Plan de comunicación estratégica y marketing digital para la empresa producciones Mora

Abstract

Abstract: This research focuses on Producciones Mora, an Ecuadorian company specializing in event photography, which faces significant challenges in its communication and digital marketing. The objective of this thesis is to diagnose the current situation of the company and propose a strategic communication and digital marketing plan to strengthen its presence in digital media. Using in-depth interviews, document review, and non-participant direct observation, the main strengths, weaknesses, opportunities, and threats faced by the company were identified. The results reveal the need to implement content marketing strategies, create social media profiles, and run digital advertising campaigns. The objectives of the proposed plan include gaining 500 new followers and increasing audience engagement to improve the competitiveness and visibility of Producciones Mora. Implementing these strategies will enable the company to better adapt and position itself in the digital environment, also serving as a model for other small businesses facing similar challenges.