Plan de marketing y comunicación digital para la papelería LYP

Abstract

Abstract: In an increasingly competitive business environment, small and médium enterprises must adapt to changes in the digital market to stay relevant. This Curricular Integration Work proposes a strategic communication and digital marketing plan for Papelería LYP, a business dedicated to the sale of school supplies, office supplies and handicrafts in the city of Quito. An analysis of the internal situation of the business was carried out, where it was posible to know the strengths, weaknesses, opportunities and threats faced bit he company to position itself effectively in the market. Base on the results obtained, a proposal was designed and implemented to improve the visibility and identity of the brand in social networks and strengthen its relationship with consumers. This action plan incorporated strategies to increase digital reach, build customer loyalty and implement actions to differentiate the company fron the competition in this local sector. This proposal seeks not only to boost business growth, but algo to serve as an example of how a traditional company can innovate through the use of digital tolos.