Content Marketing: Brand Effectiveness in Commercial Premises of Saint Vincent

This study focuses on the effectiveness of content marketing to perceptually verify brand positioning in commercial establishments in San Vicente, Ecuador. The objective of this study was to: The aim of this study was to analyze the perception of local actors regarding the effectiveness of content marketing in the brand positioning of commercial establishments in the cantonal capital of San Vicente. The research had an exploratory approach that, through the explanatory analytical method, combined quantitative techniques, facilitated the interpretation of the results. The survey based on the Likert scale generated a correlational study feasible in the criteria of the results. These indicated that visual content is valued positively by an important segment of consumers, although a large part is neutral (52.2%), suggesting the need to improve in this aspect. In addition, useful information seems to significantly influence purchasing decisions, while the motivation to research products also presents opportunities for optimization. This article concludes that local brands must reinforce their visual content (40%) where it is proposed to offer more detailed information and design strategies that motivate the consumer to explore more, to improve their positioning and success in a competitive environment.