Plan de comunicación estratégica y marketing digital para la empresa FotoCabinas

Abstract

Abstract: The objective of this research is to design a strategic communication and digital marketing plan for FotoCabinas to increase its visibility and attract more clients. To achieve this, a comprehensive analysis was conducted using tools such as SWOT (to assess strengths, weaknesses, opportunities, and threats), PESTEL (to examine political, economic, social, technological, environmental, and legal factors), and a Brief, which helped structure a strategy aligned with the target audience s needs. The methodology combined qualitative and quantitative approaches, applying digital surveys to current clients via WhatsApp and email. This allowed for identifying user expectations and detecting areas for improvement in digital interaction. Additionally, social media metrics were analyzed, revealing the need to increase followers and enhance engagement quality, particularly on Instagram. Based on the findings, a strategy is proposed focusing on: increasing social media interaction through relevant and dynamic content, optimizing organic and paid traffic (SEO and digital advertising), strengthening brand identity with creative campaigns and attractive visual materials.