Plan De Marketing Y Comunicación Digital para la empresa PAALNET S.A.,

Abstract

Abstract: This study analyzes the communication and digital situation of PAALNET S.A., a telecommunications company facing limitations in its positioning due to an empirical and reactive management of its digital channels. Through a mixed approach combining surveys, interviews, observation, and web analytics, it was identified that, although the company possesses strengths such as personalized attention and high customer loyalty, it presents weaknesses in strategic planning, use of social media, and a lack of self-management tools. The results show that users value technical support but demand greater modernization in payments and communication channels. In response, a digital marketing and communication plan is proposed, focused on customer loyalty, process automation, and the generation of valuable content. This plan seeks to transform brand perception, improve customer interaction, and strengthen its competitiveness in the local market through accessible strategies aligned with the needs of the current digital environment.