DIGITAL MARKETING AND CUSTOMER ACQUISITION IN AN AGRO-INDUSTRIAL COMPANY

Abstract

The present study presented as a general objective to determine the level of relationship between digital marketing and customer acquisition in the company Agroindustrias Dane S.R.L., Tarapoto, 2022, the methodology used was basic, correlational scope, quantitative approach and non-experimental cross-sectional design. , the study sample consisted of 201 employees of the company, who provided information through a survey with a questionnaire consisting of 20 items measured on the Likert scale,  being validated by the opinion of 5 experts and presenting high reliability. through Cronbach's Alpha statistic. The results found were that a Spearman's Rho coefficient = 0.770 was determined between digital marketing and customer acquisition, a Spearman's Rho coefficient = 0.622 between content marketing and customer acquisition, a Spearman's Rho coefficient = 0.673 between social media marketing and customer acquisition. The conclusions reached were that there is a direct and high significant relationship between digital marketing and customer acquisition, in addition there is a direct and moderate significant relationship between content marketing and customer acquisition, as well as for social media marketing and customer acquisition.