Diseño una estrategia de marketing digital para fortalecer el posicionamiento de la marca Jgraphic en el entorno empresarial

Abstract

Abstract: This research was conducted in the city of Loja, Ecuador, addressing the strategic re-engineering of the personal brand Jgraphic into Cimas593, a B2B consulting agency, in response to the commoditization of the local creative sector. To this end, a mixed-method research approach was employed, including digital observation, benchmarking, and PESTEL analysis, focusing on local agencies as the direct competition sample. A comprehensive digital marketing strategy was designed, grounded in Inbound methodology and a tiered service structure (Seed, Root, Summit), transitioning from an operational offering to a brand architecture focused on business profitability. The proposal activates an omnichannel ecosystem and an ambassador program to generate social proof and attract the ideal Buyer Persona willing to invest in strategic value. In conclusion, the financial analysis validates the project's viability under a Lean cost model, projecting a positive Return on Investment (ROI) and long-term sustainability, confirming that consultative specialization constitutes the key differentiator for overcoming price barriers and leading the regional market.