Estrategias de Marketing Digital en la Captación de Clientes de las Cooperativas de Ahorro y Crédito

In the current economic scenario, the financial sector plays a crucial role in the development of a country. This scientific article examines digital marketing strategies from the customer’s perspective in savings and credit cooperatives, which is why digital marketing will be analyzed and how its various strategies contribute to the management and attraction of customers by these financial institutions. The methodology used was a scientific observation and a survey, for which an ad-hoc questionnaire was designed and applied to 384 clients of savings and credit cooperatives. A significant correlation was found between digital marketing strategies and customer acquisition in the financial sector in the city of Guayaquil, Ecuador. This analysis reveals that websites and social networks are perceived as effective tools for attracting customers. It was determined that credit unions are present in the digital ecosystem, providing applications and services through various technological tools, and that credit unions use digital channels such as social networks, apps, websites, and emails to convey the message to their potential and current customers and thus implement effective marketing strategies.