Digital marketing strategies for managing non-professional licensing services at CONDUCARSA

Abstract

The competitive environment of driving schools in the Portoviejo canton, Manabí province, Ecuador, necessitates the search for strategies to attract more users. Currently, marketing goes hand in hand with technology and reaches almost all business activities; therefore, digital marketing has become an important tool for marketing products and/or services. The objective of this research was to analyze the impact of digital marketing strategies on the management of non-professional driver's license services at CONDUCARSA. The methodology used was mixed, combining bibliographic and field research, and was implemented under a cross-sectional, non-experimental design. The study population consisted of 20 employees of the company, who were surveyed using a structured questionnaire rated on a Likert scale. Interviews were also conducted with experts in the area of ​​study. The results revealed the lack of a digital marketing plan at the driving school. It is concluded that effective service management requires well-formulated and implemented marketing strategies to improve revenue, thereby contributing to the organizational growth of the CONDUCARSA driving school and the achievement of its business objectives.