Propuesta de un Plan Estratégico de Comunicación Digital para la compañía IMFRISA

Abstract

Abstract: Strategic communication is a primary tool for the establish and maintenance of positive relationships between organizations and their audiences in order to achieve tangible and intangible objectives for them. The following research work based on quantitative and qualitative methodology exposes the different axes where communication is developed in a company called IMFRISA dedicated to the manufacture, import, distribution and selling of auto parts and spare parts of national and international brands recognized worldwide aimed at the Ecuadorian automotive market. To try to get closer to the end audience with the brand, the company executed actions such as profiling on popular social networks, but the metrics still indicate that an appropriate engagement is missing. From the concepts of communication and digital marketing, the application of strategies and tactics was defined, specifically, for the management of internal and external communication, image and brand recognition. In addition, this paper presents the proposal of the digital communication plan that aims to position the IMFRISA brand in on-line environments.