Plan de comunicación en marketing digital para la Cooperativa de Ahorro y Crédito de la Pequeña Empresa CACPE Loja Ltda.

Abstract

Abstract:This document contains a study about the digital presence of Cooperativa de Ahorro y Crédito CACPE Loja Ltd. Obtaining its strong and weak points at a general level; to make communication and digital marketing proposal, taking into account the new tactics and tools to improve and strengthen the image of the entity to the public, taking advantage of the available resources right now. The developing of this research is base on a mixed methodology, quality-quantitative that allows compiling the necessary information through auditory: SEO and Social Media, besides of, social networks data mining, from November 2019 to April 2020, where some failures were determined such as low digital presence, low feedback, scarce innovation on digital management tools and public interaction. That is the reason to present a communication and marketing proposal, oriented to progressively strengthen the presence of the cooperative in the digital market, that will beneficiate the internal public as much as the external public, with dedicated tactics to the interaction between clients and users.