Plan de comunicación estratégica 360° en la empresa Semayari- Motors

Abstract

Abstract: The central theme of the research is 360 ° strategic communication within the company Semayari Motors de Latacunga. And the main objective was to diagnose and plan communication strategies to strengthen the digital positioning of the company. Latacunga plays a fundamental role in the sale of vehicles for nearby provinces such as Pichincha and Tungurahua as it is a meeting point. For this reason, the sample used for this research is non-probabilistic because people who meet the characteristics of the population were randomly searched for and the positive and negative Buyer Persona were chosen. For the information gathering, research methods such as web and social analytics, in-depth interview, bibliographic review, SEO Audit and SEM audit were applied. After a study and analysis of the positioning of Semayari's digital media, it is concluded that their communication strategies are insufficient. This is evident in the few followers in networks, few searches on Google and poor content on the web, which represents a serious disadvantage in a market that grows in digital platforms.