Plan de comunicación estratégica y marketing digital para la empresa Imprenta LP

Abstract

Abstract: This Integration project focuses on strategic communication to strengthen Imprenta LP, which has been in the printing industry for over three decades in the city of Quito. The main objective is to develop a Strategic Communication and Digital Marketing Plan to improve its market positioning and increase its presence in digital environments. Following a diagnosis and analysis of internal and external factors within the organization, limitations in the digital marketing process and development prospects were identified, as indicated by the increasing use of technology combined with the need for personalized service. Using a mixed-methods research approach, issues related to the behavior of the target audience, the company's digital presence, and how well it manages its communication processes were analyzed. Strategies based on the information obtained were used to optimize and improve content management, renew market segmentation, enhance user interaction, and improve the brand's digital identity. The following plan was developed to: improve the dissemination, identification, and visibility of the Imprenta LP brand; enhance customer reception and experience; and consolidate its competitiveness within an increasingly digitalized industry.