Plan de marketing y comunicación digital para la empresa M&MTec

Abstract

Abstract: This Curricular Integration Project aims to develop a digital marketing and communication plan for the Cuenca-based company Muñoz y Manzano Tecnología (M&MTec), dedicated to the sale of cell phones, accessories, and technical service for mobile devices. Currently, the company faces a digital presence crisis that is severely impacting its visibility on social media, as well as causing a decrease in sales. Through analysis and diagnostic tools, strengths, opportunities, weaknesses, and threats (SWOT) were identified, with weaknesses being the main characteristics of the study to be improved. These include a lack of strategic planning, a lack of metrics analysis, low interaction on social media, and a lack of knowledge regarding consumer behavior. In response to this situation, a strategy is proposed, based on digital positioning and social media management with engaging content. In addition, a strategic action plan and a digital advertising campaign are designed to increase traffic, attract new customers, improve interaction, and position the brand in the digital environment, thus contributing to a sustainable business recovery.