Plan estratégico de ideación y producción de contenidos con inteligencia artificial para potenciar la página de Facebook del medio de comunicación digital Ecuadorinmediato

Abstract

Abstract: This project aims to design a strategic communication and content production plan that incorporates artificial intelligence tools to optimize creative processes and strengthen the positioning of the Facebook page of the digital media outlet Ecuadorinmediato, promoting innovation and efficiency in digital content generation. Consequently, the methodology used was qualitative, exploratory (literature review and semi-structured interviews), and descriptive (web, social, and content analysis). The results revealed that Ecuadorinmediato is a pioneering digital media outlet with high frequency and focus, and with growth opportunities. However, it lags behind in its use of technology and manages content similar to that of its competitors. Therefore, a market segment and buyer persona were defined, along with a marketing plan focused on increasing brand awareness by 40% and conversion and consumption rates by 50%, with an estimated budget of USD 5,000. A creative strategy was designed to make Ecuadorinmediato a leading voice in Ecuador and for the Ecuadorian community abroad.