Plan de marketing y comunicación digital para la empresa Moverprint Cía. Ltda

Abstract

Abstract: This Curricular Integration Project aimed to diagnose the current state of digital marketing and communication at Moverprint Cía. Ltda., with the purpose of designing a strategic plan to strengthen its visibility, positioning, and customer relationships in the digital environment. A varied approach was used, applying document review, direct observation, interviews, and surveys of 42 clients. The results showed that although the company has technical strengths and high levels of customer satisfaction (IRP = 4.80/5), its digital management has weaknesses in planning, segmentation, and use of tools, modernization of digital channels, management through WhatsApp Business, and online quoting platforms. As a contribution, a structured digital marketing and communication plan is proposed to optimize the company's digital presence, increase engagement, and generate sustainable business opportunities in the Ecuadorian industrial market.