Plan de Comunicación Estratégica y Marketing Digital para la empresa Mantelcoa Cía. Ltda.

Abstract

Abstract: This thesis represents a significant contribution to the field of strategic communication and digital marketing, exploring in depth the essential elements that make up these disciplines in the contemporary business context. They precisely delineate the characteristics and functions of digital strategic communication, highlighting its central role in effective connection with the audience and constant adaptation to digital dynamics. meticulous strategic planning, divided into phases of research, planning, implementation and assessment, reflects a comprehensive approach to face the challenges of the environment constantly changing digital. The crucial importance of diagnosis in the digital strategies and the presence on social networks is examined as a window strategic to the digital world. The analysis is complemented by an in-depth evaluation of the company Mantelcoa Cía. Ltda., basing strategic recommendations based on the specific needs of the market. Audience segmentation, identification of Target audiences and setting SMART objectives are key aspects in the development phase. planning, while the strategic tactical action plan emerges as a Comprehensive strategic tool to effectively execute the designed strategy. this work not only provides a solid theoretical framework but also presents practical applications, thus consolidating its relevance at the forefront of communication research strategic and digital marketing.