos y metas
relacionadas al sector agropecuario, el cual se ha transformado en una
prioridad para todas aquellas pequeñas, medianas y grandes empresas que qui=
eran
ser competitivas en el mercado.
Tener una buena estrategia de marketing digital en
redes sociales es un objetivo fundamental, las mismas que se han descubiert=
o en
los ecosistemas social media el cual se han transformado en una ventana que
posibilita a los usuarios seguir de cerca a celebridades y expertos.=
Al igual que la agricultura y ganadería son
actividades económicas de origen antiguo que día a día se viene desarrollan=
do
en la crianza de animales y siembra de plantas silvestres, medicinales y ho=
rtalizas
entre otras para su aprovechamiento. En la actividad agropecuaria de la cri=
anza
de animales consiste en la obtención de varios productos leche, carne, huev=
os,
pieles entre otros
Palabras claves: Marketing digital,
publicidad, agricultura, ganadería.
Abstract.
The purpose of this essay is to know the agricultu=
ral
activities in the sources of the development of the country, the marketing
strategies and the action plans to reach visibility and traffic on the
internet. With greater importance in the links where the percentages of the
population are found, they are linked to this, as well as the means to eval=
uate
and evaluate support strategies for the agricultural sector.
The importance of marketing, especially the first
thing is to know that there is a series of organized processes, in favor of=
an
objective and to cover a need is marketing. And for that reason, without any
connection to a company ..
The strategies consist of a set of actions that are
sustained so that the objectives and the agricultural sector are met, which
becomes a priority for all small, medium and large companies that want to be
competitive in the market.
Having a good digital marketing strategy in social
networks is a fundamental goal, the networks that have been discovered in
social networking systems, which has become a window that enables users to
follow celebrities and experts.
As agriculture and livestock are economic activiti=
es
of ancient origin that day by day is included in the raising of animals and
planting wild plants, medicinal and vegetables among others for their use. =
In
the agricultural activity of raising animals consists of obtaining several
products milk, meat, eggs, cakes and others
Keywords: Digital marketing, advertising, agriculture,
livestock.
Introducción.
Recuperar los saberes locales y reentender
como se logra producir sin atentar contra el medio, son los inicios del
mejoramiento de la calidad de vida de los campesinos. El mundo va evolucion=
ando
y con él la tecnología, la cual nos permite desarrollar nuevas formas en el
medio de comunicación, mediantes estas innovaci=
ones
es el llamado Marketing Digital.
Marketing digital es la aplicación de estrategias =
de
comercialización llevadas a cabo en los medios digitales que nos permiten
nuevas herramientas, está caracterizado por la combinación y utilización de
estrategias de comercialización en medios digitales, la cual nace con la
posibilidad de compartir información ha través =
de las
redes sociales y nuevas tecnologías de información.
Su principal riqueza es la agricultura y ganadería=
son
dos actividades económicas estratégicas para la sociedad y es fundamental p=
ara
ayudar a mantener la zona
rural vivo, esta parroquia permite el desarrollo de las zonas
rurales, contribuyendo economía y socialmente al bienestar de su población.=
La agricultura actual es productiva y respetuosa c=
on
el medio ambiente. Dentro de este sector ha permitido maximizar la eficienc=
ia
de las producciones garantizando al mismo tiempo, destacándose la producción
del café, cacao, banano, caña de azúcar, yuca y cítricos en grandes cantida=
des,
la ganadería llegando a ser también una fuente de ingresos para sus morador=
es.
Desarrollo.
¿Qué es marketing digital?
Thompson, Techopedia &=
amp;
Chris (2018) aseguran que el marketing digital la finalidad de las empresas=
u
organizaciones es mantenerse enfocado en los diferentes segmentos del marke=
ting
para así poder obtener clientes, mediantes las =
vías
tecnologías con cuya finalidad mantenerse comunicados en todo momento con l=
os
clientes y brindarles un mejor servicio.
Mediante mi criterio estoy de acuerdo con los auto=
res,
que de tal manera el marketing dig=
ital
aportan un valor de vida de las personas a través de las plataformas digitales, con una
información real de acuerdo a lo enmendado en la búsqueda lo cual se nos ha=
ce
más fácil obtener la información gracias a la tecnología que va evolucionan=
do día
a día, es por ello que el marketing encontró nuevas formas y valiosas
herramientas el cual le permite comunicarse y brindar servicios a sus clien=
tes
es de entonces que nace el marketi=
ng
digital, ya que contamos con la dicha de vivir
en la era de estar conectados, la
principal función del marketing di=
gital
es estar conectados con sus client=
es las
24 horas del día y los 7 días de la semana.
Gráfico N 1: =
b>
Componentes y resultados del concepto de marketing.
Fuente:
Stanton , Etzel y Wa=
lker,
“Fundamentos de Marketing”.
Marketing
estratégico.
Cerrajeria
(s.f ) señala que el marketing estratégico es
utilizado como un análisis sistemático y continuado de las características del merca=
do y
del desarrollo de conceptos o productos rentables, los cuales también están
orientados hacia grupos de consumidores determinados, teniendo en cuenta la
competencia y procurando alcanzar una ventaja competitiva defendible a largo
plazo.
