Plan de Comunicación Estratégica y Marketing Digital para la Empresa Tagua Lodge

Abstract

Abstract: The limited presence in digital media generates a lack of positioning for the tourism companies, therefore, the present research work aims to implementation of a Strategic Communication and Digital Marketing Plan for the Company Tagua Lodge, and seeks to demonstrate that with adequate management of digital marketing and making good use of strategic marketing tools, aspects and critical conditions are subject to improvement plans. After the application of methodologies qualitative analyzes and advanced strategies, several techniques were used within which can mention, Briefing, SWOT, PESTEL, Marketing Mix, Web Application Analysis, Communication 2.0. The results denote that the company does execute marketing strategies but without major planning or relevance, has a presence on social networks such as Facebook and Instagram and on platforms like Booking but it is essential that their tools and strategies in a professional and effective manner, which is why, through the communication plan, generated a creative strategy proposal that, through advertising campaigns communicate the brand's key message in a way that emotionally impacts the customer. target audience, generate interest and increase reach and maximize online visibility increasing organic traffic, promoting brand recognition.