Marketing strategy for the positioning of the personal brand Espartaco

Abstract

Ecuadorian artists strive to make themselves known in the music industry by addressing the traditional media and investing large sums of money in their promotion, but it should be noted that these processes are not done in a planned manner, not achieving the projected goals in the estimated times. The objective of this research was to design marketing strategies for the positioning of the personal brand Espartaco. A feasible project, approached under the qualitative, descriptive-explanatory approach. The sample was represented by 200 people, men and women between 13 and 25 years old. The survey was used as a data collection technique, conducted through social networks on the digital platforms Instagram and Facebook. Among the results obtained: 63.5% of the respondents were women, 71% people aged between 22 and 25 years, 87% listen to music through Spotify while only 13% do it through the radio, and 99% watch music videos on YouTube, while only 1% watch it on television, confirming that 95% are informed by social networks of their favorite artists and only 5% do it through traditional media. As for the analysis and processing of the data, the SWOT descriptive statistical analysis was used, the results of which corroborate the need to propose new strategic models to promote the marketing of an artist. In conclusion, it is proposed the design of strategies using social networks for the positioning of a musical artist.