Plan de comunicación estratégica y marketing digital para la empresa Process Tools

Abstract

Abstract: This study designed a strategic plan for communications and digital marketing for Process Tools, a leading company in integrated technological solutions for industrial processes, aimed at increasing its visibility and competitiveness in the Ecuadorian industrial market. In the project, fundamental tools such as SWOT, PESTEL, Advertiser's Brief, Strategic Brief, Communication 2.0 were implemented, to evaluate the internal and external sector of the company. The main results of the research show that the company Ecuapack has a significant impact on Facebook social networks compared to Process tools, so an advertising campaign focused on the digital marketing and communication strategy was implemented, for which challenges were faced due to the growing competition. The advertising campaign had several schemes and actions that will be implemented during 2025, so it focused on social networks and the dissemination of the brand in Ecuador. The conclusion highlights that within the digital strategic analysis, the Process Tools company aims to promote the brand by solidifying the company's leadership and the expansion that seeks to provide opportunities Keywords: Advertising Campaign, Social Networks, Digital Marketing.