Plan de Marketing y Comunicación Digital

Abstract

Abstract: The purpose of this work was to develop a digital marketing and communication plan for the company Autoservicio Uriña, based on a diagnostic analysis that examined the current situation in terms of positioning, communication, and customer relations. Through the study of the external and internal environment, as well as the target audience, weaknesses were identified related to a low digital presence and the limited use of accessible communication tools such as WhatsApp Business and social media. Strengths were also identified, linked to customer proximity, personalized attention, and product variety. Based on these findings, clear objectives and strategies were established to strengthen visibility, support the business's commercial growth, and improve customer interaction. The plan included a strategy that activates an action plan with specific tactics, evaluation indicators, and a budget aligned with the business's economic reality. This work provides a viable and structured proposal for both entrepreneurship and the academic field.