Digital Marketing Strategy for B2B Metalworking Industry: A Case Study for Ecuador
Journal
Communications in Computer and Information Science
HCI International 2025 Posters
ISSN
1865-0929
1865-0937
Date Issued
2025
Author(s)
Cruz Cusme-Palma
Jorge Alvarez-Tello
Type
book-chapter
Abstract
In a global environment where digitalization is key to competitiveness, B2B companies in the metalworking sector face challenges in adopting digital tools. In Ecuador, the low digital presence of small and medium-sized enterprises limits their ability to attract clients and expand. This study analyzes the case of Manufacturas ESCA Cía. Ltda., an Ecuadorian company with no digital presence, which requires a digital marketing strategy to improve its visibility and market positioning. The research follows a mixed-method approach, combining qualitative and quantitative methods within a non-experimental, descriptive design. Strategic analysis tools such as SWOT, PESTEL, and CANVAS were applied, along with digital audits and keyword research using Google Keyword Planner, Semrush, and Tubular. Additionally, SEO, SEM, social media, and email marketing strategies were integrated into a comprehensive digital marketing plan. The projected results indicate that the strategy will help increase website traffic to 7,000 annual visits, generate 1,200 leads, and achieve an estimated revenue of $183,814.16 in the first year, with a positive return on investment. It is concluded that implementing digital strategies not only enhances visibility and customer acquisition but also strengthens the competitiveness and sustainability of industrial companies in emerging digital markets. Digital transformation is a strategic necessity for B2B companies aiming to optimize their positioning and growth in the digital era.