Digitization in marketing strategies of professional and teaching platforms of professional driving schools. Case study: Sindicato de Choferes Profesionales de Pichincha

Abstract

This research shows the digitalization process carried out by the professional driving school of Sindicato de Choferes Profesionales de Pichincha, this process was mainly directed towards its way of teaching and attracting students by digital tools due to the social context caused by the covid-19 pandemic. This research allows us to visualize how traditional organizations can be mobilized to the digital environment, updating the knowledge of their workers, and incorporating new tools to their communication strategies with their target audience. For this research, an analysis was carried out on the external communication tools through quantitative indicators used in communication audits to measure their effectiveness and satisfaction by the target audience. This analysis evidenced a positive change in the image and positioning of the Pichincha Professional Drivers Union, achieved using social networks as a means of interaction with the target audience and the creation of virtual platforms for the professional driver training of its students.