Plan de marketing y comunicación digital para Security Data

Abstract

Abstract: Security Data is an Ecuadorian company founded in 2010 in Quito, belonging to the TELCONET corporate group and regulated by ARCOTEL, whose main service is the generation and distribution of electronic signatures. It is oriented towards continuous improvement processes in order to ensure the satisfaction of customers and collaborators, offering digital solutions related to invoicing, documents and contracts. However, in a dynamic digital environment, they face challenges linked to their limited digital literacy, which restricts their presence on social networks and negatively affects aspects such as branding, lead capture and market education. This paper proposes a strategic marketing and communication plan that aims to overcome these weaknesses and strengthen the brand's positioning. The central objective is to maximize its reach through segmented campaigns, accompanied by communication strategies that enhance its visibility and strengthen market confidence. For the formulation of this proposal, a mixed methodology is applied, with qualitative and quantitative approaches, based on documentary review, direct observation and the analysis of SWOT and PESTEL tools, supporting the strategic actions designed.