Plan De Marketing Y Comunicación Digital De La Empresa Ravcorp S.A

Abstract

Abstract: This proposed work addresses the problem of Ravcorp S.A.'s weak strategic digital marketing planning, which limits its differentiation, communication coherence, and positioning within the Guayaquil hotel sector when providing its services in this economic arena. Therefore, the general objective of this research is to design a comprehensive digital marketing and communication plan to strengthen the online presence of this business model and increase interaction and bookings from potential clients. The methodology used for this work was mixed, combining elements of document review, direct observation, interviews, and customer surveys. Thus, the analysis carried out revealed high customer satisfaction with this hotel service, but weaknesses persist in terms of visual identity, content, and strategic use of digital channels. As a proposal within the research, the need to implement a marketing plan aimed at generating proper brand unification, optimization of social media, SEO, use of WhatsApp Business, and digital campaigns has been identified. It is concluded, therefore, that the implementation of the plan will improve the company's visibility, competitiveness, and conversion rate in digital environments.