En mi criterio personal analizando la información,
estoy de acuerdo con
el autor en el cual el marketing estratégico esta activamente con la
orientación y formulación de las estrategias de la empresa donde nos facili=
ta
la información, sobre la evolución de las nuevas estrategias de la segmenta=
ción
del mercado.
¿Qué es publicidad?
Stanton =
(s.f ) & Guinn (=
s.f ) afirman que la publicidad es un esfuerzo pagado =
el
cual es trasmitido por medios de la información con el objetivo de informar=
, la
publicidad consiste en la colocación de avisos y mensajes, en tiempo o espa=
cio
pagado por un patrocinador claramente identificado promoviendo ideas para l=
os
anuncios de la plataforma.
Según mi criterio personal mutuamente de acuerdo c=
on
los 3 autores, ya que la publicidad es una forma de comunicación entre la
empresa y cliente, el cual le permite un largo alcance de información, de i=
gual
manera la publicidad va creciendo día a día con nuevas expectativas mediant=
e la
tecnología y esto hace que sea más fácil publicarlo en una plataforma digit=
al y
dejar atrás los anuncios en papeles volantes, carteles entre otros.
El
cantón Pangua .
INEC, (2010) El Cantón Pangua=
,
en la Provincia de Cotopaxi, en el centro del Ecuador, se formó el 1 de jun=
io
de 1938, su cabecera cantonal es la ciudad de El Corazón. =
Pangua <=
span
lang=3DES-EC style=3D'font-size:12.0pt;line-height:115%;font-family:"Times =
New Roman",serif'>
conocida como el "Paraíso Escondido de Cotopaxi". Se encuentra
ubicada al Sur Occidente de la provincia, en las estribaciones Occidentales=
de
la Cordillera Andina, a una altitud que va desde los 100 a 3.600 m.s.n.m por sus 8 pisos altitudinales, con una temper=
atura
que va desde los 10°C en su zona alta y de 20 a 25° C en su zona baja. Su
nombre viene de la cultura Cayapa es por eso Pangua=3DPanguapi que significa "Agua Nueva", los
pánguense han construido su identidad y reconocimiento de ser un pueblo nob=
le y
valiente, hospitalario y trabajador, creando lazos de hermandad entre los d=
emás
cantones de la Provincia.
La mayoría de las parroquias de este cantón tienen
gran producción de productos tanto de la sierra como de la costa, allí se d=
a la
afamada panela, donde existen numerosos alambiques (trapiches) con gran
producción de aguardiente (la sabrosa "bananita"), madera, frutas=
y
demás. El cantón ha progresado enormemente en los últimos años, es por ello=
que
la Municipalidad pone en conocimiento su desarrollo en las diferentes áreas
unas de ellas el turismo que es fundamental para la economía del cantón por=
lo
que invitan a conocer de este maravilloso paraje natural y cultural.=
o:p>
Límites.
Norte,
la Maná, Pílalo, Pujili .
Sur,
con el rió Piñanatug que
divide a la Provincia de Cotopaxi con Bolívar.
Este,
Angamarca , Pujili .<=
o:p>
Oeste,
Quinsaloma , Ventanas, Quevedo.
División política.
Parroquias
urbanas
ü=
El
Corazón (cabecera cantonal)
ü=
Parroquias
rurales
ü=
Moraspungo
ü=
Ramón
Campaña
ü=
Pinllopata
Características.
Clima:
El cantón presenta varios climas: temp=
lado
en su zona urbana, frío en la región alta y cálida en áreas del Subtrópico .
Flora:
La flora existente está constituida
especialmente de árboles de eucalipto en asociación con pinos. El espacio
restante se hace la práctica de cultivos en menor escala ya que su suelo se
encuentra erosionado por el uso de agroquímicos.
Fauna:
Algunos animales mamíferos también se
puede observar como lobos, cervicabra, pumas, venados, caballos salvajes, t=
oros
bravos, alpacas, conejos, osos entre otros. Los pájaros que viven en la zona
son los imponentes Cóndores andinos, gigles , ga=
vilán
de espalda roja, curiquingue, águilas, torcaza, gaviota andina, perdiz de
páramo, gallareta, pato punteado y quilico .
Parroquia Moraspungo <=
o:p>
Límites:
La parroquia Mora=
spungo
está ubicada en el sector oeste del Cantón Pangua
Limitada al norte con los cantones La Mana y Pujilí,
al Sur con la provincia de Bolívar y al Este con la provincia de los Ríos.<=
o:p>
Altura:
la parroquia Mora=
spungo
se encuentra a 360 metros sobre el nivel del mar.
Superficie:
44000 hectáreas.
Clima:
Subtrópico .
Gráfico N2:
Participación en la producción total de cultivos permanentes
Fuente :
Encuesta de Superficie y Producción Agropecuaria Continua (ESPAC) 2011, del
INEC
¿Qué es la agricultura y ganadería?
