Plan de marketing y comunicación digital de la empresa Sixt Electronics

Abstract

Abstract: This paper addresses the problem of poor brand positioning and sales, due to a limited presence in digital media and the lack of a communications strategy at the family-owned company Sixt Electronics. The main objective was to develop a strategic communications and digital marketing plan to strengthen the brand, expand its online visibility, and rise engagement with its target audience. This was accomplished through a mixed-methodological approach, combining two tools: a qualitative one, such as interviews, and quantitative ones, such as surveys and web analytics. Furthermore, a complete diagnosis of the communications situation of the company was conducted. Based on these results, a 12-month action plan is proposed, explicitly focused on the creation of valuable content, social media optimization, and the application of an initial positioning campaign. This plan provides a clear roadmap for Six Electronics to take advantage of the opportunities of the digital environment, improve its competitiveness, and build a strong relationship with its community.