Plan de comunicación estratégica y marketing digital para la empresa Projection

Abstract

Abstract: As part of the work carried out on Curricular Integration (ICT), we seek and focus on develop a strategic communication and digital marketing plan for the company Projection. The company's main problem is its weak digital presence, especially in the Instagram social network. Therefore, in the given context, clear objectives have been set to improve online positioning. For the methodology, a mixed mix was used, which encompasses both qualitative and quantitative to ensure a complete analysis of the initial situation. The results of the plan include a PESTEL and SWOT analysis, as well as a current evaluation of the Marketing mix of Projection, in addition to several investigations that give insight into the company. In the discussion, the importance of creating relevant content and scheduling promotions is highlighted suitable to increase the visibility and differentiation of the company in a market competitive. In conclusion, it is determined that the implementation and development of the plan proposed digital communication and marketing strategy will contribute significantly to the growth and adaptation of Projection, improving the perception of the brand, as well as its positioning in the digital market.