Plan de marketing y comunicación digital para Radio Récord

Abstract

Abstract: This Curricular Integration Project focused on analyzing the digital marketing and communication situation of Radio Récord, a radio and digital media outlet in the province of Santa Elena, with the objective of proposing a plan in line with new ways of consuming news and information. A thorough diagnosis identified the station's high credibility and close connection with the community in the province, but limitations remained in the management of its social media. These ranged from the absence of strategic planning and poorly defined segmentation of the target audience to the limited use of digital tools. The project employed a mixed methodology, using techniques such as observation, document analysis, and a survey. The result was a digital marketing and communication plan aimed at strengthening the station's digital presence, improving its interaction with the audience, and fostering citizen participation. This provides knowledge to local media outlets like Radio Record, which are seeking to adapt to the digital environment.