Plan de comunicación estratégica y marketing digital para la cámara de comercio de Queved

Abstract

Abstract: This paper proposes a strategic communications and digital marketing plan for the Quevedo Chamber of Commerce, a key institution in strengthening local commerce. A diagnostic assessment identified needs such as a limited presence on social media, limited service promotion, and poorly defined market segmentation. A qualitative approach allowed for an in-depth analysis of these issues, utilizing tools such as SWOT analysis, PESTEL, and SEO/SEM audits. The results revealed a lack of digital optimization and effective promotional strategies, which limits the Chamber's visibility in the business environment. Given this, a plan is proposed: improve the Chamber's presence on social media, optimize the website, design segmented content, and adopt technological tools that strengthen internal and external communication. The goal is to increase interaction with members and improve the perceived value of the services. Objective: To consolidate the Quevedo Chamber of Commerce as a support platform for entrepreneurs and SMEs, boosting local commerce through digital marketing and strategic communication technique.