Plan de Marketing Digital para el lanzamiento de DVNET Play, app de IPTV de empresa de Telecomunicaciones DVNET

Abstract

Abstract: This thesis focuses on the development of a digital marketing plan for the launch of DVNET Play, an IPTV application from the telecommunications company DVNET. The app aims to reduce installation costs and improve the final service received by customers by enjoying better quality and sound. Through digital marketing strategies, including SEO, SEM, and social media, DNVET Play seeks to encourage customers to adopt the service and, in turn, maintain the company's position in the face of unfair competition and low demand. The study prior to the marketing plan proposes key performance indicators to measure the plan's effectiveness and the magnitude of its impact on acquiring new customers and on the profitability of DVNET plans. Furthermore, this project presents a schedule of actions that will provide a satisfactory return on investment, ensuring that the strategy presented has been the most sustainable and competitive in the long term. The expected results include subscriber growth, positioning DVNET as a leader in its sector, and reducing logistics costs. Finally, recommendations are presented for continuous improvement, ensuring its competitiveness and market positioning.