Plan de Comunicación Estratégica y Marketing Digital para la empresa ECTYRE SA

Abstract

Abstract: This work arises from the need of the company ECTYRE S.A. to spread their services in digital media. The general objective of the research is to develop a strategic communication and digital marketing plan for the company ECTYRE S.A. The study that is proposed has a methodological approach that combines both quantitative methods as qualitative. To fulfill the general objective, it was decided to carry out a diagnosis of the company's situation in terms of digital marketing. As main The results identified that although the company has a Facebook page, it does not exploit the benefits that this social network can provide. Furthermore, although it has a wide portfolio of products, only some are known to customers. It is concluded that the The results obtained allow us to lay the foundations for the design of an activity plan aimed at ensuring that the company has a greater presence in digital media, having take into account the specific characteristics of market segments. This plan is complemented with a set of control actions to measure its level of progress.