Posicionamiento de marca en entornos digitales de la constructora Inmobbague lmtda

Abstract

Abstract: Inmobbague Constructora is a real estate company focused on developing housing projects. Notwithstanding, its client-related communicative access has been jeopardized by its scarce visibility in digital environments. Thus, this study proposes the design of a digital communication scheme fostering its annual institutional brand on social media platforms, such as Facebook and Instagram. This content planning proposal framework introduces both a situational diagnosis, and a prospective identification to fuel the company s outward communication. It transitions to the application of the Communication Management Bridge model, encompassing objectives, strategies, timeline, evaluation, and specific activations. Other components, such as audience segmentation, digital content design, partnership with micro-influencers, and a monitoring structure rooted in key performance indicators (KPIs) were employed likewise. Ergo, the concretion of this proposal intends to uplift more digital interactions, brand recognition, and long-term clients bonds. Lastly, this plan delivers a replicable model for similar companies, pursuing strategic planning in their digital communication attempts.