Plan de comunicación estratégica y marketing digital para la empresa Tesalia CBC Ambato

Abstract

Abstract: Nowadays, companies are constantly challenged to set themselves apart in a highly competitive and digitalized environment. How they relate to their customers through digital platforms directly intervenes in their commercial success. It is in this context that the adaptability of organizations to continuous changes within the market becomes crucial for permanence and growth. The work will present a strategic communication and digital marketing plan for the company Tesalia CBC Ambito, which belongs to the beverage sector in Ecuador. The general objective of this paper is, through an exhaustive analysis of the internal and external environment, to find some fortresses and opportunities that will be used to design strategies to improve its current positioning in digital media and consolidate customer loyalty. The proposed approach integrates specific strategies in order to enhance the presence in social networks, optimize the interaction with consumers, and motivate their engagement with the brand. In the light of digital marketing, it is necessary to implement tools allowing for efficient management of corporate communication in digital environments.