Plan de comunicación estratégica de marketing digital para la empresa Z5 Estudio

Abstract

Abstract: This research develops a digital communication and marketing plan for Z5 Estudio, located in the Paute canton, with the objective of strengthening its online presence and improving its local positioning. The study was conducted using a mixed methodology that included document review, direct observation, in-depth interviews, and consumer surveys, allowing for a diagnosis of the company's current situation. The results revealed weaknesses in digital management, as well as strengths in service quality, personalized attention, and experience in the graphic arts industry. Based on this analysis, opportunities for improvement in digital communication, innovation, and corporate image were identified. In response, a strategic plan is proposed focused on creating content for social media, developing a digital platform, and implementing advertising campaigns. This proposal seeks to position Z5 Estudio as a creative, reliable, and competitive company, strengthening its brand identity and generating a sustainable competitive advantage in the local digital environment.