Plan de posicionamiento de marca en entornos digitales para Podcast, etapa 3 en Ecuador

Abstract

Abstract: Digital communication is crucial to the success of cultural projects in a competitive environment. Today, many people prefer podcasts as an accessible and personal medium, as they address topics such as spirituality, mental health, and personal growth. One example is the podcast Etapa 3, from Ecuador, which seeks to improve its visibility on platforms such as YouTube and Spotify, although its interaction on social media is limited. The research focused on planning strategic communication to improve the podcast's positioning. A mixed approach was applied, including surveys, interviews, and SWOT analysis. The results showed that the target audience consisted of educated adults interested in personal development who preferred inspirational interviews. YouTube was the most popular platform, followed by Spotify. Based on these findings, a digital positioning plan was proposed to diversify content and improve interaction with listeners. It was concluded that a solid communication strategy increases visibility and fosters a more loyal digital community around the podcast.