Plan de comunicación estratégica y marketing digital para el medio de comunicación HORA32

Abstract

Abstract: This work is oriented to the design of the Strategic Communication and Digital Marketing Plan for the media HORA32. It begins with a detailed diagnosis of the company's situation to identify the communication problems. With the results, improvements are proposed and the Strategic Communication and Digital Marketing Plan is developed. The general objective is defined, which seeks to increase the efficiency of communication and digital marketing to improve positioning and increase the visibility and engagement of the audience within a period of 3 months this year. Also, two specific objectives are proposed, the first is projected to expand the presence in social networks through content strategy, advertising campaigns and improving the user experience. The second objective focuses on optimizing the website to increase traffic, improve the conversion rate of visitors into repeat readers through SEO optimization, content creation and an e-mail marketing campaign. Finally, the advertising campaign consisting of the creative strategy.