Plan de Marketing y Comunicación Digital para la empresa Ecoquimik

Abstract

Abstract: The purpose of this work is to develop a digital marketing and communication plan for the company Ecoquimik, with the aim of increasing its presence, reputation, and interaction in the digital environment. The research was carried out using a mixed method, which encompassed both qualitative and quantitative techniques, including document review, direct observation, the advertiser's briefing, and a survey directed at consumers. The findings indicate that Ecoquimik provides products of the highest quality with a clear ecological focus; however, shortcomings were also found in its strategic planning, inconsistent management of social media use, and limited utilization of e-commerce channels. Based on the situational diagnosis and SWOT analysis, a strategic proposal was developed to improve digital communication, increase the use of social media, and strengthen the company's relationship with its customers. The plan seeks to capitalize on the growth of the organic products market and the opportunities presented in e-commerce, thereby helping the company's competitive development and contributing applied knowledge in the field of sustainable digital marketing.