Plan de Comunicación Estratégica y Marketing Digital para la empresa Zanzyro Dulce Tradición

Abstract

Abstract: This research aimed to develop a communication and digital marketing plan that increases participation and strengthens the positioning of the company Zanzyro Dulce Tradición through digital communication strategies in the province of El Oro, in the year 2024. With the information collected through the application of research techniques and methods, it was possible to identify the need to implement a communication strategy. For this, research methods such as interviews and surveys were used that allowed collecting qualitative and quantitative information. Then, through the use of methodological tools, a communication and digital marketing plan was created, adapted and tailored to the company to positively impact the audience. This research shows the consumption habits and purchasing preferences of Zanzyro Dulce Tradición clients. Finally, it was evident that there is a gap between the company's current marketing management and the lack of presence in digital media.