Plan de marketing y comunicación digital para el Gobierno Autónomo Descentralizado (GAD) Municipal de Zaruma

Abstract

Abstract: This Curriculum Integration Project aimed to develop a digital marketing and communication plan for the Decentralized Autonomous Government (GAD) of the Municipality of Zaruma. The plan is geared towards modernizing public management and strengthening the connection with citizens. At the time of the study, the institution exhibited unidirectional communication and limited digitization of its basic services, a situation that generated significant gaps in user service and physical overcrowding in its offices. The methodology used in this project employed a mixed-methods approach, meaning that it integrated quantitative techniques such as surveys and qualitative techniques such as in-depth interviews. These interviews revealed that 74% of the population required efficient and neutral channels for immediate interaction. This reality prompted the present work, with the aim of designing a comprehensive strategic proposal under the concept Zaruma: Tradition that Unites, Management that Advances, which proposes implementing rapid communication channels such as instant messaging tools like WhatsApp Business and online payment buttons. This initiative sought to optimize administrative efficiency, reduce in-person service, promote a digital tax culture, and project a transparent, approachable, and fully adapted institutional image, fully adapted to the social and technological demands of the environment analyzed.