Plan de marketing digital para el posicionamiento y captación de clientes expat y locales en bluebox asesores mediante estrategias de automatización, segmentación y campañas en redes sociales y google ads

Abstract

Abstract: This research proposes a Comprehensive Digital Marketing Plan for BlueBox Asesores, an Ecuadorian firm with thirteen years of experience in the insurance sector. The core problem identified lies in the transition from a merely functional digital presence toward an optimized conversion and loyalty strategy. In a context where Ecuador reaches an Internet penetration of 83.6% (Símbolo Interactivo, 2024), it is imperative for service companies to adopt Marketing 5.0 models that integrate technology and humanity. The general objective is to design and implement a strategic plan based on automation, advanced segmentation, and digital advertising on Meta and Google Ads for the period January-June 2025. The methodology used has a mixed approach with a descriptive-applied and non-experimental design. Due to the particularities of the market niche (expatriates over 50 years old), priority was given to the analysis of objective digital metrics from platforms such as Metricool and Meta Ads instead of traditional surveys. The projected results seek a 30% increase in the acquisition of quality leads, consolidating BlueBox as a benchmark for digital transformation in the local insurance market and for the expat community.