Plan de marketing y comunicación digital para la empresa Madercenter Masisa

Abstract

Abstract: The objective of this work was to design a digital marketing and communication plan for Madercenter Masisa. This plan will strengthen the company's presence in digital media, improve brand positioning and management, and, above all, enhance its digital sales model, supporting traditional sales in physical stores. The research began with an initial assessment of the company's current situation, identifying weaknesses such as the lack of implemented digital communication, the absence of clear marketing strategies and objectives, and a website with a purely informational focus. The thesis was based on a mixed-methods approach, integrating quantitative and qualitative techniques such as surveys, in-depth interviews, focus groups, direct observation, and web analytics, allowing for an understanding of consumer behavior and market opportunities. As a result, I propose a strategic plan that incorporates search engine optimization actions, using keywords and advertising, generating valuable content for users, using social media and digital customer service channels, aimed at attracting potential clients and strengthening communication with the target audience.