Plan de Comunicación Estratégica y Marketing Digital para la Empresa Promaico

Abstract

Abstract: This paper presents the development of a digital marketing and strategic communication plan applied to PROMAICO, a company located in Lago Agrio, Ecuador, dedicated to the sale of hydraulic hoses and fittings for the oil, industrial, and automotive sectors. Based on a SWOT analysis and the results of customer surveys, weaknesses in the company's digital presence and opportunities for growth through the use of digital tools were identified. Based on these findings, strategic objectives were established to strengthen brand visibility, improve customer relationships, and optimize digital communication channels. The paper includes defining the target audience, segmenting it, and proposing strategies, actions, a media plan, and a budget aligned with the market's actual needs. In this way, the digital marketing and strategic communication plan are consolidated as fundamental pillars for improving PROMAICO's positioning and contributing to its sustainable growth.