Arte que escala: desafíos de posicionamiento digital para una startup ecuatoriana pionera del diseño mural

Abstract

CONDITION FOR PUBLICATION OF PROJECT. disruptive creativity and technological sufficiency foster the emergence and expansion of many SMEs, in practical terms, they do not guarantee success. Identifying common shortcomings behind Wallpixels' operational stagnation, which reflects a total absence of commercial transactions during the most recent period, can lead to the conception of an innovative proposal that is transferable and replicable within the interior design sector. The purpose of this study is to propose a methodological approach to a marketing strategy in order to address poor visibility, positioning, and target audience segmentation, which hinder the venture's opportunities for differentiated communication and e-commerce. A qualitative and documentary methodology was used, based on a systematic bibliographic analysis and the application of focus group and semi-structured interview techniques. A target market of 4,140 people was estimated, with mothers playing a decisive role. In turn, a propensity towards visual stimuli and underlying emotional needs was evident. The business exhibits substantial deficiencies that limit its growth. Due to the current scope of the project, it is recommended to explore the value of strategic alliances, the use of real-time metrics and the development of comparative segment studies. Keywords: microenterprise, digital marketing, brand positioning, social media