Plan de marketing y comunicación digital para el Comercial Cisneros Importadora Kumho

Abstract

Abstract: Comercial Cisneros Importadora Kumho is a company with a long history in the tire trade in the city of Ambato. The overall objective was to develop a digital marketing and communication plan for Comercial Cisneros Importadora Kumho, in order to strengthen its presence on social media and attract new customers through content strategies and digital promotions. A mixed-methods approach was used, applying a qualitative interview and a quantitative survey to the digital marketing staff and 20 customers, respectively. The survey was administered using Google Forms and the analysis was performed in Microsoft Excel. The results showed that the company had good visibility, with the public showing a willingness to interact and receive digital information. It is essential to strengthen its social media presence, improve customer loyalty, and enhance content focused on promotions and discounts. Facebook, Instagram, and WhatsApp were the most in-demand social media platforms. Based on this, a digital marketing and communication plan was developed to increase conversations, leads, reach, interaction, and engagement on the company's social media pages. The strategies employed included: creating a promotional campaign, a digital advertising campaign, strategic alliances, developing storytelling, creating vehicle maintenance content, among others. It is concluded that a digital marketing and communication plan increases brand positioning.