Plan de marketing y comunicación para la empresa Rompekbezas

Abstract

Abstract: The study analyzes the management of digital crises and the recovery of online reputation in the audiovisual sector, using RompeKbezas, an Ecuadorian production company, as a case study. In 2023, the company suffered a hacking incident on its social networks, resulting in the loss of more than 80,000 followers and negatively impacting its image and engagement. This incident revealed vulnerabilities in cybersecurity and the lack of a strategic plan to manage digital crises, which is critical in a sector where reputation and connection with the audience are key. The primary objective is to develop a comprehensive digital marketing and communication strategy to restore the company's reputation, reconnect with its audience, and enhance its social media presence. The research highlights the scarcity of studies in Ecuador on digital crisis management in SMEs, so it proposes a model adaptable to local realities, considering limited budgets and segmented audiences. The methodology includes a postcrisis diagnosis, content strategies,cybersecurity reinforcement, and influencer alliances. The results will not only benefit RompeKbezas but will also serve as a reference for other companies in the audiovisual sector in Ecuador.