Digital Marketing and Sales Positioning in Businesses in Southern Lima

Abstract

Digital marketing is a key strategy that uses online platforms to promote products and services, allowing companies to connect globally with their audience in an effective and personalized way. Positioning is the strategy to stand out in the consumer’s mind, differentiating the brand with unique attributes, clear benefits, competitive comparisons, creating a memorable and relevant connection. This study had a quantitative research approach, employing basic research with a non-experimental descriptive cross-sectional design. The variables are complex as they will study more than two dimensions. In addition, the sample consisted of 197 non-probabilistic traders. As results, Spearman’s correlation was used, with a value of rho=0.713, showing that the null hypothesis is rejected and the alternative hypothesis is accepted, demonstrating a considerable positive correlation between variables and highlighting the importance of digital marketing as an essential tool for high market positioning. The study’s discussions confirm the presence of a significant relationship between digital marketing and positioning in businesses in southern Lima. Finally, it is concluded that businesses are highly susceptible to the various online platforms that exist to promote a product or service, and this is reflected in their positioning, providing an opportunity to distinguish oneself from competitors and positively impact customers.