Plan de comunicación estratégica y marketing digital para la empresa Distribuidora de libros y papelería Dilipa Cía. Ltda

Abstract

Abstract: Nowadays, companies face the challenge of standing out among their competitors and genuinely connecting with their target audience. The way relationships between brands and customers are developed in digital environments has a significant impact on the success of organizations. This reality is directly influenced by our online behavior as consumers, who are agents of constant change. Companies have one option to survive: adapt to the changes of today's world. This curriculum integration project proposes a comprehensive strategic communication and digital marketing plan for Dilipa, a B2B and B2C business dedicated to the wholesale and retail distribution of stationery, office supplies, household items, and technology. Through an internal and external situation analysis, strengths, opportunities, weaknesses, and threats were identified. These key findings helped establish the most urgent priorities, such as Dilipa Online, which is part of the company's ecosystem, defining a general objective focused on strengthening the brand s digital positioning and improving the customer experience. The proposed strategic communication and digital marketing plan presents a comprehensive roadmap with specific strategies and actions to help the company achieve its goals. These initiatives are designed to increase visibility, strengthen the online presence, build customer loyalty, and consolidate itself as a leader in the national market for office supplies and stationery, standing out both for the quality of its products and its exceptional service.