Ikerd
(s.f ) afirma que la agricultura son procesos
biológicos como una posibilidad para eficientizar la producció=
n, son
sistemas integrados con prácticas de producción de planta y animal en un lu=
gar
específico, el cual satisface las necesidades humana=
s de
alimento y fibras. Con el objetivo de mantener una vialidad económica en las operac=
iones de
la unidad de producción y elevar la calidad de vida del productor y la soci=
edad
en general.
Aledit <=
span
lang=3DES-EC style=3D'font-size:12.0pt;line-height:115%;font-family:"Times =
New Roman",serif'>
(s.f ) señala que ganadería son activid=
ades
económicas de origen antiguo, esta se desarrolla en la crianza de animales =
y la
obtención de varios productos como carne, pieles, leche, huevos etc. <=
/o:p>
En mi criterio personal podría decir que la ganade=
ría
y agricultura están relacionadas, ya que en este caso los ganados en un ran=
cho
o granja aportan el estiércol, esto se lo puede utilizar como abono en el
cultivo, alimentos para los animales y para la siembra en los invernaderos.=
Estas
dos actividade=
s
humanas dependen del tipo especial de medio ambiente, que es el medio rural=
del
agro ecosistema.
=
Fuente:
Encuesta de Superficie y Producción Agropecuaria Continua (ESPAC) 2010, del
INEC
A nivel del país. =
b>
En
el sector pecuario predomina el ganado vacuno con un total de 5,3 millones =
de
cabezas, seguido por el porcino con 1,5 millones de cabezas.
Fuente:
Encuesta de Superficie y Producción Agropecuaria Continua (ESPAC) 2010, del=
INEC
La
producción diaria de leche se incrementó en 9,19% entre 2009 y 2010. En la
Sierra más de =
702
mil vacas fueron ordeñadas, 64,5% del total nacional.
Fuente: =
Encuesta de Superficie y Producción Agropecuaria
Continua
(ESPAC) 2010, del INEC
La
existencia de aves criadas en el campo se incrementó un 4,8% entre 2009 y 2=
010
Fuente:
Encuesta de Superficie y Producción Agropecuaria Continua (ESPAC) 2010, del
INEC
La existencia de aves
criadas en planteles avícolas se incrementó un 1,66% entre 2009 y 2010=
Fuente:
Encuesta de Superficie y Producción Agropecuaria Continua (ESPAC) 2010, del
INEC
Provincias con mediana superficie agropecuaria
FUENTE:
Encuesta de Superficie y Producción Agropecuaria Continua (ESPAC) 2011, del
INEC
Conclusiones.
· =
Al terminar nuestra
investigación podemos determinar, que el marketing ha entrado al mundo de la
globalización internacional, lo que ha provocado que las innovaciones
tecnológicas, hayan tenido una aplicación y desarrollo para hacer negocios =
y la
publicidad de los productos.
· =
Lo que está bien clar=
o es
que las estrategias de marketing digital con más futuro son aquellas que
ofrecen algo más al usuario, un valor agregado, más que una simple publicid=
ad.
· =
En el marketing digit=
al
ayudaría en gran medida a las medianas empresas, ya que es una forma de
publicidad económica y de rápida propagación. Sus beneficios pueden ser vis=
tos
a corto plazo y permite la medición de respuestas de parte del público
objetivo.
· =
La falta de conocimie=
nto
e inversión en tecnología es una barrera que no permite que las medianas
empresas se den a conocer en medios web, ya que la mayoría no cuenta con pá=
gina
web ni correo electrónico y no ven necesaria la publicidad en Internet.
Bibliografía.
Aledit, B. P. (s.f.). La Ganaderia. Agroindustria definiciones y realidades=
.
Asociation, A. M. (s.f.). La publicidad. Fundamentos del marketing .
Cerrageria, L. M. (s.f.). Padre de Marketing.
Chris, A. (2018). Que es el marketing digital. SEO .
Ikerd, J. E. (s.f.). Agricultural Economics.
O´Guinn Tomas, A. C. (s.f.). Publicidad. International Thomson , 6.<=
/o:p>
Stanton William, E. M. (s.f.). <=
/span>La publicidad. Fundamentos de marketing , 569.
Techopedia. (2018). Que es el marketing digital. =
SEO marketing digital =
.
Thompson, I. (2018). Que es el marketing. SEO marketing digital .<=
/o:p>
Para
citar el artículo indexado.
El artículo=
que
se publica es de exclusiva responsabilidad de los autores y no necesariamen=
te
reflejan el pensamiento de la Revista Ciencia Digital.
=
=
El articulo queda en propiedad de la revista y, por tanto, su
publicación parcial y/o total en otro medio tiene que ser autorizado por el
director de la Revista Ciencia Digital
=
=
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Ivá18JournalArticle {23C8D822-7860-44C7-9=
71B-576B943B75FA} Thompson Iván Que es el marketing SEO marke=
ting digital 2018 1 =
Tec18 JournalArticle{4CB142CA-CAAE-4281-83D7-7FA639C3CE90} <=
b:Author>Techopedia Que es el marketing digital =
SEO marketing digital 2018 2 Ale18 JournalArticle{A0D9A0FB-5DB3-490E-B7AA-9BDD0E403=
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b:NameList>International ThomsonPublicidad 6 6 Sta JournalArtic=
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