Plan de comunicación y marketing digital para la empresa ARBU Constructora S.A

Abstract

Abstract:This curricular integration project focused on developing a digital marketing and communication plan for ARBU Constructora S.A., with the aim of strengthening its digital presence and improving customer acquisition. The research was conducted using a mixed-methods approach, combining techniques such as document review, SWOT and PESTEL analysis, direct observation, in-depth interviews, and focus groups with current clients. The results revealed a weak digital presence, a lack of strategies, and insufficient consistency on social media. Therefore, although the company enjoys a good reputation and high customer satisfaction, with clients recommending it to others, and boasts solid experience and proven quality in its projects, it needs to raise awareness and reach a wider audience, effectively showcasing its value proposition. This project proposes a strategic content plan, optimization of digital channels, and actions designed to improve brand positioning and visibility.