Plan de marketing y comunicación digital para la empresa GRYA Cia. Ltda

Abstract

Abstract: This project was developed around GRYA Cía. Ltda., a company that works in Quito Ecuador and has 37 years of experience in digital signage technology solutions. Based on research, a key problem was identified: the Ecuadorian market's lack of awareness of these types of solutions. Given this problem, three goals were established. The general goal was to develop a digital marketing and communications plan to raise awareness of GRYA Cía Ltda. To this end, two specific goals were defined: to diagnose the company's current digital marketing and communications management and to propose a plan to showcase its solutions on digital platforms. A descriptive and exploratory approach was applied, with a mixed methodology that included direct observation, interviews, and surveys, allowing for the collection of both quantitative and qualitative data. The research was structured into three chapters: the first, "Methodology," the second, "Results," and the third, "Digital Marketing and Communication Plan." This proposal seeks to solve the defined problem and help the company increase the visibility of its solutions.