Analysis of the Evolution of Digital Marketing Strategies in Natural Product Stores in Portoviejo, Manabí, Ecuador, from March 2020 to March 2023

Abstract

This study addressed the analysis of the evolution of digital marketing strategies in natural product stores in Portoviejo, with the objective of identifying the channels and tactics used, describing their development since the pandemic, and identifying the main challenges in their implementation. The naturist sector showed a sales growth of 186.4% and a profit increase of 447.4% during the study period, although initially only 20.9% of the stores adopted digital marketing and, to date, most obtain between 10% and 30% of their income through online channels. A quantitative methodological approach was employed, combining documentary analysis of financial records with a structured survey applied to 43 of the 48 businesses registered with the SRI. Based on the findings, a four-phase technical plan was proposed: diagnosis and competitive benchmarking; infrastructure and platform optimization; training in multichannel management; and implementation with continuous monitoring, aimed at professionalizing the use of digital tools and diversifying sales channels. In conclusion, the application of this roadmap will help close the gap between the sector’s remarkable macroeconomic growth and its limited exploitation of digital marketing, thereby strengthening its visibility, competitiveness, and long-term profitability.