Plan de marketing y comunicación digital para la agencia BT Creative Lab

Abstract

Abstract: This curricular integration project develops a Digital Marketing and Communication Plan for the digital marketing agency BT Creative Lab, located in Cuenca, Ecuador, with the aim of strengthening its brand recognition, increasing its digital visibility, and reducing the operational problems caused by poor internal communication. Through an internal and external diagnosis, problems such as a lack of planning, low consistency in content, lack of a coherent strategic narrative, zero advertising investment, and a lack of clear internal processes were identified. In response, specific marketing, external, and internal communication strategies are proposed, all focused on the production of planned content, paid digital campaigns, basic website optimization, and the implementation of internal management protocols. The main contribution of this project is to present a strategic and applicable structure for the agency, which allows for the alignment of marketing, communication, and internal management to achieve sustained growth and, in turn, project a professional, reliable, and approachable image to business audiences between 30 and 50 years old.