Plan de comunicación estratégica y marketing digital para la empresa ATM Comunicaciones

Abstract

Abstract: The main objective of this project is to develop a marketing and communications plan for ATM Comunicaciones, a digital media outlet located in the El Chaco Canton of Napo Province, Ecuador. The company, named after its founder, Aldair Torres Muñoz, primarily focuses on news coverage, local events, and advertising content focused on entrepreneurship and services. While the brand is well-known within the El Chaco community, it faces challenges consolidating its presence outside of this space, particularly due to limitations in its marketing management. Therefore, ATM Comunicaciones's environment was analyzed to understand current trends, new competitors, and opportunities that can help the brand reach more people. The plan focuses on reinforcing what the local public already values: receiving news quickly, supporting small businesses in the canton, and providing useful, high-quality informative content. The strategy seeks to improve the way this content is communicated and distributed, combining both digital platforms and traditional media to maintain community interest and consistently strengthen brand positioning. Thanks to this analysis, we now have a clearer view of the market and the environment in which ATM Comunicaciones operates. Based on this, concrete actions are proposed that adapt to the audience's habits and tastes, such as creative digital campaigns, efficient use of social media, and content organized and designed to truly connect with people. The implementation of this digital project seeks not only to optimize the use of digital tools but also to consolidate ATM Comunicaciones's identity as a reliable, accessible medium committed to the information and tourism development of the El Chaco Canton.