Plan de comunicación estratégica y marketing para la empresa Jirehlab

Abstract

Abstract: This study presents a general strategic plan for digital marketing and strategic communication for the company Jirehlab clinical laboratory to expand its online presence and increase its customer base. From a qualitative approach, various methods were used, ranging from qualitative analysis to documentary review and direct observation of information supported by the implementation of interviews and surveys of the advertiser brief, strategic brief, SWOT analysis, PESTEL, the combination of the marketing mix with the model of communication 2.0 and the triangulation of information and the crossing of variables that formed the basis of a strategy for the implementation of a clear and specific digital marketing plan, highlighting the importance of strategic communication and digital marketing. After 6 months, the visibility and brand positioning is expected to increase by 60%. This project contributes to the perception of effective practices, integrating clear and precise knowledge of digital marketing and strategic communication that has a punctual direction in social networks, and establishes an orientation as a guide for growth in the digital environment.